Colombia has made global headlines by securing three prestigious awards at the Cannes Lions International Festival of Creativity 2025, marking a milestone moment in its tourism marketing journey. In its first official participation at this globally renowned event, Colombia walked away with a Gold, Silver, and Bronze Lion, affirming its rise as a creative and sustainable tourism leader in Latin America and beyond.
The accolades recognize two standout campaigns—Humanimal Tourism and Runways of Hidden Beauty—each built upon the country’s larger branding movement: “Colombia, the Country of Beauty.” These campaigns were not only creative triumphs but strategic tools that elevated Colombia’s global image and positioned it as a model for tourism storytelling and sustainable development.
Humanimal Tourism: A Groundbreaking Creative Strategy
Winning the Gold Lion in Creative Strategy and the Bronze Lion in Creative Data, the Humanimal Tourism campaign has been widely celebrated for its bold fusion of technology, biodiversity, and storytelling. The campaign ingeniously transformed the migratory routes of over 1,200 animal species into personalized travel experiences for humans. Using advanced data analytics and real-time geolocation insights, Colombia delivered customized invitations to travelers in over 30 countries, inviting them to follow the natural paths of birds, mammals, and marine life across the Colombian landscape.
This initiative placed a powerful spotlight on Colombia’s extraordinary biodiversity, positioning the country as a global haven for nature lovers and eco-conscious travelers. It was more than a tourism promotion—it was a digital movement that connected humans and nature through innovation, reinforcing Colombia’s role as a leader in sustainable travel experiences.
Runways of Hidden Beauty: Expanding the Tourism Map
Also earning international acclaim, the Runways of Hidden Beauty campaign received the Silver Lion in Brand Experience & Activation. This campaign brought attention to Colombia’s strategic renovation and development of regional airstrips and small airports, particularly in areas previously overlooked by international tourism.
By opening access to lesser-known destinations such as Leticia in the Amazon, Nuquí on the Pacific coast, and San José del Guaviare in the Orinoquía region, the campaign encouraged exploration beyond traditional tourist circuits like Bogotá, Medellín, and Cartagena. It elevated rural and indigenous regions, contributing to inclusive tourism growth and emphasizing Colombia’s commitment to regional development and cultural preservation.
This infrastructure-forward strategy not only supported tourism equity but also served to boost internal connectivity across Colombia’s vast and ecologically rich territories.
Global Impact: Numbers That Speak Volumes
Backed by robust results, these campaigns are more than creative successes—they’re delivering measurable tourism growth. Since their global launch, Colombia has recorded:
- Over 300,000 bookings from travelers representing 13 nationalities
- A 64% increase in first-time visitors
- 535 million impressions across international platforms
- USD $96 million in earned media value
The campaigns significantly increased visibility for Colombia in 30+ global markets, including the United States, now the country’s largest source of inbound tourism. Colombia has become a top 12 global destination for U.S. travelers and the number one choice in South and Central America, according to recent tourism rankings.
Redefining Colombia’s Global Narrative
Colombia’s success at Cannes is more than a celebration of creativity—it represents a fundamental shift in the country’s international identity. Once associated with conflict, Colombia is now being seen through a new lens: as a safe, vibrant, and biodiverse destination, rich in culture, hospitality, and innovation.
This transformation is largely thanks to ProColombia, the government agency responsible for promoting the country abroad. Under the leadership of Carmen Caballero, ProColombia has guided the country through a tourism renaissance built on strategic storytelling, destination branding, and eco-conscious engagement.
“This proves that the broader narrative of Colombia, The Country of Beauty didn’t remain on paper,” said Caballero. “We brought it from the desk to the regions, and from the regions to the world. Colombia has a story that moves, inspires, and captivates on global stages.”
Her words encapsulate the heart of the country’s tourism evolution: a journey from stigma to storytelling, from internal fragmentation to international acclaim.
Sustainable Tourism at the Forefront
Central to Colombia’s award-winning approach is a firm commitment to sustainability. The country’s marketing strategies now focus heavily on environmental stewardship, local community empowerment, and biodiversity protection. Both campaigns reflect this commitment, showcasing how tourism can serve not just as an economic engine, but as a force for ecological and cultural conservation.
Colombia’s rise as a leader in regenerative tourism is echoed in global rankings, where it has consistently been recognized for responsible travel innovation. Through its campaigns, Colombia invites travelers not just to visit, but to connect with nature, support local economies, and preserve cultural heritage.
A Blueprint for the Future of Travel Marketing
With its Cannes victories, Colombia has joined a league of global tourism pioneers that understand the power of creative storytelling, technology integration, and sustainability. The country’s campaigns have created a template for nations looking to reshape their global image while driving real economic and environmental value.
As the tourism industry continues to evolve post-pandemic, Colombia’s triumph is a timely reminder that authenticity, innovation, and beauty—when harnessed strategically—can redefine a nation’s future.
Conclusion
Colombia’s Gold, Silver, and Bronze wins at Cannes Lions 2025 are more than accolades—they are a validation of the country’s bold, forward-thinking tourism model. Through powerful campaigns like Humanimal Tourism and Runways of Hidden Beauty, Colombia has shown the world how creativity and conservation can work hand-in-hand to inspire, attract, and transform.
From the rainforests of the Amazon to the runways of Cannes, Colombia is charting a path that is both beautiful and bold—proving to the world that it is not just a destination, but a story worth sharing.
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