Santa Marta, the Seventh Most Visited Destination by Foreign Tourists in Colombia in 2024

From the Pro Santa Marta Vital Corporation and the Santa Marta and Magdalena Investment Promotion Agency (Invest in Santa Marta), which focus on promoting economic development and world-class tourism, the most relevant figures regarding the arrival of foreign visitors to Santa Marta in 2024 are being analyzed. According to data from Migración Colombia, 4,844,059 foreigners entered the country during the last year, 74% of whom came for tourism purposes. In Santa Marta, 60,386 visitors from 124 countries arrived, with tourism activity accounting for 82% of the visits, as shown in Graph 1. This figure positioned Santa Marta as the seventh most visited destination by foreigners coming to Colombia for tourism purposes in 2024, with a total of 49,356 visitors.

Graph 1: Top Foreign Tourism Destinations in Colombia in 2024

According to Migración Colombia, the District of Santa Marta has consolidated itself as the seventh most visited destination by foreigners entering the country for tourism. As seen in Graph 2, in the last four years, the arrival of international visitors has significantly increased, driven mainly by tourism, which has seen more than a 200% rise.

It is important to note that in 2024, Santa Marta only received international flights from Panama, moving 17,803 passengers via a single airline with international flights from its airport. In comparison, Bogotá D.C., with 25 airlines for international flights connecting to 32 countries, received 7,526,078 passengers; Medellín, with 11 airlines and connections to 16 countries, received 1,784,290 passengers; and Cartagena, as the third most visited destination by foreigners according to Migración Colombia, has 9 airlines for international flights and received 710,017 passengers via its airport, connecting with 12 countries. This disparity highlights the challenges faced by the District in terms of foreign arrivals via airports and shows a clear gap in the number of direct foreign arrivals to various national destinations.

In 2024, the main countries of origin for the tourists visiting the city were the United States (22.5%), followed by Venezuela (9.9%), Chile (7.5%), Ecuador (6.7%), Peru (4.8%), Mexico (4.1%), Argentina (3.7%), Canada (3.5%), and Spain (3.3%).

Graph 2: Foreign Tourists Arriving in Santa Marta 2021–2024

According to data from Migración Colombia, the primary activities that motivated the arrival of foreign visitors to the District of Santa Marta in 2024 were tourism (82%), Shore Pass (4%), Business (3%), and Events/Conferences (2.5%), as shown in Graph 3.

Graph 3: Authorized Activities for Foreign Entry to the City in 2024

AFollowing tourism activities, Shore Pass accounted for 4%. This term refers to the permits or approvals granted to crew members (from cruise ships or vessels) to disembark during their stay in port, within the geographical and time limits established by public authorities. Thirdly, business activities (3%) and events and/or conferences (2.5%) followed.

Graph 4: Monthly Foreign Tourism Arrivals in Santa Marta 2024

The months with the highest influx of foreign visitors to the city for tourism purposes in 2024 were February (5,126) and December (5,632), solidifying them as the months with the greatest tourist arrivals in recent years.

It is crucial to highlight the significance of tourism activities and events in Santa Marta due to the economic impact they generate, especially when it comes to foreign visitors. In 2024, the District experienced a 13% increase in foreign tourist arrivals compared to 2023 and a 28% rise compared to 2022.

While the number of foreign visitors has increased, especially in the tourism sector, it remains essential to strengthen this sector and the organization and attraction of events in Santa Marta. This not only generates economic benefits for the District but also positively impacts the cultural, social, and environmental aspects. Moreover, boosting these activities would contribute to establishing Santa Marta as one of the top tourist destinations in Colombia and the world.