At the heart of the global cruise tourism spotlight this year stands Colombia, whose tourism agency ProColombia has been awarded the prestigious 2025 Whalesong Destination Award by the Aquila Center for Cruise Excellence. The award was presented at Seatrade Cruise Global in Miami, the world’s largest gathering of cruise industry professionals, and it marked not just a win for a country—but for a philosophy. ProColombia’s unwavering focus on people investment, community engagement, and sustainable development has redefined Latin America’s role in global cruising, setting new benchmarks for destination excellence.
This landmark achievement recognizes ProColombia’s strategic commitment to building tourism from the ground up. By putting communities at the center of the cruise experience, ProColombia has demonstrated that authentic and sustainable growth is not only desirable—it’s scalable. From the colorful streets of Cartagena to the rising port cities of Santa Marta and San Andrés, the Colombian cruise map today is defined not only by its natural beauty but by the power of its people.
The Meaning Behind the Whale Tail: A Symbol of Strength, Wisdom, and Community
The Whalesong Award is more than a trophy—it’s a tribute. Embodied by the elegant image of a whale’s tail, it represents strength, harmony, and longevity. These are the very qualities that define Colombia’s tourism model under ProColombia’s stewardship. Awarded only to destinations that exemplify a deep commitment to community-driven tourism, the honor places ProColombia among a small but growing list of global leaders in people-first destination planning.
Beth Hatt, founder of the Aquila Center for Cruise Excellence, articulated this beautifully in her presentation remarks: “The Aquila Whalesong Award represents our deep appreciation for organizations that invest not only in infrastructure or marketing but in the human spirit behind tourism.”
This sentiment aligns perfectly with the essence of Colombia’s tourism renaissance—a model in which success is measured not only by arrivals or port upgrades but by the capacity and empowerment of local people.
A Two-Decade Transformation: The Journey to Cruise Prominence
Colombia’s emergence as a cruise destination didn’t happen overnight. For over 20 years, the nation has worked tirelessly to overcome its past and rebrand itself on the world stage. ProColombia, the country’s official agency promoting exports, foreign investment, and tourism, has played a pivotal role in leading this transformation.
Beginning with Cartagena, a city rich in colonial architecture and Caribbean charm, Colombia’s cruise development initially focused on marquee attractions. But ProColombia quickly realized that without investing in people—the guides, artisans, port workers, and hospitality staff—no amount of marketing or infrastructure could deliver an exceptional or lasting visitor experience.
Through partnerships with Aquila and other international experts, ProColombia embarked on a long-term journey to professionalize its tourism workforce, build strategic industry ties, and create a culture of pride around cruise tourism.
Training as a Cornerstone: Human Capacity Over Hardware
ProColombia’s unique differentiator is its laser-focus on training and capacity building. While many destinations compete on the basis of bigger cruise terminals or newer facilities, Colombia has focused on something more foundational—its people.
Working with the Aquila Center for Cruise Excellence, ProColombia launched a series of destination training programs targeting local stakeholders. These include customer service workshops, tour guide certifications, cruise readiness assessments, and cross-sector collaboration sessions between port authorities, municipalities, and small businesses.
As a result, local communities have become more than just observers of tourism—they are its architects. This people-first approach ensures the benefits of cruise arrivals are spread widely, generating local pride and economic resilience.
U.S. Executive Director María Camila Castellanos: A Voice for Inclusive Growth
Accepting the award in Miami, María Camila Castellanos, ProColombia’s U.S. Executive Director, delivered a powerful message of gratitude and forward vision.
“This award is a testament to over two decades of dedication by our communities, port cities, and tourism leaders who have worked tirelessly to make Colombia – The Country of Beauty – a shining star on the global cruise map,” she said. “With record-breaking visitor numbers and new destinations on the rise, we look forward to an even more dynamic future.”
Her remarks underscore an important pivot in Colombia’s narrative—from a country seeking to redeem its image, to one actively leading the cruise world into a more inclusive and sustainable future.
Cruise Boom in Colombia: Numbers That Tell a Story
Colombia’s ascent as a premier cruise destination is more than a statistical success—it is a narrative of strategic reinvention. Over the past five years, the country has recorded unprecedented growth in cruise arrivals, a surge driven not only by expanded infrastructure but by a deep, people-first approach to tourism development. The Ministry of Commerce, Industry, and Tourism reported over 350,000 cruise visitors in 2024 alone, marking a dramatic 38% increase from pre-pandemic 2019 levels. But beyond the raw numbers lies a more profound transformation.
The geographic expansion of cruise ports to seven key locations, including Urabá and Santa Marta, signals Colombia’s intention to decentralize cruise traffic and ensure broader economic benefits. These cities, once overlooked, are now embracing tourism as a driver of community revitalization. Yet what distinguishes Colombia’s model is not just geographic inclusion—it is experiential depth. Traditional sightseeing has given way to intimate, community-rooted excursions that invite visitors to engage with Colombia’s soul.
Experiences now range from Afro-Colombian rhythm workshops to sustainable eco-lodge stays and cultural exchanges with indigenous groups. These offerings not only enrich the traveler’s journey but also channel tourism revenue directly into local economies, reinforcing a cycle of inclusive prosperity. Colombia’s cruise success is ultimately a reflection of its emotional and intellectual readiness—its ability to build trust, nurture cultural pride, and reimagine tourism as a form of global connection. In every new docking port and every curated experience, Colombia is scripting a more human, holistic, and hopeful chapter in cruise tourism.
Strategic Port Development with a Local Soul
Rather than centralize all cruise investments in one city, ProColombia has adopted a decentralized model, empowering smaller ports to develop their own identities.
In Santa Marta, the focus is on heritage and biodiversity, with guided visits to Tayrona National Park and archaeological sites like Ciudad Perdida. In San Andrés, marine conservation and sustainable diving experiences are front and center. Meanwhile, Buenaventura is being developed as a Pacific port with a strong Afro-Colombian tourism narrative.
Each destination tells its own story, but all align under one principle—people-powered tourism.
Aquila and FCCA: Endorsing a New Kind of Leadership
That ProColombia was selected by both the Aquila Center and the Florida-Caribbean Cruise Association (FCCA) is no small feat. These institutions have trained and advised hundreds of cruise destinations globally. Their endorsement of Colombia as a leader in cruise excellence signals a tectonic shift in how the industry evaluates success.
No longer is it just about how many cruise passengers you attract. It’s about what kind of cruise destination you are.
The Latin American Cruise Movement: A New Era of Collaboration
Colombia’s success comes at a time when Latin America is asserting itself as a rising cruise market. From Mexico’s Pacific ports to Chile’s Antarctic gateways, there is growing recognition that South America has the landscapes—and now the leadership—to be a major player in cruise itineraries.
ProColombia’s award win is likely to inspire neighboring countries to prioritize people-centered tourism. Regional collaboration could further unlock South America’s potential as a cohesive cruise zone, offering multi-country routes that enrich both visitors and host communities.
Looking Ahead: What’s Next for ProColombia?
ProColombia is steering a bold course toward the future of cruise tourism, anchoring its 2025 strategy in long-term transformation rather than short-term gains. The organization’s forward-looking vision goes beyond merely attracting ships; it’s about fundamentally reshaping how Colombia engages with the global cruise economy. At the heart of this evolution is the establishment of a National Cruise Training Academy, a landmark initiative in collaboration with the Aquila Center for Cruise Excellence. This academy is expected to professionalize and scale Colombia’s tourism workforce, preparing front-line teams with the skills and cultural fluency needed to meet international standards.
Equally vital is ProColombia’s commitment to expanding bilingual training programs. As cruise routes extend to emerging ports across the Colombian coast, multilingual service becomes not just a benefit but a necessity for seamless visitor engagement. This investment ensures that all communities—regardless of size or remoteness—can participate in and benefit from the tourism economy.
Infrastructure development, too, plays a crucial role. But unlike traditional port upgrades that prioritize volume, ProColombia is investing in sustainability-first designs. These enhancements are being guided by environmental resilience, local integration, and long-term community utility. Perhaps most ambitiously, the agency is building cruise corridors that will link iconic destinations like Cartagena with lesser-known but culturally rich towns, redistributing the benefits of cruise tourism more equitably across regions.
Together, these initiatives underscore Colombia’s aspiration not simply to compete in the cruise sector but to help define its future—by placing people, culture, and sustainability at the core of its national tourism blueprint.
Conclusion: The Soul of a Destination Lies in Its People
The 2025 Whalesong Destination Award bestowed upon ProColombia transcends ceremonial recognition—it stands as a powerful affirmation of a new tourism paradigm. This accolade signifies a deeper validation of a model built not on spectacle or rapid expansion, but on empathy, inclusive education, and community empowerment. Colombia’s rise in the global cruise industry is not simply a matter of increasing passenger arrivals or building larger ports. It reflects a transformative approach in which the most important infrastructure is human: the people who greet, guide, and enrich the visitor experience with authenticity and pride.
At its core, ProColombia’s strategy prioritizes connection over transaction. Tourism, in this vision, becomes a platform for cultural dialogue and economic inclusion rather than mere consumption. The Whalesong Award’s symbolism—a whale tail representing strength, wisdom, and harmony—perfectly mirrors Colombia’s intentional embrace of sustainability, local knowledge, and dignified growth. In every training program, bilingual workshop, or sustainable development plan, Colombia is shaping a tourism industry that elevates its people as co-creators of the nation’s story.
As Colombia maps its future in cruise tourism, its direction is clear: it sails not toward profit for a few, but purpose for many. The nation’s ports are evolving into platforms for equitable progress, where the benefits of tourism ripple inland into communities often left on the margins. In this way, the Whalesong Award is not just a celebration of past efforts—it’s a signal flare, illuminating the path ahead for nations seeking to harmonize prosperity with people and place in tourism’s next chapter.