In a bid to bolster the Colombian tourism market, a new subcommittee has been established in Cancún. This decision was made following several discussions between government officials and representatives from the tourism sector. The primary aim of this initiative is to improve the experience of Colombian visitors and increase their numbers.

Jesús Almaguer Salazar, the President of the Cancun, Puerto Morelos and Isla Mujeres Hotel Association, explained that the proposal was put forward by the Secretary of Tourism, Bernardo Cueto. The idea was also supported by private businesses, Amatur and Asur, as well as various government authorities, including immigration officials.

The subcommittee's primary goal is to reduce non-admissions and improve the treatment of Colombian visitors, even those who have valid reasons to enter the country. Salazar stated, "This is a fantastic initiative that we are proud to support. It will make it easier for Colombian tourists to enter and enjoy our beautiful region. We are already working on regaining trust to attract more Colombians to our destination."

Salazar recalled that due to numerous complaints, a working group was formed to address the issue of non-admissions and other grievances. This group, which included Governor Mara Lezama, was established as the Colombian market began to decline and redirect its trips to other destinations, such as the Dominican Republic.

Colombia is the fifth largest source of tourists to Quintana Roo. However, data from the first quarter of the year shows a 10% drop in Colombian visitors arriving by air. During this period in 2024, 160,863 Colombians arrived in Cancún and Mexico City, down from 178,819 the previous year.

In response to this decline, Salazar emphasized the commitment to improving the treatment of tourists. This includes providing Colombians with a checklist of documents required by the National Institute of Migration to enter the country. Additionally, training has been provided to agents to enhance their interaction with tourists.