Description
To promote emerging destinations and facilitate their access, ProColombia and the Civil Aeronautics Authority launched an unprecedented action to boost tourism and economic development. They seek to connect the world with Colombia's lesser-known territories, a country recognized for its unique tourism offerings and landscapes that, due to the complexity of its geography, have remained hidden from many around the world.
"Runways of Hidden Beauty" is a campaign highlighting the country's natural and cultural wealth, positioning Colombia as a top-tier destination in the region under the hashtags #BellezaEscondida and #HiddenBeauty. As part of this effort, the campaign aligns with the National Government's objective to improve air infrastructure in remote destinations, which includes the future optimization of approximately 20 airfields in five of the six tourist regions of the country: the Colombian Grand Caribbean, the Colombian Pacific, the Colombian Amazon-Orinoquía, the Colombian Massif, and the Eastern Colombian Andes. This long-term plan aims to facilitate access to these hidden treasures, ensuring they are more accessible to visitors worldwide by opening a new path for tourism in Colombia.
Seeing how these airstrips have revealed natural wonders in Colombia is incredible. Among the destinations highlighted in the campaign are Tolú and Bahía Solano, two places of great natural wealth and tourism potential, where the Civil Aeronautics Authority has led the improvement of air infrastructure to strengthen connectivity and facilitate access for travelers arriving at the airstrips that help transform the tourism offering.
Tolú, for example, was prioritized for its natural wealth, tourism projection, and privileged location in the Colombian Caribbean. From these two cases, other points in the country with similar characteristics have been identified that will be part of this effort to boost tourism, improve regional connectivity, and breathe new life into the country's lesser-known destinations.
Additionally, the campaign is aimed at strategic markets such as the United States, the United Kingdom, France, Argentina, and Germany, as well as emerging countries like the Netherlands and Italy, giving a new air to tourism in Colombia. "The Runways of Hidden Beauty' campaign values Colombia's natural and cultural wealth, promoting authentic experiences that respond to the new motivations of travelers. This initiative is expected to attract a wide variety of tourists, from those seeking connection with nature and culture to those interested in community tourism or enjoying vacations in sun and beach destinations," explained Carmen Caballero, president of ProColombia.
This professional campaign titled 'Runways of Hidden Beauty' was published in Colombia in April, 2025. It was created for the brands: Civil Aeronautics Authority and ProColombia, by ad agency: DDB. This Film medium campaign is related to the Travel and Tourism industry and contains 1 media asset. It was submitted 23 days ago.
