Santiago de Cali, Colombia, is positioning itself as a tourist destination with a projected 1.129 million visitors during the 2026 holiday season, according to Mabel Lara, manager of Strategic Projects at the Cali City Hall. The city aims to achieve an 80–90% hotel occupancy rate through over 26 cultural, academic, and medical events, including the Feria de Cali, the Cali Film Festival, and the Macondo Awards. “This is a reactivation of a sector that has shown strong performance in recent years,” Lara stated, emphasizing Cali’s appeal as a “must-visit” destination.
Punto Parlante Transforms Bulevar del Río into a Cultural Showcase
The event coincided with the World Tourism Day celebration, where the local collective Punto Parlante transformed the Bulevar del Río into a stage for Cali’s music, identity, and experiences. María Fernanda Campuzano, the city’s Tourism Secretary, highlighted the initiative as part of Cali’s broader strategy to use tourism as an economic driver. “We’re inviting the world to experience Cali’s unique blend of culture, gastronomy, and music,” she said. Punto Parlante, known for its public space performances, aims to show the city’s culture in a way that is more musical, fun, and digestible, according to cofounder Leonardo Valencia, who described Cali as “much more than what is often portrayed.”
Cali’s Identity as the ‘Capital of Salsa’ and Biodiversity
Cali’s reputation as the “World Capital of Salsa” remains central to its tourism narrative. Ángel Lebrón credited the city with giving global momentum to the genre, stating, “Without Cali, salsa wouldn’t be what it is today.” Beyond music, Cali’s cultural diversity—shaped by indigenous, Afro, mestizo, mulatto, and white communities—fuels its artistic and gastronomic scenes. The city’s ecological richness includes 7 rivers, over 560 bird species, and 1,000+ species of trees, orchids, bromeliads and ferns, earning it the nickname “Capital of Biodiversity.”
Events and Infrastructure to Support Tourism Growth
The city’s tourism strategy includes major events like the Petronio and Mítica festivals, alongside culinary encounters and academic conferences. Cali seeks to solidify its status as a destination. Campuzano reiterated the message: “Cali is where you must be.”
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