Colombia Wants Your Tourism Dollars
Colombia boasts huge mountain ranges, large portions of the Amazon, and endless coastline and surf breaks. But can a country come back from a civil war to become a mecca for adventure?
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First, the DJ starts playing. Then the bats come out. It could be a coincidence, or it could be that bats like electronica. The graffiti artists definitely don鈥檛 like the music; they clear the dance floor pronto, leaving the bats to flutter to the rhythm. I鈥檓 using the term dance floor loosely here. It鈥檚 a slab of concrete in the center of an abandoned rum distillery in the middle of the Colombian jungle. Dictador, a premium Colombian rum brand, has invited a dozen of the world鈥檚 most renowned graffiti artists to paint the tanks and walls of its former distillery. For the past two days, I鈥檝e been watching them create massive murals while enduring the country鈥檚 infamous heat. Dictador鈥檚 owners want to use this project to raise money for conservation in Colombia. The artists will produce bonus canvases for auction; the proceeds will go to , a nonprofit that鈥檚 helping Colombia establish policies to protect its mountains.
It鈥檚 a strange project, but Colombia is in a weird place right now. The country was devastated by a half-century-long civil war, which had the inadvertent effect of preserving vast landscapes that were once controlled by rebels. Since the 2016 peace treaty, the country is enjoying its first break from wide-scale violence in a generation and is now trying to figure out what to do with all that pristine land. Meanwhile, deforestation and development have ramped up significantly since the peace treaty was signed. Call it an identity crisis.聽
And, oh yeah, the war is over, but while most of the country is trying to move on, there is still some lingering tension where bad guys don鈥檛 want to give up their bad-guy ways. Most of the violence is in remote rural areas that the rebel group Revolutionary Armed Forces of Colombia, known as the FARC, used to control, particularly the regions that border Venezuela and Ecuador. Cocaine production has hit an all-time high, and 3,000 militants have decided to ignore the peace treaty and continue fighting. Some of them don鈥檛 take too well to the government creating parks and preserving land where they鈥檙e growing or transporting coca. Call it a postwar hangover. But cities like Bogot谩 and the coastal towns where tourists venture are generally considered safe for travelers.聽(The U.S. State Department has softened its travel advisory for most of Colombia, labeling it a Level 2 risk, on par with Germany, Denmark, Burma, and Spain, but there are certain regions of the country that the government flags as being too violent for Americans to visit.)聽

I鈥檓 in Colombia to watch artists聽paint聽but also to explore the mountains and coast. The adventure potential is off the charts down here鈥攍ush forests full of waterfalls and canyons, lonely beaches with cliffs and surf breaks, mountain biking on ancient footpaths that might comprise the world鈥檚 best adventure cycling. And then there鈥檚 the birding. Colombia is widely recognized as the single greatest birding destination in the world鈥攁nd the world is starting to notice. According to Colombia鈥檚 trade ministry, tourism has increased 300 percent in the past decade, with more than 3 million foreign visitors in 2018. The increase in tourism is promising, and certain leaders insist ecotourism is the country鈥檚 future. But Colombia is still trying to figure out how to capitalize on its natural attributes. In other words, while it has tourism potential, the country聽definitely does not feel like a tourist destination鈥攜et.聽So, if you鈥檙e looking for a place that offers raw adventure where you鈥檒l sweat through police checks and sleep in working coffee farms and trail run through jungles, a place where abandoned distilleries are tagged by the best graffiti artists in the world, then go to Colombia. Now.聽
But first, a brief, oversimplified recap of Colombia鈥檚 recent history. The South American country spent more than 50 years in a civil war, as the FARC聽fought the government over inequality and land rights. In the midst of the unrest, the cocaine business boomed. Pablo Escobar. Narcos. Romancing the Stone. Colombia developed a reputation for violence over the years that caused most Americans to eschew the country for tamer destinations.
The FARC聽occupied some of the most remote corners of the country, controlling hundreds of thousands of acres of mountains and jungle. People fled the land where the group established encampments, and development ceased. As a result, Colombia is one of the few countries in South America where more than half of its acreage is still forested. It鈥檚 considered the most biodiverse country in the world. It鈥檚 a phenomenon known as gunpoint conservation, and as wild as it sounds, it has聽happened in other countries, like Myanmar, which suffered a 70-year civil war that left certain regions untouched by loggers. But Colombia stands as the quintessential example, where conflict limited access to vast stretches of the Andes mountain range and the Amazon.
Since the peace treaty was signed in 2016, Colombians have started exploring these previous no-go zones, experimenting with ecotourism and researching landscapes that had been lost to the scientific community. Scientists are discovering new species in the mountains (Colombia鈥檚 Humboldt Institute found six new species of frogs and beetles in a single forest near Medell铆n), and adventurers are finding聽forgotten paths that are perfect for cycling, hiking, and trail running.
鈥淲e spend a lot of time exploring routes we find on Google maps,鈥 says Julian Manrique, a Bogot谩-based cyclist who recently founded , a tour company that specializes in providing support and logistics for people looking to pedal Colombia鈥檚 mountains. The country鈥檚 terrain goes from sea level to almost 20,000 feet, with two massive mountain ranges, the Andes and the Sierra Nevada de Santa Marta, dominating most of the country. 鈥淭here are so many narrow roads crossing the Andes, the potential for cycling is unlimited,鈥 Manrique says. 鈥淵ou just have to be willing to put in the work, cross rivers, and ride where nobody has ridden before. It鈥檚 an open map ready to be discovered.鈥
Sometimes the roads are paved, sometimes they鈥檙e a mix of dirt and gravel, which means much of the riding is tailored to today鈥檚 adventure-hungry gravel bikers. The scenery can shift from busy city streets to dry, almost desert-like scrub flatlands to dense cloud forests on a single ride. I spent several days biking with Manrique in Colombia four years ago, just before the peace treaty was signed. We pedaled through the crowded streets of Bogot谩聽and climbed an impossibly steep grade to a caf茅 overlooking the city, where we drank agua de panela, a hot drink with melted cheese. Manrique calls it Colombian Gatorade. It tastes good, like sweet tea. Later, we pedaled forgotten, half-paved roads deep into coffee country, then set out for long climbs into the mountains near , known for its high-altitude, sponge-like forests and small alpine lakes. Colombia already has the longest road climb in the world鈥擜lto de Letras, which rises at a 4 percent grade for almost 50 miles鈥攂ut Manrique says that the famous climb is just a drop in the bucket.
鈥淚f you like riding through unknown terrain and love climbing, Colombia is it,鈥 Manrique says. 鈥淲e鈥檒l do a day that starts at sea level, covers 125 miles, and climbs 10,000 feet back into the mountains. It鈥檚 mad.鈥
If you鈥檙e looking for a place that offers raw adventure where you鈥檒l sweat through police checks and sleep in working coffee farms and trail run through jungles, a place where abandoned distilleries are tagged by the best graffiti artists in the world, then go to Colombia. Now.
Cycling has had a foothold in Colombia for decades. Bogot谩 was the birthplace of the 肠颈肠濒辞惫铆补鈥攁 weekly Sunday聽event where聽the city shuts down one of its main streets for bikers鈥攁nd the country has a strong group of pro cyclists competing on the international circuit. Since the peace treaty was signed, several companies have started offering multiday cycling tours using relatively well-established routes in the mountains, most of which incorporate Alto de Letras at some point in their itinerary. But road cycling isn鈥檛 the only sport to catch a postwar bump. Trail running is also booming, with a burgeoning portfolio of races, most notably , a 50-mile聽ultra sponsored by Merrell. The event drew a thousand runners from 15 countries last year. They tackled a course that starts on the beach and finishes on the side of the tallest coastal mountain in the world.
鈥淭he whole scene is growing quickly here,鈥 says Emily Schmitz, a Minnesota-born trail runner who has lived in Bogot谩聽for the past decade聽and works in the humanitarian rights field. 鈥淲ith each race, the prizes get better, the routes get better, the logistical support gets better, and there are so many trails to run here.鈥
Schmitz says she can leave her home in Bogot谩聽and within 15 minutes be running in the mountains on ancestral trails that were once used to connect the city to surrounding communities. 鈥淓ven after ten years here, I鈥檓 still amazed at the beauty of the countryside,鈥 Schmitz says. 鈥淪o many areas have remained untouched in a manner that we do not see in the U.S., where so much of the land has become incredibly overdeveloped.鈥
But as Colombians rediscover their own country, development has kicked into high gear. Deforestation has reached epidemic levels, with almost a billion acres of forest lost since 2016聽and new conflicts arising between conservationists and paramilitary groups and criminal gangs.聽
鈥淎nyone wearing a green uniform and carrying a gun is the same to us,鈥 says Jaison Perez, a representative for the Arhuaco, an indigenous tribe that lives in the coastal mountains of Colombia. 鈥淭he paramilitary are still active, and they鈥檙e still killing people. We don鈥檛 see as many deaths as before, so things are better from a social perspective聽but worse from an environmental perspective. The peace treaty has accelerated people鈥檚 thirst for short-term gain.鈥
There鈥檚 a race to dictate the future of Colombia鈥檚 mountains鈥攑reservation or development鈥攚hich brings us back to Dictador鈥檚 old distillery. It sits literally in the middle of the battle. The building is positioned between the coastal Sierra Nevada de Santa Marta range, once controlled by paramilitary groups, and the Perij谩聽Mountains, a biodiverse range that was a hotbed of guerrilla activity. Six new bird species have been discovered in these mountains in as many years, and a new trail has been established to help throngs of tourists explore these bird-rich peaks.聽
This is the second edition of the graffiti project. A handful of large murals were painted at the distillery last year, and the entrepreneurial rum owners are planning to do an event each year, bringing in new artists until they feel the distillery has become the world鈥檚 greatest graffiti exhibition. Then they might open the distillery as a museum of sorts to raise money for conservation efforts.
The list of painters involved is a who鈥檚 who of illegal art. Nychos, an Austrian. A Colombian named Toxicomano, who likes to paint jaguars. Daleast, from China. Faith, from South Africa. You鈥檒l notice they all go by one-word pseudonyms. The distillery itself is a mix of concrete, brick, rusted steel, and tin roofs that are peeling back at the seams.聽
The artists aren鈥檛 adjusting very well to the heat at the distillery. The temperature is in the mid-90s Fahrenheit, with humidity pushing 45 percent. They flew in from Cartagena on a small Cessna, landing on a dirt airstrip next to the distillery, and have spent most of their first day acclimating to the environment by napping and drinking tiny bottles of Coste帽ita, a cheap Colombian beer.聽

While the art project seems disconnected from its surrounding landscape, it actually fits in with the unique style of conservation emerging in Colombia, where private companies, nonprofits, locals, and the government work together toward聽goals. Fabio Arjona is Colombia鈥檚 former vice minister of the environment and current director of Colombia鈥檚 branch of Conservation International. He says working with various groups who claim control of an area is imperative specifically because of the country鈥檚 troubled past: 鈥淧eople have to collaborate here because of all of the conflict. A company could build a pipeline, but it would just be bombed over and over. If you don鈥檛 partner with all of these groups, you won鈥檛 get anything done.鈥
Ivan Duque, a conservative president, took office in 2018, and environmentalists are worried that he won鈥檛 preserve the country鈥檚 progressive approach to conservation and the peace agreement established by the previous administration, led by president Juan Manual Santos, who won the Nobel Peace Prize for signing the 2016 treaty. The left-leaning Santos made massive conservation gains, tripling the amount of public land, adding and expanding several parks, and passing a corporate carbon tax. Tourists took notice, some coming to bike in the mountains, others coming to聽beach resorts popping up along the Caribbean coast. A lot of them are coming for the birds. A 2018 study shows birders from the U.S.聽could contribute up to $46 million a year and create more than 7,000 jobs. With almost 2,000 species of birds, Colombia is the most bird-rich country in the world, t of destinations.
鈥淭he twitchers showed up first,鈥 says John Myers, the social innovation specialist for Conservation International. He鈥檚 been involved with developing Colombia鈥檚 birding infrastructure for the past several years. He also helped bring Dictador and Conservation International together and has been watching the graffiti artists paint the tanks with me at the distillery. Twitchers are hardcore birders,聽obsessed with ticking off elusive species. Myers says they started showing up before the peace treaty was signed, quietly bagging species. Birding was a clandestine operation then, with few guides or infrastructure聽and heavy on risk, because the best sites were often in guerilla- or paramilitary-ruled mountains. But in 2015, Myers began designing the Northern Colombia Birding Trail, a collection of preserves and lodges serviced by trained local guides and designed to give the country鈥檚 ecotourism a boost. The centerpiece of the Northern Colombia Birding Trail is the Sierra Nevada de Santa Marta, an imposing mountain that rises directly from the Caribbean聽and is known worldwide for its abundance of endemic species.
According to Colombia鈥檚 four indigenous tribes that live on the mountain鈥攖he Arhuaco, Wiwa, Kogi, and Kankuamo鈥攅verything begins and ends with the Sierra Nevada de Santa Marta, a beast of a mountain that starts as a cluster of coral in the Caribbean and rises to an 18,700-foot glaciated peak. The tribes consider it the heart of the world. As for its size, the mountain is the kind of thing you can appreciate only from a distance. I spent several days on and around the mountain and never once caught a glimpse of its white caps聽because of a veil of dense clouds. It鈥檚 an isolated mountain, separated from the Andes by a gap on the Guajira Peninsula, an ecosystem unto itself.
鈥淪anta Marta is like an island, with so many species evolving all on their own,鈥 Myers says. 鈥淚magine the Galapagos聽but as a mountain.鈥
With 28 endemic species of birds living only on its slopes, Santa Marta Mountain is the exclamation point on the . It鈥檚 also ground zero for conservation, representing the largest remaining coastal forest in the Caribbean聽and home to Sierra Nevada de Santa Marta National Natural Park, as well as a pilot program where indigenous tribes take part in a progressive carbon sequestration program. The ancient ruins of La Ciudad Perdida, the Lost City, is also tucked into the recesses of this mountain. Archeologists think it鈥檚 650 years older than Machu Picchu and served as the political and spiritual epicenter of Colombia鈥檚 original tribes. Treasure hunters聽鈥渄iscovered鈥 it in 1972, but the indigenous tribes of Santa Marta have visited the site for decades. You can visit it, too, if you鈥檙e up for a four-to-seven-day trek through Santa Marta鈥檚 steep slopes.
Myers and I decide to leave the distillery and head toward the mountain for some trail running and birding. Our driver and guide for the next few days is named Gabriel Utria, but the world knows him as Gabo. If birding in Colombia has a celebrity, it鈥檚 Gabo. He grew up on the side of Santa Marta and is arguably the most knowledgeable birding guide in the country. Gabo once went on a three-day hike along the spine of Santa Marta to see a hummingbird that lives only at a certain elevation on the mountain. Colombia sends him all over the world as a representative for the country鈥檚 burgeoning birding industry. A few years ago, a former U.S. state department diplomat鈥攖he most successful birder in the world, with more registered species sightings than anyone else鈥攖raveled to Colombia to add a couple endemics to his list, which had stalled as it grew toward聽9,000. He called Gabo, who聽delivered with five species the man had never seen before.
So, yeah, Gabo goes by one name, like the graffiti artists back at the distillery. And Prince.
We hit two private birding preserves as we make our way through the Guajira Peninsula, on the border of Venezuela. The first is a dry forest in the valley, full of scrubby-looking trees and cute, puffy owls that Gabo calls toward聽us as we walk a dusty dirt road. The second is a 1,200-acre preserve at the base of the mountain as we get closer to the coast. Gabo helped a handful of locals establish the preserve, building a bathroom and training guides. A restaurant is coming that will focus entirely on local dishes, like sancocho, a vegetable stew with an ear of corn resting in it. Gabo says it鈥檚 exactly the sort of project the area needs.
鈥淭he local communities need money from legal things,鈥 says Gabo, as we pull away from the new preserve. 鈥淭he coast was full of coca plantations 15 years ago. It鈥檚 what most people know. But now, maybe ecotourism is the future.鈥
The Guajira Peninsula is one of the poorest regions in Colombia, full of families displaced by decades of conflict and refugees fresh from Venezuela. We see people selling cheap Venezuelan gas in old Coke bottles on the side of the road. There are occasional police checks. At one point, some middle school girls pull聽a rope across the road and start聽dancing in front of the car, charging a toll for the 鈥渃arnival.鈥
Gabo helped Myers create the Northern Colombia Birding Trail, which stretches from on the coast along the Sierra Nevada de Santa Marta and into the Perij谩 Mountains, on the other side of Dictador鈥檚 abandoned distillery. Together, they trained 43 guides鈥攆ormer hunters, fishermen, and farmers鈥攊n the art of birding. Gabo鈥檚 been working to fill out the amenities on the trail, establishing new preserves and training coffee farmers to turn their homes into lodges.
Other lodges are also popping up along the trail. Near Tayrona National Park, the busiest in Colombia鈥檚 expanding system, we stop for lunch at Gitana del Mar, a posh new resort complete with a palm-thatched yoga studio, manicured landscaping聽with private access to a pristine beach, and a high-end restaurant with a menu that focuses on local fish, veggies, and fruit. The resort is close to a legit surf break, as well as the beaches and cliffs of Tayrona and the waterfalls and trails of the Sierra Nevada de Santa Marta. Meyers says the resort is the first of its kind in this part of Colombia, but it鈥檚 a sign of things to come as the small towns that line the coast and mountains, which have been popular with international backpackers for a few years, get discovered by American travelers looking for finer digs.
But in the midst of this burgeoning tourism industry, violence has erupted. A park guard at Santa Marta National Park was killed, possibly by a paramilitary group, the week before I arrived, and the director of the same park has received death threats. His family left for Bogot谩聽while I was watching graffiti artists tag Dictador鈥檚 distillery. Myers took the director鈥檚 deposition before he and his family fled town. 鈥淚magine if someone threatened to cut your family into pieces,鈥 he tells me. 鈥淚t sucks to have to talk about this stuff again. For the last few years, all we talked about was how great everything is.鈥

Myers says the murder and death threats are centered around Santa Marta National Park and the government鈥檚 conservation priorities, which expanded the park to include 鈥渢he tongue,鈥 an area stretching from the mountains to the coast that has traditionally been ruled by paramilitary groups who would use the deep bays to move shipments of drugs at night. The park director worked with indigenous groups to restore a sacred site in the area called Katanzama and to eliminate any further development. 鈥淭hese disputes are always about land,鈥 says Myers, adding that the current violence around the park is targeted and hasn鈥檛 proved to be a threat to tourists. 鈥淚f you鈥檙e a gringo on vacation, you鈥檙e safe. It鈥檚 a different story if you鈥檙e an environmentalist here.鈥澛
Fabio Arjona tells me that the new rash of violence is an extension of the old problems that existed before the peace treaty was signed: 鈥淭he threats are the same they鈥檝e always been. Drug trafficking has lessened in recent years, but it鈥檚 still a big threat to conservation in general, and it contributes to deforestation. It鈥檚 hard to find a substitute for growing coca. It鈥檚 too lucrative.鈥
Colombia鈥檚 national parks aren鈥檛 like parks in the United States. The government can declare a certain landscape as a park, but people are still allowed to live inside the area. So, with Santa Marta National Park, you have the government trying to enforce Colombia鈥檚 conservation priorities, but also 100,000 indigenous people calling the park home聽and countless other residents who fled their ancestral homes during the FARC rebellion. It has聽also traditionally been a hotbed of drug trafficking, thanks to nearby coca plantations and the coastal access to move the drugs.
鈥淭here鈥檚 such an overlap of jurisdictions, both legal and illegal,鈥 explains Myers as we drive up the side of the mountain on a road that quickly goes from pavement to a four-wheel-drive track. For the most part, the indigenous tribes are allowed to manage their land as they see fit. Conservation International is working with them on carbon offset programs, but most of the tribes are notoriously reclusive when it comes to the outside world. Tourists are typically not allowed to visit their villages, so while the national park is public land in theory, there are large swaths that people can鈥檛 access. The glaciated peaks, for instance, are rarely visited by anyone but the indigenous. Meyers, who works closely with the tribes, tells me he gets at least one request a year from a professional snowboarder or skier who wants to ski the snow.
According to Gabo, Santa Marta has always been a mess. His parents managed the biology station inside the park, and Gabo grew up on the side of the mountain. During the prolonged civil war, Santa Marta was controlled by paramilitary groups and drug traffickers, who were at odds with the FARC聽and, often, the government.
鈥淭he paramilitary controlled everything around Santa Marta,鈥 Gabo says. 鈥淭hey ran the town, the schools, the hospital. We were always afraid. Even just 15 years ago, it wasn鈥檛 safe here. But birding has gotten popular since the peace process, and you can go places you couldn鈥檛 go before.鈥
We stop for the night halfway up Santa Marta Mountain at a 12-acre coffee farm that does double duty as a birder鈥檚 hostel. The view from the farm is stellar, encompassing the dramatic ridgeline of Santa Marta as it drops steeply into the ocean. We sit on a patio and watch the sun set below the ridge while the family who owns the farm cooks chicken and rice for us at an outdoor kitchen. A young boy plays with a remote-control car at our feet. Gabo says this home, called Casa Caf茅, is an example of how ecotourism can directly impact the people of Colombia.
鈥淲e鈥檝e been working with this family for three years, and they just opened six months ago,鈥 Gabo says. 鈥淚t鈥檚 going well. They take in birders and backpackers, make them dinner and breakfast. It鈥檚 good income for them, which is important because the price of coffee is dropping.鈥澛
We wake up the next morning at 3:30 for a predawn assault on San Lorenzo Ridge, a birding hotspot on the flank of Santa Marta Mountain. Myers and I plan to run from the coffee farm to the ridge, timing our ascent with sunrise. We begin with headlamps in the dark, tiptoeing our way through the small boulders and streams in the dirt road.聽
With almost 2,000 species of birds, Colombia is the most bird-rich country in the world, the pinnacle of any birder鈥檚 bucket list of destinations.
It鈥檚 a beautiful nine-mile run through a jungle that turns into a dank cloud forest, the temperature dropping as we climb 3,000 feet. We pass the occasional hostel and caf茅, but mostly it鈥檚 just a thick canopy of palms and succulents growing out of the limbs of trees. We hear howler monkeys in the distance and catch quick glimpses of tarantulas with our headlamps. When we reach the peak of the San Lorenzo Ridge, it鈥檚 covered in mist, the sun burning orange behind a thick layer of clouds. At first, the birding is shit. We drink rum and wait for the mist to burn off, but it never does. The clouds are soupy, and the forest is thick with dew. We hear one of Colombia鈥檚 signature birds, the white-tipped quetzal, but never catch a glimpse of it. But the clouds burn off as we make our way down the mountain, and we stop near Gabo鈥檚 childhood home and wander down a trail. Within a few minutes, we see a Santa Marta Blossomcrown, a tiny hummingbird that鈥檚 found only here. We eventually bag three endemic species. Myers is giddy as we head farther down the mountain, detouring on a dirt road to grab a beer at Nevada Cerveceria, a brewery that a German transplant opened a few years ago.
Birding is probably the brightest example of how Colombia has pivoted to capitalize on its natural beauty since signing the peace treaty. The Northern Colombia Birding Trail is used as a model for other ecotourism projects within the country, spawning a handful of other birding trails in other parts of the country. I get the sense that this is just the beginning, that the ecotourism potential in this country is huge鈥攂ut also fragile because of the remaining instability.聽
鈥淭his rise in ecotourism could force the current government not to mess up the peace agreement, because if they do, they鈥檒l lose out on the tourism boom,鈥 Myers says.聽
There鈥檚 plenty to lose. Just ask Gabo.聽
鈥淓verything we鈥檝e done the past couple of days, none of this would have been okay before the peace agreement,鈥 he says聽as we drink lagers on the brewery鈥檚 patio, which overlooks聽a creek that tumbles down the mountain. He鈥檚 another best-case scenario for what ecotourism is doing for Colombians. His company, Birding Santa Marta, has grown so much in the past few years that he鈥檚 had to hire several of his family members. 鈥淚n the beginning, my family didn鈥檛 believe people would come to Colombia to see birds,鈥澛爃e says. 鈥淏ut now they understand.鈥