For much of the past decade, Colombia built a reputation as one of travel’s great value destinations: culturally rich, visually stunning, and refreshingly affordable. A strong U.S. dollar, competitive hotel rates, and inexpensive food and transport helped turn cities like Medellín and Cartagena into global favorites, while smaller destinations thrived on a steady flow of backpackers and eco-tourists.

This equation is now changing. And faster than the industry expected.

The Colombian peso has strengthened sharply, trading this week near 3,630 to the U.S. dollar, its highest level since mid-2021. For foreign visitors, the effect is immediate and tangible: fewer pesos per dollar at the ATM, and higher costs across nearly every aspect of a trip – from meals and hotel stays to transportation and tours.

The shift is perhaps most visible at the table. Consider a classic Caribbean staple: deep-fried mojarra, served whole with coconut rice and patacones. At La Estrella, a popular local eatery in Cartagena, the dish costs about COP$40,000 per person. Order the same fish at a beachside stall and the price climbs to COP$60,000. In a high-end Old City restaurant, plated with foraged greens and linen service, it can reach COP$120,000 per person.

At today’s exchange rate, that translates to roughly $11, $16, and $33 — still accessible by international standards, but a noticeable jump from the Colombia many travelers remember.

Currency is only part of the story

While peso strength explains much of the increase, Colombia’s tourism sector is also grappling with sharply higher operating costs following a 23% increase in the national minimum wage, enacted by presidential decree under President Gustavo Petro.

From the government’s perspective, the measure was framed as a necessary response to inflation and cost-of-living pressures. For hotels, tour operators, and travel agencies, however, the speed and scale of the increase have posed significant challenges.

The Colombian Hotel and Tourism Association (Cotelco) has warned that the decision places particular strain on an industry where labor accounts for a large share of costs. According to Cotelco, roughly 70% of hotel workers are part of operational teams — including housekeeping, front desk staff, maintenance, kitchens, and security — leaving businesses highly exposed to wage adjustments.

Cotelco has also pointed to recent changes in labor rules, such as higher pay for Sunday and holiday shifts and the earlier start of night-shift premiums, which further increase payroll expenses. Looking ahead, the sector faces additional pressure in July 2026, when Colombia’s legally mandated reduction of the workweek to 42 hours takes effect, a complex adjustment for hotels that operate around the clock.

Rising costs beyond wages

Labor is not the only expense rising. Hotels and tourism businesses are also absorbing higher energy and gas tariffs, including a 20% energy surcharge introduced in 2025, which disproportionately affects establishments that operate continuously and rely heavily on air conditioning, refrigeration, and water systems.

Transportation costs are climbing as well. Higher toll fees and fuel prices have pushed up the cost of airport transfers, private drivers, and overland travel between destinations, quietly adding to tourists’ final bills. These increases are particularly noticeable for travelers moving between regions — for example, from Cartagena to Santa Marta, or through the Coffee Axis by road.

Price increases are not felt evenly across the country.

In large cities such as Bogotá and Medellín, intense competition has helped cushion the blow. These markets offer a wide range of accommodation, from budget hostels and short-term rentals to international five-star hotels, giving travelers flexibility and keeping price growth relatively contained.

In contrast, smaller resort and nature destinations face sharper pressure. In places like Palomino, wedged between the Caribbean Sea and the Sierra Nevada de Santa Marta, or Salento in the Coffee Axis, accommodation options are limited. Boutique eco-lodges and family-run hotels dominate, and supply cannot easily expand.

In these destinations, rising labor and operating costs are passed on more quickly to guests, making price hikes more visible — and sometimes harder to justify.

According to Anato, Colombia’s association of travel agencies, the wage increase has also disrupted long-term planning. Many tourism businesses had projected annual cost increases of 8% to 12%, not nearly double that figure.

For inbound tourism, which operates on long booking cycles, the timing is especially problematic. Rates, packages, and contracts with international wholesalers for 2026 were often negotiated under different macroeconomic assumptions, limiting companies’ ability to adjust prices after the fact.

Anato has also warned of a double squeeze: rising costs at home combined with a stronger peso, which reduces the real value of revenues earned in foreign currency.

Pay more – Higher expectations

Most travelers are not inherently opposed to paying more for Colombia. What they increasingly expect, however, is visible improvement in exchange.

Higher prices bring sharper scrutiny of cleanliness, waste management, and environmental standards, particularly in coastal areas where beach pollution and informal tourism practices remain persistent concerns. As Colombia positions itself as a higher-value destination, arbitrary pricing, lack of regulation could erode sustainable tourism.

Internal security is another critical factor. As costs rise, long-standing security concerns, especially in rural areas and off-the-beaten path travel corridors, weigh heavily in  destination choice. Travelers paying mid-range or premium prices expect predictability and safety to match the cost.

Looking ahead, a further strengthening of the peso toward 3,500 per dollar would intensify pressure on Colombia’s tourism sector as competition and air connectivity across the region grows fiercer.

Colombia now finds itself competing directly with the all-inclusive efficiency of Mexico’s Riviera Maya and the Dominican Republic, the well-established eco-tourism model of Costa Rica, and the increasingly curated cultural and nature offerings of Guatemala. These destinations have spent years refining price with product, investing in infrastructure, security, and environmental enforcement.

Colombia’s transition from affordable standout to mid-range contender is still underway. Currency strength and wage growth can signal economic maturity, but without tangible improvements in security, the country risks losing travelers to emerging destinations across the Middle East and South East Asia. The message is clear: Colombia remains compelling – but no longer discounted. Whether higher prices translate into a better consumer experience will determine how well the country holds its place in an increasingly crowded travel market.