As of March 5, 2025, Colombia assumes the Pro Tempore Presidency of the Pacific Alliance, a regional integration mechanism composed of Chile, Colombia, Mexico, and Peru, to foster the free movement of goods, services, capital, and people. This responsibility falls on ProColombia, the entity in charge of promoting foreign trade, foreign investment, and tourism in the country.
Within this framework, ProColombia will lead the Pacific Alliance’s Technical Group of Promotion Agencies (GTAP), which includes ProChile, Chile’s National Tourism Service (Sernatur), Mexico’s Ministry of Economy and Ministry of Tourism, and PromPerú. This group plays a key role in consolidating joint strategies to strengthen the region’s competitiveness in international markets and position the four countries as a dynamic and attractive economic bloc for investors.
A Strategic Leadership to Strengthen Regional Integration
The Pro Tempore Presidency of the Pacific Alliance, held for one year, presents a unique opportunity to build upon previous efforts and advance new initiatives that enhance cooperation among member countries. On this occasion, Colombia has outlined an ambitious roadmap to capitalize on trade, investment, and tourism synergies, focusing on digital transformation, sustainability, and the internationalization of micro, small, and medium-sized enterprises (MSMEs).
Luis José González Hollman, ProColombia’s Manager of International Affairs and Government Relations, officially took over the GTAP presidency from ProChile and Sernatur, acknowledging Chile’s crucial role in promoting trade and investment during its tenure. Under Chilean leadership, significant progress was made, including the organization of the XI Business Macro-Roundtable and the XI LAB4+ Entrepreneurship and Innovation Forum and the approval of a project under the Pacific Alliance Cooperation Fund aimed at strengthening sustainable internationalization capacities for the bloc’s tourism destinations.
Key Objectives for 2025
Carmen Caballero, President of ProColombia, emphasized that the new Pro Tempore Presidency of the Pacific Alliance comes with a structured work plan developed in consensus with the promotion agencies of all four countries. This plan includes 20 joint promotional actions focused on three fundamental pillars: exports, investment, and tourism.
Trade Promotion and Strengthening the Business Sector
In the commercial sphere, the XII Business Macro-Roundtable of the Pacific Alliance will focus on the HORECA sector (Hotels, Restaurants, and Cafés), a strategic industry that connects the four countries’ exportable supply with the growing regional tourism industry. This event will bring together hundreds of companies from the food, beverage, hospitality, and gastronomy supply sectors, allowing them to access new markets and strengthen their supply chains.
Additionally, the XII edition of the LAB4+ Entrepreneurship and Innovation Forum will serve as a key platform for promoting technology-based service trade and fostering innovation in the region. This forum will allow startups and tech-based companies to present their solutions to investors and potential clients, facilitating their growth and internationalization.
Another strategic focus will be digital skills training for businesses within the bloc. A training plan on artificial intelligence applied to internationalization will be developed in collaboration with Microsoft to bring MSMEs closer to disruptive technologies that can enhance their global competitiveness.
Attraction of Foreign Direct Investment
Regarding investment, ProColombia will lead the update and promotion of the Pro Tempore Presidency of the Pacific Alliance’s portfolio of opportunities, with a special emphasis on energy infrastructure projects. This aligns with the national strategies of the four countries to drive the energy transition and promote more sustainable development.
Business forums and trade missions will be organized to attract foreign capital to strategic sectors such as renewable energy, technology, advanced manufacturing, and tourism. Additionally, cooperation with investment funds and multilateral organizations will be strengthened to facilitate the financing of high-impact regional projects.
Boosting Tourism as an Economic Growth Engine
The VIII Pacific Alliance Tourism Macro-Roundtable will be one of the key events to enhance the flow of travelers within the bloc and position the region as an attractive destination in strategic markets such as China. This gathering will bring tour operators, travel agencies, and airlines together to generate new business opportunities and facilitate commercializing tourism products.
A business tourism strategy will also be implemented to position the four countries as ideal destinations for conventions and international events. This initiative will leverage existing infrastructure in the bloc’s major cities and attract high-value travelers.
Another fundamental aspect will be sustainability, a cross-cutting theme in all tourism promotional actions. Initiatives for responsible tourism will be promoted to support the conservation of the region’s natural and cultural heritage and strengthen the offering of experiences based on biodiversity and local communities.
Commitment to Sustainability and Digitalization
One of the most notable aspects of Colombia’s Pro Tempore Presidency of the Pacific Alliance will be its focus on productive transformation and the digitalization of economic processes. The Pacific Alliance aims to position itself as a leader in implementing technological solutions for the internationalization of its companies, leveraging tools such as artificial intelligence, data analytics, and digital trade platforms.
Likewise, sustainability will be a core pillar in all promotion strategies. The four countries reaffirmed their commitment to responsible industry development, promoting more efficient production models aligned with the United Nations’ Sustainable Development Goals (SDGs).
Towards a More Competitive and Innovative Pacific Alliance
Colombia’s leadership in the Pro Tempore Presidency of the Pacific Alliance is crucial for regional integration. Post-pandemic economic recovery and global challenges call for greater cooperation among member countries to strengthen their economies and attract new business opportunities.
“This year will be fundamental in positioning the Pacific Alliance as a global benchmark for effective integration, innovation, and economic and social development. We reaffirm our commitment to leading this process efficiently, creatively, and collaboratively to continue to drive business growth, strengthening regional production chains, and attracting new business opportunities for the bloc,” concluded Carmen Caballero.
With this Pro Tempore Presidency of the Pacific Alliance, Colombia takes on the challenge of consolidating the alliance as a key player in international trade, investment, and tourism, promoting innovative strategies that drive sustainable development and the bloc’s competitiveness on the global stage.