Swiss Entrepreneur Says Colombia’s Tourism Potential Is Huge, But Infrastructure Holds It Back

A Swiss entrepreneur who has spent more than a decade traveling across Colombia says the country has enormous untapped tourism potential, but warns that poor infrastructure, bureaucracy and security concerns continue to prevent the industry from reaching its full potential.

Frank Spitzer, founder of tourism operator Pelecanus, moved to Colombia after spending more than 20 years working in banking and finance in Switzerland. His decision to settle in the country followed a strategic evaluation of Latin America’s largest economies.

Swiss entrepreneur says Colombia tourism potential is huge

Spitzer arrived in Colombia in 2015 to study for an MBA in Spanish, despite not speaking the language: “I wanted to live abroad and build my own business,” Spitzer said. After comparing countries using 10 different factors, he identified Mexico and Colombia as his preferred options. Colombia’s improving security situation ultimately convinced him to choose the country.

During his MBA, Spitzer traveled extensively and discovered what he considered a major opportunity: Colombia had extraordinary natural and cultural diversity, but was still at an early stage of international tourism development.

“I saw the huge potential we have in Colombia for tourism, and the low level we were still at,” he said. That realization eventually led him to create his own tour operator.

1. Colombia’s diversity remains largely unexplored

Spitzer has traveled through 30 of Colombia’s 32 departments, often driving himself in a Land Cruiser or using other forms of transportation to reach remote destinations.

Among the places that have impressed him most are Punta Gallinas, Putumayo, Casanare, Meta, and Guainia.

He highlighted Mavecure in Guainia, where enormous rock formations rise above the jungle, as an example of the country’s tourism potential. He also pointed to pink river dolphins, Indigenous communities, and spectacular landscapes that remain largely unknown to international travelers.

For Spitzer, Colombia’s relative lack of infrastructure can actually create a sense of adventure that is difficult to find elsewhere.

2. Remote tourism is exciting, but difficult to operate

The same conditions that make remote Colombia attractive also create major challenges for tourism companies.

Spitzer said destinations without roads, reliable transportation or comfortable accommodations are difficult and expensive to operate. His company therefore divides its offerings into different segments, including luxury tourism, ecotourism, birdwatching, safari, and corporate travel.

A luxury traveler may enjoy adventure, he explained, but still expect a certain level of comfort.

Spitzer also emphasizes managing expectations. Before clients travel, he tells them that Colombia does not always operate like Switzerland and that delays, weather problems, and unexpected situations can occur.

3. Security remains crucial for Colombia tourism

Spitzer believes Colombia has made remarkable progress in security since his first visit in 2011, when military checkpoints with tanks were common on some routes.

By 2015, he said, some of those routes had largely transitioned to regular police controls. However, he remains concerned about the country’s current security challenges and their effect on Colombia’s international image.

He argued that Colombia needs sustained improvements in security if it wants tourism to become a much larger and more valuable industry.

4. Infrastructure and bureaucracy are major obstacles

According to Spitzer, Colombia’s biggest tourism problem is not a lack of attractions but the difficulty of reaching and developing them.

He pointed to roads and other infrastructure projects that take decades to complete, arguing that insufficient investment limits the country’s ability to compete with destinations such as Mexico.

He also criticized Colombia’s bureaucracy and tax system, saying they make operating a formal business unnecessarily complicated.

Despite these concerns, Spitzer believes Colombia has significant opportunities for foreign investment and entrepreneurship if regulations and bureaucracy are reduced.

5. Colombia’s tourism future could be much bigger

Spitzer believes Colombia is still at the beginning of its tourism story. He noted that international tourism only began developing seriously in the country relatively recently and said the arrival of millions of foreign visitors demonstrates how rapidly the industry has grown.

His own business is also exploring new niches, including golf tourism, where he sees opportunities to attract groups of international travelers.

Yet he remains realistic about the challenges. His business experienced a major slowdown amid international political tensions, aviation concerns and negative news coverage, before inquiries began recovering in recent months.

Ultimately, Spitzer says his decision to leave Switzerland was not financially motivated. Had he remained in banking, he believes he could have earned substantially more.

But after more than a decade in Colombia, he has no plans to leave. “Money, finally, is just one little piece of everything,” he said. “When you have enough money to survive, it becomes very irrelevant.”