Santa Marta tourism megaproject advances as Colombia's short‑stay rentals soar

Colombian conglomerate Grupo AR is constructing the Playa Santúa megaproject in Santa Marta. The development combines premium residential towers, a convention centre with a 1,200‑person auditorium, and the country's first Marriott‑branded residences. About 80 % of the residential units are sold and the branded‑residence apartments are slated for launch in September 2024.

Tourism in Colombia is expanding rapidly. In 2025 the country welcomed over six million visitors who spent a record US$9.4 billion, surpassing oil‑export revenues. Short‑stay tourist homes have multiplied 635 % since the pandemic, reaching 70,894 registered units, chiefly in Antioquia, Bogotá and Bolívar. Platforms such as Global66 report a 158 % rise in international payments to Colombian hosts, generating roughly $10.6 billion annually and highlighting the digitalisation of the tourism sector.