Santa Marta, the oldest city in Colombia, is celebrating its 500th anniversary and has become one of the country's primary tourist destinations. Known for its historic center, beautiful beaches, and as a homage to national hero Simón Bolívar, Santa Marta offers a mix of historical charm and natural attractions. Despite its rich history, many tourists often bypass the city’s historical centers to explore its nearby natural wonders such as Tayrona National Park and the ancient Ciudad Perdida which tells the story of the region’s indigenous people before its decline around 1600.

Founded by Rodrigo de Bastidas in July 1525, Santa Marta is significant not only for its age but also for its strategic location along the Caribbean coast and its role in Colombia's history. Its architecture reflects a blend of colonial influences, making it a picturesque location for visitors. Travelers are often drawn to its beautiful beaches and the allure of outdoor exploration, with many seeking adventures in the surrounding areas rather than immersing themselves in the historical aspects of the city. This duality presents both challenges and opportunities for the local tourism industry as it strives to promote both the historical and natural attractions of the area.

As tourism continues to grow in Santa Marta, the city stands at a crossroads, where historical preservation and urban development must be balanced. The celebration of its 500 years offers a moment to reflect on its past while envisioning a sustainable future for its tourism. Proper management of tourist expectations and the promotion of Santa Marta’s rich cultural heritage could enhance its reputation as a destination that is not only beautiful but also steeped in history. This impact is crucial for fostering not only economic growth but also the cultural identity of this significant Colombian city.