ANATO Nacional

What ANATO Nacional does

ANATO Nacional (Asociación Colombiana de Agencias de Viajes y Turismo) is a non-profit trade association founded on October 20, 1949, in Bogotá, Colombia, that represents approximately 700-720 travel agencies, tour operators, wholesalers, professional congress/convention operators, and tourism representation offices across Colombia. The association operates through 9 regional chapters (Antioquia-Chocó, Caribe, Central, Eje Cafetero, Mayoristas, Noroccidente, Oriente, San Andrés, and Suroccidente), covering all Colombian departments, and provides collective representation, regulatory advocacy, training, certification, and business development services to its member agencies.

The association's core product surface is built around a web-based member intranet and directory (anato.org), supplemented by the ANATO Capacita training platform (anatocapacita.org), the Todoslosdestinos.com tourism promotion portal, an internal CRM (dev.anato.org/dashboard), the annual Vitrina Turística trade show, the Congreso Nacional de Agencias de Viajes, and the Certificado ANATO quality seal. The technology stack includes third-party integrations for payments (LYRA, Prix, Global66), CRM (DATACRM), travel operations (Toursoft, Travefy), legal advisory, fintech, insurance, quality certification (ICONTEC, TRAVELIFE), and AI-powered proposal generation (Prolibu).

ANATO generates revenue primarily through one-time affiliation fees and recurring annual maintenance dues paid by Active and Allied members, set by the Finance Committee and collected regionally. Complementary revenue streams include flagship event organizing (Vitrina Turística, Congreso Nacional), training programs, and service partnerships with technology, insurance, legal, and financial providers. Member agencies reportedly account for approximately 70% of the operational revenues of the Colombian travel agency subsector, giving the association significant collective influence. Paula Cortés Calle has served as Executive President since 2010, supported by a national staff of approximately 35 employees and an elected Board of Directors currently led by Diego Andrés Vásquez Hoyos.

Name

ANATO Nacional

Legal name

Asociación Colombiana de Agencias de Viajes y Turismo

Website

https://anato.org

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

11–50 employees

Short description

ANATO Nacional is a Colombian non-profit trade association, founded in 1949, that represents approximately 700-720 travel agencies and tourism operators across Colombia through 9 regional chapters, providing advocacy, training, certification, and business development services.

Ownership category

akta.pro rank

Product category

Tourism Trade Association

NAICS

Business Associations (813910)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH)

Keywords

• Travel agency association
• Tourism trade body
• Travel agency membership
• Tourism industry advocacy
• Travel sector representation

Headquarters

HQ city

Bogotá D.C.

HQ country

Colombia

HQ region

Latin America

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership dues (afiliación y sostenimiento): ANATO is a non-profit trade association funded by member affiliation fees (paid once upon joining) and annual maintenance dues (cuota de sostenimiento), the latter set by the Finance Committee and approved by the National Board. Fees vary by member category (Active vs. Allied member) and are collected by each regional chapter. Branch offices of Active members are separately affiliated and pay their own dues.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

ANATO is a non-profit trade association representing Colombian travel agencies and tourism operators. It delivers member services including government advocacy, sector representation, training (ANATO Capacita), quality certification (Certificado ANATO), trade events (Vitrina Turística, Congreso Nacional), and a member agency directory and promotional platform (todoslosdestinos.com), funded primarily through affiliation fees and annual maintenance dues.

Product overview

ANATO is a non-profit trade association representing Colombian travel agencies and tourism operators. Its core digital product is a member agency search directory (Buscador de Agencias) on its website, complemented by specialized platforms including ANATO Capacita (training), Todoslosdestinos.com (tourism promotion portal), ANATO CRM (client management), the annual Vitrina Turística trade show, and the Congreso Nacional de Agencias de Viajes. The association serves approximately 700-720 member agencies representing about 70% of the sector's operational revenues, operating through 9 regional chapters across Colombia.

Differentiator

Problem solved

Functional benefit

Brands

• Vitrina Turística de ANATO: The premier tourism trade fair organized by ANATO, a key annual event for the Colombian tourism sector.
• Congreso Nacional de Agencias de Viajes y Turismo
• ANATO Capacita
• todoslosdestinos.com

Products and services

• Buscador de Agencias (Agency Finder)

Quantifiable outcome

• Member agencies account for approximately 70% of the operational revenues of the Colombian travel agency subsector
• +1 more outcomes

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Alianza Aseguradora Solidaria de ColombiacoreStrategic or Co-development PartnerANATO partnership with Aseguradora Solidaria de Colombia offering the 'Seguro Solireserva' insurance product, designed to be purchased by travelers and offered by member travel agencies. Provides preferential benefits for associated agencies.
• AVIA LEGALminorImplementation/ SI/ Consulting PartnerLegal services alliance with a law firm specializing in various branches of law, enabling member agencies to resolve legal queries related to travel agency activity at preferential rates.
• CLARAminorOthersFintech partnership providing payment and financial services solutions for member agencies.
• GLOBAL 66minorOthersPlatform enabling global money management, facilitating sending and receiving funds between users and currency conversion.
• ICONTECcoreTechnology or IntegrationICONITEC partnership enabling member agencies to access visitations for granting, follow-up, and renewal of quality and sustainability Sector Technical Standards.
• LOPEZ&CLAVIJOminorImplementation/ SI/ Consulting PartnerLegal advisory and consulting partnership specializing in civil, commercial, corporate, administrative, criminal, and labor law focused on tourism.
• OLS ASESORES DE SEGUROS LTDAminorStrategic or Co-development PartnerInsurance advisory partnership providing services to process insurance policies required by IATA and airlines for member agencies.
• PRIXminorOthersFintech specializing in treasury management and national/international financial transactions. Through this platform, member agencies can operate in more than 25 currencies and transfer to over 100 countries digitally.
• RODRIGUEZ & ASOCIADOS S.A.SminorImplementation/ SI/ Consulting PartnerLaw firm partnership providing legal advisory services for member agencies.
• TURISMO AL DERECHOminorImplementation/ SI/ Consulting PartnerLegal advisory partnership specializing in tourism regulatory framework, commercial contracting, consumer rights, corporate law, and trademark registration.
• Mary Varón GarcíaminorImplementation/ SI/ Consulting PartnerLegal alliance with attorney specializing in commercial law, public defense, and civil, commercial, and criminal litigation.
• PROCOLOMBIAcoreStrategic or Co-development PartnerANATO collaborates with PROCOLOMBIA on international roadshows, trade shows, fam trips, and business matchmaking rounds to promote Colombian tourism abroad and develop receptive tourism.
• FONTUR (Fondo Nacional de Turismo)coreStrategic or Co-development PartnerANATO works with FONTUR to fund familiarization trips, educational trips, and regional tourism promotion initiatives across Colombia.
• MINCIT (Ministerio de Comercio, Industria y Turismo)coreStrategic or Co-development PartnerANATO works with MINCIT to support tourism promotion, regulatory advocacy, and tourism development programs, including Colombia's tourism statistics compendium.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• ASTA – American Society of Travel Advisors: US national trade association for travel advisors and agencies. Highly comparable to ANATO in offering advocacy, training, certification, and trade events to member travel agencies.
• ABTA – Association of British Travel Agents: UK trade association for travel agents and tour operators, offering membership-based advocacy, a Code of Conduct, and financial protection schemes. Directly mirrors ANATO's membership and regulatory advocacy model.
• USTOA – United States Tour Operators Association: US trade association of tour operators with similar member-driven advocacy, quality standards, and consumer protection focus. Comparable to ANATO's wholesale and operator membership tiers.
• ABAV – Associação Brasileira de Agências de Viagens: Brazilian national association of travel agencies, the closest geographic and structural peer to ANATO. Operates the same trade association model (membership dues, trade shows, advocacy) for the Brazilian travel agency sector.
• ACTA – Association of Canadian Travel Agencies: Canadian trade association representing travel agencies and agents nationwide. Offers advocacy, education, and a national conference — directly comparable to ANATO's structure and value proposition.

Broad incumbents

• ECTAA – European Travel Agents' and Tour Operators' Association: European umbrella body aggregating national travel agent associations (including SNAVT, ABTA). Comparable to ANATO as a trade association advocating for the agency channel at a supranational level, though broader in geographic scope.
• IATA – International Air Transport Association: Global trade association representing airlines, with accredited travel agency relationships. Interacts with ANATO members on ticketing, BSP, and PCI-DSS compliance but serves a much broader industry than ANATO.
• CLIA – Cruise Lines International Association: Global trade association for the cruise industry, including travel agency affiliates. Comparable trade association model to ANATO but serving a different travel vertical.

Regional players

• SNAVT – Syndicat National des Agents de Voyage et de Tourisme: French national syndicate of travel agents and tour operators. Closely comparable to ANATO in membership-based advocacy and trade show organization, but serving the French market rather than competing in Colombia.
• COTAL – Confederación de Organizaciones Turísticas de América Latina: Latin American confederation of tourism organizations with similar advocacy and training mandates for travel agencies across the region. Comparable to ANATO as a peer trade body in the same Latin American geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/anato-nacional

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ANATO Nacional