Declaring that a tourist Colombia guarantees a post-conflict reconstruction is not a performative act. We must therefore ask ourselves whether perceiving tourism as a tool in the service of peace is more of a myth or a reality. After a brief look at the recovery of Colombian tourism since the beginning of the 2000s, this article aims to observe some of the challenges that have characterised the sector since the signing of peace agreements between the government and the FARC-Ep, such as the rebuilding the country's image, prostitution and narco-tourism, the issue of access to land and resources, the promotion of eco-tourism and "community" tourism, and the role of this industry in the reintegration of demobilised combatants.