The objective is to explore the touristification of some peripheral neighbourhoods of Medellin. The focus is on urban areas built by war-displaced populations commonly referred to as ‘comunas' and often associated with crime and narco-traffic. Some tours generally labelled as ‘comuna tours' have been emerging during the last three years and are largely included in the promotion of the ‘new Medellin', focusing on its transformation from ‘the most violent to the most innovative city in the world'. Examining the role of the different stakeholders, including local community leaders, private entrepreneurs or state representatives, it will show that this practice is above all multiform and has to be analysed along with the general process of city branding ongoing in Medellin. Between the acknowledgement of past violent events and the will to look forward, competing narratives are at stake in this touristic and memorial arena.