'It's not a donation, it's an investment': the strategic shift redefining business support for the Barranquilla Carnival
Juan José Jaramillo, director of the Barranquilla Carnival. Photo: Courtesy
TL;DR
- The Barranquilla Carnival is recognized as a major creative and cultural industry in Colombia, generating significant economic impact.
- In 2025, the Carnival generated approximately US$220 million in economic impact and created between 190,000 and 198,000 jobs.
- The economic benefits extend to a wide range of sectors and informal workers, demonstrating the Carnival's broad economic influence.
- For 2026, the goal is to maintain an economic impact close to US$200 million and a similar level of job creation.
- The Carnival is actively seeking 'allies' from businesses rather than traditional 'sponsors' to support its cultural heritage and economic role.
- It holds the distinction of being the first company in Colombia to achieve a sustainability seal, focusing on social, economic, and environmental fronts.
- Initiatives include using sustainable materials, training artisans, managing waste, achieving carbon neutrality in major events, and implementing a 'Safe Maker' program for dancers.
- The Reinado Popular has been restructured to maintain neighborhood engagement and strengthen its social impact through community projects led by candidates.
- A key challenge is ensuring Colombia understands the Carnival as a year-round industry and economic driver, not just a short festival.