If you want affordability and culture, go to Medellin.

If you want affordability, culture, and awesome beaches, go to Cartagena.

At least that used to be the gameplan…

Forbes’ latest destination feature peeled back the curtain on the ultimate Cartagena dupe, gaining traction as Colombia’s new vacation hotspot.

On the flip side of Barranquilla, another underrated coastal city, lies a Caribbean gem travelers have been skipping over far too long.

Brimming with history, vibrant culture, and vivid blue-water shores, Santa Marta is swapping hidden gem status for trendy must-visit this summer.

Travel Tip: Before we dive in, make sure you check out Travel Off Path’s new 1-minute travel checker — a one-stop shop to dot your I’s and cross your T’s for a seamless trip to Colombia.

Happy 500th Birthday To Colombia’s Oldest City

Travelers have been sold by a single glance at Cartagena’s towering skyline and shimmering waters, but Cartagena ticks off another box as a delightful Colonial city oozing Old Colombia charm and stunning Caribbean beauty all wrapped up in one destination.

As immersively inviting as Cartagena’s UNESCO-listed cobbled streets and colorful facades may be, it’s actually Santa Marta that has been around since 1525, and offers expansive beaches backdropped by lush nature for arguably an even more picturesque cityscape than Cartagena’s.

Given Cartegena’s prominent rise as a top Latin American destination, you can expect more of a sense of authenticity in Santa Marta, hence the newfound fame seeing a 22.7% uptick in international visitors, according to Forbes.

For now, while it’s caught in the in-between of being a name-brand destination and still relatively unknown to the masses, Santa Marta has fewer pushy vendors, so you can wander timeless streets and golden shores without being guilt-tripped into tourist traps or overpriced excursions.

Grab that perfect cup of Colombia coffee at a cozy cafe, savor cheap street cart empanadas, and enjoy the scenery of not only Santa Marta’s astounding nature but the sightly maze of colonial architecture throughout the city center, where you’ll find centuries-old marvels standing the test of time, such as Catedral Basílica de Santa Marta and scenic parks with scattered landmarks like Parque de los Novios.

Santa Marta’s Postcard Beaches

Much like Cartagena, Santa Maria boasts a vibe other Caribbean destinations just can’t replicate. Equal parts city life and Caribbean bliss, Santa Maria is a far cry from the Bahamas or even Mexico’s sprawling coastline, with some of the most instantly recognizable beaches Americans have grown to love.

In other words, even as popular as they are, downtown Cancun and Nassau just don’t offer the same level of charm, being solely recognized as a resort destination where nobody bats an eye if you never leave your poolside lounger.

Here in Santa Marta, you’ll unquestionably want to explore beyond the beach, but there’s no denying the sheer beauty of the coast stretching West toward aforementioned Barranquilla, and east toward Venezuela (don’t worry — it’s not that close).

Westward lies a cluster of coves and crowd-free shores such as Playa del Amor, a white-sand beach haven where one recent beachgoer claimed ‘hardly anyone goes’ — and that makes it all the more enjoyable.

Hidden, yet equally beautiful beaches, such as Playa Gusano and Playa Inca Inca stretch to the neighboring town of Gaira, but let’s circle back and focus on the opposite direction too.

Eastward, toward Taganga, you’ll find fewer options but there are stunning outlooks like Sea Pescaito sandwiched between a row of waterfront hotels, which Forbes recommends staying at Santa Marta Marriott Resort Playa Dormida.

Though, there is Playaca, a public beach away from the city bustle, but doesn’t have the greatest reviews compared to Santa Marta’s westside paradises, but Tayrona National Park past Taganga is the ultimate beach lovers dream, packed with rainforests, hidden coves, and even preserved sites of ruins.

The Elephant In The Room: Safety Concerns ️

“How safe is Colombia?” is a common question, and rightfully so given numerous security alerts and travel advisory updates in recent years.

Actually, Santa Marta may have an extra layer of uncertainty.

From a pure geographic standpoint, Santa Marta is hours away from the no-go zone of Venezuela to put concerns at ease, but let’s not sugarcoat Colombia’s own set of safety issues.

The U.S. State Department last updated Colombia’s advisory in April 2025, designating the country as Level 3: Reconsider Travel with no specific mention of Santa Marta.

We did report on Colombia’s dating app scams last year, so swiping right in Santa Marta may not be the best idea.

For what it’s worth, Santa Marta’s official tourism website states “Santa Marta is a safe tourist site, and has become a favorite vacation paradise for Colombians and foreigners” and goes on to list these 3 locations as the safest in the city:

• The historic center
• El Rodadero
• Pozos Colorados
• Taganga

Sam Sears

Sam, our Lead Writer & Journalist based in San Diego has visited 36 countries and written over 1000 articles with a focus on sharing his own travel experiences and shining a light on lesser-known gems.

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