Ilse Martínez, a critical perspective on tourism from Barranquilla to the world

From Barranquilla, on Colombia’s northern coast, travel journalist Ilse Martínez has developed a way of narrating destinations that combines critical observation, cultural sensitivity, and social commitment. Her work, now recognized with her appointment as an ambassador of the World Travel Journalism Organization, reflects a clear conviction: tourism should not be told as spectacle, but as a complex, living, and constantly evolving reality.

Her connection with tourism began during her academic training, though travel journalism came later as an intellectual pursuit. In 2018, while seeking new professional perspectives, she discovered the training programs offered by the international organization and decided to further her education there. That experience, she explains, not only broadened her knowledge but also transformed her understanding of tourism as a social phenomenon. 

Critical and reflective readings, along with educational content and the ideas of specialist Miguel Ledhesma, led her to question traditional narratives and to understand that tourism must be told with greater depth, dismantling myths and oversimplifications.

Before dedicating herself fully to journalism, her approach to tourism was practical and direct. During her professional training, she worked in hotels, travel agencies, and territorial entities, which allowed her to observe the sector’s inner workings and its real tensions. There she understood that tourism is not merely about movement or recreation, but also about economy, identity, territory, and human relationships. 

A key moment in her career occurred during a professional trip to San Luis Potosí. More than just a destination, she describes the experience as a turning point. It was the first time she participated in an international activity alongside colleagues from different countries, sharing perspectives, narrative styles, and ways of understanding the world. There she discovered the value of professional community and the collective spirit of travel journalism. 

For Martínez, contemporary travel journalism must be serious, investigative, and analytical. Her professional philosophy is grounded in principles of ethics, truthfulness, and impartiality. She believes that portraying a destination also means addressing its contradictions, tensions, and challenges, without idealizing or concealing its problems. Informing, she insists, is not promoting, but rather providing elements that allow travelers to understand the places they visit. 

This perspective leads her to address sensitive issues such as sustainability, social impact, and overtourism from a logic of cultural mediation. Giving voice to local communities, highlighting community-based tourism initiatives, and promoting responsible ways of traveling are central to her narrative approach.

One of the spaces where she feels she has made the greatest impact is in education. As a lecturer, she encouraged her students to narrate their own territories through stories, videos, and podcasts. Rather than simply teaching tourism, she sought to cultivate critical observers and defenders of heritage. The experience reinforced her conviction that telling the story of a place means recognizing its memory and identity.

Being appointed as an ambassador of the international organization represents a responsibility rather than a distinction. She understands the role as a form of service, aimed at listening to territories, understanding their processes, and respecting their cultures. Among her main interests are the promotion of cultural heritage, living traditions, and landscapes that preserve historical memory.

In her personal journey, certain trips have had a deeply transformative impact. A visit to Tuscany, Italy, marked one of those moments. The aesthetic, historical, and cultural experience of the region allowed her to understand travel as a process of introspection,a form of emotional connection with space and memory.      

Her vision of the future of tourism in Colombia is linked to the growing international interest in the country. She believes it is necessary to broaden the focus beyond traditional destinations and to discover territories with cultural and natural richness that remain underrepresented. In this process, travel journalism can act as a bridge between communities and travelers, generating sensitive, contextualized, and responsible narratives.

In a media ecosystem dominated by rapid information consumption, Martínez identifies a central challenge for travel communicators: maintaining narrative depth while adapting to new formats. Researching, questioning, and reporting with social responsibility are, in her view, essential tasks.

Her motivation to continue traveling and telling stories stems from curiosity and a desire to understand other realities. Traveling, she affirms, is a form of encounter and mutual learning,provided it is grounded in respect, empathy, and recognition of others.    

To new generations of travel journalists, she offers a clear message: pursue continuous education, question dominant narratives, and produce honest, critical, and socially responsible content. Ultimately, tourism is not limited to showcasing places; it involves understanding them and conveying their deeper meaning.