Beyond the Box of Chocolates: How Experiential Travel and Smart Budgeting are Redefining Love and Friendship Day

By Angie Rodríguez
Travel and Trends Journalist

Main Facts

The traditional celebration of Día del Amor y la Amistad (Love and Friendship Day) in Colombia is undergoing a profound cultural and economic shift. While chocolates, greeting cards, and material gifts continue to hold a place in modern festivities, a growing segment of the population is favoring shared experiences over material objects. Today, celebrations are increasingly defined by group excursions, immersive culinary tours, outdoor adventure sports, weekend getaways, and staycations—the practice of vacationing within one’s own city.

This shift reflects a broader global transformation in how people view leisure time and personal relationships. According to industry insights from Skift Research and Booking.com, modern consumers—particularly in Latin America—are prioritizing authentic emotional connections and shared memories over conventional shopping lists. Yet, this evolution in consumer behavior also intersects with household financial realities. As September brings a surge in consumer spending, experts warn that celebrating without a plan can lead to hidden costs, impulse buying, and post-holiday financial stress.

Chronology: The Evolution of Modern Celebration

• Pre-2020s: The holiday was predominantly driven by retail consumerism. Traditional gifts such as boxed chocolates, stuffed animals, floral arrangements, and formal sit-down dinners dominated the market, with friends and romantic partners relying heavily on predictable, physical tokens of affection.
• The Post-Pandemic Shift (2021–2024): Following global lockdowns, a collective reevaluation of time and space took place. Consumers began demanding outdoor activities, wellness retreats, and localized travel. The concept of the staycation gained major traction as city dwellers sought to break away from digital fatigue and remote-work burnout without taking long flights.
• 2025 Market Baseline: According to data from Fenalco (Colombia’s National Federation of Merchants), consumer spending habits began to reflect tighter budget allocations, with nearly two-thirds of surveyed citizens capping their holiday expenses at 100,000 Colombian pesos, signaling a careful balance between celebrating and maintaining financial health.
• Current Landscape (2026): According to reports like Skift’s State of Travel 2026 and Booking.com’s Travel Predictions 2026, travel and leisure are no longer viewed merely as a vacation perk, but as primary vehicles for relationship-building. Authenticity, teamwork-based activities, and localized community engagement have officially eclipsed traditional material gift-giving.

Supporting Data and Regional Trends

The transition from material exchange to experiential sharing is backed by striking statistical insights and tangible regional offerings:

• The Value of Experience: Skift Research notes that seven out of ten travelers believe experiences are what ultimately make a trip worthwhile. Furthermore, Booking.com reports that 71 percent of Colombian travelers feel they do not need a specific reason to travel, while 83 percent state they would take a trip simply because they feel they "deserve it."
• Budgetary Realities (Fenalco Data):
  • 66% of surveyed consumers planned to spend up to 100,000 COP.
  • 21% allocated between 100,000 and 200,000 COP.
  • 13% were willing to exceed 200,000 COP.
• Destination Spotlights: Major tourism and activity platforms, such as Civitatis, highlight several experiential blueprints across Colombia:
  • Santander: Whitewater rafting down the Fonce River (San Gil) over an 11-kilometer stretch. This high-adrenaline activity fosters team coordination, communication, and trust among partners, friends, or even strangers grouped in the same raft.
  • Cartagena: Live-music salsa dancing classes, allowing couples, friend groups, and solo travelers to immerse themselves in local rhythms and cultural expression.
  • Bogotá: Gastronomic free tours through the historical neighborhood of La Candelaria and local markets, turning dishes like ajiaco, empanadas, and Colombian coffee into social catalysts for storytelling and conversation.
  • Palomino: Tubing and trekking along the Don Diego River, merging ecological immersion with relaxed outdoor socializing.

Official Responses and Expert Perspectives

Industry leaders and financial analysts emphasize that this holiday is no longer confined strictly to romantic partnerships, nor does it require long-distance travel to be meaningful.

"There are activities that acquire entirely different meanings when lived in company. Sharing a table, learning to dance, facing a team challenge, or exploring a destination with others can spark encounters and memories that rarely happen in solitude. And that dynamic applies equally to travelers who didn’t know each other beforehand but end up bonding over a shared experience," explains Nicolás Posse, Regional Business Development Manager for South America at Civitatis.

Hotel chains and hospitality groups are actively adapting to this localized tourism wave. Rather than waiting for long holiday weekends, properties are marketing directly to urban residents.

"You don’t always have to travel far to disconnect from the routine. Love and Friendship Day presents an ideal window to live a different experience and dedicate quality time to the people who matter most to us," notes Javier López, Vice President of Operations for Accor in Colombia and Peru.

On the financial front, experts stress that chasing experiential trends requires careful calculation to avoid the traps of consumer credit. Yeny Useche, Manager of Agreements and Alliances at Compensar, warns against the dangers of hidden expenses:

"One of the main mistakes people make when celebrating special dates is assuming costs that go far beyond the initial price tag—such as financing a purchase across multiple installments, making impulse buys without comparing prices, or ignoring parking fees, tips, and transportation costs. Though they seem like minor details, when added together they can drastically inflate the final bill, causing financial stress in the months ahead."

Implications: Redefining Leisure and Consumer Economics

The evolution of Love and Friendship Day carries significant implications for multiple sectors of society, urban planning, and personal finance:

1. For the Tourism and Hospitality Sectors

Hotels, tour operators, and entertainment venues must pivot away from standard promotional packages. Consumers are no longer looking for generic "romantic dinners" packaged in isolation; they are searching for curated, authentic engagements. For hoteliers, the rise of the staycation means transforming urban properties into urban sanctuaries complete with wellness offerings, local culinary pop-ups, and flexible booking options designed for quick weekend or mid-week resets.

2. For Social Relationships

The modern broadening of Love and Friendship Day acknowledges the deep importance of platonic bonds. By validating friendships, chosen families, and community networks as core components of the celebration, society is moving past heteronormative or strictly romantic commercial pressures. Shared challenges—like navigating a river rapid or learning a dance step together—create psychological safety and deeper relational intimacy than a purchased item ever could.

3. For Household Finances and Financial Literacy

While the experiential economy fosters mental well-being and social connection, it poses unique budgeting hurdles. Experiences can easily feature variable costs (such as travel gear, unexpected logistics, or premium dining upgrades). Financial educators urge consumers to adopt a proactive planning methodology:

• Isolate Fixed Costs: Calculate monthly living expenses and mandatory savings before allocating discretionary funds for celebrations.
• Anticipate and Compare: Research experiences weeks in advance to leverage loyalty programs, corporate agreements, or early-bird pricing.
• Resist the Credit Trap: Avoid financing short-term leisure activities through high-interest credit cards that extend the financial burden long after the emotional high of the celebration has faded.

Ultimately, Love and Friendship Day serves as a cultural mirror. It demonstrates that contemporary society values memory-making, mental health, and shared time over accumulation. Whether through a thrilling descent down a river in San Gil, a walking food tour in Bogotá’s historic center, or a quiet night at a boutique hotel just blocks from home, the modern celebration proves that the most valuable destination is the one reached together.