Cali: from salsa capital to biodiversity capital
- Pedro Prado Pabón
- May 21
- 3 min read
In Cali, salsa is the daily bread — the heartbeat — of life. Between the rhythm of the güiros and the ‘titicó’ of the bells, a soundscape has been composed that’s given the city its identity for decades. From legendary clubs and the Salsa Museum in Barrio Obrero to new hotspots like the ‘Calle del Sabor’ right downtown, salsa is culture, resistance, and popular economy.
And while nobody can take away what’s been danced, in recent years another narrative has been gaining ground on the dance floor: Cali is also biodiversity. And that’s no joke. Over 600 bird species recorded just in the Farallones, ecosystems within the metro area, urban rivers running through the city, natural reserves, and a popular culture that coexists — and resists — with its natural environment prove it.
COP16: More than a green event, a historic opportunity
The turning point was the COP16 on Biodiversity. An event that attracted over 900,000 visitors, generated more than 50 million dollars in revenue for the city, led to 44 global pacts for ecosystems, and, most importantly, marked a before and after in how Cali presents itself to the world: not just as the salsa or party capital, but also as a resilient city, a benchmark for nature tourism, social development, sustainable projects, the creative economy, and urban biodiversity.
And there we were, right in the middle of that historic moment.
"La Belleza es Biocultural": art, biodiversity, and collective awareness
At Casa Ternario, together with Colombia’s Ministry of Cultures and local artists, we brought the campaign ‘La Belleza es Biocultural’ (The Beauty is Biocultural) to life. This immersive and traveling experience took over the Green Zone of COP16 to highlight biocultural territories through art, technology, and Pacific culture.
Over 12 days, we generated more than 10,000 face-to-face interactions through the activations we held:
✅ Painted Cali’s first augmented reality murals, featuring moving species from the Colombian Pacific.
✅ Introduced Don Fruto, a charismatic character who swapped fruits for popular sayings.
✅ Set up La Chaza Fanzinera, a mobile editorial space with critical content about biocultural territories.
✅ Hosted Radio Guayaba con Gusano, voices of children from Eastern Cali discussing urban biodiversity.
✅ And, together with Yo Creo en Cali, created valuable digital content that amplified the message on social media.
Most importantly, we generated employment for local artists and proved that campaigns can amplify environmental causes, connect with diverse audiences, and create opportunities through alternative and cultural approaches.
The role of brands: protagonists or bystanders?
COP16 was an unforgettable event, but the responsibility continues. And it’s not just on governments and NGOs. Companies operating in Cali need to join this narrative—not as a one-off effort with fleeting content—but as a long-term strategy for reputation, sustainability, and real connection with communities and territories.
Driving community environmental projects.
Adopting sustainable practices.
Becoming ambassadors of local biodiversity.
Cali’s biodiversity is an invaluable asset.
Why? Because nature tourism moves millions, because people increasingly value culturally responsible brands, and because if there’s a city in Latin America lucky enough to have salsa and biodiversity in the same story, it’s Cali.
Brands that get this moment will be active players in a conversation that builds the city, protects its environment, and projects a fairer, more sustainable development.
And yes, Cali will keep dancing, but…
It’s also ready for biodiversity to kickstart new opportunities. No doubt, Cali is more than just party vibes. And don’t get it twisted: salsa is culture and identity too. In fact, new routes like the heritage walk through Barrio Obrero already tell its legacy from a fresh angle. But there are other stories calling for attention: its birds, its rivers, its urban ecosystems, its rural communities.
Is your brand gonna just sit out this dance?
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