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Where is the best area to buy an Airbnb in Santa Marta now?

Is Santa Marta’s Airbnb market still strong right now?

Santa Marta’s Airbnb market is currently strong enough to invest in, but the latest numbers make cheap, well-positioned properties more attractive than expensive trophy apartments.

AirDNA’s latest completed market data show 6,999 active short-term rentals across Santa Marta, with average occupancy of 46%, an average daily rate of $71 and roughly $10,900 in annual revenue per active listing.

The direction is more revealing than the headline numbers. Active listings have fallen 34.5% year over year while occupancy has risen 21.1%. Revenue per active listing is up 86.4%, and RevPAR is up 13.3%.

Nightly prices moved the other way. Average daily rates are down 16.8%.

So fewer active rentals are filling more nights, partly by becoming more competitive on price. That is encouraging for efficient operators and much less encouraging for someone buying an expensive apartment whose return depends on consistently charging premium rates.

Santa Marta’s demand also looks relatively steady through the year. AirDNA gives the city a seasonality score of 88 out of 100, meaning the difference between stronger and weaker months is modest compared with many vacation-rental markets.

Tourism has remained supportive too. MinCIT recorded 31,554 foreign non-resident visitors during the first five months of 2025, up 28.5% from the previous year. More recently, Santa Marta airport traffic softened slightly from an unusually strong comparison period, although international passenger traffic continued growing.

There is enough demand today. The harder question is whether we can buy into that demand at the right price.

Why is picking the best Airbnb area in Santa Marta harder than it looks?

Choosing a Santa Marta Airbnb area is difficult because neighborhood, building rules and purchase price can matter more than being a few hundred meters closer to the beach.

Santa Marta has several rental markets packed into the same coastal strip. El Rodadero serves established mass-market tourism. Playa Salguero offers newer and quieter beachfront apartments. Pozos Colorados and Bello Horizonte lean heavily into resort-style developments. Centro Histórico attracts guests for restaurants, nightlife and colonial architecture. Taganga serves yet another crowd.

Public Airbnb data are much stronger at city level than at individual-neighborhood level. We can see Santa Marta’s overall occupancy, rates and supply clearly, but reliable public data showing verified net returns for every building in Salguero or Rodadero are scarce.

That makes developer projections such as “12% annual return” particularly weak evidence. We would rather combine actual market demand with acquisition prices, building rules, administration costs, competing development and real booking histories from the property itself.

The most beautiful neighborhood does not automatically win. An Airbnb investor is buying revenue at a certain price, not judging a beach competition.

Is Santa Marta building too many tourist apartments?

Santa Marta is building enough tourism-oriented housing to make future competition a serious concern, especially in the newer southern corridors.

Camacol reported 4,752 homes available for sale in its 2025 market snapshot, with around 91% of that inventory associated with tourist housing. Another 9,805 units were under construction.

For scale, 4,333 units had sold during the previous twelve months when those figures were reported. The construction pipeline was therefore more than twice one year of sales.

The market kept moving after that snapshot. Camacol’s full-year figures showed 5,831 new-home sales in 2025, up 8% from 2024, with the mid-market segment that contains much of Santa Marta’s tourist housing remaining relatively strong. Demand is real.

Even so, new owners are entering a city where developers have spent years building apartments specifically around short-term tourism. Pools, coworking areas, rooftops, spas, beach access, hotel-style reception and rental-friendly layouts are now common selling points.

AirDNA’s latest data add an interesting counterweight: active STR listings have actually fallen 34.5% over the past year. Those thousands of new homes do not translate one-for-one into permanently active Airbnbs. Some become second homes, some operate only occasionally, and others presumably fail to remain competitive.

For buyers, the useful conclusion is narrower. We would be careful about paying a large premium for a standardized apartment when several nearby projects can deliver a very similar product over the next few years.

Is El Rodadero still the best Airbnb area in Santa Marta?

Yes. El Rodadero is still the first place we would search for a Santa Marta Airbnb today because its combination of tourist demand, walkability and comparatively affordable apartments is difficult to beat.

Rodadero has one advantage newer neighborhoods cannot manufacture quickly: people already know it. Colombian beach travelers have been staying there for decades. Restaurants, supermarkets, excursions, pharmacies, shopping and transport already surround the accommodation market.

The neighborhood also gives buyers a wider range of entry prices. In the current listings we reviewed, Rodadero apartments ranged from roughly COP 4.3 million to COP 12.8 million per square meter, with a sample median near COP 7 million.

The spread is huge because Rodadero contains everything from dated residential towers to renovated tourist apartments and newer resort-style buildings. That variation is useful for an investor willing to search properly.

Recent listings included furnished two- and three-bedroom apartments around COP 340–500 million with tourist use advertised, alongside much more expensive beachfront units. At those entry prices, an owner does not need luxury-level nightly rates for the investment to work.

Rodadero also gives guests something Salguero and Pozos Colorados provide less consistently: the ability to leave the apartment and immediately find food, shops and entertainment on foot.

The trade-off is building age. Many Rodadero towers have elevators, façades, pumps and common areas that have spent decades dealing with salt, humidity and heavy holiday use. Cheap can get expensive fast when a condominium has deferred maintenance.

Our preference would therefore be a quieter part of Rodadero, including Rodadero Reservado and selected buildings toward Rodadero Sur, rather than automatically buying on the busiest central blocks.

Is El Rodadero already too crowded with Airbnbs?

Rodadero has plenty of Airbnb competition, but the depth of tourist demand keeps that competition from becoming a deal-breaker.

The mistake would be to treat every Rodadero apartment as interchangeable. A dated unit with mediocre furniture, weak Wi-Fi and no useful amenities competes with hundreds of alternatives. A renovated two-bedroom in a well-run tourist building within walking distance of the beach serves a much clearer market.

The latest Santa Marta data actually favor this kind of property. Average nightly rates have fallen while occupancy has increased sharply. Owners increasingly need to offer enough value to win bookings rather than rely on high prices.

Rodadero’s lower acquisition cost gives us more room to do that. An owner who paid COP 400 million can tolerate a COP 200,000 night differently from someone who paid COP 800 million for a similar number of beds farther south.

There is also a reason the neighborhood has remained crowded for so long: travelers keep using it. Saturation becomes dangerous when supply expands without enough underlying demand. Rodadero has both competition and a mature tourism ecosystem.

We would worry much more about buying the wrong building than about Rodadero having too many Airbnbs.

Is Playa Salguero better than El Rodadero for Airbnb?

Playa Salguero offers a better resort experience than Rodadero, but Rodadero still looks better for pure Airbnb returns at current purchase prices.

Salguero feels calmer and newer. The beach is generally less hectic, recent condominium projects offer stronger pools and common areas, and the neighborhood works particularly well for couples and families who spend a large part of their stay inside the property or around the beach.

Buyers pay heavily for those advantages.

Across the Playa Salguero listings we reviewed, the median asking price came out around COP 10.6 million per square meter. Our Rodadero sample was closer to COP 7 million.

Current Salguero listings illustrate the difference. One-bedroom or loft apartments can sit around COP 560–620 million, two-bedroom properties can move into the COP 800 million range, and larger premium beachfront units often pass COP 1 billion.

Salguero can charge more per night than an ordinary Rodadero apartment, particularly in buildings with direct beach access and strong resort amenities. We have not found convincing public evidence that the average revenue premium consistently matches a purchase-price gap of roughly 50%.

That is why we rank Salguero second. Buyers who care about personal use, newer buildings or a more premium asset may reasonably prefer it. For someone trying to maximize rental economics, the numbers currently favor Rodadero.

Are Pozos Colorados and Bello Horizonte better Airbnb bets now?

Pozos Colorados and Bello Horizonte are attractive places to own property, but we would currently rank them behind Rodadero and Salguero for a buyer focused mainly on Airbnb yield.

These areas have some of Santa Marta’s most impressive modern developments. Infinity pools, private beach areas, gyms, spas, coworking spaces and hotel-style lobbies are common. Airport access is also excellent, usually much easier than from central Santa Marta.

The airport itself should become more useful over time. The national government is investing COP 75.3 billion in an expansion designed to increase terminal capacity by about 60%, to roughly 5.8 million passengers. Work was reported at 14% completion earlier this year.

We would treat that as a positive supporting factor rather than a reason to overpay. Santa Marta remains a leisure destination, so saving fifteen minutes in a taxi rarely determines which Airbnb guests book.

The bigger issue is cost and competition. Our Pozos Colorados listing sample had a median asking price around COP 9.5 million per square meter. Smaller modern units in Bello Horizonte frequently move above COP 10 million per square meter, although projects vary widely.

Airbnb’s own current Pozos Colorados destination pages show many professionally presented apartments with pools, jacuzzis, sea views and high guest ratings. The neighborhood already has deep resort-style STR competition before the full development pipeline arrives.

These areas can still work very well when a buyer gets a discounted unit or a genuinely differentiated property. We simply would not assume that “newer + closer to the airport” produces a better investment.

Is Santa Marta’s historic center a hidden Airbnb opportunity?

Santa Marta’s historic center can beat the beach neighborhoods with the right property, but it is too property-specific to be our default Airbnb recommendation.

Centro Histórico attracts a different guest. People stay there for restaurants, nightlife, the marina, colonial streets and easy access to the city rather than a condominium-resort experience.

That creates room for apartments and houses with real personality. A renovated loft, terrace or colonial property can stand apart far more easily than another one-bedroom unit with a pool in Pozos Colorados.

The difficulty is consistency. Parking is weaker, building conditions vary, the beach proposition is different and many of the most interesting opportunities look more like boutique hospitality projects than straightforward investment apartments.

For an experienced operator who understands how to market a distinctive property, Centro Histórico deserves serious attention. For a first Airbnb investment where we want simple underwriting and a broad family-tourism audience, Rodadero remains easier.

Is Taganga a smart cheap Airbnb alternative to Rodadero?

Taganga is a niche Airbnb bet rather than a cheap substitute for Rodadero.

The area has a real tourism identity around diving, backpacking, Playa Grande and dramatic bay views. A property with a panoramic terrace, pool or capacity for groups can perform in a way that has little to do with Santa Marta’s mainstream condominium market.

Generic apartments face a tougher proposition. Taganga competes with inexpensive hostels and guesthouses, local infrastructure is less consistent, and access depends heavily on the road connecting the village with Santa Marta.

We would buy there only when the property itself gives guests a strong reason to choose it. A normal one-bedroom apartment at a modest discount would not be enough.

Does the purchase-price gap completely change the best Airbnb area?

Yes. Once we compare what apartments cost rather than just where tourists prefer staying, Rodadero becomes much more compelling.

Our current listing samples put Rodadero around COP 7 million per square meter at the median, Pozos Colorados around COP 9.5 million and Playa Salguero around COP 10.6 million.

These are asking-price samples, not official transaction indices, and individual buildings can sit far above or below them. Still, the gap is large enough to shape the investment decision.

A Salguero apartment purchased at roughly 50% more per square meter needs a substantial rental premium just to keep the same gross return. Higher administration fees in amenity-heavy resorts can widen the difference.

AirDNA currently shows a Santa Marta market where nightly rates have fallen 16.8% year over year. Occupancy has improved strongly, but we would still hesitate to build an investment case around consistently charging premium rates.

There will be exceptions. A distressed Salguero seller can offer better value than an overpriced Rodadero owner. But if we were opening property portals today and deciding where to spend most of our search time, we would begin in Rodadero.

Does the building matter more than the Santa Marta neighborhood?

Yes. For a Santa Marta Airbnb, choosing the right building can easily matter more than moving from Rodadero to Salguero.

Colombian rules require tourist accommodation providers to register through the Registro Nacional de Turismo. When the apartment sits inside a propiedad horizontal, the building regulations must expressly allow units to provide tourist accommodation.

The Santa Marta Chamber of Commerce still states this requirement in its current RNT guidance.

That creates major differences between seemingly similar apartments. During our property research, we found listings explicitly advertising tourist permission and others in comparable locations stating that tourism was prohibited by the building.

We would never rely on a broker saying “Airbnb allowed.” Before signing, we would read the current reglamento de propiedad horizontal and relevant assembly amendments, verify that tourist use is authorized, understand guest-registration procedures and check for minimum stays or additional charges.

The building’s finances matter too. Recent assembly minutes can reveal extraordinary assessments, elevator replacements, façade work or unresolved water problems that never appear in a listing description.

Can Santa Marta’s water problems hurt an Airbnb investment?

Yes. Water reliability is still a real Airbnb risk across Santa Marta’s main southern tourist neighborhoods, and we would now investigate the building’s backup system before worrying about another rooftop amenity.

ESSMAR has repeatedly reported interruptions or low pressure affecting Gaira, El Rodadero, Salguero, Pozos Colorados and Bello Horizonte during maintenance or infrastructure problems this year.

The issue remains current. One of the most recent incidents came from an electrical failure at the Rebombeo potable-water pumping station. ESSMAR said it temporarily affected El Rodadero, Salguero, Pozos Colorados, Bello Horizonte and several surrounding southern sectors before the station returned to service.

Rodadero Reservado was separately among the areas affected during another recent maintenance-related interruption.

Moving five kilometers farther south does not remove the underlying utility risk.

What we can control is the building. Large storage tanks, well-maintained pumps and a clear backup process can shield guests from interruptions that are happening outside the condominium.

For Airbnb owners, the difference is immediate. A resident can adapt to several hours of low pressure. A guest who has paid for a beach holiday may request compensation and leave a poor review.

What type of apartment works best for Airbnb in Santa Marta now?

A good one-bedroom or compact two-bedroom in a proven tourist building is currently the safest format for most Santa Marta Airbnb buyers.

AirDNA reports that one-bedroom properties account for 49.6% of Santa Marta’s active short-term rentals. That concentration tells us two things. Small units clearly match a large part of demand, but buyers entering that segment also face enormous competition.

We would therefore avoid selecting a property merely because it is a cheap studio. Developers can reproduce studios very easily.

A practical one-bedroom with a balcony, or a two-bedroom that comfortably handles four to six guests, reaches couples, families and small groups while keeping the purchase price manageable.

Inside the apartment, reliable air conditioning, genuinely fast Wi-Fi, useful kitchen equipment and good sleeping arrangements matter more than decorative luxury. At building level, we would put elevators, water storage, reception quality and a well-maintained pool ahead of a long list of flashy amenities.

Parking also deserves more attention than many foreign investors give it. Santa Marta has a large domestic tourism market, and families arriving by car behave differently from international travelers flying into the city.

The best apartment is usually the one that makes a normal family holiday easy.

Should we buy a new Airbnb project or an older Santa Marta apartment?

For rental income today, we would rather buy into a proven building than pay extra for an untested new Santa Marta project.

New developments sell extremely well on paper. Buyers get infinity pools, spas, coworking spaces, rooftop areas, modern finishes and sometimes direct beach access.

What they do not get is operating history.

A resale apartment in an established tourist building lets us check administration fees, water performance, elevator reliability, guest procedures, Airbnb reviews and potentially several years of booking records before buying.

A new project often launches dozens or hundreds of similar apartments at once. Owners then compete against neighbors who received keys at the same time, bought similar furniture and copied the same professional photographs.

New construction can still make sense for someone prioritizing personal use, lower near-term maintenance and long-term appreciation. For an Airbnb-first buyer, we value evidence more than newness.

Which Santa Marta area gives us the best Airbnb value now?

Rodadero currently gives us the best overall Airbnb value, followed by Playa Salguero for a more premium strategy and Pozos Colorados for buyers who specifically want newer resort inventory.

Centro Histórico can outperform in the hands of an operator with an unusual property, while Bello Horizonte makes more sense when personal use and asset quality are important alongside rental income. Taganga is the most specialized bet.

Within Rodadero itself, we would favor quieter buildings in Rodadero Reservado and selected properties toward Rodadero Sur or the Salguero side. They keep much of Rodadero’s walkability without putting guests directly in its busiest environment.

So where should we buy an Airbnb in Santa Marta now?

We would buy in El Rodadero today, preferably Rodadero Reservado or a strong tourist-authorized building toward Rodadero Sur, unless a genuinely underpriced opportunity appears in Playa Salguero.

Rodadero wins mainly because we can still buy into one of Santa Marta’s deepest tourist markets without paying the premium now attached to many newer beachfront developments.

Playa Salguero is our second choice. The guest experience is stronger, the buildings are generally newer and the neighborhood feels more premium. Buyers who expect to use the apartment themselves may reasonably prefer it. We simply would not pay 40% or 50% more for a comparable unit unless its real booking history showed enough additional revenue to justify that gap.

Pozos Colorados comes next. We like the beaches, newer buildings and airport access, but we are more cautious about the amount of resort-style inventory competing for the same guests.

The specific building can overturn this ranking. We would pass on a cheap Rodadero apartment if tourist use is not expressly permitted, the condominium has weak finances or the water backup is poor. We would happily choose a discounted Salguero or Pozos Colorados unit if its numbers are demonstrably better.

For a buyer starting from zero, though, the search is fairly clear now. We would look for a well-maintained, legally tourist-authorized one- or two-bedroom apartment in Rodadero, ideally around COP 400–550 million rather than stretching toward COP 800–900 million for a comparable number of beds in a newer resort.

Santa Marta’s Airbnb market currently rewards occupancy more than aggressive nightly pricing. Rodadero gives us the most room to play that game.

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A team specialized in real estate investing in LATAM countries

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