Colombia is promoting its heritage, culture and nature from May 21 to June 21 in Madrid, Spain, reports newspaper El Pais.

The event, called Month of Colombia, is an initiative from the Andean nation’s tourism industry and was presented Thursday at the Colombian Embassy in Madrid.

The event is intended to increase the number of tourists from Spain, which has grown from 45,000 in 2004 to 90,000 in 2011, Colombia’s vice minister of tourism told local media.

The National Geographic Store in Spain is hosting many of the activities in the promotional program, including lectures, conferences, documentaries and photo exhibits which not only take place in the store, but also on the streets of the Spanish capital.

After closing its doors in Madrid, the National Geographic Store in London will host the next Month of Colombia from July 17 to August 17.