Colombia is trying to move away from its association with drug cartels and Pablo Escobar, despite the rise of “narco tourism.” Many tourists are drawn to Medellín for its history with Escobar, fueled by Netflix’s Narcos, leading to widespread sales of Escobar-themed souvenirs and cartel-related tours. However, the Colombian government is considering a bill to ban the sale of such souvenirs to reshape the country’s image.

While Medellín has transformed significantly since Escobar’s death in 1993, with homicide rates dropping by 97%, his legacy remains divisive. Some view him as a Robin Hood figure, while others see him as a ruthless criminal. Locals, particularly victims of cartel violence, are frustrated by the glorification of his image.

Critics argue that banning souvenirs won’t change tourist demand, and instead, authorities should focus on education and historical commemoration, similar to Italy’s anti-mafia museum. Colombia’s Truth Commission only recently addressed the deeper causes of drug-related violence, highlighting past governmental and international failures.