FOUNDER’S LETTER Why Cartagena Became the Home for SoftLife, Culture, and Elevated Travel

When I first came to Cartagena, I didn’t like it. Coming from Medellín, the energy felt loud, chaotic, and nothing like what I was used to. It took time before I saw the Cartagena everyone talks about the beauty of the walled city, the magic of the islands, and the feeling that this place had something deeper to offer.

What changed everything for me were the smiles of my clients.

Watching Black women relax, dance, heal, and enjoy themselves without judgment that’s when I realized the power of this city. And when I saw my staff dancing with guests from the U.S., Black people from different parts of the world connecting instantly, I knew Cartagena had the potential to become something special for our community.

But the truth is, Cartagena wasn’t always soft life. People were getting taken advantage of. Overcharged. Unprotected. Misled. And that’s exactly why Explore Tribu changed the game.

We built systems. We built culture. We built protection.

Real protection the kind where we had to stand ten toes down on the islands and make it clear that no one touches our clients or interferes with their experience. We created standards that didn’t exist here before: trained staff, uniforms, communication systems, and a level of professionalism the city now follows.

Our soft life philosophy is simple:

Security, peace, clarity, comfort, and consistency.

No surprises. No hassle. No stress.

One of the things I’m most proud of is our team young Afro-Latino captains, hosts, chefs, and leaders who now carry themselves with a level of excellence that inspires the city. Explore Tribu has helped feed families, put students in school, create real income, and show Cartagena the brilliance of the Black diaspora.

That’s why I say this is a movement.

People don’t just travel with us they expand their mindset. Some even move abroad after experiencing a different quality of life through our lens. Explore Tribu represents freedom, possibility, culture, and a new way of living.

If I could talk to my younger self, I’d say this:

“Don’t judge Cartagena too fast. The same city you didn’t like at first will become the place where you build legacy, protect your community, and help thousands of Black women smile again.”

And if you take anything from this letter, let it be:

Better quality of life opens every door.

Welcome to the movement.

Welcome to Explore Tribu.

Welcome to Cartagena.

Ryan