The striker has taken on the role in time to represent the country at the Fitur International Tourism Fair, to be held 18-22 January in Madrid, Spain, where Falcao plays for Atletico Madrid.
“It is the most important tourism fair at an international level,” said Maria Claudia Lacouture, president of Proexport, which is organizing the Colombian stand.
“The purpose of the 2012 entry is to show the diversity Colombia has through its different regions, but with a specific focus on coffee,” she added.
The Colombian stand will seek to promote tourism by outlining the biodiversity of the country, as well as offering coffee tasting and ice cream and juice samples, intended to demonstrate the rich array of fruits produced in the country.
The fair is expected to attract more than 200,000 people from 150 countries.
By apppointing Falcao in time for the event, the Colombian effort has secured one of the country’s most recognised names. Following a $58 million transfer to Atletico Madrid in August 2011, Falcao was last month confirmed by the International Federation of Football History & Statistics to be the second most effective striker in 2011, behind Lionel Messi.