The 'Shakira effect' could bring in $38 million to Cali.

Shakira never stops. The phenomenon surrounding the Colombian singer has received a new boost thanks to the success of her "Women Don't Cry Anymore" tour, which has achieved not only musical success but also economic success, with a significant injection of resources into the cities where she has performed.

(Read more: YouTube launches new, more affordable subscription in Colombia: What benefits does it bring?)

This time it's Cali's turn. The capital of Valle de Cauca sold out tickets in record time for the Barranquilla artist's return to the city after 19 years, leading to the announcement of a second date.

According to figures provided by the District Secretariat of Economic Development, and based on data from the Cali Tourism Observatory and Situr Valle del Cauca, the "Shakira effect" will translate into an estimated economic impact exceeding $38 million.

Of this figure , $20 million will be generated in direct tourism revenue, such as accommodation and food services, and another $18 million will be mobilized through key sectors such as trade, logistics, and cultural services.

From the capital of salsa, they have pointed out that the clearest reflection of this phenomenon is hotel occupancy, which is projected at 98%.

(Read more: Colombia prepares for a season of fairs and festivals in July and August)

(More news: Entertainment goes digital: 90% of event tickets are sold online)

Shakira's final show in Cali took place on November 19, 2006, at an event that the contemporary press described as "the sold-out concert of the year." That night, before more than 35,000 people, the artist put on an unforgettable performance with 16 songs and five costume changes.

The connection was so intense that the audience reportedly chanted, "Shakira showed off, she showed off!"

The singer's return to the so-called "branch of heaven" will take place on October 25 and 26. General ticket sales for the second date will open July 18 at 10:00 a.m. through Ticketmaster.co.

(Read more: Airbnb will now offer services, experiences, and accommodations on a single platform)

JESSIKA RODRÍGUEZ M. Portfolio