Colombia launches a new brand manifesto as "the most welcoming place on earth"
Inspired by the spirit of the Colombian people, the initiative will serve to promote international tourism, attract greater foreign investment and strengthen the promotion of exports
ProColombia announces the launch of the new brand manifesto for Colombia, "the most welcoming place on Earth". The manifesto is a long-term message that will be leveraged in sales and marketing communications campaigns to inspire future business and leisure travel, foreign investment, and strengthen export promotion.
The manifesto is the result of a quantitative and qualitative investigation of Colombians and visitors through more than 1,500 surveys and focus groups. The studies discovered the essence of the Colombian people - their warmth and kindness - which were evident and clear evidence that allowed us to design and validate the manifesto.
"Making travelers feel at home is easy in Colombia, since warmth, service and empathy are part of our DNA. The manifesto gives us the opportunity to convey a coherent message to the world about our country and, what most importantly, about people, "said Flavia Santoro, president of ProColombia." Like the rest of the world, 2020 was a year in which Colombia faced exceptional circumstances, but through difficulties, we also witnessed the best of Colombians and that is what this manifesto represents ”.
El nuevo manifiesto llega en un momento en el que la promoción exterior de Colombia se ha vuelto más importante que nunca. Es necesario reforzar y promover las líneas de trabajo clave para la recuperación económica de Colombia. Los indicadores de impacto del manifiesto estarán vinculados a la llegada de proyectos de inversión y viajeros internacionales, así como a las exportaciones de productos y servicios no mineros y no energéticos.
Changes in the perception of Colombia worldwide
Before declaring the manifesto, the world already recognized Colombia for its welcoming qualities.
Colombia is poised to be one of the main destinations this year and has already appeared in the best travel lists, such as "52 places to love in 2021" by The New York Times, among others. For eco-conscious travelers to the US, Colombia is the second most biodiverse country in the world with 10 percent of the Earth's flora and fauna. The country has also recently become a founding member of The Future of Tourism Coalition, with international organizations such as Green Destinations, Tourism Cares, and The Travel Foundation.