Announced by ProColombia, “The Most Welcoming Place on Earth” is the new brand manifesto of Colombia that will serve to grow international tourism, attract greater foreign investment, and strengthen export promotion.
Inspired by the kind and welcoming spirit of the Colombian people, the new brand manifesto is a result of quantitative and qualitative research of Colombians and visitors through more than 1,500 surveys and focus groups. The studies uncovered the essence of the Colombian people – their warmth and kindness – which were apparent and clear proof points that allowed us to design and validate the manifesto.
The new brand manifesto comes at a time when the foreign promotion of Colombia has become more important than ever before. There is a need to reinforce and promote the lines of work that are key to Colombia’s economic recovery. Impact indicators of the manifesto will be linked to the arrival of investment projects and international travelers, as well as exports of non-mining and non-energy products and services.
Before declaring the manifesto, the world already recognized Colombia for its welcoming qualities. The new brand manifesto is a long-term message that will be leveraged in marketing and sales communications campaigns to inspire future leisure and business travel, foreign investment, and strengthen export promotion.