ASÍ ES COLOMBIA

Colombia is Passion

In the past few years our country has experienced great conquers and countless achievements in terms of safety, economic and social development, foreign investment and tourism. Even though, it is true that there are many problems still to be solved, our reality is far distant from the perception or reference some people have about Colombia overseas. An unreal international perception has a huge negative impact on the country’s valuable potentialities in terms of tourism, foreign investment and progress.

There is a clear need for showing the world, Colombia´s real face and values which represent us colombians, that passion that we place in assumed chores and responsibilities, that tenacity and determination we translate into everything we do, and that joy and generosity that make that anyone stepping their feet in our territory will turn itself into an immediate fan and automatic promoter on its community and the entire globe for Colombia and Colombians.

Colombia is Passion is a competitiveness strategy that works on image reinforcement of our country abroad, in search for confidence among investors and foreign audiences in general. This will allow the country to reach more and better opportunities in the fields of trade culture, investment and tourism.

Colombia is Passion has been working since year 2005, showing the world our reality, bringing up all of that which altogether turns us into a privileged nation: We have one of the most solid and stable democracies in the region, our economy registers levels of growth way over the regional average; we have an advantaged geographical location which turns us into a very important touristic destination, every day more known for its cultural wealth and identity.

Colombia is Passion works together with local and international media for promoting Colombia overseas in terms of spreading positive information and news about our country.

Having an international focus as a priority does not imply having domestic issues left behind. Locally Colombia is Passion brand works on development of communication campaigns and strategies for generating a broader sense of belonging and emotional link for every Colombian to have for its country and its brand.

Colombians should feel proud of having been born in this country and should promote showing passion for Colombia, we have to talk positively about the country and its people, turning ourselves into the best hosts ever for our visitors.

This public sector´s effort has counted on from the very beginning with support and funding from important companies from the private sector, which have found on the country brand, an excellent marketing and commercial opportunity for their goods and services.

To improve Colombia’s image abroad is a continuous and permanent effort, which should be carried by the national government, local entrepreneurs, foreign investors, local and international media, and every single colombian citizen. This effort has been instructed and coordinated by the Colombia is Passion brand.