Colombia: “Colombia, el país de la belleza” the new narrative for the country brand

Colombia, renowned for its exceptional biodiversity and rich culture, has unveiled its new country brand narrative: “Colombia, el país de la belleza(Colombia, the land of beauty). This initiative, presented by the Ministry of Trade, Industry and Tourism, aims to promote Colombia as a major tourist destination, both nationally and internationally.

Parc national naturel de Tayrona (Crédit : Mincomercio)

Tayrona National Park (Credit: Mincomercio)

The campaign highlights the country’s natural, cultural and human beauty. It’s not just about breathtaking scenery, but also the warmth of its people, the diversity of its traditions, the richness of its culture and its history. The aim is ambitious: to attract at least 7.5 million tourists by 2026.

To make this vision a reality, FONTUR (National Tourism Fund) and ProColombia have allocated a budget of 28,000 million pesos (over 7 million USD). These funds will be used for market research, audiovisual production in non-traditional territories and national and international launches.

The official presentation of this new brand took place in Manizales, at the heart of the Los Yarumos Ecoparque. The event was attended by many key players, including the Minister of Trade, Germán Umaña Mendoza, who stressed the importance of this initiative for the country’s economic and social development.

One of the priorities for the coming years is to promote and develop new destinations with strong tourism potential, such as La Guajira, the Amazon, Orinoco, the Pacific coast and the Magdalena river, among others, as well as meeting their infrastructure and training needs.

But this campaign is not just about promoting tourism. It also aims to attract foreign investment and strengthen Colombia’s trade links with the rest of the world. The beauty of Colombia is also its business opportunities, its capacity for innovation and its economic dynamism.

Carmen Caballero, President of ProColombia, stressed that this new narrative is a crucial step in promoting Colombia as a destination offering authentic and transformative experiences.


Colombia, the land of beauty” is more than just a tourism promotion campaign. It’s an invitation to discover a country with many facets, to meet its warm-hearted people and to enjoy unforgettable experiences. Colombia is ready to charm the world with its unique beauty.


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