The Ministry of Commerce, Industry and Tourism, in collaboration with Fontur and ProColombia, unveiled the new narrative of the Country Brand: 'Colombia, the country of beauty'. The presentation to international media and partners highlighted the natural and cultural attractions that make Colombia a unique destination for foreign investment and tourism.

With a significant investment of $28 billion pesos, the Ministry of Commerce, Industry and Tourism plans to execute the initiative 'Colombia, the country of beauty' over the next two years, using Fontur and ProColombia as channels

This strategy aims to boost tourism to promote the country's comprehensive and sustainable development.

"We seek to achieve greater international projection, attract more foreign direct investment, attract a greater number of international travelers and increase exports of our products," said the Minister of Commerce, Industry and Tourism, German Umaña.

IED joins the efforts of ProColombia and the regional promotion agencies (APRIS), which have already begun the necessary steps to create close to 80 thousand direct jobs in various regions of the country over the next two years. In this way, the country brand seeks to position Colombia as an attractive and competitive destination on the global stage.

Investment in the promotion and consolidation of the Country Brand is seen as a strategic measure with a long-term positive impact on the Colombian economy and its international projection. An important pillar is to create the ideal ecosystem for value-added exports that promote the development of labor capacity.

Bibliography

Ministerio de Comercio, Industria y Turismo
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