August 5, 2021

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Breaking Travel News interview: Flavia Santoro, president, ProColombia | Focus

8 min read

Colombia has introduced a new brand name manifesto for the location: ‘Colombia, the most welcoming place on Earth.’

With the restart of international vacation on the horizon, the country aims to encourage international tourism expansion and ignite travellers’ wanderlust by spotlighting the warmth and kindness of its populace.

The new manifesto, which is led by ProColombia, is the end result of in depth quantitative and qualitative study, which identifies the main essence of Colombia to be the heat and kindness of its men and women.

Right here Breaking Vacation News chats with Flavia Santoro, President of ProColombia, to obtain out a lot more.

Breaking Travel Information: The place does tourism in Colombia stand in July 2021? Are the borders open up to travellers? What demands are now in location to gradual the spread of Covid-19?

Flavia Santoro: Global air connectivity in Colombia is open.

Currently the place is connected to 22 nations with 21 airways, which suggests that we have recovered 62 per cent of the air frequencies we experienced in early 2020.

And throughout 2021, 28 new routes have been declared, flying from the United States, Canada, Mexico, Chile, Ecuador and Peru and 15 of these have now begun functions.

New recommendations for the arrival of global travellers to our region consist of the following:

  • It is not required to current a adverse PCR exam prior to the flight.
  • Travellers must fill out the Test-Mig variety at least a single to 24 hrs right before the flight.
  • Travellers need to use masks at all occasions.
  • They ought to report signs and symptoms involved with Covid-19: cough, shortness of breath, sore throat or fatigue and should not board if they have these indicators.
  • Global travellers are obliged to give serious information and facts about their overall health position, their the latest call with suspected or confirmed conditions of Covid-19, comply with the guidelines of the wellbeing authorities and give specific data about their phone range and tackle in Colombia. International travellers ought to supply a national phone range so they can be simply contacted.

BTN: There is hope the circumstance may well return to a little something like normal above the coming months as vaccines start to effect on the virus. What are your ambitions, in phrases of customer quantities, for Colombia this yr?

FS: We are really optimistic about the potential of tourism in Colombia.

The country experienced been taking pleasure in continual, calendar year-on-year progress in customer figures prior to the coronavirus pandemic, with the annual selection of website visitors in the 2012-2018 interval rising at practically double the typical earth rate.

Also, expansion concerning 2014 and 2019 rose 11.6 for every cent.

Ordinary intercontinental tourism progress in the Americas amongst 2012 and 2019 was 4.4 for every cent, significantly less than fifty percent of the 9.1 per cent Colombia saw.

We are certain that we will carry on enhancing on the good figures that we have presently been registering.

In accordance to a recent research by Despegar, just one of the most crucial on-line vacation businesses on the continent, Colombia is one of the nations around the world in the region with the finest recovery of its tourism sector higher than nations around the world these types of as Argentina, Brazil, Chile, Ecuador, Mexico, Peru and the United States.

There are also incredibly great projections relating to the arrival of non-resident travellers to Colombia according to a examine by FowardKeys, which reviews extra than 115 thousand air reservations built to our country, largely from the United States, Chile, Spain, Argentina and France for travel in April – September 2021.

BTN: The region has observed continued political unrest in latest weeks – is this impacting on reopening, or tourism promotion, designs?

FS: The environment has faced particularly challenging situations due to the Covid-19 pandemic, and Colombia has not been an exception.

Nonetheless, our region is an case in point of how tricky situations can be remodeled in a favourable way.

With a prosperous and diverse record Colombia has been via periods of changeover and expansion, often remaining resilient with a spirit of warmth and openness at its heart. We know we will increase all over again much better with each other from the existing condition.

We will go on to make just about every energy to market the prompt restoration of our tourism market, we are operating to adapt the sector to the new demands of worldwide and area travellers.

We strongly believe that tourism is a powerful and transformative tool for nearby communities with a large influence on the advancement of the regions and we are seeking to leverage this.

Colombia has gone through a good transformation in new yrs, and we have gained recognition as a need to check out location and vital commercial ally for quite a few marketplaces.

Persons who pay a visit to Colombia know that Colombians are particularly friendly, welcoming, and heat!

There is no doubt that at present, Colombia is one particular of the trendiest places.

We are happy to won recognition at the Planet Travel Awards Latin The us Gala Ceremony in 2020.

These similar awards nominated the state once more this 12 months in 22 classes highlighting our biodiversity and cultural prosperity.

We have also been viewed as a profitable example of innovation and social transformation and as we continue on to welcome visitors and exhibit them that Colombia is a modern-day and evolving place, we feel our track record as a safe, pleasant and inclusive country will only proceed to bolster.

BTN: As the industry begins to reopen, ProColombia has introduced a new, shopper-going through manifesto for the place. What can you convey to us about that?

FS: Yes, I’m delighted to announce the destination’s new model manifesto is ‘Colombia, the most welcoming spot on Earth.’

At a time when a warm welcome, a kind embrace and a sensation of correct neighborhood has never ever been so essential, we really feel that our daring nonetheless uncomplicated message encapsulates what global travellers are searching for.

To explain, we done comprehensive quantitative and qualitative study with far more than 1,500 surveys and concentration teams with Colombians and foreigners to recognize what the main essence of Colombia is and in the end, the heat and kindness of our individuals lay at the heart of it.

When men and women say you can judge a spot by its people today, I could not agree additional and this is exactly why Colombia has picked out to establish its new manifesto narrative around the heat and kindness for which our people today are known.

The global launch will be on Monday, July 19th and when we appreciate that people with wanderlust may well have to have to wait a little extended in advance of enduring the heat of

Colombia first-hand, we invite travellers and journey trade alike to experience ‘the most welcoming position on Earth’ through our dedicated ‘Neighbourhood of Neighbourhoods’ webpage.

Built to seem like a map of Colombia with community communities, the interactive ‘map’ will aid website visitors explore each and every of the 6 Colombian locations, showcasing it as a melting pot of cultures, flavours, rhythms and colors all underpinned by a reliable, familiar and local welcome.

With reliable video clip material and nearby narratives, we hope the ‘Neighbourhood of Neighbourhoods’ webpage will act as an extension of Colombia’s group, demonstrating its welcoming ethos and comprehensive offering.

We like to say ‘whatever you are looking for and regardless of what your demands, Colombia is a position where by you do not have to knock, for the reason that the door is normally open’.

BTN: The new marketing campaign seeks to location the individuals of Colombia as central to its supplying. How is this diverse from how the region has been promoted in the earlier?

FS: We very price the Colombia Region Manufacturer it is an asset that has knowledgeable the world about our great place for the final ten several years.

Initially, the concept was “Colombia is Passion”.

It centered on exhibiting the creativeness, resourcefulness, talent and enthusiasm that characterises Colombians.

It served to reawaken a feeling of nationwide belonging and thanks to this basis, in 2012, we moved to “The Answer is Colombia,” a concept focused on telling the globe that we ended up the remedy to all its needs.

With this concept, we focused on making use of facts and knowledge to show the crucial development that Colombia had built in terms of competitiveness.

With “The Reply is Colombia,” we made the decision to align the campaigns to promote ProColombia’s strains of work: non-mining and non-energy exports, overseas direct expenditure and worldwide tourism.

ProColombia will integrate these strategies into the new Manifesto while retaining lots of of the prior campaigns’ elements and messages.

This manifesto has been designed to get back to the commencing of it all, as the experiments carried out display that Colombians’ heat is what we are regarded for globally.

We are getting back again to people, to what helps make us distinctive.

BTN: How crucial is tourism to Colombia and how do you expect this to modify over the coming decades?

FS: In the last ten years, tourism in Colombia has develop into an vital resource of international exchange and employment for the region.
President Duque has known as the sector “the new petroleum”.

In 2019, the tourism sector arrived at historic figures: 4.5 million non-resident website visitors arrived in the region, an improve of three for each cent compared with 2018 hotel occupancy was 57 for every cent (the highest in the previous 15 a long time) and produced 6,751 million dollars, two for every cent a lot more than in 2018, which tends to make it the non-mining strength sector that created the most international currency that yr.

Previous yr was certainly a 12 months of higher anticipations for the sector.

Even so, the pandemic forced Colombia to transform ideas and quickly adapt to the new circumstances.

So, we took isolation as an opportunity to prepare a protected reactivation of the tourism sector and at ProColombia we designed a restoration plan with three priorities: adapting to modify, facilitating air connectivity and building self-confidence in the international traveller to visit Colombian destinations.

For us sustainability is far more than an attribute, it is the heart and the pillar of our tourism marketplace.

We are making continual progress in this regard.

For instance, the ministry of trade, marketplace and tourism reformed the typical tourism law, placing sustainability as a basic axis.

It now formally recognises that the security of the setting and neighborhood communities is important for the recovery of the Colombian tourism business soon after the pandemic.

In addition, we are the next most biodiverse state in the world ornithologically, we appear major with far more than 1,900 species of birds, we also occur top rated for our orchids and a short while ago for butterflies much too, as declared by the Purely natural History Museum of London’s study.

Also, we are 2nd location for amphibians, third for crops and reptiles and fourth for mammals.

This indicates great accountability that we embrace with full determination.

Extra Facts

ProColombia is a govt entity liable for advertising and marketing intercontinental tourism and international immediate financial investment in Colombia, non-mining energy exports and the nation brand name.

As a result of its national and intercontinental community of workplaces, it presents Colombian firms aid and comprehensive tips by providers or devices centered on encouraging the design and execution of their global techniques, as effectively as facilitating the generation and enhancement of enterprise chances.

Photographs: ProColombia

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