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Breaking Journey Information interview: Flavia Santoro, president, ProColombia | Focus

Colombia has introduced a brand new model manifesto for the vacation spot: ‘Colombia, probably the most welcoming place on Earth.’

With the restart of worldwide journey on the horizon, the nation goals to stimulate worldwide tourism development and ignite travellers’ wanderlust by spotlighting the heat and kindness of its populace.

The brand new manifesto, which is led by ProColombia, is the results of intensive quantitative and qualitative analysis, which identifies the core essence of Colombia to be the heat and kindness of its folks.

Right here Breaking Journey Information chats with Flavia Santoro, President of ProColombia, to search out out extra.

Breaking Journey Information: The place does tourism in Colombia stand in July 2021? Are the borders open to travellers? What necessities are at the moment in place to sluggish the unfold of Covid-19?

Flavia Santoro: Worldwide air connectivity in Colombia is open.

At present the nation is related to 22 international locations with 21 airways, which implies that we now have recovered 62 per cent of the air frequencies we had in early 2020.

And through 2021, 28 new routes have been introduced, flying from the US, Canada, Mexico, Chile, Ecuador and Peru and 15 of those have already began operations.

New pointers for the arrival of worldwide travellers to our nation embrace the next:

  • It isn’t necessary to current a detrimental PCR take a look at earlier than the flight.
  • Travellers should fill out the Verify-Mig kind at the very least one to 24 hours earlier than the flight.
  • Travellers should put on masks always.
  • They have to report signs related to Covid-19: cough, shortness of breath, sore throat or fatigue and shouldn’t board if they’ve these signs.
  • Worldwide passengers are obliged to present actual details about their well being standing, their current contact with suspected or confirmed instances of Covid-19, adjust to the directions of the well being authorities and provides precise details about their phone quantity and handle in Colombia. Overseas travellers should present a nationwide phone quantity to allow them to be simply contacted.

BTN: There may be hope the scenario could return to one thing like regular over the approaching months as vaccines start to affect on the virus. What are your ambitions, when it comes to customer numbers, for Colombia this yr?

FS: We’re very optimistic about the way forward for tourism in Colombia.

The nation had been having fun with regular, year-on-year development in customer numbers previous to the coronavirus pandemic, with the annual variety of guests within the 2012-2018 interval rising at practically double the typical world price.

Additionally, development between 2014 and 2019 rose 11.6 per cent.

Common worldwide tourism development within the Americas between 2012 and 2019 was 4.4 per cent, lower than half of the 9.1 per cent Colombia noticed.

We’re positive that we’ll proceed bettering on the nice numbers that we now have already been registering.

In response to a current examine by Despegar, some of the essential on-line journey companies on the continent, Colombia is among the international locations within the area with the best restoration of its tourism sector above international locations reminiscent of Argentina, Brazil, Chile, Ecuador, Mexico, Peru and the US.

There are additionally excellent projections relating to the arrival of non-resident travellers to Colombia based on a examine by FowardKeys, which stories greater than 115 thousand air reservations made to our nation, principally from the US, Chile, Spain, Argentina and France for journey in April – September 2021.

BTN: The nation has seen continued political unrest in current weeks – is that this impacting on reopening, or tourism promotion, plans?

FS: The world has confronted extraordinarily difficult occasions as a result of Covid-19 pandemic, and Colombia has not been an exception.

Nonetheless, our nation is an instance of how tough occasions could be remodeled in a optimistic means.

With a wealthy and various historical past Colombia has been by way of durations of transition and development, at all times remaining resilient with a spirit of heat and openness at its coronary heart. We all know we are going to rise once more stronger collectively from the present scenario.

We’ll proceed to make each effort to advertise the immediate restoration of our tourism trade, we’re working to adapt the sector to the brand new necessities of worldwide and native travellers.

We strongly imagine tourism is a robust and transformative instrument for native communities with an amazing affect on the event of the areas and we wish to leverage this.

Colombia has undergone a optimistic transformation in recent times, and we now have earned recognition as a should go to vacation spot and key industrial ally for a lot of markets.

Individuals who go to Colombia know that Colombians are extraordinarily pleasant, welcoming, and heat!

There isn’t a doubt that these days, Colombia is among the trendiest locations.

We’re proud to received recognition on the World Journey Awards Latin America Gala Ceremony in 2020.

These identical awards nominated the nation once more this yr in 22 classes highlighting our biodiversity and cultural wealth.

Now we have additionally been thought-about a profitable instance of innovation and social transformation and as we proceed to welcome guests and present them that Colombia is a contemporary and evolving nation, we imagine our status as a secure, pleasant and inclusive nation will solely proceed to strengthen.

BTN: Because the market begins to reopen, ProColombia has launched a brand new, consumer-facing manifesto for the nation. What are you able to inform us about that?

FS: Sure, I’m delighted to announce the vacation spot’s new model manifesto is ‘Colombia, probably the most welcoming place on Earth.’

At a time when a heat welcome, a sort embrace and a sense of true neighborhood has by no means been so essential, we really feel that our daring but easy message encapsulates what international travellers are looking for.

To make clear, we carried out intensive quantitative and qualitative analysis with greater than 1,500 surveys and focus teams with Colombians and foreigners to establish what the core essence of Colombia is and finally, the heat and kindness of our folks lay on the coronary heart of it.

When folks say you possibly can choose a spot by its folks, I couldn’t agree extra and that is exactly why Colombia has chosen to construct its new manifesto narrative across the heat and kindness for which our individuals are recognized.

The worldwide launch will probably be on Monday, July nineteenth and whereas we admire that these with wanderlust might have to attend a bit of longer earlier than experiencing the heat of

Colombia first-hand, we invite travellers and journey commerce alike to expertise ‘probably the most welcoming place on Earth’ by way of our devoted ‘Neighbourhood of Neighbourhoods’ webpage.

Designed to appear like a map of Colombia with native communities, the interactive ‘map’ will assist guests uncover every of the six Colombian areas, showcasing it as a melting pot of cultures, flavours, rhythms and hues all underpinned by a constant, acquainted and native welcome.

With genuine video content material and native narratives, we hope the ‘Neighbourhood of Neighbourhoods’ webpage will act as an extension of Colombia’s neighborhood, demonstrating its welcoming ethos and intensive providing.

We prefer to say ‘no matter you might be in search of and no matter your wants, Colombia is a spot the place you don’t must knock, as a result of the door is at all times open’.

BTN: The brand new marketing campaign seeks to position the folks of Colombia as central to its providing. How is that this completely different from how the nation has been promoted previously?

FS: We extremely worth the Colombia Nation Model; it’s an asset that has knowledgeable the world about our great nation for the final ten years.

First, the message was “Colombia is Ardour”.

It targeted on exhibiting the creativity, resourcefulness, expertise and keenness that characterises Colombians.

It served to reawaken a way of nationwide belonging and because of this basis, in 2012, we moved to “The Reply is Colombia,” a message targeted on telling the world that we had been the reply to all its wants.

With this message, we targeted on utilizing information and knowledge to display the essential progress that Colombia had made when it comes to competitiveness.

With “The Reply is Colombia,” we determined to align the campaigns to advertise ProColombia’s traces of labor: non-mining and non-energy exports, overseas direct funding and worldwide tourism.

ProColombia will incorporate these campaigns into the brand new Manifesto whereas retaining lots of the prior campaigns’ components and messages.

This manifesto has been created to get again to the start of all of it, because the research carried out display that Colombians’ heat is what we’re recognized for globally.

We’re getting again to folks, to what makes us distinctive.

BTN: How essential is tourism to Colombia and the way do you anticipate this to vary over the approaching years?

FS: Within the final decade, tourism in Colombia has turn out to be an essential supply of overseas alternate and employment for the nation.
President Duque has referred to as the sector “the brand new petroleum”.

In 2019, the tourism sector reached historic figures: 4.5 million non-resident guests arrived within the nation, a rise of three per cent in contrast with 2018; lodge occupancy was 57 per cent (the very best within the final 15 years) and generated 6,751 million {dollars}, two per cent greater than in 2018, which makes it the non-mining vitality sector that generated probably the most overseas foreign money that yr.

Final yr was undoubtedly a yr of excessive expectations for the sector.

Nonetheless, the pandemic compelled Colombia to vary plans and shortly adapt to the brand new circumstances.

So, we took isolation as a chance to organize a secure reactivation of the tourism sector and at ProColombia we created a restoration plan with three priorities: adapting to vary, facilitating air connectivity and producing confidence within the worldwide traveller to go to Colombian locations.

For us sustainability is greater than an attribute, it’s the coronary heart and the pillar of our tourism trade.

We’re making regular progress on this regard.

For instance, the ministry of commerce, trade and tourism reformed the final tourism legislation, placing sustainability as a basic axis.

It now formally recognises that the safety of the surroundings and native communities is important for the restoration of the Colombian tourism trade after the pandemic.

As well as, we’re the second most biodiverse nation on the planet; ornithologically, we come prime with greater than 1,900 species of birds, we additionally come prime for our orchids and not too long ago for butterflies too, as declared by the Pure Historical past Museum of London’s examine.

Additionally, we’re second place for amphibians, third for crops and reptiles and fourth for mammals.

This implies nice accountability that we embrace with complete dedication.

Extra Data

ProColombia is a authorities entity answerable for selling worldwide tourism and overseas direct funding in Colombia, non-mining vitality exports and the nation model.

By its nationwide and worldwide community of places of work, it provides Colombian firms assist and complete recommendation by way of companies or devices targeted on encouraging the design and execution of their worldwide methods, in addition to facilitating the era and improvement of enterprise alternatives.

Photos: ProColombia

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