Colombia Roadshow Success

Proexport Colombia visited four cities this week to meet over 136 sales agents of tour operators and larger travel agencies to educate them on Colombia.

The roadshow kicked off in Glasgow then made its way to Manchester, Birmingham and finally London, between 24 and 27 June.

Proexport wanted to target sales professionals who are directly selling the destination, as there has been an increase in consumers booking Colombia through retail agents as opposed to on the internet.


The Director of Proexport Colombia, Colombia’s entity in charge of the promotion of International Tourism, Foreign Direct Investment, and non-traditional exports, Juan Guillermo Perez, says: “We are thrilled with the response to our roadshow from retail agents looking to boost their knowledge on the destination.

“In imparting our knowledge and enthusiasm for Colombia to those at the coal face of selling the destination, we hope that knowledge will be shared with discerning travelers keen to visit.”

The roadshow followed a quiz format and guests included operators from STA Travel, Dial a Flight, Tucan Travel, Imagine Latin America and Voyages Jules Verne. One lucky guest in each city won a free return flight to Colombia from Avianca, the national airline of Colombia. Special guests included Amanda Bower who is from the Bradt Guides which offer travel advice and information about the world’s lesser-known destinations and Dr Jago Cooper, Americas curator from the British museum and presenter for the Lost Kingdom programme on BBC– presentation.


The roadshow is in conjunction with Proexport Colombia’s new international tourism campaign, ‘Colombia is Magical Realism’, which evokes the literary genre that made famous the Nobel-winning author Gabriel Garcia Marquez in whose stories the protagonists live in scenes that blend reality with magic.

The concept brings together the unique characteristics of Colombia’s tourism product and the perceptions about it that exist in the world. Proexport reached this conclusion after doing a study to determine the differential factor that motivates foreign tourists to choose Colombia as their destination for holidays or to host their events.


Words were used like ‘magical’, ‘unique’ and ‘surprising’ to describe the experiences of thousands of foreigners during their trips through the country, setting the tone to conceive what will be the brand from now on for promoting Colombia and its attractions to the world.

According to the Global Organisation for Tourism and the Colombian Immigration, international tourist numbers arriving in the country have grown by an annual average rate of 10.4 per cent in the last eight years (2005-2012), a rate three times higher than the rate registered worldwide in the same period.

Colombian regions, for their part, now offer a greater variety of tourism products that complement the traditional ones and that allow tourists to enjoy natural, cultural and health attractions, sun and beach among others all in the same destination.

For more information visit on Colombia visit:


About Axis Travel Marketing

Axis Travel Marketing is a London-based travel marketing and PR agency. Our team is comprised of experienced marketers with tour operator, PR and journalism backgrounds. The Axis Travel Marketing team's main goal is to ensure that our client succeeds in the UK and European market places. With our blog we will bring you the latest travel news and views on our key clients, upcoming events and information on our latest developments.
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