Colombia continues to rebrand itself successfully, with a study placing the country within the top 10 Latin American brands.
In a study conducted by the Latin American Country Brand Index (CBI), Colombia came 9th out of 21 Latin American countries in terms of the strength of its brand, helped by the advertising campaign “La Respuesta es Colombia” (The Response is Colombia).
The CBI study was based on information given by 2000 travellers aged between 21 and 65, from countries all around the world, including the United States, Great Britain, the UAE, Australia, India and China. It focused on the travelers’ perceptions of the different countries’ quality of life, value system, culture and the possibility for business investment.
Colombia came second in the ‘opportunity for work’ category, behind Uruguay, and third in the ‘skilled labor force’ category, behind Argentina and Uruguay.
The study says that 65% of the travellers who had visited Colombia then recommended it to others, while 13% of those who hadn’t yet visited were considering doing so in the near future. Germans seem to hold Colombia in the highest regard amongst travellers.
Sitting at the top of the CBI study for brand strength is Brazil, followed by Argentina, Costa Rica, Chile, Peru, Mexico, Uruguay, and Panama. With Colombia and Puerto Rico completing the top 10.
Foreign visits to Colombia increased 7.7% in the first half of 2013 compared to the same period last year, with 970,000 foreign visitors, according to statistics from the country’s Trade Ministry.
MORE: Colombia’s tourism up 7.7% in 2013
Sources
- COLOMBIA ENTRE LAS 10 MEJORES MARCA PAÍS DE AMÉRICA LATINA (Kenyke)
- LA RESPUESTA ES COLOMBIA – MANIFIESTO (Colombia Brand Site)