Destinations

Colombia launches reactivation strategy

// jb

The reactivation strategy was presented as a hybrid event based in Ágora Bogotá, Colombia's main convention center; photo credit: Colombian Convention Bureaux´ Network

As part of the Colombian Convention Bureaux Network´s reactivation strategy, the organisation has launched the website www.bureauxdecolombia.com. As a unique tool, the website aims to support the reactivation of the 11 destinations that promote MICE tourism in Colombia. These are: Greater Bogotá Convention Bureau, Greater Medellín Convention & Visitors Bureau, Pereira Convention Bureau, Cartagena de Indias Convention & Visitors Bureau, ProBarranquilla, Cali Valle Bureau, Visit Manizales, Visit Bucaramanga, Invest in Santa Marta, Quindio Convention Bureau, and the Ibagué Convention & Visitors Bureau.

Along with the launch of the website, several activities are being developed, the recording of 11 promotional video clips for the 11 destinations, and the implementation of several digital campaigns. Additionally, the website includes a blog with news and relevant industry topics. “Currently, the Network has a data base with 47 events won for Colombia, to be hosted between 2021 and 2024”, mentions Liliana Orbegozo, Executive Director of Greater Bogota Convention Bureau.

This is accompanied by the promotion campaign #HazTuEventoEnColombia - #HostYourEventInColombia, aligned with ProColombia´s latest promotional manifest, that describes the country as “the most welcoming place on earth”. The initiative is the continuation of the campaign, broadcasted during 2020, #CambiaLaFechaNoElDestino - #ChangeTheDateNotTheDestination.

The Colombian Convention Bureaux Network is the union of the 11 destination marketing offices in Colombia. The Network was created in 2020 with the purpose of joining forces to strengthen the relationship among these Bureaux, and to work towards the promotion of the meetings and events industry in Colombia.

Sandra Howard, Executive Director of the Greater Medellín Convention & Visitors Bureau and Director of the Colombian Convention Bureaux Network adds that "the promotion of the meetings and events industry in Colombia, through the work as a Network of these 11 promotion offices, is quite significant. Today we working together towards the reactivation of events, to make this a reality in the short term.

The network´s greater purpose is to recover the sector´s positive growth before the pandemic. According to ProColombia, the meetings industry contributed with USD 1,288.5 millions to Colombia´s GDP in 2019, so our most important objective is to recover this contribution and exceed this figure”.

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