Gilberto Salcedo Ribero, vice president of tourism at ProColombia, spoke to Travel Bulletin on the nations recovery and the importance of building partnerships.
"I think it's great to be back at WTM. We hope this year everything will begin to go back to normal."
On the proposition that Colombia offers, Ribero explained: "We have a new way to promote our country. It's so many things at the same time, and it can be difficult to promote our destination. Right now, we are explaining the destination through six different regions. Every region has different offerings, different landscapes, different culture, it's like having six countries in one.
"In just one of the regions, the Greater Colombia Caribbean, you can find natural experiences, from birdwatching to exploring a national park, and you can find cultural experiences, with a number of indigenous communities and species across the region, all in one region."
"We're organising the offering, going into every market and pitching specifically what the market demands based on our diverse regions."
On the growing conversation around sustainability at WTM 2022, the vice president for tourism explained: "We understand sustainability not as a trend but as a requirement. We are working with all the tour operators in Colombia to incorporate sustainability as a key part of their business model. Right now, it's part of the DNA of tourism in Colombia.
"Local people are incorporated into the tourism chain, so they are earning income from tourism. We are trying to create circular economies around sustainability in Colombia, especially in indigenous communities."
On the UK's potential, Ribero explained: "The UK is a high-potential market. Pre-pandemic, the UK was one of the most important markets in terms of growth. We see it as a growing, improving, and enhancing market. The connectivity is so important to build this huge relationship."
"Our difficulty comes with travel agents not knowing how to sell Colombia. We want to promote what Colombia has to offer, and to make sure people know what the destination offers. We are one of the few nations in South America with a UK delegation, and that's a big asset for both us and the travel agents. Our main objective is to talk to agents and get the message out.
"We are always working with tour operators, bringing agents out on fam trips. We'll do customised training no matter how big or small the agency is."
