COLOMBIA The Next Big Thing BY ANDY HOSKINS Colombia has come a long way in the
last five years, from a country treated with caution to one variously tipped as a top emerging destination or the next 'big thing'. In fact, Colombia is now sold by over 60 UK tour operators and all are eager to raise awareness of the country's charming colonial cities, its beautiful Caribbean beaches, mountain landscapes, diverse wildlife and the raft of adventure activities on offer. The national tourist office has worked
hard to raise the country’s profile among travellers and, as Proexport Colombia’s UK director explains here, “is it safe?” is no longer the first question on everyone’s lips. A clever marketing campaign using the slogan ‘The only risk is wanting to stay’ has helped allay fears and is slowly changing perceptions to match that of the reality – that Colombia is safe, spectacular and eager to welcome visitors with open arms. The tourist board is also acutely
aware of the importance of the trade and last year took a group of travel agents to Colombia for a week and produced a fam trip report in cooperation with Selling Long Haul. Like many first-time visitors to Colombia, they visited capital city Bogota, Cartagena, Tayrona National Park and the Coffee Triangle. Bogota is a cosmopolitan city home to the biggest network of parks in Latin America, the historic centre of La Candelaria with its wealth of museums and galleries, vibrant nightlife and all the big international hotel brands. Probably Colombia’s best-known destination is beautiful Cartagena on the country’s Caribbean coast, also a popular port of call for cruise ships. Founded in 1533, the city’s old quarter is today a UNESCO World Heritage Site, featuring historic fortifications, pretty colonial buildings and an excellent selection of boutique hotels. Along the coast to the northeast of
Cartagena are Baranquilla – the birthplace of Colombian popstar, Shakira, but best known for its annual carnival held every February – and Santa Marta, the departure point for tours of stunning Tayrona National Park, which occupies a 50-mile stretch of the
42 September 2012 •
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Caribbean. The park is one of the country’s most important ecological reserves and is dominated by verdant rainforest and fringed by pristine beaches and coral reefs. The Colombian-owned islands of San
Andres and Providencia – which lie off the Nicaraguan coast – offer a more commercialised beach break. Back on the mainland, on the slopes
of the Andes, lies the Coffee Triangle (‘Zona Cafetera’) spread across the provinces of Caldas, Quindio and Risaralda. The numerous plantations in the region produce some of the world’s finest coffee, with many open to visitors and some offering accommodation. The region also presents a wealth of
adventure activities including horse- riding, zip-lining, trekking and four- wheel-drive trips.
What’s New Colombia’s cruise market is expected to grow around 16 per cent in the 2012- 13 season, with Cartagena welcoming an estimated 313,000 passengers. The city’s cruise ship terminal has 175 ship arrivals lined up, including 39 from Princess Cruises, 26 from
Royal Caribbean and 21 from Celebrity Cruises. Journey Latin America has
started selling a cruise itinerary with Sea Voyager Expeditions (www.
seavoyagerexpeditions.com). The 60-passenger ship sails between Panama and Colombia, visiting Cartagena and Tayrona National Park, as well as more remote areas of the Colombian coast and passage through the Panama Canal. The cruise-only cost is £2,310pp and includes full-board accommodation in a twin cabin for nine nights and land excursions during the cruise. Marriott Hotels & Resorts has announced plans to open a new 170-room hotel in Cali – Colombia’s third largest city and host to a famous annual salsa festival. The Intercontinental Hotels
Group has lined up three new Holiday Inn Express hotels in Colombia – one each in the cities of Bogota, Cartagena and Barranquilla. The group already has eight hotels in the country. Starwood Hotels & Resorts has announced plans for a W Hotel in Bogota, due to open in 2014. It will be located in the trendy Usaquen district.
Tourism Talk JUAN GUILLERMO PEREZ
Director of Proexport Colombia in the UK “The UK market has
performed well in the last year, up around 22% in 2011. The total number of Brits travelling abroad is down but the number visiting Colombia is growing. “We’ve been seriously promoting the country as a tourism destination for only a few years in the UK but more and more tour operators are selling Colombia. “We have held a series of events at the National Geographic store in London this summer to further promote the country to the public. “The image problem hasn’t gone
away – unfortunately perception takes longer to change than the reality. But even the perception has changed in the last ten years. ‘Is it safe?’ is no longer the first question people ask when you talk about Colombia. “More chain hotels and boutique hotels are coming online but we’re focussing more on the latter as they give a more personal experience.”
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