By Jorge J. J. Martínez.
Colombia’s Network of Convention & Visitors Bureaux (RNB, by its acronym in Spanish) recently launched its new one-of-a-kind platform via a hybrid press conference. This is one of the strategies to strengthen the country’s reactivation of events and meetings. Sandra Howards, director of the RNB, headed the panel.
The website features information, photos, and videos of the 11 destinations that make up the RNB (Bogota, Medellin, Pereira, Cartagena de Indias, Cali, Bucaramanga, Santa Marta, Manizales, Quindio, and Ibague). All these destinations closely follow the new normal’s best practices.
Constanza Alarcón, Deputy Minister of Education, representing MINCIT, María Eugenia Oriani, Procolombia’s Meetings Tourism Manager, and Andrés Escandón, ICCA’s new regional director for Latin America and the Caribbean, were the guests of honor.
“Today, we would like to present to you this communication strategy, this unique platform that speaks of a country open to meetings, weddings, incentive travel, congresses, and conventions. We are doing it in a spirit of partnership, with the understanding that if one city does well, the other will do well too,” said Sandra Howards.
Another of the RNB’s objectives is to promote actions and influence public policies that benefit the country’s MICE industry. The Vice Minister pointed out that they are continuing to manage and update the work plan for the Meetings Industry, intending to increase national production.
The new digital tool contains information on the requirements to enter the country, updates on the country’s vaccination plan, and Covid-19, as well as a blog where they will publish the most relevant information currently available. The site is fully bilingual, as its main international markets include the United States and Mexico.
The promotional campaign includes the hashtag #HostYourEventInColombia, a continuation of ProColombia’s latest campaign that describes the nation as “the most welcoming country in the world.”
The RNB already has 47 events registered between 2021 and 2024. This is partly due to the campaign they launched at the beginning of the pandemic—#ChangeTheDateNotTheDestination—, which resulted in 74% of the events being postponed but not canceled.