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Andean Group - January 2012 (ISSN 1741-4466)
COLOMBIA: Seeing is believing
The Colombian government led by President Juan Manuel Santos faces an incredible challenge: changing the common perception of Colombia from being a country afflicted by narco-trafficking-related violence where kidnappings are a regular occurrence, to one where industry is booming, the middle class expanding and Colombians themselves are highly optimistic about the future. While the government’s formal efforts (such as sending trade missions abroad) to change perceptions may have some impact, the truth is that the most effective way of making change happen is by word of mouth. That means attracting increasing numbers of tourists to the country every year, a trend that already appears to be on the rise and promises to continue in the immediate future.
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