Repositioning Colombia in Global Tourism: Strategies to Attract and Retain International Tourists.

Abstract

This thesis focuses in understanding and analyzing the reasons for the negative image and stereotypes about Latin American countries, especially Colombia. It has been well known for sometime that there are negative perceptions about Colombia, with comments like "It's dangerous”, "I would never let my children travel to that kind of destination”, or "It's easy to have a bad experience there”. While the reality could not be further from these perceptions today. The most important thing to understand is how these ideas can be changed for tourists around the world.

Additionally, the thesis focuses on the reasons behind negative perceptions of Colombia. This work analyzes how media portrayals, cultural stereotypes, and tourist experiences contribute to the faulty views. The role of social media and communication in shaping opinions and perception of Colombia is also examined.

At the end of this work, the ways to improve Colombia’s image around the world is suggested. It involves looking at successful examples from other countries which have faced similar issues, proposing initiatives the Colombian government and local communities could use to promote a better image.