I have always believed that when travelling, you should immerse in the cultural part of the country. You should learn everything that you can, try new things like different foods, meet new people, and get out of your comfort zone to improve yourself because these experiences are the ones that will last a lifetime.
After the COVID-19 pandemic, various countries have become part of tourism networks in order to reactivate their economies. This is the case of some latin american countries which became part of the network of latin american urban destinations (RDUL) which includes the following countries: Colombia, Argentina, Mexico, Peru, Ecuador, Brazil, Chile, and Bolivia. This network was created with the intention of these countries to work together in order to promote latin- American tourism and works in collaboration of bilateral agreements and marketing strategies to promote themselves among the participating cities to reactivate their economies. Some of these campaigns have become successful, but others are still lacking a better approach to their consumers. Other countries around the world have become more successful in activating their tourist sector and their “brands” are gaining international exposure.
Colombia
Colombia’s mission is to promote themselves as a country where “there is the risk that you will stay.” This was done to promote themselves as a safe country due to their history with internal conflicts. This country has been trying to tell their consumers that there are no risks and that they will love the country once they get to explore it. This country is known for its gastronomy, scenery, handcrafts, fairs, coffee, and diversity where there is a mixture of cultures. Their message is more directed to North America and Europe
Perú
Perú’s campaign has gained international exposure in the tourism sector. The P used on their logo was inspired by Nazca lines which are a group of geoglyphs made in the soil of the Nazca desert in southern Peru that can be viewed on air travel. Their campaign is used to promote Peruvian products and increase their consumption. Perú is known for its scenery, ancient ruins, gastronomy, and culture as well as their textiles.
Ecuador
Ecuador’s campaign appeared in the Superbowl back in 2015. It became the first foreign country to advertise during the superbowl half- time commercials. This country is known for having four regions from west to east which include: the Galapagos Islands, the Pacific coast, the Andes mountains, and the Amazon. The commercial showed what the country has to offer with its history, culture, and diversity, but the music used in this campaign was irrelevant because the tourism ministry got permission to play the Beetle’s song: “All You Need Is Love”. Talking to various Ecuadorians, they all agree that the commercial should have included more of the different cultures in Ecuador as well as traditional songs since the country is not a British colony. Also, the logo used for the tourism sector: “Ecuador love life” should include less colors because a logo should include at least 3 colors that compliment each other.
Venezuela
Venezuela launched a campaign on why it was the greatest destination in the Caribbean. This campaign tried to promote its products and the tourist sector, but why did it fail? One of the main reasons for its failure was due to the political instability in the country as well as its citizens trying to showcase what the country is currently facing. This country is known for its large oil reserves, biodiversity, and having the world’s largest waterfall called Angel Falls.
Panamá
Panamá has launched various campaigns like “Discover your Panama.” or #DiscoveredByNature. Both campaign’s aim is to encourage travelers to discover Panama through its country’s heritages which are: blue, green, and cultural. Panama’s cultural heritage includes its gastronomy, art, history, and cultures. This also includes the “Panama hats” which are gaining a lot of international exposure as well. The green heritage promotes its biodiversity through its national parks and natural reserves. Lastly, its blue heritage highlights the ocean and marine life. Overall, this country has done an excellent job on its campaign due to its international exposure by promoting the country on airlines since its airport connects with various countries. This country is known for its culture, canal, and biodiversity. The campaign are more directed to the United States and Canada.