branding Colombia – Rwanda, Colombia, and Croatia were examples of chaos not so long ago. However, by adopting relatively simple strategies, they succeeded in rebuilding their image in the international arena and, as a result, became popular destinations for tourism. And Europe has adopted a positive image of itself to recreate and promote tourism. These strategies have been successful and have met the expected goals. It seems that with the facilities and capabilities that exist in our country, these strategies can also be used and show the reality to the world better to take full advantage of the booming tourism industry. Twenty years ago, one of the New York Times writers, described Colombia as a country with “drug killings, militant killings, guerrilla kidnappings, execution by death squads and street crimes”. Five years earlier, in 1994, an article in the Washington Post raised the question of whether people would like to see war-torn Croatia: only fearless and daring people think of such a trip. Another article was published in the New Yorker that year describing the Rwandan genocide as so dangerous that even foreign aid workers did not go beyond the airport. One of Rwanda’s streets was described in this article:
Everything was shot at, and all the buildings were punctured.
The Lost City of Colombia, more historic than Machupicchu – branding Colombia
Years after the Washington Post and The New Yorker published articles, war and conflict in those countries subsided, and infrastructure reconstruction and economic recovery began. The situation has developed in such a way that all three countries, relying on marketing, social media, and development, as well as fading differences over time, have now become thriving and popular tourist destinations. They are now at the top of the “Travel Rankings” and “List of Destinations to Travel to” and have received the most feedback on Instagram posts, with more than 3 million people visiting Colombia in 2017. The figure is up 200 percent from 2006, and the country topped several lists of popular travel destinations, including the 2018 “52 Places to Go” list. The Hilton hotel chain plans to open three more hotels in the country by 2020. About 560,000 Americans will visit Croatia in 2018; The number of American visitors to the country in 1998 was only 41,000. In total, 19 million and seven hundred thousand tourists visited this country in 2018. Compare this figure with 1.5 million tourists in 1995. Says Christian Stanicis, director of the Croatian National Tourism Association:
Currently, Croatia is one of the top tourist destinations in the Mediterranean region. Our competitors are Spain, Italy, France, Greece … People know that we have great beaches and many other places to see. Rwanda is in a similar situation to Croatia. Tourism in this country has increased from 826 thousand people in 2006 to one and a half million people in 2017. Rwanda’s lush rainforests, the capital’s growing art, and gorilla conservation programs are among the factors that have attracted tourists to the country. Attracting tourists has tried to find solutions for countries that want to rebuild their image in the international arena.
Rwanda – branding Colombia
Although Rwanda has one of the fastest-growing economies in Africa, it is often cited as one of the best, according to Sunny Ntayombya, Marketing and Communications Director at the Rwanda Development Association So the post-war reconstruction era has not yet left the aftermath of a horrific event. The horrific event is the 1994 genocide, in which Hutu extremists who ruled the country brutally killed at least 800,000 Rwandans, mostly members of the Tutsi minority, in just 100 days.
Adding to the ambiguity is the fact that there is only one major Hollywood film that fuels negative comments about this small and as yet unknown African country; So even if you know something about Rwanda, it’s probably what you saw in Rwanda Hotel. Our way of dealing with this is not to run away from our past; Rather, it is telling the world that Rwanda is not just a thing, an event, a series of events – but a profound story of humanity if people work together and are guided. The Colombian conflict is very different from what happened in Rwanda. However, the fact that drugs were ubiquitous and that communist insurgents were committing blatant and violent violence in popular movies and series such as Netflix’s “Narcos” and the Colombian “Pablo Escobar, Lord of Narcotics” is Highly illustrated. In the case of Colombia, as in Rwanda, those responsible for the country’s development are opposed to ignoring the past.
Colombian Deputy Minister of Tourism Julian Guerrero says:
We do not want to escape the fact that, yes, there was violence in this country and that there is a relationship between someone like Pablo Escobar and this country.
To attract a tourist, you have to be lucky
Until last summer, Guerrero was deputy director of the ProColombia government, which was responsible for expanding Colombia’s exports, international tourism, and attracting foreign investment to Colombia. The Dominican Republic can also learn from the success of Rwanda and Colombia. The deaths of at least nine Americans in the Caribbean democracy have caught the attention of the international media, reducing tourism in the country earlier this year. Foreign tourist arrivals fell 11 percent and 7 percent in July and August, respectively, compared to the same months last year. Crisis management experts say the Dominican Republic made a mistake in managing its news coverage from the start. They argue that American deaths were not statistically unusual and that there was no reason to warn; Unless they want to get ahead in this story. Beck Bamberger, CEO of BAM Communication, a public relations firm that deals with issues such as crisis management, says:
From the outset, the Dominican authorities reacted defensively. This reaction did not inspire any confidence in the passengers.
Turn countries’ dark backgrounds into their trump cards
Colombia has been re-branding itself since 2008 and has released videos of its beaches, forests, cities, and mountains. In each video, the phrase “el riesgo es que te quieras quedar” was repeated; This means that the only risk of your trip to Colombia is that you may be so fascinated that you want to stay here forever. All of this was an attempt to play on Colombia’s reputation as a haven for drugs and violence around the world.