Above: Cartagena

By the Caribbean Journal staff

Since 1992, Colombia’s promotion agency has been Proexport, with a mission to promote all exports, from energy to tourism.

Now, the country has announced a rebranding and an expanded mission, all under a new brand umbrella: ProColombia.

“The country’s strength and economic growth are leading us to face new challenges and responsibilities, to expand our promotion strategy to help strengthen the industrial and business strategic development through globalization and consolidation of the country’s reputation,” the organization said in a statement. “We are a stronger organization with further reach, and will continue to work on behalf of entrepreneurs, exports, foreign investment, tourism, and the country’s image.”

The organization will work on the internationalization of Colombian small and medium-sized enterprises, foster alliances between companies with export experience or foreign investors and encourage Colombian investment overseas and foreign in Colombia.

That’s along with the goal of increasing the country’s image abroad, the organization said.

“This evolution of identity represents who we are and what we do, overarching our current three lines of business, integrating the national brand strategy and representing our new reality,” ProColombia said.