The Colombian trade, investment and tourism promotion body Proexport has completed its rebrand to PROCOLOMBIA following an eight-month process led by its president Juan Manuel Santos Calderón.

The move comes after a survey of Colombian and foreign entrepreneurs concluded that the name Proexport did not reflect either the body’s connection to Colombia or its broad remit, which covers promoting investment and tourism as well as exports.

The body will work to position the country’s brand, consolidate Colombia as a tourist destination and coordinate its promotional activities with public and private agencies that can help capitalise on the country’s name and position it as a supplier of quality products and services.


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