In order to boost the country's orange economy exports, ProColombia has strengthened since 2019 its internationalization strategy for the cultural and creative industries. In this way, it seeks to promote and position orange economy initiatives in international markets with the aim of generating international sales (IT and Media arts industries), attracting foreign direct investment and international tourism (Cultural Tourism), through various mechanisms: I) Increase the Colombian cultural and creative export offer and capacity, through training and access to information so that companies in these sectors can become global players; II) Preparation of sectorial studies of the orange industry for the generation and transfer of knowledge for exporters, potential foreign investors and tourism entrepreneurs; III) Promotion of the Colombian offer of the IT and Digital Creative industries with added value information, support, joint work plans and commercial actions, IV) Promotion of Foreign Direct Investment, fostering the unique opportunities that Colombia offers, accompanying potential investors with added value information and coordinating high-level appointments in Colombia, among others.
In the same way, ProColombia has supported the promotion and marketing of the Colombia Crea Seal at an international level, which seeks to give visibility to Colombian creative industries, facilitating the access of foreign investors to the creative goods and services originating in the country.
In 2019 ProColombia staged seven Orange Futurexpos (where the entity offers information on about commercial opportunities in the different international markets and on its services) with 1,969 participants in 7 departments of the country (557 participants in Bogota, 188 in Valledupar, 366 in Barranquilla, 165 in Bucaramanga, 223 in Cali, 250 in Medellin and 220 in Pereira).
Eleven White documents have been created, including market studies and profiles for the international reach of orange economy initiatives (exports, foreign direct investment, tourism):
o A general profile of the Orange Economy,
o Six profiles for exports: Animation, Audiovisual, Software and IT Services, Videogames, Advertising, Graphic and Publishing Industry,
o Two profiles for FDI: Fintech and Audiovisual,
o Two Cultural Tourism studies: gastronomic tourism and religious tourism.
Likewise and as a result of the accompaniment given to Colombian and foreign companies, and their participation in commercial activities, among others, entrepreneurs and businesspeople attest to achieving the following during 2019:
o Regarding exports, 245 Colombian businesspeople in Audiovisual and Digital Content, and Software and IT Services, located in 14 departments, have informed ProColombia of transactions amounting to US $ 239 million, from more than 600 buyers of 52 countries.
o In Foreign direct investment: 18 investors from 9 countries informed ProColombia of the start of 19 foreign direct investment projects in the country in sectors such as Software, IT Services and Audiovisual and Digital Content for a value of USD190.1 million (does not include Softbank's investment of $ 1 billion in Rappi).
o During 2019, ProColombia organized 34 guided and press trips focused on cultural tourism (music, gastronomy, film, fashion, design, audiovisual production) impacting 11 regions of the country (Bogota, Antioquia, Cartagena, Cali, Choco, Popayan, Barranquilla, Honda, Guajira, Boyaca and Valledupar). The press trips have resulted to date in several publications focused on the orange economy by international media such as: El Economista, Mexico; ABC, Spain; The Banker, Uk; Newsweek, Mexico; France 24, France; Correio Do Povo, Brazil; El Pais, Spain, among others.
o Three regional tourism and music round tables were staged in the Caribbean region (Cartagena and Barranquilla), as well as the Pacific region (Cali as the centre) and Medellin, where entrepreneurs from the music and tourism industries received training and established synergies to link their products as music tourism to offer to international buyers. As part of this strategy, each round table culminated in a guided trip to which some international companies were invited.
o Gastronomy study: ProColombia developed a market study that analysed different perspectives with the aim of proposing a strategy for the international promotion of Colombia as a gastronomic destination. In this study, the following actors were surveyed:
# International tourists, in order to validate their interest in the segment as a travel motivator and/or complement to other touristic activities.
# Travel agencies and national and foreign operators, in order to identify the gastronomic offer involved in tourism from the perspective of previous experiences.
# Chefs, to define what could be the differentiating characteristic that Colombia has offer, so as to empower and promote it within an international promotion strategy.
This study was shared within the framework of Bogota Madrid Fusion 2019 festival.
Findings of the study:
* For all surveyed countries, having indigenous products in a gastronomic experience is essential.
* France, Italy and Spain are recognized as gastronomic destinations worldwide both for their culinary traditions and for their geographical proximity to other countries, the latter being a key element in identifying a gastronomic destination.
* Before traveling to Colombia, tourists consider that the geographical aspects and the diversity of dishes are differential aspects of the country compared to competitors, however, upon arrival in the country, these perceptions change and proceed to highlight aspects such as ingredients, the food makers themselves and their most exotic preparations.
o The Religious Tourism Study was carried out to identify opportunities in this segment for Colombia, based on as appraisal of current global tourism trends. This study managed to define the main suppliers and consumers of religious tourism in the world, as well as the profile of the religious tourist and the current situation of the field in Colombia, in order to establish future scenarios for the country.
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