Colombia is, without flattery, one of the latinamerican countries that best works its country brand image and the respective promotion of each and every tourism attribute. Whether natural, cultural, social, emotional or intellectual, each insignia and symbol of the Colombian identity shines more and more with the different opportunities and challenges of the government agency dedicated to promoting international tourism.
Now, with a highly attractive format and commissioned by Marca País, The Book of Warmth is presented as a strategy worthy of admiration, at least for those who seek to position themselves as a friendly and affectionate destination.
The product itself offers a unique journey through different regions of Colombia to capture and showcase Colombian warmth through different photographs and chronicles. The process counted with the participation of many protagonists, achieving an unprecedented proposal with the objective of reinforcing South America as a destination.
Once again, Colombia makes a difference, and, let’s face it, it is that difference that supports its brand.
An ebook about Colombian warmth: What’s it about?
The Book of Warmth documents in a spontaneous, but not random, manner the warmth that comes from the customs and traditions, from that impetus that leads Colombians to always greet with a smile and receive with their incomparable good coffee all of those who come to their lands.
Colombia is known by its peers as the most welcoming place on earth, and without a doubt, this is due to the warmth of its people. According to information from Colombia, The Book of Warmth is a project that takes shape to answer a single question: ¿Why is Colombia the most welcoming place on earth? In other words, to find the origin of this statement that unanimously points out this characteristic that identifies them as South American people.
The importance of storytelling (and the motivation to sustain it)
The Book of Warmth comprises stories of 46 men and women. First, from oral testimonies given by the interviewees; then, leaving their mark on a keyboard and a variety of blank documents ready to be filled in with experiences, motivations, frustrations and anxiously awaited achievements.
The motivation found in each biography included in this logbook seems to be directly proportional to the warmth that emanates from Colombians.
There is a saying that says “he who has magic, needs no tricks” and, in this way, Colombia perfectly demonstrates that there are people who have their own light capable of encouraging and inspiring, valuable personalities who seem to make the impossible possible and, best of all, they hardly realize how much they do for others because they do not consider it a “burden” or a responsibility.
Who speaks out in this book and why?
From artisans and rural workers to young emerging entrepreneurs: all of them are part of this fascinating editorial production aimed to transmit part of the Colombian idiosyncrasy to the world, so that everyone can enjoy it as if they were sitting next to its protagonists, sharing a great weekend banquet.
In the Great Colombian Caribbean region we will find the story of Elida and her hairstyles; Daniel and his sports club on the beach expressing his passion for surfing; Yogletis López, with her dazzling recipes; Humberto Narváez, a local beekeeper; María Eugenia Clavijo, a hotels and tourism professional; Luis Guillermo Rodríguez, a practical pilot in the port of Santa Marta; Beatriz Ossa, a marine biologist and diving instructor, owner of the Diving Planet school; and Farid, a local dedicated to hospitality.
Regarding the Colombian Pacific region, we will enjoy Amelia Hurtado harvesting her own vegetables at Vientos de Yubarta, a quiet lodge on the outskirts of Nuquí; Walter, a Chocoan drum artisan; Edwin Rengifo, an education graduate and jungle photographer in charge of Tour del Río, his own venture; Ludy Valencia, a bilingual lawyer who vindicates individual and collective rights of the Chocoan people through tourism; Daniel Ramirez, member of Providencia S. A., a sweetener company; and Esteban Copete, a chonta marimba musician.
Heading to the Western Colombian Andes region, we are dazzled by the presence of Lady García, a social entrepreneur who studies the ancestral traditions of black communities; Juan Camilo Botero, an entrepreneur passionate about cycling who launched Altos, his own line of sportswear; Ximena Londoño, owner of the largest collection of tropical bamboo and guadua species in the countries of the Andean area; Andrea Beltrán, a biology graduate and CEO of Birding & Herping, an ecotourism services agency specializing in wildlife watching in the Quindío region; Alejandro Garcés, permanent curator of the Pereira Art Museum; Juan Pablo Echeverri, entrepreneur and owner of Hacienda Venecia, an establishment that offers a tour of the entire process of growing and harvesting berries; and Daniela, an entrepreneur with her streetwear clothing brand.
In the region of the Eastern Colombian Andes, we find Carlos Congote, founder of Congo Films, one of the largest audiovisual equipment rental houses in Latin America; Gina Torres, founder of Parche Cachaco, bicycle tours exploring the graffiti and street art in Bogota; Sergio Fog, manager of Cultivos del Norte, a family business that excels in flower production; Diego Alonso Virviescas, artisan of his town and founder of Canastos Don Nico; Gabriela Gamboa, winemaker at the Ain Karim vineyard; Grace Rojas and Cristhian Torres, partners in Río Expediciones, a proposal that encourages adventure tourism in the area; and Doña María Inés Holguín, a true ball craftswoman, in charge of sewing them.
Moving towards the Colombian Massif region, we can find Miriam, in charge of the restaurant Las Delicias de Miriam; Ovidio Carrera, owner of New York Discoteca, a dance pub in Pueblillo, municipality of Cauca; Aníbal Criollo Salazar, owner of Naturalia Restaurant and responsible for fusing agriculture with futuristic cuisine; Guadalupe, who produces Hass avocados at Finca Guadalupe, a family business that exports to the Netherlands and produces up to 50 tons of avocados annually; and Aymara Tani Tani, a weaver of handcrafted garments.
Finally, in the Colombian Amazon-Orinoquia region, you can find charming stories such as those of Antonio Cruz, bugeologist -specialist in the study of bugeos or pink dolphins, as they are also known-; Francisca, Tikuna guide and tourism professional; Antonio, heir to Uitoto traditions; Consuelo, artisan weaver of baskets to grow food and plants -even those that heal-; and Santos Pacaya Deixismari, member of the staff at Calanoa, a hotel in the middle of the jungle.
In this same region, we will also learn about Francisca, chef at Las Margaritas, a restaurant she inherited from her mother; Dibier Herrera, a young specialist in agriculture and the natural farming of the land; Danis Rodriguez, a horseman; Arinson Cifuentes, a young woman who specializes in the production of cocoa; Elizabeth Agudelo, a third generation cocoa farmer dedicated to the production of cocoa; Cesar Rodriguez, a dancer, singer and joropo teacher; Yul, a llanero chef who stands out as one of the most recognized nationally; and Edison Vargas, a former police officer who is now dedicated to traveling rivers.
In this way, and as it has been indicated in its official communication channels, ProColombia comes to Marca País Colombia with the implicit objective of showing the world many answers to the questions that arise when traveling through the country, as well as promoting partnerships and international connections in the pursuit of investment and economic development.
In particular, they seek to fill the gap between what people think of Colombia today and what actually happens in the country. The Book of Warmth works as a resource and an impulse at the same time, so that we get to know Colombia in flesh and blood: as an ideal destination to live a unique experience, one of those that are filled with a good feeling.