Opportunity to consolidate the recovery and revitalization of tourism in Colombia.

The 42nd edition of the International Tourism Trade Fair, FITUR 2022, the second most important fair in the world and the first in the Ibero-American sphere, was held under the claim "We embrace the world, we are tourism”. This year, held from January 19 to 23, FITUR was attended by 7,000 companies, 107 countries and more than 150,000 participants.

Preparatory work

SIPPO Colombia, through PROCOLOMBIA, held a preparatory workshop for the fair, which was attended by 44 Colombian business people who attended the fair. The purpose of the workshop was to effectively prepare them for the participation at the fair and to consolidate the process of reactivation of tourism in Colombia after the Covid 19 pandemic.  During the workshop, SIPPO consultants Irene Haddad and Charles Mordret presented the steps in the planning, implementation and follow-up phases of the fair. They also presented the latest tourism trends and the logistical aspects of the event.

Support of SIPPO Colombia

In the planning phase, the PROCOLOMBIA team worked with the SIPPO team to define the strategy, SMART objectives, market information and participants in the fair, to determine the offerings and products to be promoted, to identify potential customers and sales channels, to review the Unique Selling Proposition and the elevator pitch and the marketing tools of the participating companies.   During the Implementation phase, strategies on Inbound / Outbound visits, Stand Etiquette, the stages of the sales meeting, debriefing and the balance of participation were recommended.  Finally, the consultants highlighted the importance of the Follow-up phase, the tools for contact sheets and information in the CRM, lead management and the importance of maintaining the contacts etablished at the fair.  Likewise, the consultants emphasized the importance of sustainability in tourism and of positioning Colombia before the world as a sustainable destination, making tourism respectful of the country's natural and cultural biodiversity and generating development in the communities where it takes place.  The workshop presentation can be downloaded here: FITUR 2022

Successful participation at the fair

The results of Colombia's participation in the fair were quite positive, PROCOLOMBIA indicated that 640 appointments were made with firms from 46 countries and US$5.6 million in business expectations were reached, 21% more than 2019 (before the pandemic).  In addition, around 6,000 people visited the Colombia Stand and learned about the offerings of the country's Six Tourism Regions, defined by PROCOLOMBIA: Great Colombian Caribbean, much more than the Caribbean; Western Andes, mountains of coffee and flowers; Eastern Andes, moorlands and legendary valleys; Pacific, flavor of jungle and sea; Colombian Massif, ancestral origins and Amazon and Orinoco, sacred jungles and plains.  From SIPPO we hope to continue to contribute to sustainable and inclusive growth, through a greater insertion of sustainable tourism in Colombia in the international market.

Foto tomada del perfil de Instagram de @Procolombiaco

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