Recently, PROCOLOMBIA the entity encharged with the development and promotion of Colombia’s country image, launched its new brand: COLOMBIA THE COUNTRY OF BEAUTY.

The country brand, which has been quite stimulating and commercially successful for member countries of the Andean Community of Nations, is regulated by Decision 876 2021, in whose considerations states that: “country brands are essential signs for effective communication when executing national promotion policies characterized by globalized trade and communication, amongst others, tourism, exports and investment just like the positive image of the country”.

The launching of the new brand COLOMBIA THE COUNTRY OF BEAUTY has as its fundamental aim to promote Colombian culture, foment exports and foreign investment as well as tourism nationwide.

As regards business opportunities, PROCOLOMBIA highlights the following:

“Every year, national investment and exports figures break the country’s historic records. News of multinational companies interested in entering Colombia is now routine and new business opportunities become available month after month.

This has been boosted by Colombia’s trade agreements with more than 60 countries, which allow it to reach approximately 1.5 billion consumers around the world. In addition, incentive policies and agreements put in place by the governing authorities render investment and business development profitable and easy.

The opportunities the country poses are wide and diverse. Colombia’s intention is to allow anyone to find its beauty in its growth and its business ecosystem for investments and exports. The business fabric has been developed so that various sectors of the national and global economy have a clear path to success within the country.”

Concerning tourism, Colombia has traditionally been recognized for the wonderful cities of the Caribbean coast, especially Cartagena, a city declared a UNESCO World Heritage Site and coffee tourism where coffee-culture landscapes extending around Quindio, Caldas, Risaralda and the Cauca Valley are highlighted and which have also been declared UNESCO World Heritage Sites.

On this occasion, the aim is to promote those regions lesser-known internationally, but which are equally traditional tourist attractions; amongst those destinations, we can find the regions of Choco and the Amazon. PROCOLOMBIA said:

“Places like the Colombian Amazon and the Chocó department in the Colombian Pacific bear witness to the extraordinary richness of flora and fauna housed within the country’s jungles and forests. This vital ecosystem, deemed an essential lung for human life, accounts for at least 15% of Colombia’s forest areas. Tropical rainforests are filled with wildlife while also acting as water and air purifiers.

The ancestral heritage of these spaces endures today, thanks to indigenous communities and Afro-Colombian populations who safeguard and harness the resources provided by nature.It’s crucial not to leave permanent traces in these ecosystems and to grasp that our visit should have minimal impact as we revel in the beauty of the jungle and rainforests.”

Besides the extraordinary beauty of these two regions, they are also characterized for their knowledge of ancestral medicine and the use of natural plants in the treatment of a variety of illnesses.

In the Cocho region we find amongst many other plants:

• Llanten: Used in the treatment of kidney and blood pressure ailments; some even believe that it may possess properties to cure cancer.

• Botoncillo: Herbaceous plant with a carmelite-coloured stem and yellow flower; used as a liver cure.

• Hierbabuena: used as a beverage against common colds.

• Sauco: bitter-tasting, thin bush; used in raw juice form against fever and malaria-induced shivering.

• Higueron: used for liver treatment, gall-bladder bile and blood pressure; it is more bitter than quinine.

• Dormidera or sensitiva: beautiful red and white flower; used to combat sleeplessness.

In the Amazon:

• Guarana: invigorating, rejuvenating, refreshing and aphrodisiac properties; can be taken as tea, juice or as a milk-shake to help strengthen the heart and other muscles; it is perfect for brain function and improves circulation.

• Uña de Gato: it is considered that its properties are wholly infinite, mainly as an anti-inflammatory and it helps to heal illnesses such as those of the prostate and ovaries, rheumatism, bad breath, ulcers, diabetes, hemorrhoids, amongst other ailments.

• Sangre de drago: it helps to heal skin wounds and gastric ulcers; it has anti-inflammatory, anti-viral, anti-bacterial, anti-septic and anti-hemorrhaging properties which also help to alleviate insect bites and cold-sores

• Huacapurana: this plant is an excellent option to cure any blood issues, ovarian cysts and also helps to detoxify the body. In addition, it calms pain in the bones, it prevents diarrhea, malaria, arthritis and cancer; it also helps to alleviate osteoporosis, blood pressure, whilst also protecting the liver and it reduces high cholesterol amongst other benefits.

In times of artificial intelligence development, it is more than worthwhile taking a look at ancestral medicine and holistic plant remedies in order to combine traditional knowledge with new medicinal advancements. In Colombia, the geographical conditions co-exist with the legal tools to both make use of and conserve these plants which together with new medical innovations may well be an alternative cure for modern illnesses or diseases.

VERA ABOGADOS is a law firm duly authorized by PROCOLOMBIA to use its country brand.