Colombia Unveils Tourism Strategy Inspired by One Hundred Years of Solitude

By Vera Abogados

As part of the launch of the highly anticipated Netflix adaptation of Gabriel García Márquez's iconic novel, One Hundred Years of Solitude, Colombia's Ministry of Commerce, Industry, and Tourism has unveiled an ambitious international strategy titled "Macondo, Inspired by the Country of Beauty."  

"This strategy aims not only to attract international visitors but also to position Colombia as a prime destination for large-scale audiovisual productions, showcasing our unique experiences and world-class infrastructure," said Minister of Commerce, Industry, and Tourism, Luis Carlos Reyes Hernández.

One Hundred Years of Solitude is a literary masterpiece that has captivated readers worldwide. Its magical realist narrative, set in the fictional town of Macondo, explores themes of solitude, time, and the cyclical nature of history.  

The Colombian government has curated a series of tourist experiences that connect visitors to the real-world inspirations behind García Márquez's work. From the stunning landscapes of the Colombian Caribbean to historic towns, these routes offer travelers an unforgettable journey into the world of magical realism. Details on these experiences can be found on the country's official tourism website.

To further enhance this initiative, ProColombia, the country's promotion agency, will release a three-part docuseries that delves into the production of the Netflix series, highlighting the destinations, communities, and cultural richness that bring Macondo to life.

ProColombia will implement a comprehensive campaign targeting key markets such as Spain, France, Mexico, the United States, and Argentina. This campaign will leverage diverse platforms and innovative formats to maximize its impact. A key component will be advertising through Netflix Ads, promoting "Colombia, the country of beauty" and reaching a strategic audience.

In addition to digital advertising, the strategy includes outdoor advertising in iconic cities like Manhattan, Madrid, Buenos Aires, Mexico City, and Paris. Billboards, bus stops, digital screens, and cinema spaces will showcase the country's allure and entice potential travelers.

To further engage audiences, creative activations will take place in France, Spain, and Mexico, featuring installations inspired by the golden fish from One Hundred Years of Solitude. These installations, along with postcards inviting people to explore Colombia's wonders, will be accompanied by special promotions with Avianca to incentivize travel.