Cultural sensitivity is an important thing to understand in Bogota. If you live in London, the sight of police at an event immediately prompts you to scan the room for bomb disposal crews, or nefarious types. In Bogota, the sight of police at an event is reassurance that the event is secure and the organiser has the safety of their delegates at heart. Police escort home, a practical necessity at certain hours of the day when the traffic is at its worst, is another variation from the norm we experience elsewhere in the world.
The Colombian capital has had to work hard to shake off its past reputation as an unsafe, if exciting, destination for travellers. It may not have been home to perhaps the country’s most renowned contemporary icon, drug kingpin Pablo Escobar (that would be Medellin), but nonetheless it has worked hard to improve its image. Today, as one of the hottest destinations in the Americas for corporate investment, the city is developing a new image, and a blossoming MICE industry is doing much to champion its hard-fought credentials.
Bogota sits in the central range of the Andes and, at 2,640 metres, is the world’s fourth highest capital city. It is bordered on the east by the Cerros Orientales mountain chain, a great point of reference for those exploring the city as it always provides you with your eastern direction. Face the mountains and north will always be to your left.
The centre of the city, known locally as Candelaria and Macarena, is the heart of the city’s political, administrative and religious institutions. Steep and narrow streets still reference names from the Spanish colonial era, explored further by nearby places of interest such as the must-see Gold Museum, home of elaborate and fascinating pre-Colombian era treasure and artifacts, a walk-in vault filled with 34,000 pieces no less.
Surrounding the centre are carefully considered and defined zones, Zona T, home to the city’s leading bars, cafes shops and clubs; Zona G, where the finest gastronomy is to be found, in the most important financial district; and Zona Norte, home to the colonial neighbourhood of Usaquen, full of cobblestone streets dating back to the late 19th century, occupied by craft markets and again, cafes bars and nightlife.
The city offers several venues for larger events, led by the exhibition centre and organiser Corferias. Other venues for smaller incentive groups include the Botero museum, located in the Candelaria area near to other city landmarks including the Luis Ángel Arango Library and the Gold Museum of Bogotá. Fernando Botero donated 208 art pieces for the museum, and every one makes an interesting talking point for delegates as they mingle in the museum’s indoor and outdoor grounds. Arrangements can be made with the museum for exclusive access, but sooner than deny the city access to its hero, it is simpler to make arrangements for the evening, once the museum has closed.
Invest in Bogota, an initiative of the Bogota Chamber of Commerce and the Mayor’s Office, has been a key player in attracting foreign direct investment to the city.
In 2014, the agency facilitated the projects of 38 foreign capital companies for a total estimated investment of US$230m, generating 1,904 direct jobs, a marginal increase on the previous year. According to the agency, this is due to an investment promotion strategy that has included campaigns in countries such as the USA, the UK, Canada, Chile, Mexico, France, Portugal, Spain and Germany.
Juan Gabriel Pérez, chief executive of the agency, says Invest in Bogota serves as a catalyst for the generation of new business in a number of high value-added sectors.
a city which is today one of the most dynamic urban markets in the continent
We create quality employment and facilitating the transfer of knowledge and technology to the capital – a city which is today one of the most dynamic urban markets in the continent and one with the greatest growth potential,” he comments.
"In 2015 we expect to continue this positive trend of attracting foreign business to our city. We hope that at least two of these companies will be what we consider ‘anchors’ or companies whose characteristics help develop the value chain ecosystem of a sector or industry prioritised by the city and which create jobs with higher added value.”
To achieve this goal, Invest in Bogota will focus its efforts on the service sectors, life sciences and biotechnology, manufacturing and infrastructure and city projects. Expect to see conferences and exhibitions in step with these targets.
The agency is also actively pushing 32 international campaigns and events in the markets of North America, Europe and Asia, and recently added India, Portugal and Peru.
Of these 38 foreign companies that invested this year in Bogota, eight were from the United States, five from Spain, three from Brazil, three from France and three others from the UK. In regard to their economic activities, the companies supported by Invest in Bogota were mainly in the information technology, oil and gas and infrastructure and logistics service sectors.
Bogota has just been recognised as the eighth city in the world with the best strategy for attracting investment. The latest Global Cities of the Future 2014/15 report by the Intelligence Division of the British daily Financial Times (fDi Intelligence) published the ranking of cities with the best strategy for attracting investment in the world, which evaluated 44 metropolises recognised for their management in attracting investment.
Among these cities are, Hong Kong, Copenhagen, Stockholm, Brisbane and Barcelona. Colombia’s capital came first in Latin America over Sao Paulo, the second Latin American city in the ranking and far ahead of San José, which came third in the region. Moreover, it’s the only Colombian city within the top 25 places.
Mónica de Greiff, president of the Bogota Chamber of Commerce, says: “This report allows us to compare Bogota with the best practices in the world in terms of attracting investment. Internationally-speaking, the image of Bogota is very favourable, it enjoys a wonderful position in that select group of the Top 10. In the recent context, the investment conditions offered by Colombia as a country, and the initiatives that have been nurtured locally, enhance the city’s success.”
De Greiff adds that Bogota’s favourable business environment is as a result of a process of urban, economic, social and cultural transformation over the last two decades.
"This has become an attractive destination for foreign investment, generating economic opportunities and a scenario for major international events,” she says.
