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“Magical realism” will be familiar to many as the Latin American 20th century literary movement perhaps most typified by Colombian novelist Gabriel García Márquez and his international bestseller, One Hundred Years of Solitude.

Literary globetrotters are already familiar with the Colombian town of Cartagena, home to the first overseas offshoot of the UK’s Hay Festival of Literature. So perhaps the Colombian government thought it wasn’t stepping too far beyond the bounds of literary taste to choose “magical realism” as a new advertising slogan for its tourism industry.

Photo Credit: Colombia's new tourism campaign "Magical Realism" uses imaginative imagery in its videos. Colombia Travel