Skift Take

Colombia’s had a history of poorly chosen tourism slogans with a viral social campaign doing more to spread a positive image of the country in recent months. Lucky for Colombia, tourism continues to climb without the catchphrase.

“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.

Tags: colombia, marketing

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