Colombia began to experience significant economic growth in 2002, according to the CIA World Factbook. New economic policies, trade agreements and increased security have spurred foreign interest and investment.
However, due to continued drug trade and kidnappings, Colombia remains a dangerous country in which to travel.
Foreign businesspeople should be aware of the customs and proper etiquette in Colombia, but they should also pay close attention to safety and security while visiting and conducting business.
Safety in Colombia
The U.S. Department of State has issued travel warnings for citizens traveling to Colombia since 2005.
The department’s website states that, “While security in Colombia has improved significantly in recent years, violence by narco-terrorist groups continues to affect some rural areas as well as large cities.
The potential for violence by terrorists and other criminal elements exists in all parts of the country.”
Dress and Appearance
Business attire is formal in Colombia. Wear a dark suit, white shirt and tie to meetings. Colombians are impressed with quality clothing. Avoid flashy fabrics or patterns and choose high-end materials and premium construction. Polish leather shoes prior to meetings.
Conversation
Colombians are warm and friendly and communicate often with body language. Personal space tends to be much closer than in the United States; do not back away from your hosts, however, as this will be offensive.
Use humor when appropriate; your hosts will welcome this discourse. Avoid talking about the following subjects: illegal drug trade, bribery, politics and religion. Colombians are proud of their heritage and enjoy discussing their famous coffee, culture, history and soccer (“futbol” in Spanish).
Approximately 90 percent of the population of Colombia is Roman Catholic. Show proper respect to the church while visiting.
Meetings
Schedule meetings at least one week in advance. Be prompt for meetings, but be prepared for your hosts to be around 15 minutes late; this is common in most South American countries, and Colombia is no exception. Begin meetings with small talk before delving into business specifics.
Colombians feel strongly about personal relationships when choosing clients with whom to conduct business. They are attuned to feelings and pay close attention to body language. Rather than present statistics, focus on honor and integrity.
Most Colombian executives speak English. It will be helpful to include many visual aids in presentations, however. Your hosts will appreciate a business card with English on one side and Spanish on the other.
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