Colombia Country Performance, Brand Image and Reputation

Colombia’s Nation Brand is carefully crafted as a vibrant mosaic of natural beauty, cultural diversity, and resilience. The nation’s commitment to overcoming historical challenges and fostering peace, as evidenced by the peace process, adds a layer of resilience and positive transformation to its image. Colombia’s reputation for warmth, hospitality, and culinary excellence further enhances its appeal on the global stage.

What do the different indices say about Colombia’s attractiveness for businesses and well-being? Let’s delve into how Colombia shapes its narrative on the world stage, drawing insights from data provided by TPBO partners and other reputable institutions.

Let’s take a closer look at:

  • Colombia’s soft power and brand strength
  • Its appeal to skilled labor, investors and visitors
  • The country’s global contribution to peace and wellbeing
  • How well it fares in terms of happiness and sustainability

Colombia’s soft power and brand strength

How does Colombia compare in terms of reputation and brand value globally? 

In the Global Soft Power Index 2023 by Brand Finance, Colombia secured the 58th spot, slightly trailing Bulgaria (56th) and Azerbaijan (57th). Colombia experienced a drop of ten positions from 2022, although its score increased by 4.3%.

In the U.S. News Best Countries 2023 ranking, Colombia  secures the 60th position, behind Bahrain (58th) and Kenya (59th). Colombia does best in two key areas: heritage (40th) which assesses the level of  cultural accessibility, rich history, great food, cultural and geographic attractions; and adventure (40th) which analyzes the level of  friendliness, good for tourism, scenic beauty, pleasant climate, and overall sexiness. Colombia’s ranking dropped eight positions from 2022 with lowest scores in open for business factors and movers.

The Anholt-Ipsos Nation Brand Index (NBI) calculates its ranking based on averaging the scores of six different factors: exports, governance, tourism, culture, people and immigration, and tourism. According to the NBI 2023 ranking Colombia secures the 53rd position, a jump of one position from 2022.


Environmental performance of Colombia

How well does Colombia perform in terms of environmental sustainability action-taking?

The 2022 edition of the Environmental Performance Index (EPI) ranks Colombia 87th, tying with Kuwait. The EPI analyzes the performance of 180 countries, scoring and ranking these countries on their environmental performance using the most recent year of data available as well as providing calculable changes in scores over the previous decade. Colombia has experienced a change in score of negative 0.50.


Colombia a “Good Country”?

What is Colombia’s contribution to global well-being?

In the Caf World Giving Index 2023, Colombia secured the 99th position, a drastic drop of 48 positions compared to last year’s ranking. Colombia performs best in the subfactor of helping a stranger, where 66% of its adult population helped a stranger this past year.

In the Good Country Index, Colombia currently holds the 68th position overall, with notable subfactors as follows: Science & Technology (74th), Culture (133rd), International Peace & Security (126th), World Order (41st), Planet & Climate (63rd), Prosperity & Equality (42nd), and Health & Wellbeing (87th). It’s worth mentioning that in 2022, Colombia was ranked 54th, and in 2021, it held the 64th position; however the World Order factor has shown growth.

According to the Economist Intelligence Unit (EIU) Democracy Index 2023, Colombia ranked in the light blue zone (6-7 range) with a 6.72 out of 10.

The 2022 Corruption Perception Index, ranks Colombia 91st with a score of 39/100, tying with Belarus, and Moldova. Colombia’s score has not changed in 2020.

The Sustainable Development Report 2023 ranks Colombia in the 76th position, it highlights that Colombia continues to experience some significant and major challenges, although the Climate Action goal is currently on track.


Colombia’s appeal to digital nomads, business, trade and travel 

What is the global perception of Colombia as a destination for living, conducting business, and tourism?

The Expat Insider 2023 ranks Colombia in 17th  position out of 53 countries. Colombia does best in the following factors: Leisure Options (4th), Personal Finance (7th), and Local Friendliness (12th).

According to the  UNCTAD World Investment Report 2023, FDI to Colombia grew by 82 per cent to $17 billion this past year. It is also a top host economy for renewable energy in the LAC region.

The Bloom Consulting biannual Country Brand Ranking Trade Edition 2022-2023 assesses investment-related variables, emphasizing perceptions of a country’s trade-specific brand and evaluating branding performance. Regionally, Colombia maintained the 5th position, behind Canada (3rd) and Mexico (4th). Globally Colombia secured the 25th position, a drop of two positions since the previous year. 

In addition, the Bloom Consulting Country Brand Ranking Tourism Edition 2022-2023 places Colombia at the 55th global position. Regionally, Colombia continues to climb and now holds the 11th position. Colombia may have received lower tourism receipts but has continued to perform remarkably in D2 – Digital Demand ©, online performance, and social media presence.

In the IMD 2023 World Competitiveness Ranking, Colombia secured the 58th position, showing a slight shift from its 57th ranking in 2021. Currently, it sits just behind Mexico (56th) and Bulgaria (57th), while surpassing Botswana (59th) and Brazil (60th). 

In terms of specific characteristics, Colombia’s economic performance increased by eight positions to the 37th spot in 2023. It holds the 61st position for government efficiency, dropping two positions from 2022. Lastly, Colombia jumps one position to the 59th  position for business efficiency, and holds the 57th spot for infrastructure, a decrease of one position from 2022.


Peace and happiness

Is Colombia a happy and safe place to invest time and money in?

The Global Peace Index 2023 ranks Colombia 140th, jumping two positions from the previous ranking. Colombia is currently tied with Venezuela which are sitting between Cameroon and Chad. Colombia falls under the low sector of the ‘State of Peace’ spectrum as defined by the Institute for Economics & Peace. Colombia positioned last regionally amongst the fellow South American countries, led by Uruguay and Argentina.

The Institute for Economics & Peace similarly ranks Colombia within the very high impact (red) zone in terms of ‘Impact of Terrorism’ in the 2022 Global Terrorism Index. Colombia ranks 15th, sitting in between the DRC (14th) and Egypt (16th).

Meanwhile, the World Happiness Report 2023 which displays the Ranking of Happiness based on a three-year-average 2020–2022 ranks Colombia 72nd.


Colombia’s talent attraction and competitiveness

What are the conditions for talent attraction and retention in Colombia?

The World Economic Forum Global Competitiveness Index 2019 edition placed Colombia at the 57th position among 141 countries. However, it’s important to note that an updated version of this report hasn’t been released in the past 5 years, and rankings may have shifted since then.

Colombia, classified as a upper-middle income country within the Latin American and Caribbean regional group, currently holds the 72nd position in the Global Talent Competitiveness Index 2023. The country ranks highest in the Grow pillar (45th) and struggles most with the Retain pillar (86th).


Last updated in November 2023. More country profiles here.


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