Last November, Colombia’s new president Juan Manuel Santos marked his first 100 days in office. Although the road to complete security and economic growth has been largely paved by previous President Alvaro Uribe, the future ahead looks promising indeed if everything that has happened in the last 100 days represents just a few stripes of the tiger.

Evidence of progress may be marked by the efforts within a country but more so are the actions from the outside world. Every industry sector will have a chance of getting a new lease of life. Every challenge is being assessed and pro-actively dealt with, using the assertiveness of a tiger and the gentleness required to achieve success at all levels.

The presentation of the National Development Plan 2010 – 2014 by the Colombian government in November was commemorated by President Juan Manuel Santos with the declaration: “We will realise our dream to transform Colombia into a developed nation!”

The big picture: be part of us … we want to be part of you!

While business-to-business activities are essential to a country’s development, the underlying strengths within the big picture are the trade agreements between nations. Here, Colombia has seriously considered long-term strategies and those already in place are evidence of it. In anticipation of the Free Trade Agreement with Canada, investors from that country are pouring in. The FTA with the USA is in its final stages and Colombia’s efforts to strengthen those within Latin America will ensure that the country becomes a strategic location from which to do business.

Under the new leadership, staying within the region or within the traditional market of Europe will be too short sighted. After being given a two-year seat within the UN Security Council, Colombia has requested to be part of APEC and wants to secure further Free Trade Agreements with countries in Asia apart from the ones it already has with India and Korea.

Breaking mental geographic borders is high on everybody’s mind and Southeast Asia is one of the targeted destinations.

Powerful Attractions

• Secure environment
• Growing economy
• Political stability
• 4th largest economy and 3rd largest population in South America
• Strategic location
• Large market of 45 million people
• Highly educated and performance driven society
• Strong legal framework for investment

Deadline 2014

• Economic growth with an average of 6.2% per year
• Take 2.5 million people out of poverty
• 1 million additional school places
• 50% of the population connected to the Internet
• Return land to 160,000 original landowners
• Develop a world-reaching agro-industry
• Reach total exports worth US$52.6 billion
• Generate US$13.2 billion in foreign investment
• 1 million new homes

Size, Variety, Knowledge & Drive

A country almost three times the size of Malaysia, Colombia has vast opportunities. Although Bogotá’s population of about eight million people may rival other capital cities, Colombia’s other main cities of Medellin, Cali and Barranquilla boast huge populations. No other country in Latin America has such large population clusters.

Colombia has the potential to become a fully self-sufficient country. In addition to its high-technology industries and favourable prospects of becoming an agricultural powerhouse, Colombia also has growing oil & gas reserves and valuable deposits of minerals.

Beyond just having access to raw materials, continuous research activities ensure that relevant knowledge is obtained to maximise the use of the materials as well as protect the environment.

Economic activities that are shaping the future

After eight years, Lufthansa, the German airline, made Colombia its aviation hub for South America. In a competitive and complex global market, a decision like this goes far in establishing a positive picture of the country as a promising investment hub and augurs well for its future.

As its supply of oil, gas and minerals increases, Colombia will become even more attractive to global economic giants such as India and China. When the world saw a 4% decline in tourism in 2009, Colombia recorded a 10% increase, thanks to its natural wonders and tourist-friendly environment. Factors like these and others are key to shaping the future of Colombia today.

Managing the environment: values beyond doing business

Colombian society in general shows a pro-active, caring attitude in using the country’s abundant natural resources without ever abusing it. These values are also reflected in the Government’s commitment and focus in promoting such activities. Bio-energy, huge plantations and the direct and indirect effects of their activities on the environment, are high on the priority list. It is here where Malaysia can share and guide the massive agricultural plans of Colombia. Driven by Research & Development as the key driver for sustainable growth, the opportunities
are endless.

“Opportunity has its own voice and the world is listening to Colombia.”

Malaysia and Colombia: merging the best of both worlds

Malaysia and Colombia can become powerful economic allies. Malaysia is an excellent example and role model due to its remarkable progress in becoming a developed nation; which is ultimately Colombia’s aspiration.

In terms of investors, Colombia has many of them ready. Facing the Pacific Ocean, the country offers easy access for exports from Malaysia. The new airport of El Dorado in Bogotá is considered to be the next regional hub for both passengers and cargo – the logistics key to success.

Politically, both countries have always had very positive ties. During the leadership of Tun Mahathir, several business missions from Malaysia explored opportunities in Colombia. After these visits, the worries that most Malaysian investors had over security issues in Colombia began to disappear.

This article was co-written by the Honourary Consul of Malaysia in Colombia, Dr Arturo Infante Villareal and Peter Jähne from Quest Corridor.