UNIQUE UNDER THE SUN
TBY talks to María Claudia Lacouture, Minister of Commerce, Industry, and Tourism, on integrating Colombia's markets with natural regional partners, boosting underserved areas, and making sure that areas like bird-watching flourish.

BIOGRAPHY
María Claudia Lacouture was born in Santa Marta, Colombia. Before being appointed to the role of Minister of Commerce, Industry, and Tourism in May 2016, she was the President of ProColombia. Previously, she worked in the private sector as an accountant and consultant. María Claudia Lacouture studied finance and international relations at the Universidad Externado de Colombia, as well as undergoing postgraduate studies in marketing and economics at Cornell University.What countries or regions have the most potential for strengthening bilateral economic relations?
We have an agenda to diversify the country's export markets, as well as the exports themselves. The aim is to capitalize on the opportunities that other markets offer, such as Europe. We will maintain an intense commercial agenda with all our international commercial partners. Locally, we will strengthen the Colombian business community and the different regions of the country, with a particular focus on sectors that allow us to further develop supply chains. For example, our relationship with the UK is framed by the Commercial Agreement we have had with the EU since 2013. Almost 2.3% of Colombian exports, excluding hydrocarbons and minerals, are directed to this market, and we want this share to increase. In 2016, we exported USD348.7 million in non-mining products to the UK.
What is your outlook regarding the future of regional integration and Colombia's role in achieving it?
In 2017, we hold the Pro Tempore Presidency of the Andean Community, and in 2018 we will do the same for the Pacific Alliance. This will allow us to further boost the integration of our markets with those of our natural partners, increasing our value-added exports. The Pacific Alliance also has the objective of establishing a stronger platform with Pacific Asia, a strategic point for Colombia. That is why we will keep participating and working together to facilitate commerce between the members of these blocs, to remove the barriers that prevent fluid commerce, and to look for new areas where we can integrate even further. Of the USD2.39 billion we exported in 2016 to the Andean Community, USD2.18 billion were non-mineral and non-energy products. In the same category, USD2.16 billion of non-mineral and non-energy products out of a total of USD2.66 billion were exported to the Pacific Alliance.
What has the ministry highlighted as strategic sectors with the most potential for growth, and how is it working to develop them?
The ministry, together with the private sector, municipalities, and the 32 departments of Colombia, has designated six productive sectors as having strong potential: agro-industries, metalworking, industry 4.0, tourism, fashion and textiles, and chemicals. This is done with the aim of increasing our exports in non-mining and non-energy goods. We make a huge effort to work with the businesses of each region to increase productivity, innovation, and competitiveness. We offer the mechanisms to help them: resources and training for innovation and entrepreneurship, technology transfers, financing, the development of relevant human capital, and promoting regulations to improve quality and sustainability.
In terms of developing Colombia's massive tourism potential, what are ministry's medium-term strategic plans for the post-conflict era?
Peace brings big opportunities for tourism to Colombia, which today is the second generator of foreign exchange. We are preparing for the post-conflict era. We promote high-value products in tourism in the following areas: nature, health and wellness, culture, and conferences. For example, we are betting on bird-watching to increase. We have more than 1,900 species, 20% of the world's total, and 79 that are unique to us. In other areas, we have defined 12 tourism corridors that involve 311 municipalities with great potential.
What are the ministry's immediate goals for 2017?
The national government is optimistic for 2017 in terms of commerce, industry, and tourism. We will begin to see the results of the Productive Development Program; we will see businesses grow and be more productive and competitive. Our exports, particularly non-mineral and non-energy, will also grow. In terms of industrial production, it will remain positive. After two consecutive years of falling exports, in 2017 the country will export more. Private projections show that exports could increase more than 10%. We hope inbound tourism will be 14-18% higher than in 2016.

TABLE OF CONTENTS
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Ernesto Samper Pizano, Secretary-General, Union of South American Nations (UNASUR)
TBY talks to Ernesto Samper Pizano, Secretary General of the Union of South American Nations (UNASUR), on working with regional powers to bolster the peace process, boosting citizen participation at home and in the region, and forging a new concept of hemispheric security.
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María Claudia Lacouture, Minister, Commerce, Industry, and Tourism
TBY talks to María Claudia Lacouture, Minister of Commerce, Industry, and Tourism, on integrating Colombia's markets with natural regional partners, boosting underserved areas, and making sure that areas like bird-watching flourish.
read articleInterview
Patricia Tovar, Executive Director, Colombian British Chamber of Commerce (BRITCHAM)
TBY talks to Patricia Tovar, Executive Director of Colombian British Chamber of Commerce (BRITCHAM), on standing behind the UK despite Brexit, the opportunities offered by 4G, and why Colombia is one of the UK's best long-term bets in Latin America.
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Ricardo Ávila, Editor-in-Chief, Portafolio
TBY talks to Ricardo Ávila, Editor-in-Chief of Portafolio, on the biggest social, political, and structural changes Colombia must make to reap a full peace dividend, maximizing its huge agricultural potential, and the cornucopia of sustainable energy possibilities.
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Juan José Echavarría, Governor, Banco de la República (Central Bank of Colombia),
TBY talks to Juan José Echavarría, Governor of Banco de la República (Central Bank of Colombia), on the bank's cultural role in securing a broader peace, the importance of saving, and why the economy must still open up even more.
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Marcela Vaca Torres, Colombia General Director , GeoPark
TBY talks to Marcela Vaca Torres, Colombia General Director of GeoPark, on GeoPark's assertive moves in exploration investments, regulatory opportunities to encourage exploration, and new opportunities in shale gas and offshore resources.
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Francisco José Lloreda, Executive President, The Colombian Oil & Gas Association (ACP)
TBY talks to Francisco José Lloreda, Executive President of The Colombian Oil & Gas Association (ACP), on expectations for the year, increasing the feasibility of hydrocarbon projects, and the state of the offshore sector.
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The Road to El Dorado
2016 has been a mixed and sometimes challenging year for the mining industry in Colombia, especially for gold, due to legal issues, competitiveness, and high volatility in international markets. While gold exports rose 40.5% in 2016 to USD1.5 billion, the Colombian Mining Association estimates that up to 80% of gold production is done illegally.
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Guilherme Franklin, Managing Director , Tetra Pak Andina
TBY talks to Guilherme Franklin, Managing Director of Tetra Pak Andina, on the decision to locate the regional headquarters in Bogotá, the plan for double-digit growth, and its efforts on digital innovations and sustainable operations.<span></span>
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Ricardo Bribiesca, President & Director General of the Andean Region , PPG Industries
TBY talks to Ricardo Bribiesca, President & Director General of the Andean Region of PPG Industries, on strategic areas of growth, product segmentation, and raising the bar for industry sophistication.
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Zully Salazar Fuentes, President, The Cartagena Tourism Corporation (Corpoturismo)
TBY talks to Zully Salazar Fuentes, President of The Cartagena Tourism Corporation (Corpoturismo), on the successes of the past year, becoming a model for other regions, and focusing on sustainability.
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Good Fortune
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The first year of Colombia's extensive fiscal reform has made doing business slightly more difficult in the immediate short term. Yet, if the state achieves even half of its goals in doing so, it will significantly improve the long-term corporate outlook for the country.
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Michelantonio Bosso, Regional Manager & Director of Operations of Latin America, Grupo Menarini
TBY talks to Michelantonio Bosso, Regional Manager & Director of Operations of Latin America of Grupo Menarini, on the importance of Colombia to the company and its goals for the local office.
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Ending the Epidemic
The Zika virus posed a special threat to the 26 million Colombians living in 900 municipalities below 2,200m. Nevertheless, due to proper surveillance, international cooperation, and an immediate government response, Colombia was the first country in the Americas to announce the end of the Zika epidemic.
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Alfonso Prada Gil, Director General, The National Service of Learning (SENA)
TBY talks to Alfonso Prada Gil, Director General of The National Service of Learning (SENA), on its key role post conflict, upcoming development projects, and its focus on technical and technological training.
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Cecilia María Vélez White, Rector, Universidad de Bogotá Jorge Tadeo Lozano
TBY talks to Cecilia María Vélez White, Rector of Universidad de Bogotá Jorge Tadeo Lozano, on the impact of its new university building, developing agricultural management programs, and becoming an innovative university.
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Fr. Juan Ubaldo López Salamanca, O.P., General Rector, Universidad Santo Tomas Colombia (USTA)
TBY talks to Fr. Juan Ubaldo López Salamanca, O.P., General Rector of Universidad Santo Tomas Colombia (USTA), on its growth plans across the country and its contributions to society.
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Striking A Deal
Teachers went on strike for the second time in two years in May 2017, fighting for increased wages, improved infrastructure, and more teacher development programs. Will the government's offer be more broken promises or will Colombia write a new chapter for the textbooks?
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