The strategy was developed though a long-term alliance between the public sector (District’s Institute of Tourism) and the private sector (Chamber of Commerce of Bogota), leaded by Invest in Bogota (which is both public and private).

 

 

This alliance helps the strategy to keep its independence and not being linked to a certain organization, a specific public administration or an investment agency, because the strategy itself is developed by the different city actors (residents, visitors, tourists, media, businessmen, etc.).

During the designing period of the strategy the German company Inpolis, which has worked for different city marketing strategies (Berlin, Athens and Brisbane, among others) was included.

 

Over 50 interviews and two workshops (where 60 cultural, tourism, urbanism and industry members were invited) took place as a part of the strategy.

 

In 2010 an open poll was set for Bogota’s residents in order to identify attributes and values related to the city through the campaign ‘Bogota looks for its brand’. This was done through the website www.esbogota.com and over 4,200 people were involved.