In this time of global crisis and uncertainty, we put the call out to leaders, CEOs, strategists and consultants to sit down and tell us, in their own words, what is going on and what is going to happen next in this vital global industry.

There's a quiet, intense intellectual thoughtfulness to Julian Guerrero-Orozco.  

When we first met, he reminded me of a quote by the author Henry Miller that I had forgotten years ago, “one's destination is never a place, but a new way of seeing things.” 

He went on to explain that when he took on the role of Vice President of Tourism at Pro Columbia in 2016 he felt the necessity of just that – the necessity to find a new way to see things – not just for himself, but for Colombia as well.

He talked of the research they did as they looked to differentiate their country from the rest of the world, and how the marketing of destinations around the world looked much the same.

He found his inspiration in that Henry Miller quote and it led him to four simple questions that would shape his life’s work: 

  •  how can we do something different, 
  • how can we fulfill that idea of a destination as a different way of seeing things,
  • how can we connect the individual's internal journey with their external journey,
  • how can we enrich that inner journey?

Today Julián Guerrero-Orozco is the Colombian Vice Minister Of Commerce, Industry & Tourism. Julian brings to that role the same thoughtful intensity that marked his time with Pro Colombia. He defines his task with a single central tenet, “how do we, as Colombia, make a powerful connection with the rest of the world?”

Photo by Andrés Dallimonti on Unsplash