Colombia is not the only country with a negative image among developed countries. Every day there is news about the social, environmental and political aspects of a destination and this creates an idea in people's minds, this can be positive or negative depending on the individual and their background. Countries can develop branding through images or increase advertising power, but one image can change everything they have worked for. We believe this is the problem the Colombian government has to deal with every day. It doesn't matter how much publicity or positive aspects of the country are shown when there is something else. It is not a lie what people hear in documentaries or any other source of information, the current situation in the country is not positive, but at the same time they always share the negative reality. The impact of mass media, or even the Internet and other channels, is even worse than any other, it can change any good idea someone may have because they know that we believe in what they show us. This is the biggest challenge a destination can face when it wants to change its international image and perception. There are, of course, other factors to support this image or perception and it is the impression that people might have from previous experiences, people who have traveled and have been able to analyse, compare and bridge the gap between perception and reality. People always have a vision of a product or service, in this case a destination, before purchasing it, and after this process they are able to judge from experience, they are the only ones who can improve this vision, because they have seen the truth . Colombia is a country worth visiting, many people have done so and have fallen in love with the people, the...... middle of paper ...... and the hotels that cater to all tastes and all the pockets. • Third largest city in Colombia. • “The capital of salsa”. Visitors fall in love with its energy. • Second largest city • The city of “eternal spring” • Intercontinental: 282 rooms • Melia Hotels and Resorts • Iberostar • Marriot • Intercontinental • Four Points by Sheraton • Mercure • Marriot • Ibis • Whyndam Hotel Group • Melia Hotels and Resorts FIGURE 8: HOTEL DEVELOPMENT: SOURCE: COLOMBIA.TRAVELThanks to tourism development, total foreign investments in tourism increased to 800 million dollars in the first half of 2013 and domestic ones to around 623 million in 2010. With this money it was possible to allocate resources throughout the territory and has helped to develop other tourist areas, so that they can promote other destinations (Portfolio, 2014).