Colombia is not the only country to have a negative image in developed countries. Every day there is news about the social, environmental, 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 journey. Countries can build their brand image or increase advertising power, but a single image can change everything they have worked for. We believe that this is the problem that the Colombian government must fight daily. It doesn't matter the publicity or the good things about the country when there is something else. What people listen to in documentaries or any other source of information is not a lie, the current situation in the country is not positive, but at the same time the negative reality is still present. The impact of mass media, or even the Internet and other channels, is even worse than any other, it can change any good idea that someone may have because they know that we believe in what he shows us. This is the biggest challenge a destination can face when it wants to change its image and international perception. There are, of course, other factors that support this image or perception and that is the impression that people may have as a result of previous experiences, people who have traveled and have been able to analyze, compare and fill the gap between perception and reality. People always have a vision of a product or service, in this case a destination, before buying it, and after this process they are able to judge by experience, they are the only ones who can improve this vision, because they saw the truth. Colombia is a country worth visiting, many people have done so and fallen in love with the people, middle of paper ......and the hotels which adapt to all tastes and budgets. • 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 resortsFIGURE 8 :HOTEL DEVELOPMENT: SOURCE: COLOMBIA.TRAVELDue to tourism development, total foreign investment in tourism increased up to 800 million dollars in the first half of 2013 and domestic investment around 623 million in 2010. With this money, it was possible to allocate resources throughout the territory and this helped to develop other tourist areas, so that they could promote other destinations (Portafolio, 2014).