Cultural diplomacy has become an efficient tool for the positioning of a country at the international level, since it seeks to generate a positive vision in foreign audiences. This is the case of Colombia, where cultural diplomacy has been used to change the negative perception of the country due to the violence, drug trafficking, and conflicts in the territory during the second half of the last century. Given the relative contemporaneity of the consolidation of this strategy, the objective of this paper is to analyze the design and implementation of the cultural diplomacy in Colombia, aimed at improving the perception of the country at an international level. In this purpose, the study reviews the strategies implemented by the Ministry of Foreign Affairs, the country brand, the promotion of culture within the territory as a fundamental component of the peace process, the cultural diplomacy of cities such as Medellin, and some statistics on foreign direct investment and tourism in the country. It follows that Colombia has an outlined path and many cultural assets to exploit; although working on the purpose of innovating and diversifying its presentation letters is a must, this work should be performed in an articulated manner so that the results of its cultural diplomacy have an effect beyond changing the image of the country; there are also great challenges to overcome in cultural and educational matters, since cultural consumption is still not so affordable for the population.
