Five myths about doing business in Colombia

Scott Cundill · 2026-10-29 · Charlottesville

The biggest myth is that Colombia is still the country of the old headlines. Today's Colombia is a confident, fast moving place with busy tech scenes, serious manufacturers, world famous coffee and flowers, and business people who are very good at their jobs. Here are five myths that still put American firms off, and what you will actually find.

Myth 1: It is too risky to even look

Like anywhere, Colombia has places and situations that need care, and you should always take sensible advice before travelling. But Bogotá, Medellín, Cali and Barranquilla are busy business cities, full of international companies, conferences and investors.

Myth 2: Everything happens slowly

Colombian business does start with people, often over *un tinto*, a small black coffee, and that can feel slow to an American in a hurry. Once trust is there, though, things can move remarkably fast.

Myth 3: You need perfect Spanish

Spanish helps enormously, and making the effort is always appreciated. But many Colombian executives, especially in tech, finance and export businesses, work comfortably in English. Bring a few phrases, a friendly attitude and patience.

Myth 4: It is only about coffee and flowers

Coffee and flowers are famous for a reason, but Colombia also builds software, makes textiles and food products, runs call centres, designs fashion and exports a wide range of goods. The US is its largest trading partner.

Myth 5: You can do it all by email

You can start by email. You will not finish by email. Colombian partners want to know who they are dealing with, and the best way to be known is to arrive through someone they already trust.

Is there a referral network for this?

Yes. On the Bridge, you tell the host what kind of client, supplier or partner you are hoping to meet in Colombia, or in the US. If they genuinely know someone who fits, they introduce you both in a short note explaining why. No quotas, no bought lists, and nothing that would not help both of you.

The Colombia-USA Business Bridge

Ken Alston holds the American end from Charlottesville, Virginia. He is an author, speaker and executive advisor with nearly fifty years in sustainability, and he led Circular Economy Roadmaps for several Latin American countries. The Colombian host seat is open.

Whatever you believed about Colombia, the best way to test it is a real conversation. Name the one Colombian company you would most like to meet, and ask who might already know them.