Santos and Prime Minister David Cameron, photo The Guardian
After meeting British Prime Minister Cameron and taking tea with HM the Queen yesterday, President Santos announced that British businesses will invest over 3.5 billion dollars in Colombia over the next three years.
Santos arrived in the UK as the head of the CIVET group of emerging economies; his mission to promote trade ties with a country that until recently has appeared to ignore the opportunities Colombia’s fast growing economy affords.
The President claims that Colombo-British relations have never been so good, that there ‘has never been so much interest in what’s happening in Colombia’. If this is true it is in both nations’ interest.
As the US and EU economies falter, the UK needs to look to new markets if it is to return to growth. Colombia is not the country is was 20 years ago. Security has improved, the economy has doubled in 10 years and continues to grow by over 5% a year. The government is pro-business and pro-foreign investment. For this website, whose author is British, the hope is that the 3.5 billion dollars scheduled is just the start of a new wave of UK/Colombian trade.
Santos’ diplomatic mission
Juan Manuel Santos is an Economist. His politics are based on the simple premise that more work means less poverty. Since coming to power in August last year he has become a shuttle-diplomacy president, working hard to build Colombia’s reputation abroad and in so-doing to attract record levels of investment. Foreign Direct Investment (FDI) in Colombia this year has risen to 10 billion dollars, and the country reports record-breaking job creation figures – the best in Latin America. In recent weeks unemployment even fell below the mythical 10%.
Santos sees a once in a lifetime opportunity for Colombia. The government of his predecessor, Alvaro Uribe is credited with having turned around the country – beating the FARC back into the mountains, improving security and opening the doors to foreign investors. Before Uribe foreigners ran a mile from the country.
But as Santos took hold of the reins, FDI was at record levels, GDP growth was running at a decade average of over 4% and Colombia was highlighted by The Economist as a CIVET nation, the group of emerging markets next in line behind the famous BRICs. As Colombia’s image changes and the Western world looks to invest in new markets, Santos has set about capitalising on the conditions of this perfect storm.
Although he has faced somecriticism at home for his international travel, Santos remains a hugely popular president, and the majority of Colombians can see the benefit of Colombia’s new-found diplomatic clout.
Brits in Colombia
Britain has always been a key investment partner for Colombia. In 2010, UK businesses had 18 billion dollars worth of investment in the Andean nation, making the country the biggest foreign player in Colombia, behind the US.
The UK is a major investor for Colombia, but for the UK Colombia lies way down the list of places to do business. As British Minister for Latin America, Jeremy Browne admitted in a speech last year, while the economy of Colombia is about the size of South Africa’s, the UK there invests 14 times as much as it does in Colombia.
The reality of Browne’s words is perhaps even starker when we consider that, according to UK Trade and Industry, investments are concentrated in mining and the drinks industry. The UK has equally failed to diversify is export products which (again according to UKTI) are targeted on pharmaceuticals and medical products, machinery, whiskey and cars.
You can’t help thinking that the Brits have been allowing a huge opportunity to pass. Colombians are consumers – their values are similar to a number of the UK’s European partners. Emerging markets often require time and investment to generate consumer desire – to educate the market. Colombia’s growing middle class are culturally ready and have growing purchasing power. Many are champing at the bit to buy the products sold on the high-streets of London, Manchester and Glasgow. The old world is in fashion, she should capitalise on this.
The previous government invested no time in Colombia. The current administration has placed trade at the heart of its foreign policy. Although the Latin American minister is not an hispanophone he did, to his credit, visit Colombia early in his tenure. The agreement signed yesterday – which commits the nations to double bilateral trade by 2015 – owes at least as much to Santos’ hard work, and love for the UK as it does to the British Government’s interest in the nation.
Santos’ message to the world
Santos understands that Colombia cannot sit back and wait for foreign investment to arrive of its own accord. He must sell Colombia to the world. In some quarters Colombia’s association with drug-traffickers and guerrillas prevails – it must be actively combated. This explains why Santos has, since becoming president, set off on a whirlwind tour of those countries he considers have the potential to be major players in the Colombian economy.
Trade agreements with Canada and Switzerland have come into force during Santos’ reign, the US agreement has been signed off and the EU agreement is making its way through the institutions in Brussels.
The agreement signed yesterday in London commits both governments to work together to grow business links between the nations. This, combined with the EU/Colombia FTA, marks a unique opportunity not only for UK businesses to diversify their investment portfolios in a country so far largely unaffected by the winter of economic discontent spreading across the Western world, but also to export a wider range of products.
For Colombia this should mean more jobs, cheaper UK products and greater opportunities for export. Britain must now answer Colombia’s call.