Colombia's Medellin is a popular destinations among tourists. The country boasts rich nature and culture that include coastline, islands, rainforest and heritage sites. [Photo provided to China Daily]

ProColombia is the Colombian government's promotion agency in charge of exports, tourism and investment from abroad.

"It's crucial to promote Colombia as a destination on social media as many Chinese use it to decide where to spend their holidays. We must be present on the platform to promote Colombia as an ideal destination for vacations," says ProColombia's president Felipe Jaramillo, who attended the launch of the WeChat account at the Colombian embassy in Beijing.

WeChat is one of the most important social media platforms in China and reported in November that it had 846 million active users on average every month.

ProColombia has also launched an e-learning platform－China Travel Academy－for Chinese travel agencies interested in promoting Colombia as a tourist destination.

They can access it through their smartphones by scanning a QR code and communicating online with others who are using the platform.