tourism development colombia

Colombia Tourism Is Poised for Transformation Under New President

Lebawit Lily Girma , Skift

July 27th, 2022 at 10:00 AM EDT

A new leadership representative of Colombia's diverse population for the first time in its history. An agenda centered on decarbonization, integrating host communities in decision making and sharing the tourism pie. And big priorities on social justice. Will Colombia become the model definition of a sustainable tourism industry?

Lebawit Lily Girma

Before the global health crisis, Colombia was all the rage as travelers and digital nomads flocked to Bogota, Medellin, and Cartagena, at a record 4.5 million visitors in 2019. Post pandemic, international tourism has steadily bounced back, reaching 77 percent of 2019 levels in the first quarter of 2022.

There’s a larger promise of transformation looming over Colombia, however — and it’s one that could position its tourism industry on the path to becoming a model of inclusivity, equity and sustainability in the region. On August 7, the country’s first left-wing president, Gustavo Petro, and its first Afro-Colombian vice president, Francia Marquez, will take office . The most diverse government yet to lead Colombia includes the first Afro-Colombian ambassador to the United States — engineer and environmental leader Luis Gilberto Murillo — and social leader Guneywya or Leonor Zalabata Torres , from the Indigenous Arhuaco community, as Colombia’s ambassador to the United Nations.

But the incoming government’s top priority is also unprecedented: to transition away from an extractive oil and gas industry, Colombia’s number one export, and to embrace the environment and conservation as a main economic motor. This means a focus on nature, culture and community-based tourism as part of the transition to a circular economy, structured through a lens of social justice, according to the government’s plan . 

Expectations are running high on Colombia rising to meet this historic moment to begin turning the corner on the past, and take its tourism industry soaring with it into a low carbon, community-centered and equitable future.

“In all these years working in tourism, I have never seen a moment that has brought so many people that amount of hope,” said Rodrigo Atuesta, CEO of Impulse Travel , a Colombian-based tour company that partners with marginalized communities to offer impactful experiences for international visitors.

Gilberto Salcedo, vice president of tourism at ProColombia , said that the new administration’s plan shows a clear intention to strengthen the tourism industry. “There is an acknowledgement of tourism as an important source of generation of foreign exchange in the country,” said Salcedo.

“For tourism, I honestly don’t think much is going to change because Colombia has invested so much money in promoting Colombia as an exciting environmental tourist destination with the last two administrations,” said Katalina Mayorga, co- founder and CEO of El Camino Travel , a U.S.-based tour operator catering to women in search of immersive and sustainable experiences. “They’ve always seen tourism — whatever side the government is on — as really important to foreign investment and foreign income.”

The aim to prioritize decarbonization and social justice for Indigenous and Afro-Colombian communities, however, could translate into more safety and political stability, which in turn, could mean a big boost for tourism. 

“Petro is aiming for two things that I think are very beneficial for tourism: one, his international policy agenda is aligned with climate and conservation, and two, security,” said Atuesta.

Unlike the former government’s tactics to combat illegal groups in a militarized way with U.S. support, Atuesta said, Petro is different because he was once part of a guerrilla group and has that trust factor.

“I think that’s a big opportunity because the safer the country is, the more tourists will want to come,” said Atuesta, adding that when the Peace Agreement was signed in 2016, an increase of 43 percent in international visits followed within a year’s time.

ProColombia’s Salcedo said that today, tourism is leading the non-mining energy sector, and the objective is to make it an even more important player in the national economy.

Will Colombia’s new government’s lofty goals aiming for decarbonization and social justice manifest amid troubled economic times? Can the ambition to pursue nature and community-led tourism turn into reality in a country where the assassination of environmental and social leaders — defenders of Colombia’s most biodiverse and culturally rich remote areas — continues unabated, at 107 so far in 2022? 

For Bogota native and tour guide Andres Salcedo, there’s reason for caution amid hope, because of the democratic process that the new government will have to follow to turn its plans into reality. 

While conflicts take place in remote rural areas that most visitors are not exposed to, Impulse Travel’s Atuesta said, the ongoing violence is still very bad for Colombia’s reputation. On July 18, the U.S. State Department raised Colombia’s travel warning to Level 3 Reconsider Travel.

There’s hope that the geopolitical climate is aligned for real change. Colombia remains one of 12 countries worldwide with a sustainable tourism policy in place.

“A key factor that has been our motor in the last few years in our tourism sector: sustainability and meaningful travel,” said ProColombia’s Salcedo. “That’s why during the pandemic, the Colombian Government put in place the Sustainable Tourism Policy, which seeks to generate a transformation of the territories, of tourism businesses, of the communities visited and the practices of those who visit them.”

In 2021, the restructuring of a tourism law also made it possible to legally challenge actions that are not in line with the country’s sustainable tourism development policy.  

“The country has been going through a very positive trend of alignment between government, private sector, and international cooperation,” said Impulse Travel’s Atuesta, adding that large investments are coming in from international organizations to boost sustainable tourism development as a way of transitioning out of mining and illegal activities. 

“Petro has really a good moment to go forward with his agenda,” said Atuesta. “It really depends and it’s very important who Petro is going to name as the minister of commerce and tourism, and the vice minister of tourism.”

Tackling Peace and Inequity Through Tourism

Tourism that is in harmony with the environment, focuses on the needs of key stakeholders, which includes the communities, and engages Indigenous and Afro-Colombian citizens while protecting human rights, including the protection of the LGBTQ community, are among key priorities, according to the new government’s 54-page plan .

“I think with this new administration everything will improve a lot, because there’s a lot of participation from different sectors of the nation working together; that is very important,” said Victor Simarra, community leader and a native of San Basilio de Palenque, the first free Black settlement in the Americas established in the 1600s and inscribed on UNESCO’s intangible heritage list since 2005.

Colombia isn’t new to the use of tourism as a vehicle for peace and economic equity for communities. For example, reintegrating former guerilla members into society as nature guides was a positive development pre-pandemic, El Camino Travel’s Mayorga said. 

“I think that’s been happening for years and Colombia set the example for it,” said Mayorga. “Under Petro, what I’m assuming is continued support and even more focus on that, so I think that can only be like a great thing and that’s going to be really important.”

Among El Camino Travel’s goals is to introduce first-timers to Colombia through experiences that connect them to locals in meaningful ways beyond the tourist areas. 

“We start with Cartagena and Medellin, but we focus on telling the rich stories,” said Mayorga. “In Medellin, we take them to where there’s a group called Son Bata — their community is made up of Afro-Colombians from the Choco, in the Pacific, who have been displaced over the last few decades. We try to tell that story; the displacement of Afro Colombians by the FARC is a huge part of the conflict and of Indigenous communities too.”

Victor Simarra believes the Afro and Indigenous representation in government will lead to new opportunities. “This is a big opportunity for us to expand more in tourism due to the fact that there are places that have never been mentioned, and today we can clearly state that we are part of the tourism pie.”

Yet there’s an all too common dynamic at play. Black communities in Colombia are mostly concentrated in regions of extreme beauty, in the Caribbean and Pacific coastlines, but also regions of extreme barriers due to the violence in those areas, Bogota’s Salcedo said. But if those places become accessible, Salcedo agreed that they present huge promise, as they are the best places to go fishing and hiking.

Impulse Travel’s Atuesta said there was a lot to be done before remote areas could open up to tourism.

“I think before that is infrastructure, and air connectivity, and also tourism readiness, because a lot of these areas of Colombia have not received tourism historically, which is a great opportunity for the kind of experience that we can provide to travelers,” said Atuesta.

A new generation of tourism that centers communities is encouraging, Atuesta said, adding that his tour company has reached a 60 percent recovery of pre-pandemic levels so far. 

“The recovery has been interesting because the people who are coming to Colombia are more connected to the kind of things that we care about, more aware of the impacts of tourism, and I hope that we get to grow in this segment instead of going to like a mass kind of segment for the recovery,” Atuesta added.

The travel industry’s responsibility in pushing for peace through tourism is a topic Petro has emphasized when it comes to dignifying the communities that have suffered the impact of violence.

The new administration’s plans include ensuring the Centro Nacional de Memoria Historica plays an important role in tourism development, tour guide Salcedo said — to improve the condition in the regions where there’s been violence as well as ensure Colombians and the world remember the past. Petro’s plan includes renovating 46 historical centers across the country. 

Not all of the neglected infrastructure areas of the country are remote or plagued with violence, however, if not an hour’s drive from major tourist hubs such as Cartagena.

For instance, the residents of the Afro-Colombian historic town of San Basilio de Palenque, where Victor Simarra leads cultural tours on demand, haven’t had steady access to running water in over a year . This is despite Palenque being one of the most visited and tourism-generating sights in Colombia.

“Colombians don’t like of themselves as racist but when you see the bigger picture this is an extremely racist country,” said Bogota’s Salcedo, adding that Black communities have the worst living conditions. 

Having an Afrodescendent vice president and an inclusive government could lead to an improvement of living conditions for marginalized groups, as well as increased accountability in the allocation of tourism funds, sources who spoke to Skift agreed.

A Domestic Boom

While international arrivals trickle back, domestic tourism is soaring at levels never before seen in Colombia. More than 13.2 million Colombians traveled by air between January and May 2022, an increase of 29 percent compared to that same period in 2019, according to the Asociacion Colombiana de Agencias de Viaje y Turismo (Anato).

“Currently, the movement of passengers on domestic flights represents 70 percent of the total air traffic in Colombia,” said Paula Cortes Calle, executive president of Anato , in a local media statement.

“Just like every single country in the world, Colombians started discovering Colombia for the first time, and not going to Miami as the only place or Europe, and realizing, ‘my country has so many rich experiences, especially with nature and adventure,’” said El Camino Travel’s Mayorga.

Impulse Travel’s Atuesta agreed that those focused on domestic travel were seeing record revenues, partly as a result of the government incentivizing local travel.

A Tourism Renaissance?

Big challenges lie ahead as Colombia prepares for a major governmental shift towards what it promises will be a greener, more equitable society and tourism industry.

For El Camino’s Mayorga, the inspiration comes in seeing entrepreneurs who are building a business ecosystem that engages local communities in the countryside as a way towards social change. 

“Everyone is working towards making sure that whatever they do in the business, however they set up their business, continues to contribute to the long-term peace of the country,” said Mayorga. “Everyone’s lived through conflict, and they don’t want to ever go back to that.”

Pledges in the government plan to integrate marginalized communities and focus on the environment — as the world’s second most biodiverse country — point to the kind of renaissance that most Colombians have awaited. It’s also the kind of top-down value system that can accelerate the sustainable tourism development work that Colombia’s travel industry has undertaken thus far in the midst of security and global health challenges.

“Tourism brings people together, it is a pillar that goes beyond the different administrations, as it has been a state policy throughout our history,” said ProColombia’s Salcedo. “It also has the power to re-signify Colombia’s difficult past and transform it, to increase the interest of visitors and even locals, to approach history under an educational and non-repetition direction.”

What would it take for Colombia’s new government to succeed in building a lower emission, nature-centered, equitable and inclusive tourism industry?

Impulse Travel’s Atuesta has three suggestions for the incoming administration.

“Number one, bring in the voice of communities in the development, because they know what tourism is and they have a very clear idea on what they want tourism to mean for them,” said Atuesta. “Number two, understand the tourism value chain which is very complex, and bring the private sector to the table to understand the dynamics before coming up with laws; and number three, understand the international market and trends that are emerging. Don’t build tourism plans for the tourism of the past, but for the tourism of the future.”

UPDATED: The story was updated to include comments from Gilberto Salcedo, vice president of tourism at ProColombia .

The Daily Newsletter

Our daily coverage of the global travel industry. Written by editors and analysts from across Skift’s brands.

Have a confidential tip for Skift? Get in touch

Tags: climate change , colombia , domestic tourism , equity , ProColombia , sustainability , tourism

Photo credit: Carnival in Barranquilla, Colombia Dawin Rizzo / Unsplash

How Tourism Can Jumpstart Colombia’s Economy

Few industries have a bleaker outlook right now than tourism. But in Colombia, policymakers and business leaders are already thinking about how the industry can play a central role in the country’s economic recovery – whenever that may be. As the world’s second-most biodiverse country, taking advantage of Colombia’s tourism potential will require addressing lingering questions of sustainability as well as challenges like chronic underinvestment in infrastructure. 

“The pandemic is giving us a better understanding of what we were doing wrong,” Felipe Buitrago Restrepo, Colombia’s vice minister of the Orange Economy, told AQ. “ The industry is going to see an overhaul and a pivot toward sustainability.” 

Before the pandemic, tourism was an increasingly important sector in Colombia’s economy. Foreign visitors to Colombia grew 300% between 2006 and 2019. The country’s peace deal with the FARC guerilla group opened up once-inaccessible parts of the country, and foreign tourists grew an average of 8.5% in the two years after the deal was signed in 2016. In 2019, the industry employed 1.4 million Colombians and contributed $19 billion to the economy, equal to 3.8% of GDP.  

Then came the pandemic. The closure of businesses and borders pushed hotel occupancy below 3% nationally. Some 235,000 jobs have been affected, according to the Ministry of Industry, Commerce and Tourism. Losing this potential contribution of the growing industry would be a huge setback for Colombia, wrote analyst Sergio Guzmán in a recent op-ed . 

The government has already taken measures to support the struggling industry during the pandemic. These include a commitment to subsidizing 1,500 tour guides now out of work for the next three months. In addition, all tourist and hotel services are exempt from the VAT until December 31. However, saving Colombia’s tourism industry as we knew it will likely take more than short-term salves.

“The reactivation of the tourism industry cannot have a short-term focus,” Roberto Esmeral, Colombia’s vice minister of the environment and sustainable development told AQ . “We can only achieve a sustainable industry if we develop a long-term strategy.” 

One long-term strategy involves investing seriously in infrastructure. In the World Economic Forum’s 2019 Travel & Tourism Competitiveness Index , Colombia ranked 55th out of 140 countries surveyed. However, Colombia dropped to 82nd for tourism service infrastructure and to 109th for ground and port infrastructure. 

“Even before the pandemic, investors were hesitant to build hotels in smaller towns, in large part due to the poor infrastructure that impedes communication and travel,” Dr. Gustavo Adolfo Toro Velásquez, the president Colombia’s tourism and hotels association, told AQ. 

The New York Times recently deemed Colombia’s Lost City, an archeological site on the Caribbean coast, one of “South America’s most rewarding adventure destinations.” But the closest airport, in Santa Marta, isn’t able to receive long-haul flights. Instead, tourists interested in the area must fly to Bogotá or Cartagena and then make their way to Santa Marta via an additional flight or by bus. Colombia’s National Infrastructure Agency is expected to approve the expansion of the runway at Santa Marta’s airport, but this hasn’t happened yet. The pandemic may further prolong the process.  

To ensure the tourism industry’s survival, the public and private sectors will need to address COVID-19’s threats to Colombia’s progress on conservation and post-conflict development that has allowed ecotourism to flourish. The pandemic threatens a surge in agricultural expansion and illegal mining, according to Conservation International.  

“I was recently asked if I would consider returning to work for illicit crop plantations, as many of us tour guides did before the boom in tourism,” said John Jairo De La Hoz, a tour guide for the Lost City Trek, a multi-day expedition through the Sierra Nevada jungles off Colombia’s Caribbean coast. “We are in a very difficult moment fighting for the future of our industry.” 

Despite this difficult phase for the industry, the pandemic may also alter tourism in a way that benefits Colombia’s ecotourism industry. For starters, the pandemic could change consumer preferences, according to Gilberto Salcedo , vice president of tourism at ProColombia. “People will be looking for environments with less crowds.” 

Birdwatching is one example of an industry that could expand in a post-pandemic world. There are over 1,920 bird species in Colombia, and a 2017 study by the National Audubon Society predicted that birdwatching could attract 150,000 visitors from the United States alone over 10 years, which could create 7,500 jobs and $47 million in income. 

“Birdwatching and other activities around nature can become a niche that will be highly demanded by travelers, who are seeking a therapeutic approach to offset the effects of the pandemic on physical and mental health,” said Flavia Santoro , the president of ProColombia.

Colombia is already taking steps to make its ecotourism industry more competitive globally in preparation for reopening. The government is working to provide access to WiFi in remote areas where the majority of ecotourism takes place. Esmeral explained that companies can work on their marketing strategies to emphasize the appeal of the country’s natural beauty to meet the change in demand among tourists.

Recently, the Ministry of Commerce, Industry and Tourism announced the creation of a certification for service providers aimed at generating trust among travelers and consumers. In order to obtain the certificate, companies must meet strict health and hygiene protocols. 

Despite the challenges that COVID-19 creates for the tourism industry, the current crisis also creates an opportunity to strengthen and transform the industry in the long-run. Esmeral told AQ , “Our goal is to increase the percentage that ecotourism contributes to GDP so that we can take advantage of our geographic positioning while taking care of the environment.”

Rauls is an intern for AQ 

Related Content

Tourism Review

Accueil Numéros 15 Etudes Can tourism lead competitive and ...

Can tourism lead competitive and sustainable development now and in the near future in Colombia?

This text presents a synthesis of the main results of a research project called “ 2030: a vision of tourism in Colombia ”, whose central objective was to make a comprehensive assessment of tourism and to contribute guidelines and critical reflections on Colombia’s tourism policy and development. A major challenge was identified: how to achieve tourism while at the same time reducing social inequity and improving quality of life for the host communities of the zones that concurrently have the highest levels of environmental biodiversity and culture, and of poverty. If tourism in Colombia continues on its recent development pathway that is stimulated by external and unplanned factors, unsustainable scenarios are highly likely to emerge.

Texte intégral

Introduction.

1 Indicators suggest that the tourism sector is becoming one of Colombia’s main economic activities based on its sustained growth since the beginning of the 21st century. Let us take some figures from the Center for Tourism Information in Colombia (Ministry of Commerce, Industry and Tourism 2019): national income related to the exportation of services for passenger trips and transport increased more than 510% between 2003 and 2018, the number of tourism services providers increased by 390% from 2005 to 2017, the number of hotel rooms occupied for tourism rose more than 369% from 2005 to 2017, and the amount of non-resident foreign visitors grew more than 239% between 2010 and 2018. Since 2001, income from foreign exchange for tourism has exceeded that from coffee and any other agricultural/livestock product. In fact, compared to other sectors that generate foreign currency exchange, tourism is second only the mining industry, more specifically, carbon and petroleum (Garavito and Ochoa, 2016).

2 In the first two decades of the 21st century, tourism in Colombia has, on average, already expanded between 3 to 5 times compared with its scope at the end of the 20th century. Nevertheless, this growth does not necessarily correspond to a proportional development in terms of public policy, regulations, investment, planning and management. To a greater degree, tourism development has been rather spontaneous, stimulated in the main by factors outside the sector, for example, the Colombian peace process and the consequent heightened sense of security in the country. Australia, Canada, USA, France and the U.K., among other nations, have since improved the risk rating for tourism travel in Colombia. According to the Lonely Planet website (2019), if the most dangerous zones of Colombia are avoided, the country “should offer you nothing but good times”.

3 Therefore, with an emerging tourism sector lacking in planning, it is worthwhile questioning the degree to which tourism can lead the country’s sustainable and competitive development today and in the future. Likewise, what risks, challenges and opportunities do this sector and the country as a whole face when dealing with such high expectations? This article will present the results of a research project carried out between 2017 and 2018 called “ 2030: a vision of tourism in Colombia ”, the main objective of which was to make a comprehensive assessment of tourism, and create a series of guidelines and critical reflections to improve national tourism policy and to contribute to the debate on the current and future state of tourism. The project was jointly designed, developed and financed with COTELCO (Colombia’s hotel and tourism association) and Externado de Colombia University. The team comprised seven researchers, seven master students and benefited from the support of 16 directors of COTELCO regional offices.

4 The key conceptual and theoretical framework will first be presented, followed by the methodological strategies and the main corresponding results from three research projects: an analysis of the documentation resulting from the tourism assessment on Colombia, a hermeneutic analysis of the interpretative approaches towards tourism from the perspective of different key actors in the country, and a prospective analysis of the tourism forecast for 2030. The final part will discuss the conclusions and reflections on tourism policy derived from the triangulation of the developed research.

I. Conceptual considerations

5 The three concepts running through this article are competitiveness, sustainability and governance. Although these are stand-alone concepts in themselves, the application of successful tourism planning is dependent on them being understood holistically, as an interconnected and complementary system.

6 In the second half of the 20th century, competitiveness emerged as a fundamental concept in tourism destination promotion and planning. Competitiveness highlights the importance of the context in which tourism activities take place (Velasco, 2010), in other words, the dynamics and the conditions of the environment are fundamental for any type of tourism development. The World Economic Forum (2010) proposes three factors that bring together the most relevant elements for improving competitiveness: the macroeconomic environment of the country, the quality of its public institutions, and its technological situation.

7 Therefore, the classic definition of competitiveness in tourism refers to the capability of destinations to maintain their market position and to improve on that over time. Focusing on the tourism destination relativizes the idea of tourism development to the individual effort of some isolated people, companies or institutions. However, an alternative, contrasting vision can be introduced in which competitiveness depends on collective processes that require increasing levels of organization, trust and cooperation between the diverse set of actors involved in the destination’s tourism development.

8 Following this line of thought, it is easy to arrive at the concept of sustainability since, according to Ritchie and Crouch (2003), the competitiveness of a destination that is unsustainable is in the best of cases ephemeral or even illusive. To explain this, it must be remembered that the basic definition of sustainable development, that goes back to the end of the 1980s, is a type of development which seeks to meet the needs of the present without compromising the ability of future generations to meet their own needs (UN 1987). Thus, achieving sustainability means focusing on three points: environmental conservation, economic efficiency and social fairness. Despite a significant achievement in terms of economic efficiency (maintaining or improving the position of a destination in the marketplace), environmental conservation and social fairness must be consistently developed to avoid the likelihood of advances that are merely fleeting and superficial. This implies a sustainability-tourism competitiveness link, i.e., the absence of sustainability means no long-term competitiveness or accountability of the environmental and social risks and undesirable effects derived from tourism development.

9 It is also important to include the concept of governance and, therefore, explore the best way in which to achieve tourism competitiveness while respecting sustainability. If, in the search for economic efficiency, it is necessary to take into account the dynamics and characteristics of surroundings, environmental conservation and social fairness, this suggests that the tourism planning and management processes involve a growing number and diversity of private, public and community actors. Thus, the classic governance models with top-down decision-making can be highly inefficient and create more conflicts than solutions. It is precisely from these types of challenges that tourism governance emerges.

10 Generally speaking, governance is related to the formation of networks of public, private and community actors through which work is carried out and decisions made based on consensus and collaboration (Kooiman 2004; Mayntz 2000). Governance stimulates an exercise in shared social awareness through a diverse set of cooperation instruments (informal networks, associations, oversight, participation spaces and processes) regarding private lands. In this way, the concept of governance evolves toward territorial governance, highlighting the importance of processes of planning and public policy on territorial order (Dubus, Helle and Masson 2010; Farinós 2008; Masson et al. 2012).

11 In this manner, when considering the application of governance processes in the field of tourism, it is necessary to include and give the utmost importance to the quality of life of the local populations of the destinations. This implies that, without the participation of the host communities in the planning and decision-making processes, tourism initiatives are unlikely to be competitive and sustainable in the long term, the same as, if tourism developments do not generate evident improvements in the quality of life of the inhabitants (Barbini et al. 2011; Fernández, Villar, Mercado, and Bascarán 2014). This means that the most relevant actors of the tourism system cease to be the large resources (companies or economic conglomerates), thus giving way to local inhabitants since the host communities become the guardians of sustainability, competitiveness and in general, of the success of the tourism development.

12 The interdependence of these three concepts must be highlighted: competitiveness, sustainability and governance applied to tourism planning. In summary, competitiveness requires sustainability for meaningful and long-term achievements. But at the same time, competitiveness, much like sustainability, depends on governance processes to be operational and therefore, to be able to integrate a growing number and diversity of actors and interests in the planning, management and decision-making processes. This is no small challenge, but rather a vision where tourism will be a key driver of development in many regions of Colombia over the coming decades. It cannot, therefore, be ignored.

II. Methodological strategies and principal results

13 In this section, the methodological strategies as well as the main findings will be presented including each of the analyses carried out. To begin with, an assessment based on secondary sources of the current state of tourism in Colombia will be presented. This will be followed by the results of two more propositional exercises focused on the future of tourism: the first based on the interpretive framework for the major issues and solutions regarding national tourism development and the second, a prospective analysis focused on the year 2030. Both analyses are based on groups of key tourism actors in Colombia.

A. The current state of tourism in Colombia

14 This study presents the current state of tourism in Colombia through the revision and analysis of secondary sources and the proposal of a model made up of 13 key factors. The secondary sources considered for this analysis include the following: ten academic articles on tourism in Colombia published between 2000 and 2016 (e.g. Benavides and Venegas 2013; Toro, Galán, Pico, Rozo, and Suecún 2015). 2), ten tourism-related trade reports and publications of the sector covering, inter alia, hotels, travel agencies, transportation, and restaurants (e.g. Colombian Association of Travel and Tourism Agencies 2018; Martínez and Garcia 2016). 3), and eight international reports comparing the performance of tourism, sustainable development and competitiveness on a global scale (e.g. World Economic Forum, 2017; World Tourism Organization, 2018).

15 Additionally, the key factors that structure the assessment model were defined in accordance with the concepts of competitiveness, sustainability and governance. Therefore, the thirteen factors are: natural resources, historical and cultural heritage, infrastructure, connectivity and accessibility, marketing and promotion, destination information systems, human resources, service quality, security, tourism culture and community participation, economic growth and development for the community and the destination, sustainability, and cooperation between actors.

16 Each factor was graded between zero and five: zero is “non-existent”, one is “very poor”, two is “poor”, three is “satisfactory”, four is “good”, and five is “very good”. Each factor is qualified according to its management. For this, three criteria are taken into account: first, the opportunities for improvement, based on secondary sources. Second, the diagnosis of each factor at the national and regional level, according to the Tourism Sector Plan 2014-2018 and other Tourism Development Plans registered on government website of the Ministry of Commerce, Industry and Tourism of Colombia. Third, the rating of each factor according to the World Economic Forum’s Tourism and Travel Competitiveness Index and the Regional Tourism Competitiveness Index of Colombia (ITCRC) by COTELCO.

17 Likewise, an impact level (low, medium or high) was established for each factor. The impact refers to the level of effect that the factor can have on Colombian tourism. A high impact implies an immediate or short-term effect which means that it directly influences tourist preferences and the positioning of the destination. Medium impact has no immediate effect but requires a preventative revision of management. Low impact has no short or medium-term impact. To summarize, each factor’s grade and impact level was defined by means of a debate developed among the group of researchers and based on the criteria defined above.

18 In the graph and the table below, a summary of the assessment results is presented in accordance with each factor’s grade and impact level. As regards grade, the following findings are noteworthy: none of the three factors received a grade of four or five ( “good” or “very good”, respectively); seven factors are at level three (“satisfactory”), these are natural resources, historical and cultural heritage, infrastructure, connectivity and accessibility, marketing and promotion, human resources, and cooperation between actors; six factors are at level two (“poor”): destination information systems, service quality, security, tourism culture and community participation, economic growth and development for the community and the destination, and sustainability; no factors received a grade of one (“very poor”). This implies that the state of development of the factors is “satisfactory” in the best of the cases and “poor” in the others. Therefore, this assessment offers a challenging diagnosis to consolidate the tourism development of the country.

Graph 1. Grading of the key factors for the assessment of tourism in Colombia

(Current state of tourism: 1. Natural resources, 2. Historical and cultural heritage, 3. Infrastructure, 4. Connectivity and accessibility, 5. Marketing and promotion, 6. Information systems, 7. Human resources, 8. Service quality, 9. Security, 10. Tourism culture and participation, 11. Growth and development, 12. Sustainability, 13. Cooperation between actors,)

Celedón and Pertuz, 2017, p.12

19 As regards impact level, eight factors have a high impact level: infrastructure, connectivity and accessibility, marketing and promotion, destination information systems, security, touristic culture and community participation, economic growth and community development and destination and sustainability; and five factors have a medium impact level. These results indicate that in accordance with the current state of most of the key factors, the country’s tourism systems are facing important and imminent risks. This situation implies, therefore, that the attention and intervention of the diverse social sectors (public, private and community) are fundamental in preventing the deterioration of the current national tourism system by various means.

Table 1. Key factors by impact level. Created by authors (2019)

20 By cross-referencing the two previous analyses, key factors can be categorized according to their grade and impact level. In this way, factors with the lowest quality level can be identified along with those that can generate the highest and most immediate levels of impact on the national tourism system. In fact, there are five key factors in this profile: destination information systems, security, tourism culture and community participation, economic growth and development of the community and destination, and sustainability. The previous group of factors suggests a prioritization in terms of tourism intervention focused on facing up to and mitigate the most relevant challenges so as to avoid a short-term deterioration of the national tourism system.

21 Additionally, this cross checking of results is also useful for visualizing the group of factors with higher quality and lesser impact levels. From this positive perspective, this group displays factors that have significant potential for consolidating the strongest points of the current tourism system. Therefore, the best combination between higher quality and lower impact can be concentrated into three factors: natural resources, historical and cultural heritage, and cooperation between actors. Nevertheless, it must not be forgotten that the quality grade of these factors, despite being the highest, does not exceed level three (“satisfactory”). Likewise, the weight of its impact is not “low” but “medium”. In terms of planning and management, this implies that the relevant factors should not be overlooked as although they have an acceptable classification for now, without a preventative focus, their status can deteriorate in the mid-term.

22 Lastly, is it relevant to present a critical analysis on how to assess tourism in Colombia. This is no small issue since the results can change regardless of the measurement pattern and also, therefore, the strategies or key factors for guiding actions in the future. As such, a critical analysis of the assessment shows that the dominant focus for assessing tourism in the country is that of competitiveness. This trend is thought to have started after the cycle of economic contracting in the 1990s. As a result, the development of the tourism sector focused on the strategies of industrial development, economic growth and the promotion of productivity, as a response to the economic slow-down and in order to contribute to changing the country’s negative image. From the first decade of the 2000s, the focus on sustainability gradually came to the forefront, as seen, for example, in the Sectorial Tourism Plan 2014-2018 (Ministry of Commerce, Industry and Tourism 2014). The above explains why the principal indicators for measuring success or failure in tourism are based on an economic perspective that is focused, for example, on GDP growth, visitor numbers, increases in hotel infrastructure, and hotel occupancy, among others.

23 As a result, the emphasis on sustainability and governance applied to tourism needs to be strengthened through institutionalism and regulation. Although the creation of instruments such as sectorial regulatory techniques (Universidad Externado de Colombia 2018), the obligatory nature of sustainability regulation for service providers under the issuance of Law 1558/2012, or the advisory that the Sectorial Departments of Normalization, it is also necessary and urgent to work on areas such as pedagogy and the guidelines application in the regions, specifically in the rural and local zones.

B. The future of tourism in Colombia: a matter of political will?

24 A summary of the main results of an interpretive framework analysis applied to tourism, 2018, as a part of the project 2030 Vision of Tourism in Colombia, is presented below. In this respect, 173 interviews were carried out with key informants in the public and private sectors across national territory. In the table below, the distribution of the interviews by region and departments that make up part of each region are presented. The data collected enabled the common ideas to be identified and classified, according to their levels of acceptance: tourism issues at the national and regional level (diagnostic framework); ideal solutions to face such issues (forecast framework); actions and promises mobilized by the actors to allow the realization of these ideal solutions (motivational framework). Likewise, these results were analysed on three scales: national, regional and actor type (public/private) at the national level. In this way, this section presents, on the one hand, a brief definition and justification of the interpretive framework analysis and, on the other hand, a summary of the main findings for the three proposed scales, in accordance with the three interpretive frameworks defined above.

Table 2. Total of Interviews Carried out and by Region. Created by authors (2019)

25 Created by authors (2018)

26 The analysis of the interpretive framework is linked to the study of cultural aspects associated with collective action (Paredes 2013; Snow and Benford 1992). In relation to tourism, the analysis of frameworks contributes, for example, to the study of public participation, the preservation of the cultural and the generation of scenarios for discussion and collective dialogue (Bertoncello 2010; Torres 2009). Based on the above, the importance of the frameworks can be seen in their ability to organize and give meaning to the ideas of a group of actors on specific themes, in this case, on the state of tourism in Colombia up to 2018. In fact, the frameworks identify meaningful patterns by providing evidence of ideas that are centrally shared or collectively accepted by a group, and peripheral ideas or those with lesser levels of acceptance. Thus, the frameworks simplify the external world of the actors and selectively point to objects, situations, events or other important elements that give meaning to the form in which the actors see the world or a particular aspect of it. In the present text, the results focused on the centrally-shared meanings will be presented. This is, those with greater levels of popularity or acceptance among the actors are presented. In other words, the ideas with greater capacity to generate shared identification among the participants. While the peripheral meanings are also relevant, since they reveal the diversity of thought of a group and propose pathways or alternative interpretations in relation to specific issues, they shall not be analyzed in this paper as they are outside the scope of this brief text.

27 To begin with, the main results at the national level indicate that there is more consensus on the problematic issues of tourism (diagnostic framework). Nevertheless, the consensus begins to diminish for possible ideal solutions (forecast framework). The level of concurrence is even less in terms of the actions and promises to mobilize solutions (motivational framework). This indicates that there are greater levels of shared identity for defining problems, which results in five central shared meanings. But nevertheless, about the possible solutions and the concrete actions, this identification decreases notably. Indeed, on the one hand, the forecast framework includes four shared meanings, on the other, there are three meanings for the motivational framework. This is displayed in the following table, where the centrally-shared meanings in each framework are presented alongside percentage of acceptance. In this case, the core meanings correspond to the ideas that are shared with at least 15% concurrence between the interviewees.

28 As regards the main content of each framework, first, the diagnostic framework indicates that the most popular issues are associated with the government sector. These are expressed through lack of political will to prioritize tourism within the national development agenda, inefficiency to control unfair and informal competition and the lack of interaction between the governmental institutions and the public and private actors. Second, and as a result, the diagnostic framework proposes solutions related, on the one hand, with greater interaction and coherence between the policies, plans and programs in the field of tourism; and on the other hand, with the adherence to the applicable laws for reducing informality in the sector. Finally, the motivational framework reveals that most actors manage to concert efforts at the regional and local levels more than the national. Nevertheless, there is evidence of some actions in favour of joint actions between local and national governments, as well as the development of institutional agreements with the aim of linking these diverse destinations.

Table 3. Core Shared Meanings by Framework Type - National Level. Created by authors (2018)

29 At the next scale, the results identify sets of particular ideas in each territory. In this sense, the following table organizes the core-shared meanings by framework type and by region. Therefore, the boxes highlighted in yellow correspond to levels of agreement equal to or greater than 35% within each region, boxes with a white background to agreement levels between 20 and 34% and black backgrounds to those less than 20%.

30 In all regions, apart from Llanos (Plains), the national trend found in the diagnostic is repeated. That is, identification between actors decreases in relation from diagnosis to solutions and then, reduces more, to the actions or promises. This raises an interesting question on the motives of this particular type of consensus in the Llanos Region. The answer is beyond the scope of this text, but it could be the object of future research.

Table 4. Core-shared Meanings by Region and Framework Type. Created by authors (2018)

31 As for the results for framework type, in first place, the principal issue for the assessment of each region is as follows: in the Caribbean, there is a three-way tie between non-interactivity between the public and private sector, flaws of connectivity, accessibility and mobility and lack of control over the informal sector . For Central Eastern and Plains regions the non-interactivitybetween the public and private sector. For the South-Central region, the non-existence of tourism products and the weak positioning of destinations. For the Coffee Zone, lack of control of the informal sector. For the Pacific zone, flaws of connectivity, accessibility and mobility. While the previous table makes it possible to detail a specific profile of the issues of each region, it is worth mentioning that the non-interactivity between the public and private sectors is perceived as a situation that crosses all regions.

32 In second place, with respect to the forecast framework, the solution that stands out in all regions except Central-Southern is greater regional tourism agreement and planning, as well as increased coherence between the formulation and the application of the tourism plans. For Central-Southern, the core solution is formation of and training in tourism culture for providers and local communities.. Additionally, it stands out in all the regions, especially in the Pacific, that they propose implementing greater levels of governance and associativity.

33 In third place, in terms of the motivational framework and the principal action or promise mobilized by the actors, there is a diversity of responses for each region. In this way, in the Caribbean and in the Coffee Zone, the principal action is to establish strategic alliances and agreements between public sectors and organizations for the development of projects. In the Eastern-Central and Pacific Regions, it is to participate in work groups and scenarios for the creation of touristic strategies. In the Southern-Central region, create training and formation programs in tourism. And, in the Llanos (Plains) region, there is a tie, it is identified on the one side as, creating training and formation programs in tourism, and on the other hand, support the processes of formalization of providers of touristic services. The foregoing gives evidence of an interesting range of initiatives in each region. Which is to say, a set of initiatives susceptible to being strengthened to encourage territorial touristic development and at the same time, support and recognize the initiative of local actors.

34 Lastly, the results are presented by actor type (public or private) and reference framework, at the national level. In the following table, the boxes with levels the same or greater than 30% are highlighted, the boxes with white backgrounds correspond to the levels between 20 and 29% and the boxes in black correspond to percentages equal to or less than 19%. In accordance with this criteria, and in uniformity with the previous results, a greater degree of coincidence can be found in the diagnostic framework, where five central meanings are identified. In contrast, in the forecast framework, there are four central meanings; and in the motivational framework, it is reduced to three.

35 In accordance with each of the frameworks, first, in the diagnosis it was identified that the main issue for public actors is the lack of political will and of processes that prioritize tourism within the national agenda as a transversal and long-term development strategy. As for the private actors, it is the inefficiency of the control authorities regarding ongoing unfair competition and the offering of non-regulated or illegal services. To a great extent, these responses reflect how each group has its own priorities. In fact, in the private sector, the most important issue is the threat to income, linked to governmental inefficiency; while from the public sphere, it is focused more on a political, administrative and management condition.

36 Second, the forecast framework indicates that the main solution according to the public actors is strengthening and organizing tourism management through the creation of more participative policies from the local sphere which enable the specific needs of the regions to be identified; and for the private actors, the application of the plans, campaigns, control tools and adherence to the regulatory laws for the formulation of the tourism service providers. These results reaffirm those proposed by the previous framework, by offering solutions which are directly linked to the issues identified by the specific actor type.

Table 5. Core-shared Meanings by Actor Type and Framework, National Level. Source: Created by Authors (2018)

37 Third, the motivational framework presents a revealing result indicating that the main scale of actions or promises of the public and private actors is not the national but rather the regional and local. Therefore, on the one hand, there is no consensus above 20% between private actors and on the other hand, between public actors, there is the support for the interaction of destinations through institutional alliances, reconnaissance trips, strategic planning and cluster tourism, with a consensus slightly over 20%.

38 To conclude, the previous analysis gives rise to some basic reflections and conclusions: first, at all levels of analysis, there are greater levels of consensus in the diagnostic framework and they are progressively reduced for the forecast and motivational frameworks. This implies that it is easy to come to an agreement on what the issues of tourism, that finding ideal solutions is more difficult, and that implementing the necessary actions to arrive at these solutions is even more difficult. This, without a doubt, sets up a challenge for tourism development of the national destinations which require greater government growth. Second, at the national level an outstanding issue emerges: the lack of political will to prioritize tourism in the national development agenda and as a result, a demand for greater coherence between the tourism policy instruments and a more effective integration between the public and private actors of the tourism system. Third, the structure of the regional-level frameworks is much more specific and can be interpreted as more consensus in terms of the issues to be addressed, solutions to be found and actions to be taken. This indicates the need for and the relevance of strategies that are region-specific.

C. Tourism 2030 in Colombia: between paradise and the wrong place

39 This section is a forward-looking perspective on the tourism phenomenon in Colombia. This type of analysis is justified because of the country’s potential (see the section on the tourism diagnostic for Colombia) and the global trends indicating a sustained increase in tourism. In fact, according to the projections on international tourist arrivals to 2030 (World Tourism Organization 2013), the American continent ranks third behind Europe and Asia-Pacific (see the graph below).

(Tourism to the year 2030: Trends and projections 1950-2030; International tourist arrivals (millions); Registered data---Projections; Africa, Middle East, America, Asia Pacific, Europe - 1.8 billion, 1.4 billion, 940 million)

World Tourism Organization (2013: 14)

40 For this reason, the aim of this research is to recognize the technological trends and the most important tourism types (i.e. sun, sand and sea, urban, nature, among others) as well as the variables that will define this phenomenon and the scenarios on the horizon for the year 2030. Based on the above, propose a “possible scenario” of a future image of what could very well turn out to be reality.

41 The methodology for this exercise is based on workshops with participants who are experts in the public and private tourism sector. These workshops were carried out in two stages: first, the recognition of technological trends and tourism types that could be considered relevant for Colombia (29 participants), second, the reliability of the variables that will define the probable future of Colombian tourism to 2030 together with other less probable scenarios (38 participants). The results of these workshops were analysed using the Cross Impact Matrix System method (Godet and Durance 2011). This method works with simple and conditional probabilities enabling the most probable scenario to be defined and at the same time indicating other less probable future images which are also susceptible to analysis. The importance of creating multiple scenarios is to recognize a series of possible difficulties for fulfilling a possible scenario.

42 The analysis was based on the following five hypotheses:

5% of participation in GDP. It currently stands at 2%.

The record high investment by the Ministry of Commerce, Industry and Tourism is tripled

50% of hospitality and tourism employees comply with global requirements. Currently, this percentage could be less than 20% of employees.

50% of hospitality and tourism companies use smart technologies.

50% of hospitality and tourism companies have adopted effective sustainable tourism policies.

43 With this in mind, eight scenarios were created and classified in accordance to their probability (see table below) from the highest to the lowest: first, the most probable scenario in accordance with current trends. Second, a proposed scenario that represents an ideal situation. Third, five complementary scenarios that indicate future possibilities associated with variations in the direction toward the proposed scenario.

Table 6. Name of the scenarios. Source: Created by Authors (2018)

44 Below is a brief description of each scenario:

45 First, the scenario which is most probable (44.2% of possibilities), called It might be worse. This name was chosen because the results indicate that it is improbable for four of the five variable-hypotheses to be fulfilled (tourism and development, investment and financing, talent and technology). For its part, sustainability reaches a level of probability slightly higher such that its level of possibility goes from improbable to doubtful.

46 Second, the proposed scenario (19.6%), called Colombia a touristic paradise refers to a possible future scenario in which the five variable-hypotheses are fulfilled for 2030. Nevertheless, this requires adjusting the direction of tourism development in the country and thus avoiding ending up in one of the alternative scenarios described below. Therefore, the alternative scenarios set up caveats that must be followed for the eventual consolidation of the proposed scenario. In other words, the alternative scenarios enable a “look-out plan” to be created so as not to miss the best possible pathway.

47 Third, the six alternative scenarios, from the most to the least probable:

48 1) There is no one with whom : 10.1% probability. In this scenario, the country is successful in the performance of the tourism sector, it invests in development, companies use smart technologies and respect the scope of sustainability. Nevertheless, the world-class personnel that direct the businesses continue to be a small elite group. This is the scenario in which technology more than replaces human beings which explains the economic success of the sector. The first drops occur in the jobs at the base of the pyramid: bellhops, domestic staff, waiting staff, etc.

49 Some of the reasons that explain the lack of highly specialized personnel could be: low remuneration and deficiencies in the training institutions. While the most prestigious institutions offer high-quality education but at a high price, lower-quality education has a lower price, but also a lower academic performance. And in this way, smart technologies become drivers of unemployment. An elite group of highly educated workers will be prepared successfully to interact with them but must of all not.

50 2) No matter how: 5% probability. In this scenario, the sector reaches a good economic performance of 5% of GDP. At the same time, at least half of the establishments honour their word not to degrade the environment. Many institutions have high-quality talent which explains the acquisition of smart technologies to optimize tourism performance. However, these achievements take place without the support the hoped-for State investment, which makes the achievement of 5% of GDP even more praiseworthy.

51 What could have happened? The State had other more pressing priorities than tourism investment, which most likely were the social requirements of the peace process and maintaining safety and security by combatting the criminal bands that affect public safety. The success of this scenario shows the importance of the tourism sector has in the economic life of the country. If the State interprets this situation correctly, it will have in its hands an excellent source of wealth generation.

52 3) By the traditional method: 3.9% probability. In this scenario the sector reaches 5% GDP with State support in investment and fulfilling the challenge of low environmental impact in at least 50% of the establishments. The most curious regarding these achievements is that it is obtained with personnel without training in at least 50% of the cases and with a predominance of analogue over smart technologies in at least 50% of the institutions.

53 Obviously, with this image of the future, an “inclusive” tourism is selected , which means for the base of the socio-economic pyramid, a focus on volume rather than quality. Nevertheless, at the same time, alternative tourism products such as ecotourism, nature tourism, and rural tourism can be an option with high capacity but not overcrowding and a high participation rate of locals involved in activities such as eco-lodges, rural houses, signature restaurants, etc. The success of this scenario is only temporary because in the attempt to give it a wide berth, it overlaps with the income of the knowledge economy.

54 4) Robocop: 3.2% probability. In this scenario, the sector makes a significant contribution to the GDP (5% or even more), without receiving a significant contribution from the State in terms of investment for development and working with high-quality talent in 50% of the establishments. However, this has the support of smart technologies and is committed to respecting nature.

55 This image of the future is called Robocop , because the tourism sector was capable of generating wealth by getting support from smart technologies from the fourth industrial revolution in a hostile environment, influenced by the very insecurity generated by the process of social re-accommodation after the peace agreements, in which the State had to prioritize its resources to attend to the social commitments of the peace agreements.

56 This scenario is very similar to There is no one with whom, the difference here lying in the fact that there is no support from the State in terms of investment projects, which supposes a stronger effort from the private sector. The successful performance of the sector which leads it to victory despite the weak investment encouragement by the State is noteworthy and provides it with great prestige. Something similar occurred in Spain and Mexico with differing proportions. Nevertheless, the generation of employment hoped for is not enough due to the presence of technologies that replace the workforce and due to the poor academic relevance of some educational programs.

57 5). There is no complete happiness: 2.8% probability. Tourism performs in the background making a great effort and putting its best foot forward. The State is not indifferent to this situation and decides to support tourism by tripling its investment. But nevertheless, , there are exogenous circumstances that have stalled economic growth in the sector: the reappearance of insecurity, under the form of criminal group activities. To all this, it must be added that the informal economy of the sector (not taxed or monitored by government) and certain modalities with little transparency still exist.

58 As a result, the tourism sector is in the middle of a country that was able to overcome an armed conflict with the guerrilla groups, but which has had to face situations of delinquency in the moment of transition toward more social resilience. Nevertheless, despite a difficult situation, the State believes in tourism as a promising sector for the future.

59 6) In the wrong place: 1.6% probability. The sector chooses to invest on world-class talent training, but the situation of the country that was grappling with the post-demobilization stage, that brought with it urban insecurity, did not allow for the launching of tourism in the way it had initially planned. For this reason, high-quality talent that could be positively influencing the sector’s organizations and institutions, tends to emigrate to other countries with more favourable contexts of tourism development.

60 To conclude, the possible scenario, Colombia as a tourism paradise, shows that it is necessary to strengthen the trends in training talent, opening up to new technology and sustainability, and demand more public support through investment in the tourism development. But nevertheless,Colombia is not exempt from the situation of post-conflict going bad.. This situation will make it necessary to redouble the efforts and be prepared to succeed despite the presence of some of these eventualities because, as per the philosopher Maurice Blondel , “the future is built, not predicted” (Mojica, 2006, p. 122).

Conclusions

61 Tourism in Colombia has shown sustained growth since 2005, becoming one of the country’s most important economic activities, lying just behind the energy mining sector and exceeding traditional benchmarks such as coffee. Nevertheless, this behaviour is due more to external variables such as increasing safety and security, the growth of international demand and the signing of the peace agreement in 2016, than public policies or long-term planning.

62 Since the end of the 20th century, as regards tourism policy in Colombia, priority has been given to competitiveness over other factors such as sustainability or governance. Nevertheless, in the last decade, the focus of sustainability has garnered greater attention in the sector. Therefore, it is necessary to strengthen both the possible contributions from the focuses on sustainability and tourism governance that allow for greater and more positive social impact and an inclusive, long-term tourism development plan.

63 In relation to the diagnostic of the touristic sector, the results show that the majority of the prioritized factors and those of high impact (destination information systems, security, tourism culture and community participation, economic growth and development of the community and destination and sustainability) require a transversal, joint tourism process with other sectors and a strengthening and coordination through the network of public, private and community actors at the local, regional and national levels. The above implies redirecting public policy on tourism towards a stronger processes of participation, . In this way, the focus of territorial tourism governance becomes a core necessity for the improved formulation, application and evaluation of future planning and tourism management processes.

64 In this way, the analysis of the interpretative frameworks confirms and expands the scope of the previous results. In fact, among the issues with the greatest degree of recognition among the actors, both at the national level as well as in the majority of the regions are the lack of political will to prioritize tourism as a development strategy, the inefficiency of control authorities to avoid unfair competition, and the lack of coordination between the sector’s key public and private actors. Thus, everything points to the fact that the governmental sector is perceived as “owing” the tourism sector in general in terms of its responsibilities as being the entity that guarantees legal order and facilitates the processes and fundamental conditions for tourism development (e.g. the lack of basic and specialized infrastructure). In contrast, the diversity of results in relation to the possible solutions and actions regarding touristic issues in the diverse regions, lays bare the complexity of this topic which implies concrete necessities by region which demand the design of tailored responses. This involves greater challenges in the management of tourism policies, reaffirming the relevance of a differential approach that is decentralized and constructed from the bottom up.

65 Lastly, in relation to the prospective analysis, the probable scenario “Colombia as a tourism paradise” indicates the need to strengthen the trends for training talent, opening up to new technologies and sustainability Considering this, what is needed is State leadership through specific investments in this type of development for the tourism sector.

66 All in all, regarding the central question of this article about whether tourism can lead sustainable and competitive development for the country now and in the near future, the results show that it will require concerted effort and work with the different public, private and community actors and from the local level toward the national level. For this, it will be necessary to formulate joint tourism policies, drawing strategic lines that bring together a diverse set of solutions in accordance with the particular needs of the territories with tourism endeavours. Therefore, the greatest challenge shall be: how to achieve tourism while reducing social inequity and improving the quality of life for the host communities of the zones that concurrently have the highest levels of environmental biodiversity and culture, and of poverty. Otherwise, if tourism in Colombia continues its pathway of development stimulated by external and unplanned factors, it is very possible that unsustainable scenarios present themselves as indicated in some of the negative scenarios of the prospective analysis and therefore, it would be highly improbable that the tourism sector comes together as a central player in the development of competitiveness and sustainability of the country and its regions.

Bibliographie

Asociación Colombiana de Agencias de Viajes y Turismo (25 de Enero de 2018), Comportamiento de las agencias de viajes y del turismo en Colombia y el mundo, Obtenido de Comportamiento de las agencias de viajes y del turismo en Colombia y el mundo: https://www.anato.org/es/investigaciones

Barbini, B., Biasone, A., Cacciutto, M., Castellucci, D., Corbo, Y., and Roldán, N. (2011), Gobernanza y turismo: análisis del estado del arte. Simposio Internacional Gobernanza y Cambios Territoriales: experiencias comparadas de migración de amenidad en las Américas. Pucón, Chile. 20 al 22 de Octubre de 2011 , Pucón: Universidad Nacional de Mar del Plata, pp. 111-125.

Benavides, G., Venegas, S. (2013), "Una aproximación a la competitividad, las tendencias y la política pública en el turismo colombiano", Revita de análisis turísticos , vol. 2, pp. 1-12.

Bertoncello, R. (2010), "Investigación en turismo: Logros y desafíos desde una perspectiva latinoamericana", Aportes y transferencias, vol. 14 (1), pp.11-22.

Celedón, S., and Pertuz, J. (2017), Diagnóstico del turismo en Colombia a partir de fuentes secundarias , Universidad Externado de Colombia, Bogotá.

Dubus, N., Helle, C. and Masson, M. (2010), L’Espace Politique, Recuperado el 16 de 1 de 2019, de L’Espace Politique: https://journals.openedition.org/espacepolitique/1574#quotation

Farinós, J. (2008), Gobernanza territorial para el desarrollo sostenible: estado de la cuestión y agenda, Boletín de la Asociación de Geógrafos Españoles, vol. 46, pp. 11-32.

Fernández, A., Villar, A., Mercado, I., Bascarán, V. (2014), "La gobernanza territorial como nuevo enfoque para la gestion sostenible en destinos turisticos: planteamientos teoricos, frustraciones practicas y posibilidades de futuro", V Congreso Internacional en Gobierno, Administración y Políticas Públicas , GIGAPP- IUIOG, Madrid.

Garavito, L., Ochoa, F. (2016), "El turismo y el desarrollo en Colombia, 2002-2014", in L. Garavito, F. Ochoa, (Eds.), Debates contemporáneos sobre el turismo: nuevos retos del turismo. Casos de estudio sobre los vinculos entre la gobernanza, el desarrollo y la sostenibilidad, tomo I , Universidad Externado de Colombia, Bogotá, pp. 21-49.

Godet, M., Durance, P. (2011), La prospective stratégique pour les entreprises et les territoires, Unesco, Paris.

Kooiman, J. (2004), "Gobernar en gobernanza", Revista Instituciones y Desarrollo , vol.16, pp. 171-194.

Lonely Planet (23 de Enero de 2019), Colombia Safety , Obtenido de Colombia Safety: https://www.lonelyplanet.com/colombia/safety

Martínez, H., García, H. (2016), Competitividad en el transporte aéreo en Colombia. Informe Final, Fedesarrollo, Fontur y MinCIT, Bogotá.

Masson, M., Dubus, N., Bley, D., Voiron, C., Helle, C., Cheylan, J.-P. and Piot, J.-Y. (2012), Cybergeo : European Journal of Geography, Recuperado el 29 de 1 de 2019, de Cybergeo : European Journal of Geography: https://journals.openedition.org/cybergeo/25086#quotation

Mayntz, R. (2000), "Nuevos desafios de la teoría de Governance ", Instituciones y desarrollo, vol . 7, pp. 35-54.

Ministerio de Comercio Industria y Turismo (2014), Plan sectorial de turismo 2014 - 2018, Ministerio de Comercio Industria y Turismo, Bogotá.

Ministerio de Comercio, Industria y Turismo (28 de 01 de 2019), Centro de Información Turística de Colombia , Obtenido de Centro de Información Turística de Colombia: http://www.citur.gov.co/estadisticas

Mojica, F. (2006), "Concepto y aplicación de la prospectiva estratégica", Revista Med, vol . 1, pp. 122-131.

ONU (1987), Informe Brundland, ONU, New York.

Organización Mundial del Turismo (2013), Panorama OMT del turismo mundial, Organización Mundial del Turismo, Madrid.

Paredes, J. (2013), "Movilizarse tiene sentido: Análisis cultural en el estudio de movilizaciones sociales", Psicoperspectivas, vol. 13(2), pp.16-27.

Ritchie, J. B., Crouch, G. (2003), The Competitive Destination. A Sustainable Tourism Perspective, CAB International, Cambridge.

Snow, D., Benford, R. (1992), Master Frames and Cycles of Protest, Yale University, USA.

Toro, G., Galán, M., Pico, L., Rozo, E. and Suecún, H. (2015), "La planificación turística desde el enfoque de la competitividad: caso Colombia", Turismo y Sociedad , pp. 131-185.

Torres, P. (2009), "La transformación de “lo étnico” en producto turístico en la provincia de Chaco, Argentina", RUNA, vol . 31(1), pp. 89-107.

Universidad Externado de Colombia (2018), Norma Técnica NTS-TS Sectorial Colombiana 003. Agencias de Viajes, Requisitos de Sostenibilidad. Primera actualización, Icontec, Ministerio de Comercio Industria y Turismo, Universidad Externado de Colombia, Bogotá.

Velasco, M. (2010), Gobernanza del turismo: retos y estrategias de las redes de destinos turísticos, CES Felipe II. Universidad Complutence, Madrid.

World Economic Forum (2010), The Global Competitiveness Report 2010-2011, World Economic Forum, Geneva.

World Economic Forum (27 de Enero de 2017), The Travel & Tourism Competitiveness Report 2017, World Economic Forum, Geneva. Obtenido de Informe de competitividad de viajes y turismo 2017: http://www.cdi.org.pe/InformeGlobaldeViajesyTurismo/doc/2017/WEF_TTCR_2017_web_0401.pdf

World Nomads (29 de 1 de 2019), Is It Safe to Travel to Colombia? Obtenido de Is It Safe to Travel to Colombia?: https://www.worldnomads.com/travel-safety/south-america/colombia/is-it-safe-to-travel-to-colombia

World Tourism Organization (2018), Annual Report 2017, World Tourism Organization, Madrid.

Table des illustrations

Pour citer cet article, référence électronique.

Leonardo Garavito , Edna Rozo et Francisco Mojica , « Can tourism lead competitive and sustainable development now and in the near future in Colombia? », Via [En ligne], 15 | 2019, mis en ligne le 22 novembre 2019, consulté le 14 avril 2024. URL : http://journals.openedition.org/viatourism/3541 ; DOI : https://doi.org/10.4000/viatourism.3541

Leonardo Garavito

Francisco mojica, droits d’auteur.

Le texte seul est utilisable sous licence CC BY-NC-ND 4.0 . Les autres éléments (illustrations, fichiers annexes importés) sont « Tous droits réservés », sauf mention contraire.

Numéros en texte intégral

• 24 | 2023 Les destinations lune de miel : l’apparence et l’envers du décor
• 23 | 2023 Tourisme et imaginaires musicaux
• 22 | 2022 (Mega)Evénements urbains et tourisme : pratiques touristiques et organisation spatiale
• 21 | 2022 Tourisme et biopolitique
• 20 | 2021 Tourisme religieux
• 19 | 2021 Tourismes et géopolitiques
• 18 | 2020 Ré-invention des territoires touristiques dans les stations des Alpes
• 17 | 2020 Le paysage comme ressource touristique des espaces ruraux. Perspectives de l’Asie du Sud et du Sud-Est
• 16 | 2019 Le tourisme à l'épreuve des paradigmes post et décoloniaux
• 15 | 2019 Tourisme et paix, une alliance incertaine en Colombie
• 14 | 2018 Représentations du tourisme au cinéma
• 13 | 2018 Questions conceptuelles dans le champ du tourisme
• 11-12 | 2017 L'érotisation des lieux touristiques
• 10 | 2016 Expériences touristiques
• 9 | 2016 Aux marges du tourisme : utopies et réalités du tourisme hors des sentiers battus
• 8 | 2015 Varia
• 7 | 2015 Le Brésil, le Tourisme au-delà du Carnaval
• 6 | 2014 Varia
• 4-5 | 2014 Patrimoine mondial tourisme et développement durable en Afrique
• 3 | 2013 Varia
• 2 | 2012 Tourisme et dynamiques identitaires
• 1 | 2012 Les imaginaires touristiques

Tous les numéros

• Présentation
• Institutions partenaires
• Recommandations aux auteurs
• Procédure d’évaluation en double aveugle
• Code éthique
• Liste des évaluateurs Via Tourism Review

Appels à contribution

• Appels en cours
• Appels clos

Informations

• Crédits du site
• Politiques de publication

Suivez-nous

Lettres d’information

• La Lettre d’OpenEdition

Affiliations/partenaires

ISSN électronique 2259-924X

Voir la notice dans le catalogue OpenEdition  

Plan du site  – Contact  – Crédits du site  – Flux de syndication

Politique de confidentialité  – Gestion des cookies  – Signaler un problème

Nous adhérons à OpenEdition Journals  – Édité avec Lodel  – Accès réservé

Vous allez être redirigé vers OpenEdition Search

SUSTAINABLE TOURISM COLOMBIA

Sustainable Tourism Colombia promotes responsible travel practices and supports the sustainable development of local communities. By working together with local partners and stakeholders, we can create meaningful travel experiences that benefit travelers and the destinations they visit.

FIT/ GROUPS / MICE / LUXURY

Inbound Tourism

National Tourism

 As a country that is rich in biodiversity, culture, and history, Colombia has become an increasingly popular destination for tourists from around the world.

However, the growth of tourism also poses a significant challenge to preserving the country’s unique natural and cultural heritage.

This platform informs people about their options to travel responsibly in Colombia based on sustainable development.

At Sustainable Tourism Colombia, we believe that responsible travel is the key to ensuring that future generations can continue to enjoy Colombia’s beauty and richness. We are committed to promoting sustainable tourism practices and partnering with local communities to support their social and economic development. 

At Sustainable Tourism Colombia, we are dedicated to promoting responsible and sustainable travel experiences throughout Colombia. As a cooperative of passionate locals and experienced guides, we aim to showcase the diverse beauty and cultural richness of our country while minimizing our environmental impact and supporting local communities.

Services Offered

Customized Tours: We offer personalized tours tailored to your interests and preferences, whether you’re seeking adventure in the Andean highlands, exploring the Amazon rainforest, or relaxing on the Caribbean coast.

Community-Based Tourism: Immerse yourself in authentic cultural experiences with our community-based tourism initiatives. Stay in locally-owned accommodations, participate in traditional activities, and engage with indigenous communities to gain insight into their way of life.

Nature and Wildlife Expeditions: Explore Colombia’s stunning biodiversity with our nature and wildlife expeditions. From birdwatching in the cloud forests to tracking elusive wildlife in national parks, our expert guides will lead you on unforgettable journeys into the heart of nature.

Cultural Immersion Programs: Delve into Colombia’s rich cultural heritage with our cultural immersion programs. Learn about indigenous traditions, sample traditional cuisine, and discover the vibrant arts and music scene that defines Colombian culture.

Pricing: The final rate for the service will be communicated once the trip has been designed based on the tourist’s request, as all our services are customized.

Booking Conditions

Reservation: To book a tour or service with Sustainable Tourism Colombia, a reservation must be made in advance through our website or by contacting our customer service team.

Payment: A deposit or full payment may be required at the time of booking, depending on the nature of the service. Payment options include credit card, bank transfer, or other accepted methods specified on our website.

Confirmation: Once payment is received, you will receive a confirmation email containing detailed information about your booking, including itinerary, accommodation details, and contact information for your tour guide.

Cancellation Policy

Cancellation by Customer: Cancellations made within forty five (45) days  of the scheduled tour date may be subject to a cancellation fee. The specific fee and refund policy will vary depending on the tour package and the time of cancellation. Please refer to the booking confirmation or contact our customer service team for details.

Cancellation by Sustainable Tourism Colombia: In the event that Sustainable Tourism Colombia needs to cancel a tour or service due to unforeseen circumstances, such as inclement weather or insufficient participation, we will offer alternative options or provide a full refund of any payments made.

Our Commitment to Sustainability

At Sustainable Tourism Colombia, we are committed to operating in an environmentally responsible manner and supporting local communities. We strive to minimize our ecological footprint by promoting sustainable travel practices, conserving natural resources, and respecting the cultural integrity of the destinations we visit.

Contact Blog Where to go? About

Terms and Conditions Privacy Policy

Sustainable Tourism Colombia RNT 161560

Powered by Tourcoop All rights reserved • Copyright © 2020

A business journal from the Wharton School of the University of Pennsylvania

From Terrorism to Tourism: Waving the Flag of Development in Colombia

January 3, 2012 • 11 min read.

Colombia's history has been plagued by violence, corruption and crime, images that have been readily apparent to the outside world due to media depictions and worldwide travel warnings. Yet thanks to the increase in safety and stability accomplished by the Uribe administration over the last decade, Colombia has become a destination accessible to more than just a select group of intrepid travelers. In fact, for the first time in history, tourism is proving to be a promising avenue for development in Colombia.

“This country has moved from terrorism to tourism,” former Colombian President Alvaro Uribe told delegates at the United Nations World Tourism Organization gathered in Cartagena for their General Assembly in December 2007.

Colombia’s history has been plagued by violence, corruption and crime, an image that has been readily apparent to the outside world due to media depictions and worldwide travel warnings. Guerilla fighters and drug kingpins rivaled the government in political and economic power well into the 1990s. However, the death of Pablo Escobar in the mid-1990s and President Uribe’s implementation of a comprehensive security strategy in the mid-2000s significantly weakened illegal armed groups.

As a direct result of the increase in safety and stability accomplished by the Uribe administration between 2002 and 2010, Colombia has become a destination accessible to more than just a select group of intrepid business travelers and vacationers. The country is a natural magnet for visitors, boasting richness in both cultural diversity and biodiversity. It is home to eight UNESCO World Heritage sights and is quickly becoming known for its culture and history. Bordered by two oceans, it has three mountain ranges in addition to jungle and plains regions. The country’s cultural diversity is reflected in its heterogeneous roots — mainly, indigenous, European and African. Diversity is also found in its rich urban centers, which thrive on business, commerce, and cultural activities as well as a vibrant nightlife. The largest of these urban centers, Bogotá, is currently the sixth most-visited city in Latin America and 47 th worldwide.

Having only recently been a fledgling industry, tourism in Colombia is now thriving. In 2011, the tourism sector is expected to contribute 28 trillion pesos (US$15.7 billion) to GDP (4.9%), 945,000 jobs (5.4% of total employment), and 7.1 trillion pesos (US$4 billion) in capital investment. Foreign travelers’ visits to Colombia rose from 0.6 million in 2000 to nearly 1.4 million in 2009, reflecting an average annual growth rate of more than 10% (almost four times the world’s average). These recent years of growth have shaped political decision making and allowed the government to recognize tourism as a promising avenue for future economic development. Tourism has also greatly influenced the political, social and commercial environments in which Colombians live, and will continue to have important implications in these areas.

Positioning for Growth

In 2005, a multidimensional international marketing campaign, “Colombia Is Passion,” was launched to foster the expansion of tourism in Colombia. The movement aims to improve the country’s image abroad while also rebuilding morale among its citizens. This campaign, a cooperative effort between the Ministry of Commerce, Industry, and Tourism and public and private institutions, invites airline representatives, tourism-agency executives, politicians, celebrities and international media figures to see Colombia’s tourist attractions and recent achievements in safety, foreign direct investment and economic development. Funding has also been used to propagate the new official slogan: “Colombia, the only risk is wanting to stay.” This is an ongoing project with many successes realized thus far, including the inauguration of the coastal town of Cartagena as host of the World Tourism Organization’s 2007 convention. Furthermore, since the campaign’s launch, Colombia has hosted a number of other fairs and trade shows of international prestige.

The country’s appeal to potential investors is strengthened further by government investment in infrastructure. For many years, commerce in Colombia had been hindered by its out-of-date transportation network (in addition to the previously mentioned security issues). With three mountain ranges dividing the country’s most populated regions and a weak network of roads and rail links, the movement of goods had always been time-consuming and costly. The government’s renewed focus on infrastructure investment not only benefits tourism, but also improves transportation costs for unrelated sectors.

Plans to upgrade seven airports throughout the country are underway, including the current expansion of the international airport in Bogotá, which will make it one of the largest and most modern in Latin America. Since 2000, international flights to Colombia have increased by 120%, reaching an average of 5,600 flights per month as of 2008. Roberto Jungito, CEO of Copa Colombia, described the surge in tourism as a virtuous cycle: Improvements in Colombia’s image and security measures have increased the demand for flights, which has in turn increased supply, resulting in more competitive prices and an augmentation of air traffic. In addition, the 2011 Open Skies air-transport agreement between Colombia and the U.S. increases the number of passenger and cargo flights and spurs price competition among airlines.

Recent initiatives aimed at supporting broader infrastructure in the tourism industry have also been announced. For example, in September 2010, President Juan Manuel Santos introduced a 118 billion pesos (US$66 million) plan directed toward projects that benefit the construction and expansion of shipping docks and convention centers throughout the nation.

In hopes of boosting private investments in the hotel sector, the government began a program in 2003 that offers a 30-year income tax break on all construction or remodeling projects through 2018. By 2006, this had led to the addition of more than 7,300 hotel rooms and more than 152 billion pesos (US$85 million) in investment. The government also recently cooperated with the private sector to change legislation and allow the formation of Real Estate Investment Trusts (REITs), investment vehicles that facilitate the flow of foreign capital into real estate development and management. José Robledo, founder of Terranum, Colombia’s first REIT, states that “The regulatory process to launch the REIT was quite complex. However, we managed to achieve a very robust structure because government officials understood the advantages that this type of financial vehicle offered for the development of the country’s capital markets. Even so, I believe it was still unclear to them how this type of vehicle could bring benefits specifically to the tourism and hotel sector.” These benefits can be seen today, as Terranum is currently in the construction phase of several hotel projects that are financed via international parties. By allowing the formation of REITs, the government made it easier for outside institutions to finance and participate in the country’s growth.

Ripples Throughout the Economy

Due to sustained political support for the tourism industry and improvements in safety, tourism has become one of the most important sectors of economic activity in Colombia. The country receives billions of dollars in foreign exchange through tourism each year, making it the third most important sector by this measure, behind oil and coal. As President Santos noted in an announcement at the 2010 Celebration of Tourism Day in Bogotá, “tourism’s importance in generating hard currency inflows necessitates continuation of the government’s policy of growth in tourism.”

Tourism has generated strong economic growth in Colombia, which, in turn, is attracting an increasing number of investors in other sectors from around the world. The effect of Colombia’s drastically improved international reputation, while all but impossible to quantify, is difficult to refute. Net foreign direct investment has peaked in recent years, during which it has averaged approximately 16 trillion pesos (US$9 billion), or about 4% of GDP. Businesses within the tourism industry and related supporting sectors, such as restaurants and retailers, tend to be labor intensive. As a result, foreign investment in tourism has helped reduce the country’s unemployment rate, which fell from nearly 20% in the early 2000s to about 12% in recent years. Even though profits from tourism-related investments are repatriated elsewhere, a great deal of money stays within the country due to requirements that the vast majority of all employees and managers be of Colombian citizenship.

Job creation is partly a result of Colombia’s legal stability contracts and free trade zones, mechanisms that the Colombian government created to generate favorable conditions for both domestic and foreign investors. Legal stability contracts are a unique tool used to boost investor protection against political risk by guaranteeing that changes to legislation will not adversely affect the profitability of a particular investment. Furthermore, within Latin America, Colombia has some of the most competitive free trade zones. While companies in these zones reap benefits, such as a 15% corporate income tax rate and no customs tax on imports, companies must also meet both investment and job-creation requirements.

Colombia’s recent improvement in its macroeconomic performance, internal security and stability for business means more jobs and opportunities. The creation of employment, in particular, has impacted popular vacation destinations, such as Cartagena, which comprises a large Afro-Colombian population living under the poverty line. Tourism will continue to be a factor in reducing unemployment, as illustrated by President Santos’ announcement in 2011 that the national government seeks to create 250,000 jobs in the tourism sector over the next four years.

The growing tourism sector has both created new employment opportunities for locals and influenced migration to tourist-heavy cities, such as Bogotá, Cartagena and Medellin. As has been seen in other developing countries, urbanization results in the creation of new types of employment for individuals previously outside the labor force, such as women. Minister Luis Plata, in an interview with the BBC, stated that “tourism demands a lot of labor and not necessarily the most qualified labor. It has tremendous social impact,” given its effectiveness in fighting poverty.

The government, however, has identified the need for social and education programs to support the increased demand for labor — both skilled and unskilled. In 2006, the Ministry of National Education financed the Caribbean Colombian Alliance, which aims to improve education in the coastal region in order to support technical and technological training for employment in tourism and eco-tourism. Colombian higher education institutions have partnered with foundations and trade unions, local communities and the private sector to accomplish specific goals. These goals include increasing matriculation by 30,000 students, redesigning competency-based curricula to ensure alignment with those skills relevant to the tourism sector and improving educational infrastructure. Within three years, 1,500 young adults received technical training in Cartagena and now have the competencies and skills necessary to work in tourism. There are also expected to be an additional 600-plus graduates per year in the technology space. Germán Bula Escobar, former minister of National Education, praises the success of this type of initiative. “The government supports universities and the productive sector,” he notes. “It is these successes that will drive [us] to continue to support these types of alliances that benefit both education and business.”

Tourism has served as a tool for sustainable social development in Colombia. The training has led Colombia to achieve levels of human capital comparable to those found in other well-developed nations. According to the 2009 IMD World Competitiveness Yearbook, Colombian labor relations are the best in the region, and the labor force is qualified at levels similar to those of Italy and the United Kingdom. This strength, developed through linkages between the private and public sectors, will serve as a strong foundation for growth as other areas of tourism are developed, and they continue to realize additional positive social impacts.

Positive Feedback

Colombia is now on the world stage, and the stakes have been raised. The ever-increasing importance of tourism to the country’s economy places added pressure on the government to continue its multifaceted approach to support this growing sector. This includes not only maintaining a harsh stance against violence, but also continuing the government’s policy of identifying and eradicating fraud and corruption. A cautionary note can be taken from recent developments in Mexico, which ranks 10 th on the list of most-visited countries worldwide and whose tourism sector comprises approximately one-tenth of its economy. In contrast to the new growth Colombia is experiencing as it emerges from an era of violence, tourism in Mexico is being threatened by a recent surge of drug-related organized crime. Local businesses have resorted to cutting prices in order to prop up demand, which still has not returned to the levels seen in 2008. Colombia’s tourism industry is less mature and only a quarter the size of Mexico’s, which means it would be even less resilient to government missteps in maintaining security and stability.

Sound economic decision-making will also be critical. To date, the Colombian government has facilitated policies that have led to rapid growth in tourism. However, tax and investment incentives will eventually expire, implying that the industry must become less reliant on such measures to attract investment in the long term.

Although Colombia’s progress in combating its global reputation issues is impressive, the country’s image is still marred by its history of violence — one of the greatest impediments to its growth. Catalina Crane, advisor to President Santos in public and private investment affairs, recognizes the importance of security for the future of tourism in the country when she states that “we need to promote the tourism sector, and as such, security remains the most important factor.”

This article was written by Juliana Berger, Paula Herrera and Kathryn Roberts, members of the Lauder Class of 2013.

More From Knowledge at Wharton

Three Things All New Managers Should Be Doing

Working for the Weekend: Downtime and Performance

Challenges for Women in the Workplace | Martine Haas

Looking for more insights.

Sign up to stay informed about our latest article releases.

Project Detail

Project Number

Approval Date

August 14, 2023

Project Status

Implementation

Project Type

Technical Cooperation

SUSTAINABLE TOURISM

DEVELOPMENT TOURISM DESTINATION & PRODUCT MANAGEMENT

Lending Instrument

Lending Instrument Code

Facility Type

Environmental Classification

USD 200,000.00

Country Counterpart Financing

Original Amount Approved

• Lending Type:
• Reporting Currency: USD - United States Dollar
• Reporting Date: Apr. 8, 2024
• Signed Date: Aug. 14, 2023
• Fund: Ordinary Capital
• Financial Instrument: Nonreimbursable

Can’t find a document? Request information

Have an Environmental or Social issue related to IDB projects? File a Complaint

Tourism in Colombia

Disclaimer: Some posts on Tourism Teacher may contain affiliate links. If you appreciate this content, you can show your support by making a purchase through these links or by buying me a coffee . Thank you for your support!

Tourism in Colombia is big business. But why is this industry so important and what does it all mean? Read on to find out…

Tourism in Colombia 

Colombia, located at the northern tip of South America, is steadily gaining recognition as a must-visit destination. With its diverse landscapes that range from Andean peaks to Caribbean coastlines, and from Amazonian jungles to modern cities, Colombia offers a rich tapestry of experiences. In this article, I’ll delve into the vibrant world of Colombia’s tourism industry, spotlighting its cultural festivals, historical sites, and natural wonders. Join me as we journey through the dynamic and multifaceted allure of Colombian tourism.

Geography of Colombia

Colombia is a country located in the northwestern part of South America. It shares borders with several countries, including Venezuela, Brazil, Peru, Ecuador, and Panama. Let’s dive into some key aspects of Colombia’s geography :

• Mountains: The Andes mountain range runs through the western part of Colombia, dividing into three parallel ranges: the Western, Central, and Eastern Andes. The highest peak in Colombia is Pico Cristóbal Colón, reaching an elevation of 5,775 metres (18,947 feet).
• Coastlines: Colombia has coastlines along both the Pacific Ocean and the Caribbean Sea. The Pacific coast is known for its lush rainforests and rugged terrain, while the Caribbean coast offers stunning beaches and vibrant coastal cities.
• Amazon Rainforest: The southern part of Colombia is covered by the vast Amazon Rainforest, which is shared with other countries like Brazil, Peru, and Ecuador. It is one of the most biologically diverse regions on the planet.
• Rivers: Colombia is blessed with numerous rivers, including the Magdalena, Cauca, Meta, and Putumayo. The Magdalena River is the longest river in Colombia and plays a significant role in the country’s transportation and economy.
• Islands: Colombia possesses several islands in the Caribbean Sea. The most notable is the archipelago of San Andrés, Providencia, and Santa Catalina, known for their stunning beaches, crystal-clear waters, and coral reefs.
• Climate: Due to its proximity to the equator, Colombia experiences a variety of climates. It has a tropical climate along the coasts, with hotter and more humid conditions, while the Andean region enjoys a cooler climate with variations in temperature based on altitude.
• Biodiversity: Colombia is recognized as one of the world’s most biodiverse countries. It harbours an incredible array of ecosystems, including rainforests, cloud forests, mangroves, paramos (high-altitude grasslands), and coral reefs, supporting a wide range of plant and animal species.

Colombia’s diverse geography contributes to its natural beauty and makes it an attractive destination for nature enthusiasts and travellers seeking adventure.

The tourism industry in Colombia

Colombia, a country situated in the northwestern region of South America, has experienced a remarkable transformation in its tourism industry over the past decade. Once overshadowed by security concerns, Colombia has emerged as an alluring destination for travellers seeking unique experiences amidst diverse landscapes, vibrant cultural traditions, and warm hospitality. This paper aims to explore the key facets of the tourism industry in Colombia, examining the factors that have propelled its growth, and discussing the challenges and opportunities for sustainable development.

Colombia boasts a remarkable natural heritage, comprising varied ecosystems that range from pristine beaches along the Caribbean and Pacific coasts to the awe-inspiring Andes mountain range and the biodiverse Amazon rainforest. The country’s national parks, including Tayrona, Cocora Valley, and Sierra Nevada de Santa Marta, offer opportunities for ecotourism, hiking, wildlife observation, and adventure sports. Furthermore, the vibrant landscapes of Colombia, encompassing the vibrant Caño Cristales River and the mysterious Tatacoa Desert, present a captivating allure for nature enthusiasts.

Colombia’s rich cultural tapestry is a compelling draw for tourists. The country’s colonial cities, such as Cartagena, Bogotá, and Medellín, showcase architectural marvels, historical sites, and a fusion of indigenous, European, and Afro-Colombian influences. Additionally, Colombia’s indigenous communities, with their distinct traditions, rituals, and craftsmanship, offer visitors an opportunity to engage with authentic cultural experiences. The annual Carnaval de Barranquilla, recognized by UNESCO as a Masterpiece of the Oral and Intangible Heritage of Humanity, exemplifies Colombia’s vibrant cultural celebrations.

In recent years, the Colombian government has implemented initiatives aimed at promoting tourism and improving infrastructure. Increased investment in transportation networks, including airports, roads, and public transportation, has facilitated accessibility to various regions of the country. The “Colombia is Magical Realism” campaign, focusing on marketing Colombia’s unique attractions to international audiences, has played a pivotal role in enhancing the country’s visibility as a tourist destination.

Improved security measures have been instrumental in transforming Colombia’s image as a safe and appealing destination for tourists. The government’s commitment to peacebuilding efforts, the demobilization of illegal armed groups, and enhanced security forces have contributed to a decline in crime rates, fostering a sense of safety among visitors. The international recognition of Colombia’s tourism potential, including accolades such as “Best Adventure Tourism Destination” and “World’s Leading Cultural City Destination,” has further bolstered its appeal on the global stage.

While Colombia’s tourism industry has experienced significant growth, challenges persist. Ensuring sustainable development, preserving fragile ecosystems, and promoting responsible tourism practices are critical priorities. Collaboration between government entities, local communities, and private sector stakeholders is essential to strike a balance between economic development and environmental conservation. Efforts to diversify tourism offerings, promote community-based tourism, and enhance visitor experiences while respecting cultural authenticity can contribute to sustainable tourism practices.

Colombia’s tourism industry has emerged as a multifaceted sector, capitalising on the country’s natural wonders, cultural richness, and improved security conditions. By leveraging its unique assets, Colombia has positioned itself as an enticing destination for travellers seeking authenticity, adventure, and cultural immersion. However, sustained efforts are necessary to address challenges and foster sustainable tourism practices, ensuring the long-term preservation of Colombia’s natural and cultural heritage, while maximising the socio-economic benefits for local communities and stakeholders.

Statistics about tourism in Colombia

Here are 10 key statistics about tourism in Colombia:

• International Tourist Arrivals: In 2019, Colombia welcomed approximately 4.5 million international tourist arrivals, marking a significant increase from previous years.
• Tourism Revenue: In the same year, tourism generated around 6.3 billion U.S. dollars in revenue for Colombia’s economy, contributing to its GDP growth.
• Domestic Tourism: Domestic tourism plays a vital role in Colombia’s tourism industry, with over 24 million domestic trips recorded in 2019.
• Employment Opportunities: Tourism in Colombia provides employment opportunities for a significant number of people. It is estimated that the tourism sector employed approximately 2.4 million people in 2019.
• Growth Rate: Colombia’s tourism industry has experienced consistent growth over the years. From 2010 to 2019, international tourist arrivals increased at an average annual growth rate of 13%.
• Source Markets: The main source markets for international visitors to Colombia include the United States, followed by countries in South America, Europe, and Central America.
• Accommodation Facilities: Colombia has a growing number of accommodation facilities to cater to tourists. As of 2019, there were around 23,000 establishments providing lodging options throughout the country.
• Ecotourism and Adventure Tourism: Colombia’s diverse natural landscapes make it an ideal destination for ecotourism and adventure tourism. The country offers opportunities for activities such as hiking, birdwatching, jungle trekking, and exploring archaeological sites.
• Cultural Tourism: Colombia’s rich cultural heritage attracts tourists interested in exploring its colonial cities, archaeological sites, indigenous communities, and vibrant festivals. The country’s cultural tourism offerings have gained international recognition and continue to be a major draw for visitors.
• Sustainable Tourism: Colombia is committed to sustainable tourism practices. It has implemented initiatives and certifications to promote responsible tourism, including eco-labels for hotels and protected areas, community-based tourism projects, and initiatives to protect natural and cultural heritage sites.

These statistics reflect the growth and potential of tourism in Colombia, highlighting its economic significance, cultural appeal, and commitment to sustainable development within the industry.

Tourist attractions in Colombia

Now lets take a look at the major tourist attractions in Colombia:

Cartagena’s Historic Walled City:

• Cartagena’s Historic Walled City, a UNESCO World Heritage site, stands as a testament to Colombia’s colonial past. Its well-preserved fortresses, cobblestone streets, and vibrant plazas transport visitors to a bygone era, offering glimpses of Spanish architecture, local traditions, and a thriving arts scene.

Tayrona National Natural Park:

• Nestled between the Sierra Nevada de Santa Marta and the Caribbean Sea, Tayrona National Natural Park embodies the essence of Colombia’s coastal beauty. With its pristine beaches, dense rainforests, and diverse marine life, it serves as an idyllic retreat for nature enthusiasts and beach lovers alike.

The Coffee Cultural Landscape:

• Recognized as a UNESCO World Heritage site, the Coffee Cultural Landscape encompasses the departments of Caldas, Quindío, and Risaralda, where Colombia’s renowned coffee plantations thrive. Travelers can immerse themselves in the region’s lush coffee fields, learn about the coffee production process, and engage with the warm hospitality of local coffee farmers.

Medellín’s Transformation:

• Medellín, once marred by a tumultuous past, has undergone a remarkable transformation, emerging as a vibrant cultural hub. Its innovative urban projects, such as the Metrocable system and the Botero Plaza, showcase the city’s resilience, creativity, and commitment to social progress, drawing visitors to explore its dynamic art scene and cosmopolitan ambiance.

Ciudad Perdida (Lost City):

• Situated in the Sierra Nevada de Santa Marta, Ciudad Perdida is an archaeological gem and one of Colombia’s most extraordinary attractions. Reaching this ancient city requires a challenging trek through dense jungle, but the reward is a captivating encounter with the ruins of a pre-Columbian civilization that predates Machu Picchu.

San Andrés and Providencia Archipelago:

• The San Andrés and Providencia Archipelago, located in the Caribbean Sea, presents a paradise of turquoise waters, pristine coral reefs, and white sandy beaches. This destination captivates beach enthusiasts and divers, offering opportunities for snorkeling, scuba diving, and exploring the vibrant marine ecosystem.

Villa de Leyva:

• Villa de Leyva, a well-preserved colonial town, transports visitors to a bygone era with its cobbled streets, whitewashed houses, and grand central plaza. Home to the largest cobblestone square in South America, this town exudes tranquility, boasting charming boutique hotels, art galleries, and a rich cultural calendar.

Guatapé and the Piedra del Peñol:

• Guatapé, renowned for its colorful streets and adorned facades, enchants visitors with its picturesque charm. The town is also famous for the towering Piedra del Peñol, a massive rock formation that offers panoramic views of the surrounding lakes and islands, attracting hikers and nature enthusiasts.

Bogotá’s Historical and Cultural Offerings:

• Colombia’s capital city, Bogotá, boasts an array of attractions that showcase its historical and cultural richness. From the iconic Gold Museum, housing an impressive collection of pre-Columbian gold artifacts, to the colonial neighborhood of La Candelaria and its vibrant street art scene, Bogotá entices visitors with its vibrant energy and diverse cultural experiences.

Colombia’s most popular tourist attractions weave together a tapestry of historical, cultural, and natural wonders that captivate the hearts of visitors. The allure of Cartagena’s historic walled city, the natural splendor of Tayrona National Natural Park, and the transformative spirit of Medellín exemplify the diverse offerings that contribute to Colombia’s growing popularity as a tourist destination. By appreciating these attractions and understanding their significance, travelers can embark on a transformative journey through Colombia’s multifaceted tourism landscape.

• Tell me about the impacts of tourism in Colombia making sure that you cover positive and negative and include social, environmental and economic. Write this in an academic tone.

Impacts of Tourism in Colombia

Tourism in Colombia has witnessed significant growth in recent years, bringing forth a range of impacts that extend beyond economic dimensions. This article critically examines the multifaceted impacts of tourism, taking into account social, environmental, and economic factors. By evaluating both positive and negative effects, this study aims to foster a holistic understanding of the complex dynamics between tourism and its host communities in Colombia.

Social Impacts of Tourism in Colombia:

Positive Impacts of Tourism in Colombia:

Tourism contributes to social development by generating employment opportunities, stimulating entrepreneurship, and enhancing cultural preservation. It fosters intercultural exchange, encouraging mutual understanding and appreciation among visitors and local communities. Additionally, tourism can empower marginalized groups by promoting community-based tourism initiatives and preserving indigenous traditions and craftsmanship.

Negative Impacts of Tourism in Colombia:

Rapid tourism development may lead to cultural commodification, loss of authenticity, and disruption of traditional ways of life. Unequal distribution of economic benefits can exacerbate social inequalities and create socio-economic disparities. The influx of tourists can also place strain on local infrastructure, services, and resources, potentially leading to overcrowding and conflicts between residents and visitors.

Environmental Impacts of Tourism in Colombia:

Tourism can contribute to environmental conservation by raising awareness, funding conservation projects, and promoting sustainable practices. Protected areas and natural attractions benefit from increased attention and resources, aiding in their preservation. Furthermore, eco-tourism initiatives can incentivize the protection of fragile ecosystems, biodiversity, and natural resources.

Unplanned tourism development may lead to habitat degradation, pollution, deforestation, and disruption of fragile ecosystems. Unsustainable practices, such as overconsumption of water and energy, inadequate waste management, and damage to natural sites, can have detrimental consequences on the environment. Climate change and carbon emissions associated with transportation and accommodation also pose challenges to sustainable tourism in Colombia.

Economic Impacts of Tourism in Colombia:

Tourism serves as a significant contributor to Colombia’s economy, generating foreign exchange earnings, employment, and investment opportunities. It stimulates the growth of related sectors, such as transportation, hospitality, and retail, creating a multiplier effect on the economy. Tourism can also promote regional development by attracting investments to previously underserved areas.

Economic dependence on tourism can make destinations vulnerable to fluctuations in visitor numbers, economic crises, and changing travel trends. Leakage of tourism revenues outside the local economy, particularly in the case of multinational corporations, can limit the retention of economic benefits within host communities. In some cases, uncontrolled tourism development may lead to the exploitation of natural and cultural resources without equitable distribution of benefits.

The impacts of tourism in Colombia encompass social, environmental, and economic dimensions, reflecting the complexity of the tourism industry. While tourism offers significant opportunities for economic growth, cultural exchange, and environmental conservation, careful planning and management are crucial to minimise the negative impacts. Sustainable tourism practices, community engagement, capacity-building initiatives, and stringent environmental regulations are essential for maximising the positive impacts and ensuring the long-term viability of tourism in Colombia.

FAQs about Tourism in Colombia

Now that we know a bit more about tourism in Colombia, lets answer some of the most common questions on this topic:

Q: Is it safe to travel to Colombia?

• A: Yes, Colombia has made significant progress in terms of safety and security. While it is always advisable to take common precautions, tourist areas in Colombia are generally safe to visit.

Q: What is the best time to visit Colombia?

• A: Colombia is a year-round destination, but the best time to visit depends on the region. The dry season (December to March and July to August) is ideal for coastal areas and popular cities like Cartagena. For the Andean region and cities like Bogota and Medellin, the climate is relatively stable throughout the year.

Q: What are the must-visit destinations in Colombia?

• A: Colombia offers diverse attractions. Some of the must-visit destinations include Cartagena, Bogota, Medellin, Tayrona National Park, Coffee Triangle, Ciudad Perdida (Lost City), and the Amazon Rainforest.

Q: How can I explore the Amazon Rainforest in Colombia?

• A: To explore the Amazon Rainforest in Colombia, you can fly into Leticia, a town in the southernmost part of the country. From there, you can take guided tours, go hiking, birdwatching, and even stay in eco-lodges for an immersive rainforest experience.

Q: Are there any precautions I should take when visiting high-altitude destinations in Colombia?

• A: If you plan to visit high-altitude destinations like Bogota (2,640 meters) or Santa Marta (sea level to 5,770 meters in the Sierra Nevada), it’s important to acclimatize gradually. Stay hydrated, avoid excessive physical exertion, and listen to your body to prevent altitude sickness.

Q: Do I need a visa to visit Colombia?

• A: Depending on your nationality, you may or may not need a visa to visit Colombia. Many countries have visa-free agreements with Colombia, allowing tourists to stay for a specified period (usually up to 90 days). It’s best to check with the Colombian embassy or consulate in your country.

Q: Can I drink tap water in Colombia?

• A: It’s generally recommended to drink bottled water in Colombia to avoid any potential health issues. Bottled water is readily available and affordable throughout the country.

Q: What are some traditional Colombian dishes I should try?

• A: Colombia has a rich culinary heritage. Some traditional dishes you should try include bandeja paisa (a hearty platter with rice, beans, meat, and more), arepas (cornmeal patties), sancocho (a savory soup), and empanadas (stuffed pastries).

Q: Is it possible to visit Pablo Escobar’s former residence in Medellin?

• A: While some tourists may be interested in visiting sites associated with Pablo Escobar, it’s important to note that promoting his legacy is not encouraged by the local authorities. The focus in Medellin is on transformation, innovation, and promoting positive aspects of the city’s culture and history.

Q: What outdoor activities are available in Colombia?

• A: Colombia is a paradise for outdoor enthusiasts. You can enjoy activities like hiking in national parks, trekking to Ciudad Perdida, diving in the Caribbean Sea, surfing in the Pacific Coast, paragliding in Medellin, and exploring the unique landscapes of the Tatacoa Desert or Cocora Valley.

Remember to check the latest travel advisories and consult with local tour operators or official tourism websites for the most up-to-date information before planning your trip to Colombia.

To Conclude: Tourism in Colombia

In closing, tourism plays a pivotal role in Colombia’s economic and cultural tapestry. As the nation showcases its diverse landscapes, rich history, and vibrant traditions, it continues to attract travellers from around the world. While the revenue and international recognition garnered from tourism have undeniably aided Colombia’s progress, it remains essential to approach this growth sustainably. Ensuring that the benefits of tourism are equitably distributed, while preserving the country’s unique heritage and environment, will be paramount for Colombia’s future as a leading travel destination.

If you enjoyed this article about tourism in Colombia, I am sure you will love these too:

• 25 Fascinating Facts About Colombia
• The 14 best things to do in Cali, Colombia + essential travel tips
• 35 Interesting Facts About El Salvador
• 25 Exciting Facts About Paraguay
• 35 Fun Facts About South America 

Liked this article? Click to share!

To read this content please select one of the options below:

Please note you do not have access to teaching notes, policies for enhancing sustainability and competitiveness in tourism in colombia.

Worldwide Hospitality and Tourism Themes

ISSN : 1755-4217

Article publication date: 13 April 2010

The purpose of this paper is to present an overview of tourism policy in Colombia and explain the measures being adopted to enhance the competitiveness and the economic contribution of the tourism sector.

Design/methodology/approach

The paper presents an historical perspective on tourism in Colombia from 1998 to 2008 and explains the policy initiatives that have been designed to advance the development of tourism and expand the impact of sustainable ecotourism as a strategy for promoting conservation and protection of the Amazon rainforest in Colombia.

The paper discusses the success of Colombia where tourism grew (and is projected to grow) at a rate faster than that predicted for global tourism. The partnerships forged at the national level have also been important to implement policy decisions aimed at the development of sustainable tourism.

Practical implications

Member Countries of the Treaty of Amazon Cooperation that have not yet defined or elaborated a mid‐ to long‐term national tourism development strategy would find the Colombia model a useful point of reference.

Originality/value

This paper holds special value for those working in the areas of tourism policy development and tourism planning in Amazon Member Countries.

• Tourism development
• Sustainable development

Inés Sánchez, C. and Jaramillo‐Hurtado, M.E. (2010), "Policies for enhancing sustainability and competitiveness in tourism in Colombia", Worldwide Hospitality and Tourism Themes , Vol. 2 No. 2, pp. 153-162. https://doi.org/10.1108/17554211011037840

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

Related articles

We’re listening — tell us what you think, something didn’t work….

Report bugs here

All feedback is valuable

Please share your general feedback

Join us on our journey

Platform update page.

Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

Questions & More Information

Answers to the most commonly asked questions here

• Travel, Tourism & Hospitality ›
• Leisure Travel

Industry-specific and extensively researched technical data (partially from exclusive partnerships). A paid subscription is required for full access.

Colombia's tourism development 2021, by pillar

Travel & tourism development index (ttdi) in colombia in 2021, by pillar.

• Immediate access to 1m+ statistics
• Incl. source references
• Download as PNG, PDF, XLS, PPT

Additional Information

Show sources information Show publisher information Use Ask Statista Research Service

on a scale from 1 (worst) to 7 (best)

*The Travel & Tourism Development Index (TTDI) aims to measure the elements that enable the development of that sector. The analysis covers five subindexes: enabling environment, travel and tourism policy and enabling conditions, infrastructure, travel and tourism demand drivers, and travel and tourism sustainability. Each of these subindexes group three to five pillars.

Other statistics on the topic Travel and tourism in Colombia

Travel, Tourism & Hospitality

• Colombian departments with most foreign tourists 2023
• Inbound visitors in Colombia 2015-2022, by type
• Domestic air passenger traffic in Colombia 2022, by air carrier

Art & Culture

• Attendance to Barranquilla's Carnival 2019-2023

To download this statistic in XLS format you need a Statista Account

To download this statistic in PNG format you need a Statista Account

To download this statistic in PDF format you need a Statista Account

To download this statistic in PPT format you need a Statista Account

As a Premium user you get access to the detailed source references and background information about this statistic.

As a Premium user you get access to background information and details about the release of this statistic.

As soon as this statistic is updated, you will immediately be notified via e-mail.

… to incorporate the statistic into your presentation at any time.

You need at least a Starter Account to use this feature.

• Immediate access to statistics, forecasts & reports
• Usage and publication rights
• Download in various formats

You only have access to basic statistics. This statistic is not included in your account.

• Instant access  to 1m statistics
• Download  in XLS, PDF & PNG format
• Detailed  references

Business Solutions including all features.

Statistics on " Travel and Tourism in Colombia "

• Quarterly hospitality GDP in Colombia 2015-2022
• Contribution of tourism to the gross value added in Colombia 2015-2022
• Total contribution of tourism to employment in Colombia 2019-2022
• Colombia's tourism development 2021, by pillar
• Inbound visitor spending in Colombia 2015-2022
• Inbound visitor spending in Colombia 2022, by category
• Outbound tourism volume from Colombia 2015-2022
• Outbound travel spending in Colombia 2015-2022
• International mobility for passport holders from Colombia 2023, by visa type
• Domestic trips taken by Colombians 2015-2022
• Domestic tourism spending in Colombia 2015-2022
• Average domestic trip spending in Colombia 2022, by category
• Share of domestic travelers in Colombia 2022, by age and gender
• Share of domestic travelers in Colombia 2022, by motive
• Obstacles to make a domestic trip in Colombia 2022
• Number of tourism businesses in Colombia 2010-2022
• Number of tourism businesses in Colombia 2022, by activity
• Main hotel companies in Colombia 2022, by revenue
• Main restaurant companies in Colombia 2022, by revenue
• Main travel agencies in Colombia 2022, by revenue
• Travel agencies' revenue in Colombia 2014-2021
• Number of travel agencies and tour guides in Colombia 2010-2022
• Share of travel agencies sales in Colombia 2022, by segment
• Share of travel agencies sales in Colombia 2022, by destination type
• Main motives to choose travel destinations according to Colombia travel agencies 2022
• Cruise travelers in Colombia 2010-2021, by port
• Most visited Colombian national parks 2022
• Number of lodgings in Colombia 2022, by department
• Number of Latin American and Caribbean World Heritage Sites 2022, by country
• Most popular holiday destination type for Colombians 2022
• Favorite type of holidays for Colombians 2022
• Most popular domestic holiday destinations in Colombia 2022
• Favorite aspects of domestic holiday trips for Colombians 2022
• Favorite aspects of outbound holiday trips for Colombians 2022
• Colombians' favorite season to make a trip 2021
• Main media to get information on travel in Colombia 2021

Other statistics that may interest you Travel and Tourism in Colombia

• Premium Statistic Quarterly hospitality GDP in Colombia 2015-2022
• Premium Statistic Contribution of tourism to the gross value added in Colombia 2015-2022
• Basic Statistic Total contribution of tourism to employment in Colombia 2019-2022
• Premium Statistic Colombia's tourism development 2021, by pillar

International tourism

• Premium Statistic Inbound visitors in Colombia 2015-2022, by type
• Premium Statistic Inbound visitor spending in Colombia 2015-2022
• Premium Statistic Inbound visitor spending in Colombia 2022, by category
• Premium Statistic Outbound tourism volume from Colombia 2015-2022
• Premium Statistic Outbound travel spending in Colombia 2015-2022
• Basic Statistic International mobility for passport holders from Colombia 2023, by visa type

Domestic tourism

• Premium Statistic Domestic trips taken by Colombians 2015-2022
• Premium Statistic Domestic tourism spending in Colombia 2015-2022
• Premium Statistic Average domestic trip spending in Colombia 2022, by category
• Premium Statistic Share of domestic travelers in Colombia 2022, by age and gender
• Premium Statistic Share of domestic travelers in Colombia 2022, by motive
• Premium Statistic Obstacles to make a domestic trip in Colombia 2022
• Premium Statistic Number of tourism businesses in Colombia 2010-2022
• Premium Statistic Number of tourism businesses in Colombia 2022, by activity
• Premium Statistic Domestic air passenger traffic in Colombia 2022, by air carrier
• Premium Statistic Main hotel companies in Colombia 2022, by revenue
• Premium Statistic Main restaurant companies in Colombia 2022, by revenue
• Premium Statistic Main travel agencies in Colombia 2022, by revenue

Travel agency market

• Premium Statistic Travel agencies' revenue in Colombia 2014-2021
• Premium Statistic Number of travel agencies and tour guides in Colombia 2010-2022
• Premium Statistic Share of travel agencies sales in Colombia 2022, by segment
• Premium Statistic Share of travel agencies sales in Colombia 2022, by destination type
• Premium Statistic Main motives to choose travel destinations according to Colombia travel agencies 2022

Destinations

• Premium Statistic Colombian departments with most foreign tourists 2023
• Premium Statistic Cruise travelers in Colombia 2010-2021, by port
• Premium Statistic Most visited Colombian national parks 2022
• Basic Statistic Attendance to Barranquilla's Carnival 2019-2023
• Premium Statistic Number of lodgings in Colombia 2022, by department
• Basic Statistic Number of Latin American and Caribbean World Heritage Sites 2022, by country

Traveler preferences

• Premium Statistic Most popular holiday destination type for Colombians 2022
• Premium Statistic Favorite type of holidays for Colombians 2022
• Premium Statistic Most popular domestic holiday destinations in Colombia 2022
• Premium Statistic Favorite aspects of domestic holiday trips for Colombians 2022
• Premium Statistic Favorite aspects of outbound holiday trips for Colombians 2022
• Premium Statistic Colombians' favorite season to make a trip 2021
• Premium Statistic Main media to get information on travel in Colombia 2021

Further related statistics

• Premium Statistic Peru TTCI in 2013-2019
• Premium Statistic Jamaica TTCI 2019, by subindex
• Premium Statistic Chile TTCI 2019, by subindex
• Premium Statistic El Salvador's tourism development 2021, by pillar
• Premium Statistic Trinidad & Tobago TTCI 2019, by pillar
• Premium Statistic Costa Rica: TTCI in 2013-2019
• Premium Statistic Panama TTCI in 2013-2019
• Premium Statistic Paraguay TTCI in 2013-2019
• Premium Statistic Best-rated European countries for non-leisure tourists 2021
• Premium Statistic Brazil TTCI 2019, by subindex
• Premium Statistic Costa Rica's tourism development 2021, by pillar
• Premium Statistic Panama TTCI 2019, by pillar
• Premium Statistic Uruguay TTCI 2019, by pillar
• Premium Statistic El Salvador: TTCI in 2013-2019
• Premium Statistic Trinidad & Tobago TTCI in 2013-2019
• Basic Statistic Hospitality and tourism staff training in the UK 2011, by business size
• Basic Statistic Argentina: digital competitiveness ranking 2022, by factor
• Basic Statistic Competitiveness index score of Morocco 2019, by pillar
• Premium Statistic Austral Líneas Aéreas: net loss 2018-2019
• Premium Statistic U.S. travelers who would consider visiting a retreat while on vacation 2017

Further Content: You might find this interesting as well

• Peru TTCI in 2013-2019
• Jamaica TTCI 2019, by subindex
• Chile TTCI 2019, by subindex
• El Salvador's tourism development 2021, by pillar
• Trinidad & Tobago TTCI 2019, by pillar
• Costa Rica: TTCI in 2013-2019
• Panama TTCI in 2013-2019
• Paraguay TTCI in 2013-2019
• Best-rated European countries for non-leisure tourists 2021
• Brazil TTCI 2019, by subindex
• Costa Rica's tourism development 2021, by pillar
• Panama TTCI 2019, by pillar
• Uruguay TTCI 2019, by pillar
• El Salvador: TTCI in 2013-2019
• Trinidad & Tobago TTCI in 2013-2019
• Hospitality and tourism staff training in the UK 2011, by business size
• Argentina: digital competitiveness ranking 2022, by factor
• Competitiveness index score of Morocco 2019, by pillar
• Austral Líneas Aéreas: net loss 2018-2019
• U.S. travelers who would consider visiting a retreat while on vacation 2017

• Why We’re Different
• Join Our Team
• Strategic Alliances
• Why Tourism
• Strategic Planning
• Tourism Development
• Workforce Development
• Destination Management
• Destination Marketing
• Solimar DMMS
• Creative Portfolio
• Testimonials
• Tourism for Development Blog
• Case Studies
• Useful links

Tourism Development Assessment in Colombia

Written by SolimarInt on December 6, 2012 . Posted in Uncategorized .

Lucia Prinz  and I are currently in Colombia completing a tourism sector assessment along Colombia’s Pacific coast for the  USAID Colombia BIOREDD+ Program  (Biodiversity – Reduced Emissions from Deforestation and Forest Degradation.

Tourism sector  assessments  help destinations and development organizations plan strategically for tourism development. Similar to a feasibility study or value chain analysis, the purpose of a tourism sector assessment is twofold: it provides an analysis of the competitiveness of a region as a tourism destination and it helps deliver recommendations for the implementation of next steps toward tourism development. Solimar’s tourism sector assessments help projects, destinations, and individual enterprises get set up for success.

BIOREDD+ is an innovative USAID program reinforcing Colombian efforts to sustainably manage and utilize environmental assets in mitigating and adapting to climate change, preserving biodiversity, and promoting economic growth. BIOREDD+ plans to implement a set of activities to strengthen community ecotourism in the Nuquí (including  Utría National Park ) and Bahía Malaga (including Urambá National Park) areas on the Pacific coast. 

In both areas, government and private institutions have recognized sustainable tourism as an alternative livelihood for local communities, one that promotes environmental awareness and conservation.

Solimar is providing BIOREDD+ with a  sustainable tourism strategy  that includes a comprehensive approach for strengthening community-based tourism development in Nuquí while improving products and services in Bahía Malaga that are tied to biodiversity conservation.

We’ll be providing the following information as part of the site assessment:

Market Demand

Attractions Inventory

Infrastructure and Services

Supply and Competitiveness

Human and Institutional Capacity

Socio-economic Considerations

Environmental Considerations

Value Chain Analysis

To learn more about how Solimar can assist you with a tourism sector assessment, check out our tourism assessment Ebook:

• Scholarly Community Encyclopedia
• Log in/Sign up

Video Upload Options

• MDPI and ACS Style
• Chicago Style

Cultural identity, a concept deeply ingrained in disciplines like archaeology, history, and anthropology, has been a subject of ongoing discussion for experts across the ages. It encompasses the unique set of values, traditions, and customs that define a particular group of people. 

1. Introduction

2. frame of reference, 3. cultural identity: a determining factor in tourism development, 4. the importance of models for assessing cultural identity.

• Webster, J.; Cooper, N.J. Roman Imperialism: Post-Colonial Perspectives; University of Leicester: Leicester, UK, 2016.
• Graves-Brown, P.; Jones, S.; Gamble, C.S. Cultural Identity and Archaeology: The Construction of European Communities; Routledge: Abingdon, UK, 2013.
• Dench, E. Romulus’ Asylum: Roman Identities from the Age of Alexander to the Age of Hadrian; Oxford University Press on Demand: New York, NY, USA, 2005.
• Shennan, S. Introduction: Archaeological approaches to cultural identity. In Archaeological Approaches to Cultural Identity; Routledge: Abingdon, UK, 2003; pp. 29–60.
• Bentley, G.C. Ethnicity and practice. Comp. Stud. Soc. Hist. 1987, 29, 24–55.
• Friedman, J. Cultural Identity and Global Process; Sage Publications: London, UK, 1994.
• Tonkin, E.; McDonald, M.; Chapman, M. History and Ethnicity; Routledge: Abingdon, UK, 2016.
• Sinclair, T. Tourism and economic development: A survey. J. Dev. Stud. 1998, 34, 1–51.
• Bernier, E. Turismo y desarrollo regional. Pap. Tour. 1994, 14, 95–102.
• Issundari, S.; Yani, Y.M.; Sumadinata, R.W.S.; Heryadi, R.D. From Local to Global: Positioning Identity of Yogyakarta, Indonesia through Cultural Paradiplomacy. Acad. J. Interdiscip. Stud. 2021, 10, 167–177.
• McIntosh, A.; Hinch, T.; Ingram, T. Cultural identity and tourism. Int. J. Arts Manag. 2002, 4, 39–49.
• Karkabi, N.; Mendel, Y. Sonic masquerading in Israeli popular music: Self-Imitation, accent, and mockery. Cult. Stud. 2023, 37, 461–484.
• Díaz Camacho, P. El alma colombiana. Idiosincrasia e identidades culturales en Colombia. Hallazgos 2012, 9, 119–141.
• Navarro Hoyos, S.N. Cultural Manifestations and Identity in the Colombian Caribbean: A Case Study of Carnival and Handicrafts. Ph.D. Thesis, Universitat de Barcelona, Barcelona, Spain, 2014.
• Molano, O.L. Cultural identity, an evolving concept. Rev. Opera 2007, 7, 69–84.
• Ortega, J.C. An approach to the concept of cultural identity from experiences: Heritage and education. Tabanque Pedagog. J. 2018, 31, 244–262.
• Urošević, N. Cultural identity and cultural tourism: Between the local and the global (a case study of Pula, Croatia). Singidunum J. Appl. Sci. 2012, 9, 67–76.
• Jullien, F. La Identidad Cultural No Existe; Taurus: Madrid, Spain, 2017.
• Appadurai, A. Disjuncture and difference in the global cultural economy. Theory Cult. Soc. 1990, 7, 295–310.
• Hall, S. Introduction: Who needs ‘identity’? In Questions of Cultural Identity; du Gay, P., Hall, S., Eds.; Sage Publications: New York, NY, USA, 1996; pp. 1–17.
• Wang, Y. Local identity in a global city: Hong Kong localist movement on social media. Crit. Stud. Media Commun. 2019, 36, 419–433.
• Mousavi, S.S.; Doratli, N.; Mousavi, S.N.; Moradiahari, F. Defining cultural tourism. In Proceedings of the International Conference on Civil, Architecture and Sustainable Development, London, UK, 1–2 December 2016; Volume 1, pp. 70–75.
• Godfrey, K.B. Attitudes towards ‘sustainable tourism’in the UK: A view from local government. Tour. Manag. 1998, 19, 213–224.
• Peña, I.F.; Peña, I.F. Theoretical approach to cultural identity. Cienc. Holguín 2012, 18, 1–13.
• Vallejo, M. Cultural Identity, Tourism, and Recreation. Doctoral Dissertation, Universidad Nacional de Mar del Plata, Mar del Plata, Argentina, 2003.
• Sobrado, D.A. Cultural identity and gastronomic tourism: The commodification of heritage. Int. J. Sci. Manag. Tour. 2018, 4, 51–71.
• Kivela, J.; Crotts, J. Understanding travelers’ gastronomic experiences through etymology and narrative. J. Hosp. Tour. Res. 2009, 33, 161–192.
• Conto, F.; Vrontis, D.; Fiore, M.; Thrassou, A. Strengthening regional identities and culture through cross-border wine industry collaboration. Br. Food Rev. 2014, 116, 1788–1807.
• Bennett, A. Cultures of Popular Music; McGraw-Hill Education: London, UK, 2001.
• Cohen, S. Rock Culture in Liverpool: Popular Music in the Making; Oxford University Press: Oxford, UK, 1991.
• Radano, R.M.; Bohlman, P.V.; Baker, H.A. Music and the Racial Imagination; University of Chicago Press: Chicago, IL, USA, 2000.
• Turino, T. Music as Social Life: The Politics of Participation; University of Chicago Press: Chicago, IL, USA, 2008.
• Saldanha, A. Music, space, identity: Geographies of youth culture in Bangalore. Cult. Stud. 2002, 16, 337–350.
• Said, E.W. Orientalism; Vintage Books: New York, NY, USA, 1979.
• Heriqbaldi, U.; Esquivias, M.A.; Agusti, K.S. The role of cultural distance in driving international tourism arrivals in ASEAN: A gravity model. Consum. Behav. Tour. Hosp. 2023, 18, 97–109.
• Ahn, M.J.; McKercher, B. The effect of cultural distance on tourism: A study of international visitors to Hong Kong. Asia Pac. J. Tour. Res. 2015, 20, 94–113.
• Cohen, E. Authenticity and commoditization in tourism. Ann. Tour. Res. 1988, 15, 371–386.
• Tian, D.; Wang, Q.; Law, R.; Zhang, M. Influence of cultural identity on tourists’ authenticity perception, tourist satisfaction, and traveler loyalty. Sustainability 2020, 12, 6344.
• Bhugra, D.; Bhui, K.; Mallett, R.; Desai, M.; Singh, J.; Leff, J. Cultural identity and its measurement: A questionnaire for Asians. Int. Rev. Psychiatry 1999, 11, 244–249.
• Greca, I.M.; Moreira, M.A. Mental models, conceptual models, and modeling. Cad. Catarin. Ensino Física 1998, 15, 107–120.
• Ylatoma, C.C. Model of integrated and participatory municipal tourism management, for the strengthening of the cultural tourism offer. J. Res. Cult. 2018, 7, 77–85.

• Terms and Conditions
• Privacy Policy
• Advisory Board

• P-ISSN 0974-6846 E-ISSN 0974-5645

Indian Journal of Science and Technology

• Full-Text HTML
• Full-Text PDF
• How to Cite

DOI : 10.17485/ijst/2018/v11i41/132470

Year : 2018, Volume : 11, Issue : 41, Pages : 1-6

Original Article

Sustainable Tourism Development as a Perspective of Local Development

Karen Garcia Gonzalez* , Carlos Socarras Bertiz and Danny Daniel Lopez Juvinao

IPAITUG, University of Guajira, Riohacha, Colombia; [email protected] , [email protected] , [email protected]

* Author for correspondence Karen Garcia Gonzalez, IPAITUG, University of Guajira, Riohacha, Colombia; [email protected]

Objective : To analyze sustainable tourism development as a perspective of local development in the department of the Colombian Guajira. Materials and Methods : This research is located within the descriptive studies; this is a field design, non-experimental correlational research. The population consisted of two hundred and twenty-two subjects from the companies “Caja de Compensacion Familiar de la Guajira” (Comfaguajira) and “Luna Guajira”. For the collection of information, a questionnaire was designed with 36 items as well as reliability through the AlphaCronbach coefficient, which was 0.97. Findings : Tourism companies in the Department of Guajira formulate their tourism plans; however, they do not generally go through their implementation. Their sustainability is determined by the incorporation of different interests, groups and sectors. It results in bringing as consequences not answering the needs of the tourism sector immediately and at the same time losing the opportunity to take advantage of the tourism potential of the Guajira’s department. Results : Global strategies for tourism development were formulated as a perspective of local development in the Department of the Colombian Guajira, with the goal of positioning the Guajira nationally and internationally as the first destination specialized in nature tourism and cultural tourism, with services that meet high quality standards, promote sustainable development and contribute to the improvement of quality of life and decrease of the poverty of its inhabitants.

Keywords : Colombia, Local Development, Quality of Life, Sustainable Tourism, The Guajira

21 April 2020

How to cite this paper

Gonzalez, et al., Sustainable Tourism Development as a Perspective of Local Development. Indian Journal of Science and Technology. 2018; 11(41). 1-6.

More articles

DIFFERENTIAL EXPRESSION OF VITELLOGENIN GENES (VGA AND VGB) BY HEPA...

07 April 2020

Spiritual Nursing Education, Spiritual Well-Being and Mental Health...

27 May 2020

Optimal Designing of Concrete Gravity Dam using Particle Swarm Opti...

27 April 2020

Random Walk Simulation of Fibroblast Cells through RyTrack and Lab ...

CAARD - Context Aware App Recommendation and Delivery using Decisio...

01 May 2020

BCGDB: Breast Cancer Gene Database

06 May 2020

Thermal Analysis of Overload Protection Relays using Finite Element...

29 April 2020

3D Human Reconstruction from A Single Image Using Parametric Model-...

26 November 2023

Formation and Development of Literary Terms in Turkic Languages (St...

07 May 2020

Implementation of Cloud IoT - Based Patient Fall Detection System w...

24 April 2020

DON'T MISS OUT!

Subscribe now for latest articles and news.

Colombia serves as ‘a model’ for countries using dialogue to forge peace

Facebook Twitter Print Email

Colombia has reached an “important juncture” in advancing peace after decades of war, but efforts to sustain the current momentum must be redoubled, the head of a UN mission in the country told the Security Council on Tuesday.

“However difficult and demanding of patience, Colombia’s decision to prioritise dialogue as a principal means to resolve conflict sets the country apart as a model that is more relevant than ever in today’s world,” said Carlos Ruiz Massieu, the UN Secretary-General’s Special Representative and head of the UN Verification Mission in Colombia.

Emerging from decades of war, the Government has since made critical strides in implementing the 2016 Final Peace Agreement by advancing ongoing dialogue initiatives, he said, recalling the Council’s recent visit when members were able to observe firsthand the “deep desire for peace”, from the highest levels of government and state institutions through civil society and vulnerable communities in the regions still afflicted by conflict.

‘Still a long way to go’

“The key challenge for transforming that aspiration into reality is to channel the abundant political will and the drive of civil society into ever more tangible dividends of peace on the ground,” he said.

Eleven former combatants have been killed since the Secretary-General’s last report, and social leaders and entire communities still suffer the full impact of ongoing violence and the limited presence of State institutions in various regions, he said, adding that there is “still a long way to go” to meet the peace agreements ambitious goals .

Recommending better use of existing tools to implement the peace agreement, he called on the government to finalise legal instruments and reintegration programmes for former combatants to provide these men and women with certainty and consolidate their transition to civilian life.

Anticipating ‘concrete results’

However, the Secretary-General’s latest report recognises significant increases in budget allocations and efforts of the current government , he continued.

As such, he anticipated “concrete results”, including on the agreement’s provisions that seek to address the longstanding exclusion and disproportionate impact of the conflict on women, indigenous and Afro-Colombian communities and lesbian, gay, bisexual, transgender and queer (LGBTQ) persons and the soon-to-be-launched national action plan for implementing Security Council resolution 1325 – on women, peace and security.

“I trust that this Council will echo our calls to encourage all actors in Colombia to redouble their efforts to implement the 2016 Peace Agreement and to pursue dialogue as a way to further consolidate peace in the country,” he said.

‘Scarred by war, yet hopeful for peace’

Marcela Sánchez, Executive Director of the non-governmental organisation Colombia Diversa, briefed the Council on the conflict’s impact on LGBTQ people and what remains to be done to ensure an inclusive peace.

“Thanks to our collective efforts, what was once unthinkable is now possible: peace initiatives that recognise all Colombians , slow but meaningful social change towards a world without discrimination and a legal framework rooted in the fundamental principle of equality,” she said. “I come from a country scarred by war, yet hopeful for peace.”

However, challenges persist , she said, as LGBTQ people have long been targeted for who they are due to entrenched patriarchal norms and discrimination, and Colombia remains “ one of the deadliest countries in the world for human rights defenders” .

“Every attack against an LGBTQ person, every human rights defender killed and every murder left uninvestigated sends the message that our lives are dispensable,” she warned, pointing to reports of at least 6,000 crimes committed against them during the armed conflict and at least eight deaths against rights workers in 2023.

‘Think of Colombia as a laboratory’

For a lasting peace, LGBTQ people must be involved in every stage of peacebuilding, she stressed, offering suggestions how the Security Council can recommend this process around the world, including by demanding the full participation of women and LGBTQ people in implementing Colombia’s peace agreement and calling for an end to all targeted intimidation and attacks and for perpetrators to be held accountable.

“Think of Colombia as a laboratory for implementing the principles of equality, non-discrimination and inclusivity that are so central to the women, peace and security agenda,” she said. “ Success or failure here could set an important precedent for the protection of LGBTQ rights elsewhere in the world. We hope this Council seizes the opportunity to lead by example.”

She said she hoped “that the Security Council can send a powerful signal to the LGBTQ population in Colombia that their lives matter and that you will stand by your commitment to protect their rights”.