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The State Secretariat for Economic Affairs (SECO) not only funds projects but also strengthens local and national capacities to achieve a sustainable impact in Colombia's tourism sector. Through the Colombia Más Competitiva program, implemented by Swisscontact, Switzerland promotes the structural transformation of the sector. The objective is to support economic growth, social inclusion, and biodiversity protection through innovative approaches and strategic alliances with public and private actors.
"Sustainable tourism is a powerful tool for regional transformation, creating opportunities and conditions for peace. That is why Switzerland supports this sector in Colombia, a country with an extraordinary natural and cultural heritage," emphasized Swiss Ambassador Eric Mayoraz.
"Swisscontact strengthens tourism in Colombia with a market-oriented approach, ensuring that destinations develop offers aligned with demand and gain access to tools and knowledge to position themselves as leaders in sustainability and competitiveness," stated Claudia Sepúlveda, Program Director of Colombia Más Competitiva.
According to the Ministry of Trade, Industry, and Tourism (MinCIT), Colombia welcomed approximately 6.7 million tourists in 2024, an 8.5% increase from the previous year. A growing share of these visitors seeks ecotourism and responsible travel experiences— a unique opportunity to enhance the competitiveness of destinations while integrating sustainability criteria.
"Tourism in Colombia does not rely solely on its natural beauty but also on its ability to create value in the market. We are creating the necessary conditions for regions to turn their potential into real opportunities for growth and internationalization," said Enrique Maruri, Director of Swisscontact Colombia.
At the ANATO 2025 tourism fair, the Colombia Más Competitiva program presented its key insights. Local partners shared how project activities have impacted their regions. A major milestone is the strengthening of the network of destination managers across various departments.
In collaboration with the Chamber of Commerce of Santa Marta and Magdalena, the panel "Regional Perspectives in Sustainable Tourism Management" was held. Entrepreneurs and destination managers discussed governance, sustainability, and product development.
The destination management methodology developed by Swisscontact has engaged the private sector in the development and marketing of highly competitive tourism experiences. As a result, offerings such as Safari Llanero in Casanare, Macondo Natural in Magdalena, and San Agustín Enigmático in Huila have been created. Additionally, businesses and managers receive support in implementing strategies aligned with the standards of the Global Sustainable Tourism Council (GSTC).
These achievements are the result of close collaboration between public and private actors at the local, regional, and national levels. Swisscontact has promoted the formation of networks, cluster strategies, and territorial governance models, leading to significant progress in destinations such as La Guajira, Quindío, Choachí-Ubaque (Cundinamarca), and Atlántico.
"Nature tourism is one of the key priorities of Swiss development cooperation in Colombia, as we believe in its potential for sustainable development. At Swisscontact, we continue to work on developing collective management models that strengthen tourism products and services—always in collaboration with the private sector. Our goal is to establish ourselves as the leading consultancy for tourism competitiveness and sustainability in the country," emphasized Enrique Maruri.
Swisscontact remains committed to responsible tourism through innovative methods and strategic alliances with key actors such as the GSTC, the Ministry of Trade, Industry, and Tourism (MinCIT), the National Tourism Fund (FONTUR), the Colombian Association of Responsible Tourism (ACOTUR), and chambers of commerce across the country.
www.colombiamascompetitiva.com
Based on the news article from 'Nota Economica' ANATO 2025: la cooperación suiza apuesta por la generación de capacidades para un turismo más competitivo en Colombia