Colombia | Safety, Connectivity and Technology as Main Challenges for Tourism in the Country

 

Colombia, country primarily located in South America with insular regions in North America, bathed by the Atlantic Pacific Ocean and the Caribbean Sea, a land highlighted by snow – covered mountains of the Andes, stunning tropical beaches, dense forests filling the Amazon Basin which takes up nearly the country's entire southern half, a nation with a rich biodiversity, vibrant cities and town and a notable historic and cultural heritage highlights the importance of safety, connectivity and technology as main challenges for tourism in the country.

Although the official figures for 2024 for Colombia in tourism are not yet known, the industry maintained a positive path throughout the year, a trend that demonstrates its ability to adapt and generate opportunities.

The Executive President of ANATO, the Colombian Association of Travel and Tourism Agencies, entity of great character for the representation of the travel and tourism agencies sector founded in 1949, Paula Cortés Calle, said that without doubt the 2024 was a great year for the country, community, destinations, entrepreneurs, however this rebound also marked aspects on which, as a sector, it is important to focus on improving and promoting a transformative force that leads Colombia to be more competitive within the travel market.

The first challenge is undoubtedly safety, a determing factor in a traveler's decision - making and a fundamental pillar for the economic development of the country so working in an articulated manner with the National Government in the creation of a comprehensive plan that covers the entire national territory is absolutely essential.

A second point of relevance is related to air and land connectivity, which are important to multiply opportunities not only in large cities, but also in those places withy a tourist vocation, which fill to expose their full potential in the absence of air operation or road infrastructure.

The thirs important challenge is technology and AI, artificial intelligence, today there are innovative ways of travelling allowing tourists to have safer, more personalized travel experiences adapted to their preferences, which has further boosted confidence and the decision to travel.

Emerging technologies increase competitiveness and improve the efficiency of operation processes, thus improving customer services and optimization of resources.

Being up to date with the trends of travelers is a fourth challenge that the sector demands, their preferences and behaviors change rapidly so it is necessary to know the current demands and expectations that guarantee the satisfaction and loyalty of the tourist, in addition, understanding the new trends and emerging markets opening new business opportunities and improveing their ability to innovate.

Sustainability is undoubetly a further challenge of enormous importance that must only be prioritized by tourism, but by all economic industries, mass tourism has notably brought great economic benefits, but it also generated negative effects.

All that, together with the carbon emissions, derived from transport, the exploitation of natural resources and the negative effects on ecosystems, are aspects on which further work must be done.

This action requires the adoption of sustainable practices that ensure that tourism remains a source of benefit for all today and in the future.

The Executive President of ANATO also added that although there are other essential challenges that must be part of the action plan of the sector's actors in 2025, there five are key to the generation of economic, social and cultural value, and for the travel industry to continue to be an inexhaustible source of learning.

Link - https://www.expreso.info/noticias/internacional/104562_seguridad_conectividad_y_tecnologia_principales_desafios_del_turismo