Acciones para fortalecer el turismo de bienestar en el Eje cafetero

Abstract

The objective of this study is to identify the international negotiation strategies that allow to dynamize the development of the wellness tourism sector in the coffee-growing region. The methodology used was qualitative, exploratory, documentary, based on the competitiveness theory of Michael Porter; starting with a diagnosis of the well-being subsector in Colombia, where it is intended to know this subsector in the coffee region, additionally the importance of safety regulations in the face of the global pandemic and the commitment to the reactivation of tourism to achieve a significant contribution in GDP. Followed by identifying the potential factors in the portfolio of services, where it is intended to know the activities of wellness tourism and representative places of the sector that offer such services, that contribuite to the economy and development of the population. Finally, actions are determined to make visible the potential of wellness tourism in the coffee-growing region, with which it would be expected to generare an experience of value to the tourist and that it is an area of preference when choosing. At the end of the study it was concluded that Colombia excels in thermalism and holistic therapies, likewise, the strategies proposed seek to draw attention to the development that brings tourism and the relevance of international negotiation, which seek to form something beyond the large hotel chains, setting a pillar of development that involves the local population taking into account the connection of people, ancestors, traditions and culture.