Análisis sectorial del ecoturismo en la región del Cocuy, mercado turístico y oportunidades de posicionamiento internacional

Abstract

This study aims to analyze the ecotourism sector in the Cocuy region to identify the internal and external factors influencing its positioning within the international tourism market. The research is conducted within the framework of sustainable tourism in Colombia. It employs a mixed methods approach predominantly descriptive and analytical drawing on secondary sources such as government and institutional documents, a PESTEL analysis, a review of digital content from sector companies, and a SWOT analysis. Key findings reveal a low share of the foreign tourism market, attributed to persistent disadvantages regarding infrastructure, accessibility to key tourist routes, destination promotion, and collaboration between the community and the government. Nevertheless, there are positive aspects linked to the region's biodiversity characterized by high mountain landscapes and its sociocultural richness, all within a sustainable tourism context. Challenges remain, however, including environmental issues, temporary park closures, and the weak implementation of digital tools designed to support operations and enhance destination visibility. These findings highlight the factors that must be addressed. The study concludes that ecotourism in Cocuy holds significant potential as an exportable service in the international market, provided that destination management is strengthened, promotion strategies are developed, and the community, public sector, and businesses work collaboratively.