Oportunidades para impulsar el turismo de bienestar en los Llanos Orientales

Abstract

Through the conceptualization of what Wellness Tourism is and the potential that this industry has to contribute to the economic growth of nations, the following article is presented to reflects the capacity for the development of this activity, specifically in the Llanos Orientals Region in Colombia. The above, thanks to a privileged geographical position that offers comparative advantages in aspects such as the natural and cultural characteristics of the territory. Through a non-experimental, descriptive and documentary design, we proceed to analyze the behavior of the Wellness tourism subsector through its main competitors, current trends focused on healthy lifestyles and the motivations that lead people – tourists – currently looking for this type of experiences. Contrastingly, the most important strategies developed by countries are presented, which are currently referred as world references in this industry, being an example for the establishment of a sustainable economy in the studied area. Finally, two strategies are proposed focused on the provision of services, communication and dissemination of the virtues of the region. Opportunities that stimulate economic and social development through the wellness segment.