What is the potential of cultural tourism in Colombia for the sustainable development of communities? Learn about the challenges and opportunities that this sector has, ideal for tourists seeking unique and enriching travel experiences.
In the panel “Cultural tourism: an opportunity for sustainable development”, which was developed within the Great World Forum of Arts, Culture, Creativity and Technology – GFACCT, national and international experts spoke about the opportunities that cultural tourism has, so that it becomes a tool for sustainable and competitive development in tourist destinations in Colombia.
In addition, regarding the design of the Cultural Tourism policy in which Colombia works, this panel raised a frank conversation about the challenges faced in transforming the idea of a tourist who is a consumer of cultural assets, into an agent that can be involved with respect to a reality different from their own and manages to dialogue in different ways with the cultural diversity of other latitudes.
“From the Ministry of Culture, sustainability is understood as the development of balanced activities in cultural, environmental, social and economic aspects; that is fundamental that it can be understood in the territories, because it guarantees conservation, preservation and safeguarding of cultural diversity as a fundamental asset ”, affirmed José Ignacio Argote , vice minister of Regional Development and Heritage of the Ministry of Culture.
And he added that it is important to highlight that within the cultural tourism policy that they have been building, updating and that are working closely with the vice ministry of tourism, they have taken as a reference to raise culture as a fourth pillar of sustainability.
“That is key, because tangible and intangible heritage is very sensitive. Colombia is a country immensely rich in cultural manifestations, it is a multi-ethnic and multicultural country, we have declared 45 historic centers, of which 17 are part of the Network of Heritage Peoples, we have 23 manifestations registered on the representative list of National Heritage and 10 of them recognized by Unesco. This asset, which in its great majority has to do with our Afro-Colombian or indigenous communities, is very important and we must protect it, ”said Deputy Minister Argote.
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Follow the news of El Espectador on Google NewsThis talk also took place at an important moment, where the industry is looking for and executing plans to recover from the blow generated by the pandemic; supported by a country that sees tourism as a key sector for economic recovery. Everything, under processes of sustainability and responsibility with the communities, territories and the environment. Because, among many other agreements, the panelists agreed that it is necessary to take a broader look and see sustainability from an environmental, social and economic point of view.
“For us, sustainability does not only go through the issue of support and environmental conservation. Sustainability is the ethical use of data, it is using technologies to be able to reach different territories to develop efficiency, for example, in waste management, in the carrying capacity of destinations, in being able to reach vulnerable communities, such as rural territories, so that they can be promoted as tourist destinations and generate equity, is to include communities, empower them and offer them development opportunities ”, emphasized Natalia Bayona , director of the Department of Innovation, Education and Investments of the World Tourism Organization (UNWTO ).
While the architect María Eugenia Bacci , another of the international panelists, assured that for this sustainability, coordination and co-responsibility in tourism activity in cultural heritage spaces is very important, since these require elements of protection, conservation, enhancement , presentation of the property, knowing and respecting that the cost must be shared, among others.
“We always talk about the fact that tourism activity must be a mixture of commitments from both parties, many times the heritage sector is long-term, of a complexity that sometimes the tourism sector finds it difficult to understand due to its immediacy. So it is important that all the processes are coordinated very well and that tourism and its communities really come out strengthened , since cultural heritage gives content to tourism activity. It is a win-and-win activity, but where communities should benefit the most ”, added the expert in the direction of plans, programs and projects for the development of tourist destinations.
To which Natalia Bayona added, assuring that for the World Tourism Organization sustainability and innovation are the new normal, and that culture is one of the priority sectors of tourism since it is synonymous with education, diversity, talent and of unique experiences.
(Also read: Ethnic and cultural destinations: tourism that helps save lives)
How to make cultural tourism competitive?
“Having a country as diverse as Colombia implies that the most efficient way to promote sustainable cultural tourism is to include communities, managing a carrying capacity that is in line with those territories and using new technologies as part of that aid to generate equal opportunities for them, and that they can educate, promote and attract more conscientious and responsible tourists ”, said the director of the Department of Innovation, Education and Investments of the UNWTO.
On the other hand, Julián Guerrero Orozco, Vice Minister of Tourism of the Ministry of Commerce, Industry and Tourism, another of the panelists and voice of authority in the world to talk about sustainable tourism, recognized that despite the fact that tourism has the risk of being a predator of nature and culture, there is increasing recognition that it is a very powerful tool for the conservation and protection of natural heritage.
“The way to take advantage of cultural tourism, in terms of sustainability, is not to emphasize only the physical trip, to be in a place in person … but also to put the focus of attention on that inner, intellectual, emotional and spiritual we do. I call it the intellectual property of tourism, taking advantage of and enjoying what has to do with history, gastronomy, literature, art, music… there is the added value in the generation of development ”, said the vice minister of tourism , who also recalled a phrase by the American novelist Henry Miller: “A travel destination is not a place, but a different way of seeing things.”
A very timely lesson for the topic that was being developed in the panel Cultural tourism: an opportunity for sustainable development, where the community became a key element for sustainability.
“Culture is tangible and intangible wealth, therefore, starting to leave installed capacity in the territories has been fundamental and we think so in our National Development Plan, where we are working on a specific line: Memory in our hands, where we are focusing many efforts, which is that know-how; Memory in the territories, which are, among others, the manifestations and Built Memory where our historic centers and all our material heritage stand out ”, explained José Ignacio Argote.
And he complemented these important concepts, ensuring that Memory in the hands is key, because if we train and transmit knowledge in the territories, we recognize that the products that are made in the communities are valuable and we link new generations … we will ensure that these trades remain in time in a sustainable way.
“We are working, for example, in some very strong workshops in tapia tread, we also have a great exercise in the Carmen de Bolívar, where the common thread is music; or in San Jacinto, where we are working on making hammocks, and where that same school workshop has become a living museum, and it is there, where this experience tourism gains more value. Well, the traveler will not only go to buy and ask for a discount for the product, but he will understand the whole process of a hammock and, in addition to realizing that the value is fair, he will leave full of knowledge and unique experiences “, recognized the Vice Minister of Regional Development and Heritage of the Ministry of Culture.
Vice Minister Argote also insisted on the importance of communities in cultural tourism, ensuring that, by linking them, “they will guarantee sustainable development in the territories , where there will be, among other things, adequate income for the communities and less desertion of young people. from the most remote places in Colombia to the capital cities, because they are going to live with dignity. And that has a lot to do with another issue we are working on called the National Qualifications Framework, which is to begin to recognize the empiricism that we have in the territory ”, he said.
Education, key to strengthening cultural tourism
To land the ideas on a subject full of talent, passions, challenges and opportunities, the panelists assured that education is key to positioning Colombia as a first-class destination and ensuring sustainable development for communities through cultural tourism.
“The emphasis on education and the interpretation of heritage, as a tool that is also for the management of places, is very important, it is also key to continuously monitor activities and assets, because we are working in areas that are, in many sensitive cases, whether tangible or intangible heritage. For this reason, this work of vigilance and support to communities and wealth managers is essential ”, commented María Eugenia Bacci.
“There is a very important work to do in both sectors: culture-heritage and tourism to improve all the information that comes from the property. We have the opportunity to enrich all the interpretation and information part and to serve as an education for residents and visitors, that is key ”, added the architect.
On the other hand, and given the current situation that the world is going through with the pandemic and that has accelerated the digital transformation, Natalia Bayona added that innovation, education and investment, elements that seem like three different ministries, but that she directs On the same front, they are the best way to recover tourism so hit by COVID-19, especially in a country like Colombia full of talent, however, we must start with education.
“Tourism is the world’s main employer of women and young people, however, 50% of these people only have skills in secondary school, so if we want to make a world-class economic sector, highly technological and innovative, we must start with The first thing that is education, and today, we are living it: digital education is fundamental ”, said Natalia Bayona.
(Read also: Tourism, provider of opportunities: its importance beyond immediate pleasure)
And she added that before starting to innovate or undertake, the basis of a high-level, sustainable tourism that creates opportunities for women, youth and historically marginalized communities that can grow in the pyramid, is digital education. Well, according to the first director of innovation of the UNWTO, 23% of tourism ministers are women, but we need to reach 50%, and not because of gender, but because that implies diversity.
Finally, the vice minister of tourism spoke of the immense opportunities that Colombia has in cultural trips to strengthen communities and contribute to their sustainable development in the social, economic and environmental spheres.
“Colombia is a diamond in the rough, and that is commonplace, but it really is in terms of nature and culture. Examples are everywhere, the list is endless. So what is needed is to polish that diamond. There is another phrase that says: you can only protect what you love and you only love what you know, we have to know our heritage better in order to protect it, “he said.
“I am convinced that the world is moving from entertainment travel, which is not wrong, it is worth saying, to enrichment travel, every time people understand that travel is an enviable personality trait. For this reason, from the vice ministry we are developing the project of regional tourism narratives, a project, worked from the regions and with the communities of different departments of the country, that will enrich the experience of traveling and strengthen cultural tourism ”, added Julián Guerrero .
Challenges that will undoubtedly continue to position Colombian tourism as a first class destination , full of strengths and differential experiences for the national and foreign traveler; but, above all, it is rich in opportunities for communities that, through cultural tourism, can improve their quality of life and trust that this sector is a great option for sustainable development, where the community should be the first beneficiaries.
“This is an inter-institutional issue, when you have traditional trades there are many actors taking part in the process and on which its success depends. For example, in addition to the Ministries that include culture and tourism, the Ministry of Agriculture must guarantee that there is cultivation of arrow cane, to make the vueltiao hat, a very important product for Colombian tourism culture. It is an intersectoral work to guarantee sustainability ”, concluded José Ignacio Argote.