Diagnóstico de Ocho Atractivos Turísticos Del Municipio de Güicán de la Sierra para la Identificación de Oportunidades de Negocios Mediante la Sostenibilidad.

Abstract

This article presents a diagnosis of eight tourist sites in the municipality of Güicán de la Sierra. To analyze the data, 122 surveys were conducted among various sectors, including municipal tour guides, travel agencies, hotels, hostels, the transportation sector, and tourists. Information was also collected from both the El Cocuy National Natural Park office and the Güicán de la Sierra Municipal Mayor's Office regarding trails in the Sierra Nevada, the most significant tourist attraction. The latter entity was also questioned about the promotion of other tourist sites. From the analysis of the information, it was concluded that the studied tourist sites require increased promotion and advertising through digital media in order to gain greater visibility among both national and international tourists, offering a range of options to explore in the municipality. This was stated by the Institute of Hydrology, Meteorology and Environmental Studies (IDEAM, 2025), indicating that it is a reality that the glacial mass of the snow-capped peaks of the Sierra Nevada de Güicán and El Cocuy have only a few years of life left and highlighting that despite being the largest glacier in the country with 12.8 km², it has a few decades left to monitor it, record its changes, visit it and appreciate it. Therefore, the municipality must prepare for the loss of the glacier in La Sierra. This means promoting tourism experiences other than the Sierra Nevada trails, such as ecotourism, religious tourism, adventure tourism, and exploring the various attractions and history of the town center. This way, the municipality would avoid the risk of a decrease in tourist arrivals, affecting the various sectors that benefit from them.