Finca La Alegría, producto agroturístico en la vereda El Aburrido, municipio de Bucaramanga, Santander

Abstract

In Colombia, most cocoa growers are small-scale producers who derive their income primarily from cacao bean production, leaving them vulnerable to any contingencies related to cultivation or commercialization of the crop. These productions are often carried out within family farming environments under agroforestry systems that enrich the landscape and biodiversity of their farms. Although these conditions are not commonly leveraged for economic purposes, from the perspective of new rurality and the conservation of intangible cultural heritage linked to family farming, they represent a high potential for income diversification if promoted through agritourism activities.Agritourism adds value to territorial resources, both tangible (infrastructure, natural resources) and intangible (cultural values, traditions, festivals), as it fosters unique educational and cultural experiences, strengthening local identity, generating lasting impressions, and contributing to local development. This study evaluated the agritourism potential of La Alegría farm using a mixed-methods approach, identifying tangible elements such as infrastructure, cacao agroforestry systems, small animal production, landscape, water sources, and biodiversity. Among the intangible elements, the study highlighted knowledge of cacao cultivation and processing, festivals related to cocoa culture, and the growing interest in reconnecting with nature. It was concluded that, to successfully implement agritourism on the farm, alignment with public programs is essential to enhance the tourist experience. Finally, the financial analysis revealed that the investment could be recovered within 2.25 years, reinforcing the feasibility of the project as a sustainable rural development strategy.