Diseño de un Plan de Rutas Turísticas Sostenibles en la Vereda Cerezos Grandes, Municipio de Chipaque – Cundinamarca

Abstract

In recent years, rural tourism has gained momentum in Colombia as a sustainable territorial development strategy that diversifies the rural economy, preserves local culture and promotes the conservation of ecosystems. This type of tourism offers visitors authentic experiences in rural environments, where traditional practices, community hospitality, and direct contact with nature are valued. According to the Ministry of Commerce, Industry and Tourism, rural tourism is one of the typologies prioritized by the country because of its potential to generate employment, roots and economic dynamism in areas traditionally marginalized from large production chains [1]. Cundinamarca is one of the departments with the greatest potential for rural tourism, thanks to its proximity to Bogotá, its natural and cultural wealth, and the growing demand for experiences of nature and disconnection [2]. However, many villages with high tourism value still lack infrastructure, planning and adequate promotion strategies. This is the case of Vereda Cerezos Grandes, located in the municipality of Chipaque, a territory that has a privileged environment in terms of landscapes, biodiversity and culture, but does not have a structured tourism offer or routes that articulate its attractions in a sustainable way [3]. This initiative also arises from the identification of the needs of economic diversification and cultural strengthening of the community, in addition, on the initiative of the current government in the development plan “united we transform lives 2024-2027” which, despite having an important natural, historical and cultural potential, lacks a structured tourist offer that allows to take advantage of its resources in a sustainable way. The purpose of the community development project is the design of a plan for sustainable tourist routes in the Cerezos Grandes Village, municipality of Chipaque - Cundinamarca. For this purpose, three specific objectives were established: to characterize the tourist, historical and natural sites of the village; to analyze the viability of the proposed routes; and to elaborate promotion strategies that will allow positioning them in the regional and national tourist market. The methodology used combined a mixed approach (qualitative and quantitative). Field visits, interviews with community leaders and officials of the municipal mayor's office, and surveys of the local population were conducted. Technical instruments such as tourist attraction characterization matrices, SWOT analysis, Canvas model and prioritization tools were also used to design the routes. Community participation was a fundamental axis in all phases of the project, guaranteeing its relevance and viability. The main results obtained were the identification and characterization of six relevant tourist attractions, the design of three sustainable tourist routes focused on ecotourism, cultural and adventure tourism, and the proposal of promotional strategies through digital media and community events. It also recommended the formation of a community tourism committee and the implementation of training workshops to strengthen local capacities in tourist services, environmental management and promotion of cultural heritage. Key words: design, characterization, community, culture, public entities, promotion, tourist route, rural tourism.