Enfoque Digital para fomentar el turismo sostenible en la provincia del Valle de Ubaté

Abstract

The digital approach constitutes a key strategy for promoting tourism, in this case referring to sustainable tourism in the Province of Valle de Ubaté, located in the Cundiboyacense high plateau of Colombia. This article presents the results of research conducted in the province on productive sustainable rural tourism. A mixed-methods approach was employed, whereby the documentary review provided previously examined data and figures, enabling the characterisation of each municipality through surveys conducted, alongside the contextual analysis and planning required to foster sustainable and productive tourism within the region. Consequently, the findings of the study were analysed, encompassing themes of sustainable tourism and cultural heritage. Furthermore, a detailed description was carried out of the natural areas with tourism potential in the province’s main municipalities, through the implementation of digital marketing strategies aimed at promoting the region’s sustainable tourism, and at attracting and engaging potential visitors. These strategies are aligned with current tourism policies issued by regulatory bodies, which ensure compliance with sustainability principles and the mitigation of environmental impact on natural surroundings, by fostering awareness and the active commitment of all stakeholders in the tourism sector. Finally, the research demonstrates that the Valle de Ubaté Province possesses significant natural wealth, infrastructure, service and sustainable tourism programmes, as well as in cultural and heritage management, all of which contribute to fostering local and productive development within the region.