The Ministry of Commerce, Industry and Tourism and Fontur announced the results of a market research study that updates the profile of Colombian tourists, their preferences, concerns and trendsas well as the characteristics of the service operators that serve them day to day.
The study is part of the country brand promotion strategy “Colombia, the Country of Beauty” and collects the opinions of 7,352 people, including 2,187 tourists, 3,776 households and 1,389 tourism service providers in more than 300 municipalities in the country.
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The Vice Minister of Tourism, Juan Manrique Camargo, explained that after 13 years The country once again has a complete study that will allow both the Government and members of the private sector who are part of this value chain, know the characteristics and profile of Colombian tourists.
The senior official highlighted that this investigation “It will allow us as a Government to adjust tourism promotion policies and strategies in the country, ensuring that the sector adapts more effectively to the new trends and preferences of Colombian travelers.”
The results of this market study will also allow us to identify new consumer trends and patterns that influence the trips that Colombians make. “With this valuable information, we will be more effective in our promotion strategy, thus benefiting the entire tourism sector and the communities that depend on it,” assured Fernando Estupiñán, General Manager (e) of Fontur.
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What is the current Colombian tourist like?
Market research for 2024 reveals important changes in the behavior of Colombian tourists compared to 2011. Today’s tourist is more active and seeks to live different experiences in a single trip, although resting is still its main objective.
In 2011, the average Colombian tourist did not plan their trips in advance, the majority did not use the internet for information or to buy, He traveled in large groups and stayed in the homes or properties of relatives and friends.s. As for payments, most preferred to do it in cash and their average expense was equivalent to a current legal monthly minimum wage.
Today, in 2024, 47% of Colombian tourists earn between one and two minimum monthly salaries, and 27% choose their destination based on the cost of the trip. 60% of trips are made for rest and leisure, with 29% of tourists preferring sun and beach destinations. Additionally, 83% of households plan to travel between one and two times a year, and 71% plan trips on their own on the internet and/or using applications and platforms
Land transportation continues to be the most used by Colombianss, with 76% preferring it, and the increase in the use of motorcycles for tourist trips stands out. However, 23% of those surveyed consider that the quality of the roads is one of the main limitations when traveling.
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Tourism in the regions
The study offers representative data at the regional level, which will allow tourism secretaries and service providers to develop more precise strategies adapted to the needs of their territories.
Destinations like Cartagena, the Coffee Region, Medellín, Santa Marta and Bogotá continue to be the most visited by tourists in the country, with an interesting fact: the Coffee Axis has surpassed Santa Marta in popularity.
The study also surveyed 1,389 tourism service providers, both formal and informal, in sectors such as accommodation, gastronomy, transportation, travel agencies and tour guides.
Of the formal providers, 45% have been on the market for more than seven years, 63% have between one and ten workers, and 23% consider that the training of human talent is the most important factor to improve the quality of their services.
On the other hand, 87% of informal providers expressed interest in becoming formal, as long as they receive support in the process. This would allow them to access the benefits of the sector and contribute more significantly to the economy of their communities.
The issue of sustainability or responsible tourism is increasingly relevant for tourism service providers. According to the study, 34% of formal tourism service providers recycle and manage their waste responsibly; 19% promote the conservation of local biodiversity, and 13% have implemented energy efficiency mechanisms or the use of renewable energy.
PAULA GALEANO BALAGUERA
Portfolio Journalist
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