Tourism
Santa Marta:
Promotion plan of
niches strategic
Santa Marta Tourism:
Promotion plan
of niches
strategic
SERVICES
- STRATEGY
- MARKET SEGMENTATION
- CREATIVITY
- DESIGN
- PRODUCTION
- DISTRIBUTION
LOCATION
SANTA MARTA,
COLOMBIA
CLIENT
INSTITUTE OF
TOURISM
SANTA MARTA
How to modernize an iconic destination on the Colombian Caribbean coast?
Santa Marta is a city on the Colombian Caribbean coast recognized
mainly for its sun and beach offerings, leaving in the shadows numerous
destinations of great cultural and natural value that remain unexplored,
preventing local communities from fully benefiting from tourism.
On the other hand, the perception of Santa Marta as a low cost destination,
especially among foreigners, results in travelers tending to spend
less. This trend limits the economic potential of tourism, as these
visitors rarely invest in higher value experiences that could
significantly boost the local economy.
How to modernize an iconic destination on the Colombian Caribbean coast?
Santa Marta is a city on the Colombian Caribbean coast recognized mainly for its sun and beach offerings, leaving in the shadows numerous destinations of great cultural and natural value that remain unexplored, preventing local communities from fully benefiting from tourism.
On the other hand, the perception of Santa Marta as a low-cost destination, especially among foreigners, results in travelers who tend to spend less.
This trend limits the economic potential of tourism, as these visitors rarely invest in higher value experiences that could significantly boost the local economy.
The Heart of the World:
The Sierra Nevada de Santa Marta as a differential factor
The Heart of the World: The Sierra Nevada de Santa Marta as a Differential Factor
TORNUS implemented a Comprehensive Promotional Plan Tourism focused on biodiversity and indigenous culture of the Sierra Nevada de Santa Marta, known as the Heart of the World. For the first time in a promotion campaign of the city, sun and beach destinations they take a backseat to position it as a leader in ethnographic tourism, and sustainable experiences.
A destination where respect for its origins and ancestral knowledge becomes the key to development of new experiences, such as the renewed gastronomic offer.
The Heart of the World:
The Sierra Nevada de Santa
Marta as a differential factor
TORNUS implemented a Comprehensive Promotional Plan Tourism focused on biodiversity and indigenous culture of the Sierra Nevada de Santa Marta, known as the Heart of the World. For the first time in a promotion campaign of the city, sun and beach destinations they take a backseat to position it as a leader in ethnographic tourism, and sustainable experiences. A destination where respect for its origins and ancestral knowledge becomes the key to development of new experiences, such as the renewed gastronomic offer.
Indigenous Tourism
The rich heritage of the indigenous peoples of Tayrona becomes the heart of ethnographic tourism in Santa Marta, offering unique experiences of cultural exchange.
For the first time, diverse communities have opened their doors to share their rich traditions, creating cultural tours and trips to unspoiled natural destinations that were previously hidden from the general public.
Indigenous Tourism
The rich heritage of the indigenous peoples of Tayrona becomes the heart of ethnographic tourism in Santa Marta, offering unique experiences of cultural exchange. For the first time, diverse communities have opened their doors to share their rich traditions, creating cultural tours and trips to unspoiled natural destinations that were previously hidden from the general public.
Bird Watching
Birdwatching
Birdwatching represents a strategic opportunity for Santa Marta,
given the unique biodiversity of the Sierra Nevada.
By fostering this niche, the Ministry of Tourism not only promotes
the conservation of local ecosystems and biodiversity, but also
attracts a high-spending market segment interested in authentic
and sustainable experiences.
Gastronomic Tourism
Gastronomic Tourism
The gastronomy of Santa Marta is experiencing a
culinary revolution, with the historic center hosting a renewed offer
that integrates indigenous ingredients from the Sierra Nevada.
This culinary renaissance deeply values
ancestral knowledge, while innovating with
interpretations of international recipes infused with
flavors of the Colombian Caribbean.
