Santa Marta Tourism
integrating indigenous heritage
and biodiversity into the city’s
economic growth strategy.
2024
How to modernize an iconic
destination on Colombia’s
Caribbean coast?
How to modernize an iconic destination on Colombia’s Caribbean coast?
Santa Marta is a city on Colombia’s Caribbean coast known primarily for its sun and beach offerings,
leaving numerous destinations of great cultural and natural value unexplored and 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 tendency 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 differentiating factor
The Heart of the World: The Sierra Nevada de Santa Marta as a differentiating factor
TORNUS implemented a Comprehensive
Tourism Promotion Plan focused on the
biodiversity and indigenous culture of the
Sierra Nevada de Santa Marta, known as the
Heart of the World. For the first time in a
city’s promotional campaign, sun and beach
destinations are taking a backseat to
position the city as a leader in ethnographic
tourism and sustainable experiences. A
destination where respect for its origins and
ancestral knowledge is key to developing
new experiences, such as its renewed
gastronomic offering.
TORNUS implemented a Comprehensive Tourism Promotion Plan focused on the biodiversity and indigenous culture of the Sierra Nevada de Santa Marta, known as the Heart of the World. For the first time in a city’s promotional campaign, sun and beach destinations are taking a backseat to position the city as a leader in ethnographic tourism and sustainable experiences. A destination where respect for its origins and ancestral knowledge is key to developing new experiences, such as its renewed gastronomic offering.
Indigenous Tourism
The rich heritage of the Tayrona
indigenous peoples becomes the heart
of Santa Marta’s ethnographic tourism,
offering unique cultural exchange
experiences. For the first time, diverse
communities have opened their doors to
share their rich traditions, creating
cultural tours and trips to pristine natural
destinations that previously remained
hidden from the general public.
Bird Watching
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-
income market segment interested in
authentic and sustainable experiences.
Gastronomic Tourism
Santa Marta’s gastronomy is experiencing
a culinary revolution, with the historic
center hosting a renewed offering that
integrates native ingredients from the
Sierra Nevada. This culinary renaissance
deeply values ancestral knowledge, while
innovating with interpretations of
international recipes infused with flavors
from the Colombian Caribbean.
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