Strengthening Sustainable Tourism in Colombia

Pijao is a small town, situated in the mountains of Colombia. Due to its high altitude location, Pijao and many of its residents have traditionally relied on coffee farming and production as the main source of economic activity. Unfortunately, the market for coffee is becoming more competitive, making it a less reliable source of income for the region, especially the coffee farmers. So, it comes as no surprise that the municipal government and citizens of Pijao are looking for others ways to boost the regional economy, one of which is a community-led push for more tourism-related activities.

Mónica Flórez, Director of the Pijao Cittáslow Foundation, wants to strengthen the network of businesses and community actors that will support responsible and sustainable tourism in Pijao. The first of its kind in Latin America, the Foundation is rooted in the Cittáslow movement from Italy that encourages an alternative lifestyle from the hustle and bustle of large metropolitans, and values community-led development.
Mónica contacted local businesses and individuals, including hotels, restaurants, and coffee farmers to build a network of community partners. With an objective to successfully implement the region’s Tourism Management Plan, Mónica looked to CESO for support in strengthening individual capacities of the Foundation and its community partners.

One of CESO’s Volunteer Advisors, Dave Smith – an expert in sustainable community planning – worked with different stakeholders across the initiative to support the development of a responsible and sustainable tourism plan. In another assignment, VA Robert Tuss – a senior-level professional in the tourism and hospitality industry – worked with coffee farmers to integrate their products and services into the value chain of Pijao’s tourism plan. These two assignments were essential in laying the foundation to strengthen the existing links and to create a viable tourism industry for the region.

Mónica Flórez is optimistic about the outcomes of the assignments. She believes the work that CESO VAs are doing is a critical component in establishing a strong community network for sustainable tourism in Pijao. She believes that “through the ideas exchanged about responsible tourism, many local tourist service providers understood the importance of the consolidation of this type of tourism in this small mountain town Pijao.”

As a CESO Country Representative, I am equally thrilled when volunteers are able to see and cultivate the potential of our partners and clients to act on developing their own prosperity. VA Smith described his visit to Pijao as a unique and fulfilling experience. He says: “Pijao is a wonderful place to go and see. It is poised to become a green and sustainable place. The community as a whole should continue in its efforts to become a complete sustainable community in the future.”

I am very optimistic about our work in supporting responsible and sustainable tourism through our evolving relationship with the Pijao Cittáslow Foundation.