Research project for the creation of a tourism export plan in the region of Santander,

Colombia.

María J. Caballero, Jorge H. Olaya, Juan S. Moreno, Carlos Sabogal & Gabriela Jimenez.

Faculty of International Business Administration, Universidad Pontificia Bolivariana

Seccional Bucaramanga.

Research Seminar 43168.

Professor Andrés F. Acevedo Ojeda.

Colombia, May 11, 2022.

 TABLE OF CONTENTS

1. Introduction………………………………………
1.1. Research Consulting Team Formation…………………………
1.2. Economic Sector Analysis and Selection
1.2.1. Initial Sector Selection
1.2.2. Selected Sector Characterization
1.2.3. Sector Final Selection
1.2.4. Characterization of the selected sector
2.1 Problem identification, description and formulation.
2.1.1 Problem description
2.2. Objectives
2.3 Project Justification.
2.4. Schedule
3.1. General Market Research.
3.2. Trade agreements and treaties research
3.3. Initial Market Selection.
3.4. Final Selection and market assessment-selection matrix.
4.1. Market access conditions.
4.2. Immersion strategie
5.1. Operations, Physical Distribution and Logistics Strategy
5.2. Promotion and Communication Strategy
6.1. Financial Projections, Analysis and Evaluation
7.1. Final Discussion and Conclusion
Reference
 1. Introduction

This research work investigates the search to understand how the tourism sector is, more
precisely, the nature tourism sector, in which the problems experienced by this sector in
Santander are understood, and a business opportunity that opens the doors to export this
service and obtain greater acceptance by the foreign consumer is analyzed.

For this purpose, the sector and its influence are analyzed, learning about the difficulties it
faces, after seeking a way out of the Covid-19 crisis, which was declared a pandemic by the
World Health Organization (WHO), which prevented the consumption of this service
throughout the national environment, due to the restrictions imposed by the national
government.

Although the year 2021 began a gradual opening of the different tourist destinations in
Colombia, this project is intended to give a greater impact and assistance to companies
within the sector have a plan that leads to cooperation between sectors and increase the
competitiveness and productivity of tourism in the department of Santander.

Given the intention for this research work, an analysis of the information obtained is
developed, and the critical and focus points are taken into account as key places for the
tourism product, such as the Chicamocha Canyon, cities and municipalities such as San Gil,
Mesa de los Santos, Valle de San José, Barichara, El Socorro and Zapatoca. With the firm
purpose of clarifying the representation of the region in an international perspective.
1.1. Positions And Responsibilities

JORGE OLAYA (LEADER): This student oversees organizing the deliverables of the
project, including the final report and the presentation, making sure that the project meets
the standards established by the instructor, plus the extras stipulated by the group. These
standards include timeliness and integrity. The leader is also in direct communication with
the instructor. (RESEARCH)

SEBASTIAN MORENO (COORDINATOR): This student is the right hand of the Leader.
Take note of important team agreements and plans and keep track of the group's
data/sources/etc. This person distributes important information to the rest of the group,
highlighting the relevant sections for their parts of the project, and will be the first reviewer
of the deliveries that are made. (RESEARCH)

MARIA CABALLERO (EDITOR): She reviews the order, structure, and format of the
deliverables, making sure that the team presents them in a clear, professional, well-
structured and written manner. (RESEARCH)

GABRIELA JIMENEZ (CREATIVE): reviews and verifies that the graphs have their
respective sources, is also responsible for presenting different positions according to the
image of the project, is responsible for presentations and their systematic order.
(RESEARCH)

CARLOS SABOGAL (VERIFIER): this student double-checks the data, information,

bibliographic sources, and graphics to verify their accuracy and correctness, also
performs the translation of the document.

Clarification: All members of the group carry out research work to cover all the necessary
information in this document.
 Figure 1. Consulting team logo.

Source: Own design.

1.2. Economic Sector Analysis And Selection

Main factors at national and regional level in the sector.

1.2.1. Initial Sector Selection

Nature tourism sector

Nature tourism is a practice that encompasses all tourist activities developed around natural
spaces.
This sector is divided into three sub-products: Ecotourism (bird and whale watching, and
pristine beaches); Rural Tourism: (Coffee Cultural Landscape, wellness farms and traditional
activities); and Adventure Tourism (diving, rafting, rappelling, canyoning, trekking,
paragliding, kitesurfing and windsurfing, among other activities).
Colombia has a wide natural wealth whose proper use would lead to the country's positioning
as a world-class tourist destination, since it has the advantage of being the second country in
the total number of known species, the fifth in natural resources and the twelfth in number. of
protected areas.
By combining its pristine nature, mythical places, ancestral knowledge and the hospitality of
its people, the tourism industry can make a difference in the world, consolidating a
specialized, differentiated and competitive offer. However, gaps in tourism infrastructure,
strengthening of human capital and formalization must be overcome in order to consolidate a
comprehensive offer.
 ● Before the pandemic
In 2019, the tourism sector in Colombia broke records according to the Ministry of Industry
and Commerce. 2019 was a year of record numbers for tourism in Colombia. The number of
non-resident visitors who arrived in the country was 4,515,932, a growth of 2.7% compared
to 2018. They were also positive in hotel occupancy, which reached 57.8%, in nominal
income from travel agencies with an increase of 3.7%, in hotel revenues with an increase of
10.6%, in international connectivity with 17 new routes and 39 new international frequencies,
and in passengers mobilized nationally and internationally, which reached 41.2 million
passengers.

● Current situation of the sector

According to El Portafolio, aid for the tourism and trade sector has been extended until the
end of this year.

The reliefs that have been extended are: the reduction of the Value Added Tax, VAT, from
19% to 5% for air tickets. In addition to the suspension of the collection of this tax on hotel
and tourism services.

Likewise, the consumption tax remains at 0%, and the payment of the energy surcharge for
tourism service providers in the hotel, accommodation, events and parks subsectors is
suspended.

● Long-term vision (2032)

Turn Colombia into a destination with a differentiated, competitive and sustainable offer to
position it as an emblematic world destination in nature tourism.

Visitors: 976,336 people.

Direct income: USD 2,428 million.

How? Promoting birdwatching segments, promoting ecotourism around its role in

consolidating peace and a differentiated and world-class tourism product.

Colombia is known for being one of the most biodiverse countries in the world.

According to the Biodiversity Information System of Colombia (SIB), the country has a total of
about 56,343 registered species; among them 1,921 birds, 26,177 plants, 803 amphibians,
537 reptiles, 492 mammals, 3,435 fish and 9,153 endemic species.
According to RUNAP
Number of protected areas: 63

● Source: journal article

● Name: Law 1101 of 2006
● Author: Congress of Colombia
● pages:10
● year: 2006

Cocoa Sector
The cocoa industry, especially in Latin America, is recognized for having the highest
production worldwide due to its genetic diversity which produces a large market share.
Colombia is also ranked 10th in cocoa exports. According to a report by the Ministry of
Agriculture, exports of this product were made to 28 countries in 2020, including Holland, the
United States, Italy, Mexico, among others.

On the other hand, in our country there are around 65,000 families living from cocoa, which
brings with it the option of generating direct and indirect employment opportunities in the
different producing departments of the territory. For this reason, the industry has the National
Cocoa Fund that guarantees the proper financial management of resources and also the
development of projects. The use of this capital is divided into research, marketing,
administration and technology transfer.

Thanks to this, Colombia has won international recognition in events such as the
International Cocoa Awards for being a producer of cocoa of fine flavor and aroma with
excellent quality.
Leather goods sector
● Sector performance in 2018
External sales of leather exports between January and December had a very sharp fall
compared to 2017. This collapse was close to -29.2% due to the reduction of exports to
China, Italy, Vietnam, Hong Kong and mainly to Venezuela.
All this reduction in leather exports caused a strong collapse in demand in orders to
Colombia, and there was also a decrease in external sales of fresh leather and blue
leather. It is important to note that the fresh is the one that is separated from the animal
and salted to prevent rotting. So, both that one and the wet blue, decreased sales for
China and for Italy.
 ● Behavior of the leather industry in Colombia
The leather industry from January to March, which is the latest data we have for 2020, has
had a -15.7% drop in production. This responds to the collapse of orders from the national
industry, the decrease in exports to China and Italy and the reduction in production due to
the effect of environmental sanctions that the authorities have imposed on tanneries, not on
all of them, but on a group important that they have not been able to obtain the
corresponding environmental license.

● Footwear and leather goods industry in Colombia

In the production of footwear from January to March 2019, there was a positive growth of
0.9%. This is a very modest and fragile growth, compared to the production of the same
period in 2018, but perhaps it is important to highlight that the trend of the sign that last year
was negative for practically all of 2018 has changed.

This increase was mainly due to a development in the production of footwear for
endowments to some new lines that are being developed. In addition to a new increase by
the commercial sector, as well as an increase in orders for own stores.

This is a shoe that not only uses leather as a raw material, but also comes from synthetic
materials, including textile material. This increase is due to the use not only of leather as a
basic raw material, but also to the use of other synthetic and textile elements.

It is important to note that, from the point of view of the structure of the footwear market, the
presence of footwear materials other than leather is evidently taking a much greater share.
Because that is the fashion trend due to a greater demand for casual-urban and sports-urban
footwear products, in which synthetic materials are being incorporated.

Today it is seen that people go to the office with casual shoes and that is a relatively new
trend in the fashion industry. Regarding the leather goods sector, a growth of 20.1% in
production was experienced in the first quarter of 2019. This is due to a launch of new
product references, in addition to the school season that was presented in the manufacture
of leather and synthetic backpacks. Within this industry, the production of dog toys also
increased.

● What has happened to the competition and entry of footwear by China in the country?
It presents an interesting advance in the import control of footwear that for last year was at
very low prices with the purchase of a pair of shoes at less than $1 USD. For this reason,
controls have been carried out and devices have been implemented that are in force at this
time with Decrees 1786 and 436, which have made it possible to reduce under-invoicing and
imports of footwear that came at dumped prices and that constitute a good portion of unfair
competition for domestic production.

When in 2016 we were importing about 10 to 11 million pairs of footwear at prices below
$1 USD a pair, at this time we registered, for this first quarter of the year, imports of about
375 thousand pairs.

On the other hand, it is necessary to point out that the corresponding decrees must be
reviewed, since in 1786 price thresholds have been defined that have led to a practice by
importers, where they are imported at low prices, which harms and does not reflect the
realities of the structure of costs and manufactures of footwear.

That is an issue that the Colombian Association of Industrials of Footwear, Leather and its
Manufactures (ACICAM) has discussed with the National Government and with the
Ministry of Industry and Commerce, so we are in a reviewing plan with the High-Level
Anti-Smuggling Committee coordinated by the Deputy Minister of Commerce. An analysis
is currently being carried out that is moving forward against unfair competition and
irregular imports.

● What does the leather industry expect this year?

The situation of leather is of a global nature. This is not happening exclusively to

Colombia, because it is happening in all the countries that have tanneries and work with
leather.

In this sense, in the opinion of ACICAM, what we consider important is to reduce the
informality of the tannery industry both in the commercialization of the leathers and in the
stages of tannery that is affecting the industry due to unfair competition for companies that
are legally constituted.

We hope that Colombia will make progress this year in this regard, given the new
instruments on simple taxation that the National Government has just released. That is, it
must be possible to develop programs that facilitate the transfer of informal to formal
industry so that there is a stronger sector.
Moreover, it is very important to develop a broad-spectrum campaign on the importance
and goodness of leather as a material for products that are fundamental to the quality of
life around the world. Well, obviously we are promoting the sustainable development of
the industry and favoring the use as a material of products such as footwear.

In addition, an important call must be made to promote greater added value to the tannery
industries, so that they can be more sophisticated leathers, of greater design and fashion
to have an intermediate and high-end footwear.
Source: journal article
Name: Pact for growth and employment generation in the sector
Author: Vice Presidency of the Republic.
pages: 1-16.
year: 2019.

Abstract: Colombia is at a defining moment in its history. We have everything to succeed and
turn our country into a medium-sized regional power and a prosperous, equitable and
inclusive society. The National Government is convinced of connecting Colombia with the
best of its essence and it is for this reason that we have defined legality, entrepreneurship
and equity as fundamental axes of our Government program. Legality as a development of
the value of respect. Respect for the dignity of each citizen, respect for the word pledged, for
contracts and especially for the Rule of Law, the Constitution and the Law as conditions for
the integral evolution of our society.

1.2.2. Analysis and selection of the economic sector

Source: Own design.

By score, the Nature Tourism sector is selected.

1.2.3. Sector Final Selection
The competitiveness table led us to choose this sector, and we have already visualized,
thanks to methodological research and personal experience, an important opportunity for
growth and internationalization of companies in the sector, which will significantly
influence the Santander department.

We will not ignore the fact that, although the sector was at its best in 2019, due to the
pandemic it has been one of the most affected. However, there are signs of slow and safe
recovery. In addition, Colombia as a country has received important international
recognition thanks to recent international film productions such as the film "Encanto" and
world-renowned artists such as "J-Balvin" and "Shakira". It is also relevant to note that,
thanks to globalization and the impact that Covid-19 had worldwide, megatrends give
ecotourism an importance that did not exist before and Colombia can take advantage of
this potential thanks to its 59 protected areas and great biodiversity. To this it is important
to add the incentives granted by the government and there is a great opportunity for
growth if adequate positioning and marketing strategies are implemented, as well as an
offer of services that stands out in the sector, which increases the international demand
for this service.

1.2.4. Characterization of the selected sector

•Analysis of the Models of the Five Forces and Porter's Diamond.

Threat of Substitution: Low since in Santander there are 63 protected areas and each
area, having different ecosystems, will mean different products that entrepreneurs can
offer.

Bargaining power of buyer: Low, since there are no price limits in this mode of tourism.
There are customers interested in both ecological hotels and glampings for one hundred
thousand pesos a night and for lodgings for one million pesos a night.

Bargaining power of supplier: Low since Colombia has extensive land and affordable land
for the creation of more nature tourism projects.

Threats of new entrants: High risk thanks to the incentives granted by the government for
the creation of nature tourism companies, in addition to the large amount of ecological
space available. Although the pandemic lasts, foreign tourism has been reduced and it
becomes more difficult to attract customers for new companies in this sector.

Rivalry among existing competitors: Low, it is not an aggressive competition but success
depends a lot on the marketing strategy and the added value of the product and service.

•Contribution to employment in the economic sector.

From the offer in the sector, between the years 2011 to 2017 the creation of new jobs grew
by 19%, and 74% in the incursion of new companies into the sector, spread mainly in 281
municipalities of the national territory.

On the other hand, according to the World Tourism Organization, this is one of the most
important economic activities on the planet, representing 30% of exports in the global service
trade, generating 1 in 11 jobs and 10% of world GDP. (UNWTO, 2016). These data
corroborate the chaining of the sector with other productive sectors of the economy,
associated with capital investment, as well as its capacity to generate direct and indirect
added value.

While 2019 closed as a historic year for tourism in Colombia, according to the Ministry of
Commerce, with a contribution of US$14.6 billion to the Gross Domestic Product (GDP) and
1.2 million jobs, 2020 and its pandemic context were a step backwards: the The sector
moved US$6,000 million, 59% less, and employed 900,000 people, a 28% lower figure. Now
the plan is clear: 2021 is a year of transition towards reactivation and in 2022 this must
become a reality.

•Exports, imports, trade balance of the economic sector.

 ● Source: Journal article.
● Name: National Statistics - Inbound Tourism - Arrival of non-resident foreign visitors
by destination department.
● Author: CITUR.
● Pages: 6067676.
● Year: 2019.

According to data provided in 2018 by the MinCIT, between the years 2011 and 2017 the
arrivals of international travelers to the country grew by 69%, generating an increase of 52%
in the currencies associated with the activity, being the first exporting sector of services in the
country. country.

Between January and November 2021, the sector perceived the following changes:

● The number of visitors to National Parks increased 105.4% compared to the same
period in 2020 and decreased 48.4% compared to the same period in 2019.
● With preliminary figures, non-resident visitors increased 39.8% compared to 2020
and decreased 57.5% compared to 2019.
● The accommodation occupancy rate was 39.5%, increasing 9.9 p.p. compared to the
same period in 2020 and falling 9.3 compared to the same period in 2019.
● 938,474 visitors entered national parks, representing an increase of 105.4%
compared to the same period in 2020 and a decrease of 48.4% compared to the
same period in 2019.

Likewise, during the third quarter of 2021:

● The added value of accommodation and food services registered an increase of

118.3% compared to the same period in 2020 and an increase of 7.39% compared to
the same period in 2019.
● Foreign exchange earnings from tourism increased 1,564.6% compared to the same
period in 2020 and fell 48.8% compared to the same period in 2019.
 ● Source: journal article
● Name: National Statistics - Inbound Tourism - Arrival of non-resident foreign visitors
by destination department.
● Author: CITUR
● pages:6067676
● year:2019

In the first half of 2021, based on data from Migración Colombia, the Colombian Association
of Travel and Tourism Agencies (ANATO) stated that there was a 21% reactivation in the
entry of foreigners, reaching a total of 420,800 visitors, being States United States, Mexico,
Spain, Peru and Panama are the countries from which they have arrived the most to the
national territory, and it was estimated that in the first six months of 2021, between 950 and
1,200 million dollars entered the country for travel and air transport of passengers.

Migration Colombia indicated that the arrivals of travelers in December to the country were
688,688. A variation of 29.1% compared to the month of November. This indicates a
considerable increase in the flow of passengers due to the festivities.

Likewise, Avianca reported that it mobilized more than 1,950,000 national and international
passengers from December 1 to 31. Even on the last day of the year, it transported more
than 55,000 people.

•Key statistics and trends in global industry sales and trade.

Taking into account the covid-19 period in which we continue to live, the tourism sector
continues to be one of the most popular sectors in the country, especially in destinations
where the environment is most supported despite the effects it had on 2020 and the
situations presented in the national strike.

The industry needs to form new alliances to continue expanding its portfolio, for this it must
focus on the implementation of new protocols that provide visitors with the necessary
security to avoid the cancellation of trips to the territory, also promote slow tourism since due
to confinement and remote work in these last two years tourists want to connect with nature
and culture that allows them to have a positive impact which leads to longer stays.

•Cluster to which the sector belongs.

The chosen sector belongs to the Santander Tourism Cluster, which seeks to promote and
increase the conditions of its members, allowing it to contribute to the Colombian territory as
a characteristic destination of the country. The objective is to attract tourists from different
parts of the world who wish to know and experience the diverse culture
and biodiversity of our country.

Santander Tourism Cluster in 2021 began the project to obtain the

check-in biosafety seal certification; of which the tourism service
providers that are active in the RNT will be part, in order to protect
visitors during their stay in Colombia with the appropriate security
protocols.

•Main sub sectors, companies and products.

Within the characterization of the tourism sector in the department of Santander alone, there
are 6,695 companies that provide tourism services that are divided between transport
services, tour guides, hotels, rural accommodation, eco-hotels or hostels, travel agencies,
providers tourist services and restaurants with the respective 72.8%.

However, the graph shows us that only 20.1% of the companies in the sector have the RNT
active, which means that a large part of the companies operate without having the
documents required by the standard for their proper functioning. Of the companies that are
part of the Santander cluster, there are 16 that manage sales that exceed 1,000 million
pesos a year. Some members that are part of this tool are Restaurante Tony, Panachi, Hotel
Chicamocha, Hampton by Hilton, Hotel Dann, Mogotax sas, Pony Parque, Transportes
Calderón, among others.
•Main agreements that benefit the sector.

It is not hidden that during the pandemic this was one of the most affected sectors in almost
its entirety, taking into account that the sector requires quite striking and numerous
capacities, they did not have the freedom and capacity of capacity that they had before the
pandemic, however the national government this year has taken measures to reactivate this
sector, for this it has created laws such as (LAW 2068 2020) in which the temporary
suspension of the payment of the energy surcharge is obtained, the VAT exemption for hotel
services and the extension of the term for renewal of the National Tourism Registry (RNT)
until December 31, 2022, are part of the proposals with which the national government hopes
to help the value chain of this industry.

•Main export destinations.

● Source: journal article

 ● Name: National Statistics - Inbound Tourism - Arrival of non-resident foreign visitors
by destination department.
● Author: CITUR
● pages:6067676
● year:2019

● Source: journal article

● Name: National Statistics - Inbound Tourism - Arrival of non-resident foreign visitors
by destination department.
● Author: CITUR
● pages:6067676
● year:2019

The graphs shows us that in Colombia tourism has a greater demand by foreigners than
by nationals, this means that the country receives large amounts of foreign exchange from
all over the world, which further encourages this sector and makes it grow in terms of
services, hotels and infrastructure; such growth represents in percentage terms one of the
best in the country.

However, during the pandemic it was also one of the ones that presented the most losses
due to the absence of tourists and the capacity. Capacity that although they do not
represent profits allow to cover some internal debts of care of the environment or cleaning
of the environments in which tourists used to spend pleasant moments surrounded by
nature before the pandemic.
 ● Source: journal article
● Name: National Statistics - Inbound Tourism - Arrival of non-resident foreign visitors
by destination department.
● Author: CITUR
● pages:6067676
● year:2019

In this graph we can see the departments with the highest flow of international tourists,
being the year 2020 the one with the lowest rate of tourists and the greatest loss of this
sector, however thanks to many mechanisms of economic reactivation, this sector and the
companies that survived this economic loss, it is restoring little by little and a slight
increase in the flow of tourists can be noticed for the year 2021, which for many natural
people who work in this sector symbolizes hope to save their businesses.

We must take into account two factors for the increase of the year 2022, tourists have
become much more demanding and hotels and the sector more expensive, so although
tourists pay these costs demand better services and annexes to them, that is why
Colombian companies that offer tourist services have opted for the adaptation of the new
demands of the tourist, which means in a global market, better services for less money.
1.3. Company Selection

Taking into account the information acquired from the EMIS University database, the
companies that are part of the tourism sector, in this case, a company was chosen that, in
addition to having the ecological component, is located in the department of Santander,
which allows an incorporation of value on the attraction of foreign investment with people
who travel and do tourism in the region, and the diversity of culture with which this territory is
represented.

1.3.1.Corporate information

Ecohotel El Ocaso Sas (Colombia)

The ecological hotel El Ocaso is created in the Santander region, more specifically in the
San José Valley, in the department of Santander, Colombia. Located 14 kilometers from San
Gil, another tourist municipality where different activities or extreme sports are allowed,
which allows the user to enjoy different outdoor activities. It is a hotel that consists of outdoor
spaces and a terrace, with spaces for the entertainment of children, in addition to that it also
has facilities conducive to relaxation and fun for adults.

The hotel also covers the highest quality and qualities for the enjoyment and comfort that is
needed, from free parking, to a whirlpool tub, spa and wellness center. being a place that
contributes to the preservation of the environment by carrying out sustainable practices.
1.3.2. Similar companies

● Ecolodge El Almejal S.A.S. (Colombia)

This hotel is located in the department of Antioquia, in Medellín, it is a hotel with the legal
form of a simplified joint-stock company, with a registry of 9 employees under its charge, with
a hotel accommodation activity.

● Hacienda Cafetera Eco-Hotel Santa Barbara Ltda (Colombia)

It focuses on hotel exploration activities and tour packages. It is located in Quindío,

Colombia. with a legal formation of limited liability companies, with also a large number of
activities related to ecological enjoyment.
 ● Boato Hotel S.A.S (Colombia)

Hotel located in Medellín, Antioquia, with an integration date in EMIS University in 2019,
shares an approach with nature, although in its lodging of a very minimal number of rooms, it
can generate a very personalized experience between people and the environment.

● Hotel Cauca Viejo S.A.S (Colombia)

It is a hotel located in the municipality of Jericó, Department of Antioquia, with legal formation
as a simplified joint stock company, famous for its historical spaces for learning about
culture, specifically culture, where it also allows connection with nature.
 ● Eco_ Boutiquehotel S.A.S (Colombia)

Focusing on accommodation in hotels, the head office is located in the city of Bogotá, where
it had remarkable values in performance from 2018 to 2020.

● Ecohotel Paraíso Verde (Colombia)

Hotel that has a great physical infrastructure that goes hand in hand with green or
sustainable architecture, which makes it a great tourist attraction for people who want to
explore a different and ecological place.

● Araucana Lodge (Colombia)

A place that allows the connection between elegance and nature, which also allows contact
or sighting with birds of species that inhabit this area. Located in the Municipality of Dagua,
Valle del Cauca, Colombia. A natural space full of life that disconnects you from the world.
1.3.3. Analysis of the value chain

As recognized in the information provided by the official website of the company (hotel), this
company creates a suitable space for the enjoyment and delight of a large number of
activities, which end up being the result of a logistics chain where product providers,
companies that outsource work, enter and join the delivery of a service, which continues with
activities such as:

● Special plans to access the best service that is required.

● access to agreements with tourism companies in the sector and that expand the
activities that can be carried out.
● Within the agreements there is also a tourism operating agency that allows access to
extreme sports.

And with a series of sustainable practices that support growth towards sustainability and in
favor of caring for the planet.

1.3.4. Financial information

As can be seen in the table from which valuable information is acquired, it is recognized that
the comparison between 2019 and 2020, the company did not have a great performance, but
a very important factor that is relevant throughout the sector, is the The arrival of the Covid-
19 virus, which largely affected the entire country, and with the closure of the borders, led
this sector to have very little income from foreign tourists.

This does not determine the actual behavior of the company at this time, since it is necessary
to recognize that in post-pandemic times, the people of the world do not want to continue
inside their homes, for which they look for new spaces where they can enjoy their vacation
days. , with activities that are not easily found in other parts of the world.

1.4 Product (or service) selection and analysis:

With the chosen company, there are a large number of potential customers of our service as
a company that provides a space for nature lovers in a foreign country. Within this potential
we can highlight:

● The country of the United States, as the country from which the majority of visitors to
this country come from.
● The European Union, because it has a greater number of potential demands for the
sector where the company is located, has an attraction that captivates the foreign
visitor.
● The same countries in the Latin American region, where a greater number of tourists
can be attracted and where elements such as language are shared.

1.5 Service description

We decided to design and implement tourist plans in the services already provided by the
Eco Hotel El Ocaso, in said packages activities such as excursions in San Gil and its
surroundings will be carried out, providing tourists with spaces that provide them with peace,
preparation and a deep connection. with nature, fresh air and social distancing encounters.

As an advertising strategy, publications of the trips promoted by El Ocaso will be displayed

on its social networks, such as Facebook, Instagram, Twitter and website accounts where
you can view the experiences lived on previous dates, learn specific data about the Eco
Hotel or receive personalized attention. through the Whatsapp line.
2.1 Problem identification.

Santander has

We have found that Santander is a potential region for Ecotourism due to the high quantity
and quality of natural places where international customers can do ecological walks, visit
falls, swim in the rivers and other adventures that involve a deep connection with the
environment. Santander has the potential to make use of important 2022 megatrends as the
Climate Changers, where people start to think about their actions and consequences in a
global aspect and their preferences and necessities are oriented towards the consumption of
products and services with low CO2 impact for the environment. Also the megatrend of The
Great Life Refresh where people value more experiences and moments than things or luxury
products because they think it will help them for their personal growth and feel alive.

2.1.1 Problem description:

Santander has a great variety of ecosystems and natural tourist attractions, as well as
Sangil, Bucaramanga and its other municipalities. Although the tourism sector has
been one of the most affected by the pandemic, new projects have appeared that
seek to satisfy a demand that is not as great as that of mass tourism, but
representative for a new niche of people who want an experience of memories and
close to the nature.
The Covid-19 global health crisis and its quarantines have affected the continued
development of the tourism sector, which experienced its greatest moment in 2019.
We find it important that the movement of passengers on international flights will
increase by 55% in 2021 in Colombia with respect to the 2019 comparison according
to data from the Civil Aeronautics

The Ministry of Industry, Commerce and Tourism indicates that by 2022 the number
of non-resident visitors will reach 3 million. Among the markets that emit the most
travelers to the country, the United States stands out, which has a 22% share, among
all the countries that visit Colombia. In addition, the growth of visitors from Peru and
France stood out, with increases of 19% and 12%, respectively.
 2.1.2 Problem formulation: Based on the identification and description of the
problem, the team contextualizes and poses a research question to guide the project.

How can Santander adapt a strategy that allows it to reactivate tourism and
take advantage of its socio-cultural and ecological spaces?

2.2 Objectives:

2.2.1 General objective: Develop and implement a new market strategy in the nature
tourism sector, with an emphasis on ecotourism in Santander, responding to the
collective interests of clients in this market.

2.2.2 Specific objectives:

● Understand the new global change and what this means for the tourism
sector, contemplating development techniques and implementation of our
project for a better experience and quality service for our customers.
● Develop differentiated tourism products with high impact and social and
economic value, in order to strengthen the regional integration of tourism in
Santander.
● Design value proposals taking into account the weak points of Ecotourism in
Santander and Colombia in general, which will serve to attract international
clients accustomed to certain levels of quality.

2.3 Project justification

According to the monthly report delivered in February 2020 by the Ministry of Tourism,
Industry and Commerce, in 2019 records were broken in Colombian tourism as the number
of visitors reached 4.5 million and hotel occupancy reached 57.8% occupancy .

The statements of the Vice Minister of Tourism, Julián Guerero, are also to be trusted, who
emphasized the popularity of Colombia as a global phenomenon which has not yet changed
thanks to the participation in viral trends of social networks for movies like Encanto and the
need to people to enjoy experiential activities of which Colombia has many to offer.
The tourist packages that we plan to offer involve various companies in the sector that
provide complementary services, which will boost the economy of the sector in the
department. The Eco-Hotel El Ocaso as our partner, restaurants, shops, carriers, adventure
sports service providers, as well as tourist points will benefit from this project.

In addition, by encouraging tourism in Santander, we have the responsibility to innovate with

the aim of achieving 100% sustainability in this sector, not only as an attractive place for
visitors, but also as it allows entrepreneurs to partially reduce some costs with the
implementation of unconventional projects. materials in its infrastructure. Likewise, this
sector generates economic benefits for the populations that live in the surroundings, who in
times of conflict are the most affected, since a large part of their livelihood is derived from the
presence of foreigners or tourists in general.

2.4. Schedule.

Source: Professor Andrés Acevedo Design.

3.1. General Market Search

● Which markets are the ones that most demand the selected service worldwide

According to the Statista Research Department in 2019 China was the country with the
highest international tourism expenditure worldwide with USD 254.6 billions in 2019 and
130.5 billions in 2020, followed by the United States with 134.6 billions in 2019 and 39.3
billions in 2020.

We find it important to mention that China's international tourism is limited to Asia, with
Thailand, Japan and Singapore the most chosen destinations for the Chinese people
according to China Travel News 2018. On the other hand, the country with the second
highest expenditure, the USA, represented for Colombia the country with the highest flow of
foreign visitors with 53.966 travelers in 2020 according to the Ministry of Commerce, Industry
and Tourism. This is why we find it important to focus on the American and European market
which stays in the next places of the graphic and taking into account the expenses of the
international tourists.

According to the Mastercard Global Destination Cities Index: Origins, we have the top 10
tourist source markets in 2018 where the presence of the US, Germany, France and Canada
is relevant for our market.

1. United States.

2. China.

3. Germany.
 4. United Kingdom.

5. France.

6. South Korea.

7. Japan.

8. Canada.

9. Rusia.

10. Taiwan.

● Which are the main suppliers of the product (or service) worldwide for the
country (or market) studied. top 10 destinations

Although there are no reliable sources with real statistics that show which countries receive
more tourists that specifically require ecotourism services, relevant information was found in
specialized tourism blogs that mention the best countries for ecotourism.

Among the most mentioned countries are the following:

Costa Rica
It is a country that dedicates a quarter of its territory to parks, reserves and conservation
areas. Despite its small national territory, Costa Rica represents 5% of the world's
biodiversity.

Malaysia
It is famously known for the Gunung Mulu National Park, a famous park located on the island
of Borneo for its rich biodiversity and expanses of caves and caverns. This park is an
officially declared world heritage site by UNESCO. In 1995, the government approved the
National Ecotourism Master Plan. The National Ecotourism Strategy was created to provide
the government with an overall framework for Malaysian ecotourism and to protect
untouched natural places. Conserving the environment and ensuring the well-being of the
local population.

Ecuador
With the Galapagos Islands as one of its main attractions, Ecuador learned that it is
important to take care of its natural reserves. As a UNESCO World Heritage Site, the
Galapagos Islands offer a wide variety of unique flora and fauna for its visitors.

● What are the characteristics of the main suppliers worldwide, what makes them
so strong, what are the main channels and distribution strategies in the country
(or market) studied.

Costa Rica
This corner of Central America has conquered the hearts of international tourists, positioning
itself as the leading country in nature tourism worldwide according to the International
Economic Forum. 25% of its national geography is protected by the National System of
Conservation Areas, which provides a balanced structure that safeguards the life of all
species and their natural habitat.

It has tropical forests, Caribbean and Pacific coasts and is known for its beaches, volcanoes
and biodiversity, which allows tourists to be in communion with nature.

There we will discover exotic landscapes full of authenticity, among which stand out
paradisiacal beaches located in Puerto Viejo, El Golfo Dulce, Guanacaste where we can
perform activities such as snorkeling, surfing, and visiting underwater ecosystems. In
addition to this, Costa Rica is known for being located in the Pacific Ring of Fire, that is, it
has about 200 volcanoes throughout the country which can be visited up to a certain
distance through hiking activities that allow you to contemplate them safely.

Malaysia
This paradise is ideal for ecotourism thanks to the area in which it is located. Malaysia is
made up of Malaysian Borneo and Peninsular Malaysia to the south of the Asian continent,
sharing borders with countries such as Thailand, Indonesia and Singapore. In addition, it is
centered in the Pacific Ring of Fire as is the case of Ecuador.

Thanks to this, it is an ideal paradise for ecotourism that provides natural wealth. Tourists
can visit incredible places such as nature reserves where animals are free, view beautiful
skyscrapers, beaches with jungle landscapes, archipelagos, and volcanic areas. Among its
attractions, there are places like Kuala Lumpur, Taman Negara, Sandakan, Langkawi.

Ecuador
One of the countries that has been awarded in the category of best world tourist destinations
in the World Travel Awards 2021. The national territory is a tourist attraction in the eyes of
foreigners since it is distinguished as the country of the 4 worlds; its name is due to the fact
that it is formed by the regions of the Sierra, Galapagos, the Coast and the Amazon, which
have an intertropical temperature.

It is worth mentioning some of the most visited cities by international visitors, which are
attractive thanks to the conservation of their cultural, ethnic and biological diversity, here are
the cities of Quito, Galapagos, Cuenca, Manta and Baños de Agua Santa.

● Which markets are those to which Colombia exports the selected product (or
service) the most worldwide (top 10 export destinations for the selected
customs tariff number).

If we look at the ranking of tourists we see that it is the 67th country in the world for receiving
tourists. During 2019, 4,154,401 tourists from other countries visited Colombia.
The main countries of origin of tourism in Colombia are the United States, 16.59%,
Venezuela, 10.21% and Argentina, 5.06%.

Source: Datosmacro

3.2. Trade agreements and treaties search

For practical purposes, in this research, there is no evidence of the use of commercial
agreements to deepen nature tourism, since the nature of the project is to attract people to
the country and there is no evidence of the use of treaties for the migratory transit of people
among the countries highlighted in the research.

Given this information, and despite the fact that it is not possible to take into account the use
of free trade agreements that Colombia has, international cooperation agreements were
found in the field of tourism, with which Colombia promotes its tourism with countries within
the same region of America and other countries belonging to Europe, Asia and Middle
Eastern countries.

3.3. Initial market selection

➔ United States of America

The United States is one of the top 5 countries most interested in traveling to
Colombia for tourism. Even with the disasters that occurred during the pandemic
period, it remained in the #1 position. Part of their inclination for our country is the
warmth of the people who welcome them, the curiosity to explore unknown magical
places, their spending is economical because the dollar is one of the strongest
currencies in the market. In addition to this, Americans do not require a tourist visa to
enter the country.

➔ Germany
The Chamber of Commerce, Industry and Tourism together with Germany created a
project for the consolidation of economic growth, which seeks to make a diagnosis of
the state of tourism service providers in Colombia and thus strengthen through
training in different fields, the capabilities they have in terms of sustainable tourism.

Also, German travelers have increased their visits to the country in recent years
because they consider that Colombia has factors such as security and proposals in
natural and cultural diversity.

➔ Canada
According to the District Tourism Institute and Air Canada, a project was presented to
promote the capital of Colombia as a tourist destination. Its purpose is to increase the
number of travelers heading to Bogota. For this purpose, they implemented direct
flights between Montreal - Bogota that are operated 3 times a week and thus favor
the economic reactivation.
 ➔ France
Although this country is one of the most visited annually, France has shown interest
in visiting Colombian cities. However, they want to know more places besides the
typical ones such as Cartagena, Bogota, and Medellin since they are distinguished
for being the most adventurous; that is to say, we can take advantage of the variety of
tourism that exists in the country.

Colombia is a destination with a wide variety of tourist attractions, with paradisiacal

beaches, desert, jungle, mountain areas and snow. The richness of its culture and
traditions make it unique.

3.4.Final selection (market assessment-selection matrix): having selected the four initial
countries, the team is ready to decide the target market based on the Market Selection
Matrix.

The figures in the following table were obtained from the data provided in the other numbers
of phase 3, as well as datosmacro.expansion.com, datos.bancomundial.org and flight prices
from www.google.com/flights , taking as a reference for the latter the cheapest flights from
the preselected countries to Bucaramanga.

As specific variables of the sector to take into account for the final selection, we had the
arrival of tourists from these countries to Colombia, international travel by tourists from these
countries, and the cost that tourists from these countries would have to incur to get to
Bucaramanga, Santander, Colombia.
Based on the obtained results, the chosen target market is the European Union.

4.1. Market access conditions.

FUNCTIONAL DOMAIN
Security is a priority within any tourist service, since it promotes the physical well-being of the
user, allowing him to comfortably enjoy the service from start to finish without putting his
integrity at risk, likewise it is important to provide the service with elements that provide the
user the necessary physical comfort so that he can have a pleasant experience,
monopolizing the actions to be carried out in case of emergency, within an inclusive service,
where all types of user have the possibility of providing said service.

Source: Own design.

4.1.1 Authorizations requests in Colombia (if applicable): CAR, Ingeominas, Fondo
Nacional de Estupefacientes, Supervigilancia, Ministerio de Agricultura.

• Requirements by the Ministry of Industry and Tourism:

Article 33 of Law 1558 of 2012.

It was established that the Ministry of Trade, Industry and Tourism, will keep a National
Tourism Register, in which all providers of tourist services operating in Colombia must
register. This register shall be compulsory for the operation of such tourist service providers
and shall be updated annually.

The National Tourism Register allows the establishment of a mechanism for the identification
and regulation of tourism service providers, as well as an information system for the tourism
sector. On the basis of this information, the Ministry of Trade, Industry and Tourism prepares
studies and indicators on the performance of the tourism sector at the national and
international levels, which allow the definition of policies, plans and programmes. It also
directs the preparation of studies and proposes strategies to improve access to credit and
financing for the tourism sector.

The Ministry of Commerce, Industry and Tourism, headed by the Vice-Ministry of Tourism, is
responsible for establishing the regulations that allow tourism service providers to be
regulated and to clearly establish the conditions and requirements necessary for the
registration and updating of the National Registry of Tourism and the other conditions for the
exercise of the function by the chambers of commerce, in accordance with the provisions of
paragraph 3 of Law 1558 of 2012, a function that is carried out with the "Sectoral Analysis
Group and National Tourism Registry ”, who propose the regulatory criteria to be taken into
account and the needs that are evident in the sector to define policies and regulations
regarding tourism service providers required to register in the National Tourism Registry.
Obligations of providers of tourist services These are obligations of providers of tourist
services, which are listed below:
● Register with the National Tourism Register.
● Annually update the data of its registration in the National Tourism Register between
1° January and 31 March.
● The number corresponding to the National Tourism Register must be included in all
advertising by the tourist service provider, in accordance with article 30 of Law 1558
of July 10, 2012.
 ● Adjust your advertising guidelines to the services offered, especially in terms of
prices, quality and service coverage.
● Provide the information requested by the tourism authorities.
● Comply with environmental conservation standards both in the development of
tourism projects and in the provision of their services.
● In accordance with the provisions of article 5° of Law 1558 of 2012 the technical
quality standards issued by the Sectoral Standardization Units related to the activities
of the so-called adventure tourism and tourism sustainability, shall be binding on
providers of tourist services.
● Comply with the contribution of the parafiscal contribution corresponding to the
tourism tax collected through FONTUR, in the event of being a taxpayer in
accordance with the provisions of Law 1101 of 2006.

• CAR (Regional Autonomous Corporations):

The CAR, like the other corporations, has as its objective the execution of policies, plans,
programs and projects on the environment and renewable natural resources, as well as the
fulfillment and timely application of the current legal provisions on their disposal,
administration, management and use, in accordance with the regulations, guidelines and
directives issued by the Ministry of the Environment.
● Which grants procedures according to the user's need:
● Accreditation or certification of the investments made in control, conservation and
improvement of the environment, to obtain the income tax discount.
● Environmental permit for botanical gardens.
● Certification for Import or Export Purposes Forestry Companies, Nurseries and Wild
Flora Crops.
● Environmental License.
● Environmental permit for zoos.
● Permit for the Occupation of Riverbeds, Beaches and Beds.
● Environmental Recovery and Restoration Management Plan.
● Ecological Restoration Plan in Protected Area.
● Environmental Records (hazardous waste, RUA, PCB, special waste, paper,
cardboard, plastic, glass and metal container and packaging waste).
● Said procedures must be fulfilled for the commercialization of tourist plans taking care
of and conserving the environment and the natural resources of the Colombian
territory.
Sustainability policy: In the destination or tourist area, a sustainability policy must be
defined in a participatory manner between the entities and organizations that:

Include your commitment with:

● the maintenance or improvement of positive impacts in environmental, socio-cultural
and economic terms.
● the management, minimization or elimination of those negative impacts, generated
due to the development of its activity.
● the compliance with legal requirements and continuous improvement.
● Must be available and disseminated to the public and resident population.

The World Tourism Organization and the Superintendence of Industry and Commerce:

Tourism can contribute, directly or indirectly, to all objectives. Specifically, it has been
included in some of the targets of Goals 8, 12 and 14 related respectively to inclusive and
sustainable economic growth, consumption and production and sustainable use of oceans
and marine resources.
Remember the obligations of tourism service providers:
● Register and update your data in the National Tourism Registry.
● Adjust your advertising in prices, quality and coverage of the service offered
and agreed.
● Execute the contracted services.
● Ensure the satisfaction of its consumers.
● Provide truthful, clear and sufficient information regarding the products offered
● Guarantee compliance with tourist services.

Please note that when the provider of the tourist service incurs in breach of the service
offered, uses misleading advertising or that misleads the public about prices, quality or
coverage of the tourist service or does not comply with its right of withdrawal, offers
misleading information or that gives rise to error in the public regarding the modality of the
contract, the legal nature of the rights arising from it and its conditions or on the
characteristics of the tourist services offered and the rights and obligations of tourists, you
may report such facts to the Superintendence of Industry and Commerce.

4.1.2 Non-tariff conditions.

The project focuses on the development of a company that acts as a tour operator and
connects people abroad with the idea of the tourism plan, to be used within the country.

Being thus, and thanks to the DETAILED STRUCTURE OF THE INTERNATIONAL

INDUSTRIAL CLASSIFICATION UNIFORM ADAPTED FOR COLOMBIA, we place this
company within the activities of travel agencies, tour operators, reservation services and
related activities, which are identified with numeral 79.

● Source: journal article

● Name: National Statistics - Inbound Tourism.
● Author: FILBI
● pages:60064
 ● year:2019

Therefore, it is identified that if a company is created to adopt the activity of tour operator, it
would have to use the rules of code 7912 of the international nomenclature, and to be
validated by international and national agencies, it must have a chamber of commerce and
Rut to be established as a tour operator in order to market the tourism product.

● Source: journal article

● Name: FORMAL TAXATION
● Author: DIAN
● pages:405
● year:2020

There are sectoral technical standards that must be managed and adapted for the care of
tourists, and that is determined for tour operators, and within the decree number 285 of
February 26, 2020, Article 13 which establishes export programs of services under Article 4
of the Seventh Law of 1991, explains the application of the standard, and that procedures
must be met to run the economic activity.

Taking into account customs, tax and exchange regulations, Article 20 of Decree 4048 of
2008 regulates and articulates the capacity of sales tax (VAT) exemption for tourism
services. Therefore, the law indicates that regardless of whether the client or final consumer
obtains the tourist plan through an agency or directly with the tour operator, the latter is
governed by the exception and is exempt from paying this tax.
4.2.Immersion strategies.

The immersion strategy in the European market will consist of a mainly virtual and remote
approach with consumers, positioning the concept of a vacation in a quiet place, with lots of
nature and activities to do. By applying this promotion strategy through social networks,
direct interactions with our end customers can be generated more easily than with other
types of media. In addition, according to StatCounter, Facebook was the most used social
network in Europe with 80.63% of users, while Twitter and Instagram only have 5.74% and
4.86% participation, respectively. These data are important for our research since they
generate clear indications about which social network to choose for the immersion strategy.
The creation of short and attractive videos is the main audiovisual content promoted since
they are the ones that most easily go viral. It is essential to emphasize the ecological, the
green and the natural so, in this way, impact the European market as an exotic Colombian
company that cares about the care of the environment that wants to offer moments of
relaxation in a unique environment.
This strategy is fundamental since it will allow us to have conversations with our clients, offer
them more information, help them with their questions and concerns, and generate a network
of trust.

5. Operations, Physical Distribution and Logistics Strategy.

Selling Price.
The selling price per package will be €300.

Logistics and transport.

For this project, the logistics is developed starting with the tour package on the market that
the plan covers, and then it triggers a logistics reverse for the consumer to make their way to
the country and start the adventure for all destinations in the plan.

Publicity and Promotion.

The main way to support the promotion and communication of the tourist package will be
through social networks and web pages, since it is the ideal way in which the information can
be communicated to the public. With Online communication, it will receive the most demand
flow. But to maximize the opportunity to offer the product, other supports are also used by
entities and public institutions such as embassies, consulates and tourist offices that are
interested in promoting these tourist destinations and supporting the region.

● Source: journal article

● Name: TOURIST PROJECTS - MARKET
● Author: MARKETING CRM
● pages:106
● year:2019

Taking into account the quality of the tourist product, It is also expected to have tourism
companies that work online and see the opportunity to promote the high cultural value that
has in the Region of Santander and the large number of activities that can be developed in it.

6. Financial Projections, Analysis and Evaluation

Our costing tables represent a viable project since the analyzed data were taken into account
and an objective demand was concluded, it is important to emphasize that the tourism sector
is always managed by seasons, however our company manages repertoire all year round,
also we conclude in it that the profits are positive and that the payment of the initial
investment by SENA INNOVA for $150,000,000 Colombian pesos (COP), which was a
project contest that our company participated in and won, was financed to carry out For this
project, we determined a payment term of five years which we will pay with an annual rate of
7.44%, which will allow our company to cover operating expenses, pay the annual
percentage, and cover personnel costs, in addition to a reinvestment in infrastructure.
PROJECT CONCLUSIONS

Strategy group associates is a company that shows signs of viability financial and market
figures, such as the internal rate of return show that it is a stable company and the most
attractive thing is that the investment needed to start operations is not very high, and there is
no need to resort to excessive indebtedness .
Carrying out these studies shows that the creation of this company is very feasible, since
there is ample demand thanks to the growth figures shown by the tourism industry in the
country and in the Santander region.
The main objectives of the company will be to provide a human service with the highest
quality standards that allow it to be at the forefront of the current market and allow it to adapt
to its needs and expectations.

GENERAL CONCLUSIONS OF THE SUBJECT

Different information search strategies, data analysis and support from our teacher in doubts
and data verification were implemented during the semester, early deliveries of the project
were carried out which helped the final delivery to focus on a project with a certain profit
margin and a viability of the project close to 100%.

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