Challenges and strategies for the hotel sector in Nariño after the pandemic

Introduction: The hotel sector in commune 1 of the city of Pasto, Nariño, has been affected by recent social, economic and health changes, especially by the COVID-19 pandemic. Therefore, it was necessary to analyse its current situation to identify strategies that would strengthen its competitiveness in the face of environmental challenges and an increase in tourists.Development: During the research, international, national and regional background information was reviewed. Work on business resilience, human management and strategic plans in hotels in similar contexts was highlighted. The diagnosis revealed structural weaknesses, low preparedness for crises and an urgent need for adaptation. Through DOFA, MEFI and MEFE analyses, opportunities for improving hotel operations were identified, as well as legal and social threats, such as irregular migration. The importance of strategic direction, planning, regulatory compliance and human talent development was also emphasised.Conclusion: It was concluded that strengthening the hotel sector should be based on a comprehensive, resilient, and strategic vision. Collaboration between public and private entities, together with the promotion of local and regional tourism, was essential to achieve economic recovery. The implementation of action plans focused on quality, innovation, and sustainability would consolidate hotels in commune 1 as key players in the economic and social development of Pasto.