Innovation and Sustainability in the Value Chain of the Tourism Sector in Boyacá

Boyacá, a department in the Colombian Andes, is recognized for its rich natural, cultural, and historical heritage, positioning it as an emerging tourism destination with strong potential for sustainable development. Its portfolio encompasses ecological, cultural, adventure, and rural modalities that contribute to local economies and community well-being. This study employs a mixed-methods design combining documentary analysis with fifty semi-structured interviews conducted across five provinces, engaging stakeholders such as hotel managers, travel agencies, restaurateurs, agroecological farmers, museum directors, café entrepreneurs, and ecotourism operators. The findings reveal that innovation, particularly through infrastructure, modernization, digital adoption, and service professionalization—is critical to strengthening competitiveness. However, persistent challenges include stakeholder fragmentation and the absence of a coordinated promotional strategy, both of which limit visibility and shared value generation. To address these challenges, the study proposes integrated innovation pathways, including thematic circuits (heritage, independence, and coffee routes), personalized tourism experiences, and the use of digital and experiential marketing tools. These approaches highlight the need for collaborative governance involving public, private, and community actors. The article contributes empirical evidence to the debate on tourism innovation and sustainability in emerging regions, underscoring Boyacá’s paradox: global recognition coexists with fragmented governance. It argues that innovation-driven strategies, aligned with sustainability principles, are essential for consolidating Boyacá as a competitive and regenerative tourism destination.