Navigating the digital age: how Colombian tourism SMEs leverage digitalisation for strategic planning and decision-making

This study explores the impact of digitalisation on strategic planning and decision-making in Colombian tourism small and medium enterprises (SMEs). It highlights how digital tools can transform these businesses and enhance performance. Using a qualitative approach with in-depth interviews and quantitative data analysis, the research identified key factors affecting digitalisation, including company age, sales, employee skills, financial resources, and existing strategies. The findings show that digitalisation significantly improves strategic planning, operational efficiency, and customer engagement, with SMEs utilising customer relationship management (CRM) systems, data analytics, and social media. However, challenges like technology integration, data security, infrastructure, and financial constraints were noted, particularly for resource-limited SMEs. The study categorised SMEs by digital maturity, showing that advanced adopters achieved better market reach and efficiency, while less mature SMEs struggled with investing and managing digital tools. The study underscores the need for tailored support and scalable digital solutions to help Colombian tourism SMEs achieve sustainable growth and competitiveness.