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

The department of Boyacá, located in the Andean region of Colombia, stands out for its historical, cultural, and natural richness, positioning itself as a strategic tourist desti-nation with significant economic potential. Its diverse tourism portfolio—including nature, cultural, ecological, and adventure tourism—generates opportunities for eco-nomic growth, employability, and sustainable development. This study employed a mixed-methods approach, combining documentary analysis and semi-structured interviews with key stakeholders in the tourism sector. Secondary sources such as government reports, academic studies, and sectoral statistics were an-alyzed, complemented by qualitative insights from stakeholders to identify challenges and opportunities. Findings reveal that innovation is essential for enhancing competitiveness. Moderni-zation of infrastructure, adoption of digital technologies, and improvements in service quality were identified as drivers of destination attractiveness. However, fragmenta-tion among stakeholders and the absence of a structured promotional strategy limit Boyacá’s visibility in national and international markets. The study recommends the implementation of innovative strategies, including the de-sign of thematic routes, personalized experiences, and digital and experiential mar-keting approaches. Sustainability must serve as a cross-cutting axis to balance eco-nomic growth with the conservation of natural and cultural heritage. Through collab-orative efforts among public, private, and community actors, Boyacá can consolidate its position as a competitive and sustainable tourist destination.