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Digital Marketing Strategies for Agritourismas a SustainableAlternative for the Development of the Rural Sector in theTownofUsme, Bogotá,
Agrotourism is an economic activity derived from rural tourism, a sector that has experienced significant growth in Colombia over the past decade due to its ability to integrate small and medium-sized enterprises into the tourism value chain. Its main characteristic is its development in rural environments, based on environmental, social, and cultural principles. In the locality of Usme, Bogotá D.C., agrotourism is recognized as a sustainable alternative that showcases landscapes, ancestral traditions, and a culture of natural resource conservation through agricultural and livestock practices. This model encourages collaboration among community and peasant organizations, public institutions, support programs, and local enterprises, thereby strengthening the social and economic fabric of the territory.
Moreover, rural tourism represents an important source of income for the locality, as it includes populations traditionally excluded from the labor market, such as older adults, youth, and women, thus contributing to social inclusion and equity. The purpose of this working paper is to analyze how digital marketing strategies can strengthen agrotourism as a sustainable alternative for the economic and social development of the rural sector in Usme, Bogotá, through a territorial and participatory approach. In this regard, the study aims to highlight the potential of digital marketing to increase the visibility of rural initiatives, enhance their competitiveness, and facilitate access to new markets, consolidating agrotourism as a key strategy for sustainable development in the region.
