Marketing de destinos turísticos: un análisis de las tendencias mundiales post-COVID-19 en el departamento de Santander, Colombia

Abstract

The COVID-19 pandemic has caused a general disruption in the tourism sector, forcing tourist destination managers to rethink their activities and services in favor of economic reactivation and the restoration of the tourist flow. This exploratory and descriptive study investigates tourism destination marketing trends in the post-COVID-19 pandemic context. For this, a theoretical review of the terms tourism marketing and tourism destination marketing is carried out. In the first phase of the study, trends in tourism at the global and national level are explored. It is believed that, globally, the marketing of tourist destinations is based on the use of geography, natural resources, gastronomy, history and local culture. In all countries with a tourist flow, the arrival of foreign tourists will be slow in the coming years, so domestic and domestic tourism will be promoted. In the second phase, the department of Santander is evaluated as a tourist destination and the post-COVID-19 trends that would apply in that scenario. Although the marketing of Santander as a tourist destination was focused on MICE (Meetings, Incentives, Conventions and Events) in the pre-COVID-19 context, this tourism has lost viability due to the prohibition of large concentrations of people. Therefore, it is recommended that Santander's tourism policy managers opt for other types of tourism products that are already growing, such as nature, wellness, historical-cultural and gastronomic tourism.