Analysis of the low seasonal tourist demand in Norte de Santander

Abstract

A qualitative study was conducted in which the factors determining the fluctuation and low tourism demand in the department of Norte de Santander, Colombia, were analyzed, with the purpose of understanding the social, economic, and political elements that restrict the flow of visitors during intermediate and low periods. The variation in demand is a global problem that affects the sustainability of the sector, forcing destinations to rely on holidays and vacation periods. For this purpose, a case study design was used along with the application of semi-structured interviews and focus groups directed at intentional tourists; their perceptions, motivations, and experiences when selecting a destination were explored, facilitating a diagnosis of the sector’s weaknesses and opportunities. The research results identified the perception of insecurity as the main inhibitor of demand, leading travelers to rule out destinations where safety is not fully guaranteed, a finding that directly impacts the adaptation of the regional tourism supply. In addition, critical limitations were diagnosed in road and air connectivity, competition from informal accommodations, and poor promotion that prevents awareness of the diversity of the regional offering (ecotourism, religious, and cultural). Travelers in the low season are also characterized by seeking quiet plans, destinations with lower visitor density, and the possibility of taking advantage of offers or promotions. It is concluded that dependence on seasonality creates economic and productivity imbalances in the region. To mitigate this problem, it is suggested that service providers implement strategies focused on digital marketing to increase their presence on social media, develop value-added offers with economic incentives and specific discounts for short or low-season trips, and promote intersectoral coordination for infrastructure improvement and the creation of new attractions, which will contribute to maintaining a constant flow of tourists throughout the year, thereby improving the destination’s competitiveness and sustainability.