3.6. TOURISM AND SUSTAINABLE DEVELOPMENT

activities of sun and beach, and nature adventures under compliance with biosecurity protocols, and within the framework of the economic recovery plan, causing a positive impact on the local economy, positioning itself as the preferred tourist destination of Colombians during the pandemic. (The Herald, 2021)

3.6. TOURISM AND SUSTAINABLE DEVELOPMENT. The Colombian legal framework speaks about Sustainable Development since 1993 with the issuance of Law 99. It defines the term as "that which leads to economic growth, the elevation of quality of life and social welfare, without exhausting the base of renewable natural resources on which it is based, nor deteriorating the environment or the right of future generations to use it for the satisfaction of their own needs" ( art. 3). In addition, in general, the country accepted and adopted the goals of the 2030Agenda through CONPES 3918, "Strategy for the implementation of the Sustainable Development Goals (SDGs) in Colombia." Sustainable Development is also one of the guiding principles of tourism activity, taking into account Laws 300 of 1996 and 1558 of 2012 governing tourism laws. More recently, the Tourism Sector Plan 2018-2022 "Tourism: the Purpose that Unites Us," in its Chapter I. Generation of institutional conditions for promoting the tourism sector, Strategy 4. “To enable more responsible and sustainable tourism” establishes as a priority to encourage sufficient structural conditions that guarantee sustainable, responsible, and quality tourism, following the fulfillment of the Sustainable Development Goals (SDGs) and the UNWTO Framework Convention on Ethical Tourism and requests the entity in charge of tourism at the national level to strengthen the regulations to achieve responsible tourism at all levels (Ministerio de Comercio, Industria y Comercio, 2018). With this as a basis, the Ministry of Trade, Industry and Tourism issued in 2020 the "Sustainable Tourism Policy: United for Nature." This Policy is based on five essential paradigms for the proper development of tourism: • Sustainable tourism is a shared responsibility • Sustainable tourism is a cross-cutting principle, not a typology of tourism • There are market opportunities for the development of sustainable tourism • Sustainability is a factor of competitiveness and • Sustainability is a factor in local social and cultural development. The general objective of the Sustainable Tourism Policy is to strengthen the sustainability of the tourism value chain in Colombia, improve its competitiveness, guarantee the conservation and responsible use of natural capital and generate greater added value and differentiation for the country. Through 6 strategies, 32 projects, and 140 indicative actions, this Policy seeks to ensure that sustainability is incorporated into the governance, planning, management, and decision-making strategies of tourism in destinations; in the decisions and business practices of the economic agents of the sector; and in the consumption behaviors and patterns of travelers. Thus, although the document focuses on the environmental dimension of sustainability, it becomes strategic for any tourist destination. In addition to the above, there is a list of at least 50 specialized sectoral technical standards that tourism service providers must implement according to their activity to obtain their National Tourism Registry and provide their services to tourists. However, according to the SITUR 2017 Report, only 1% of the companies legally constituted in the Department of Magdalena and the District of Santa Marta have certification for the implementation of these

standards. This fact causes meager-quality services in the tourism sector and decreases the possibility of managing the negative environmental impacts of mass tourism in high seasons, which is negative for environmental sustainability.(SITUR Magdalena - COTELCO, 2018) However, most companies (86%) have implemented at least one activity related to waste management: separation of garbage, location of ecological points, and use of the 3 Rs (Reduce, reuse, recycle). Likewise, 81% of the companies that provide tourism services have adopted measures to reduce water consumption, such as installing water-saving devices in showers and faucets, bathrooms with low consumption systems, and implementing a manual of efficient use of water.(SITUR Magdalena - COTELCO, 2018) 96% of suppliers perform some activity for efficient use of energy: use of energysaving LED bulbs, disconnect appliances that are not in use, turn off air conditioning systems, and only 6% make use of other alternative energy sources (solar energy).(SITUR Magdalena - COTELCO, 2018) On the other hand and given the importance that the strategic ecosystems present in the territory of Santa Marta have for the development of human life and the generation of income from tourism activity, the District Mayor's Office, through the District Institute of Tourism INDETUR, has adopted a sustainable tourism development strategy focused on the responsible use of maritime beaches and marine ecosystems under the principles of sustainable tourism and environmental conservation notch. For this reason, it is necessary to implement actions aimed at strengthening institutional technical capacities and the creation of methodological tools to ensure the proper management of these important places of rest and recreation, which are highly demanded by nationals and foreigners during all seasons of the year.