Table 6. Summary table of actions by program

5.2. LINES OF ACTION Next, the planning model structure is proposed. It is designed to provide solution to the problems identified in the diagnosis and analysis of the District and its tourism sector, and that are based on the different aspects that must be taken into account in regional planning processes to achieve sustainable development; it means development that seeks the balance between the economic, social, and environmental aspects, always thinking about the common good and joint work to achieve the objectives set. The model is ordered from five management axes, which in turn group 24 programs and 156 actions. It also presents the proposed indicators for measuring compliance with the proposed actions and the estimated time frame for their implementation.

Figure 25. Model of Axes for the tourist planning of the District of Santa Marta. Source: Own elaboration.

As shown the figure, Axes 1 and 5 are transversal to the whole process and focus on two key aspects that must support all the actions to be implemented to achieve the integral development of any tourist destination: tourism governance and sustainability. The three additional axes cover management areas related to Integral Development that covers different aspects that contribute to the competitiveness of the District, the strengthening of its Social Capital, and the promotion and marketing of the destination. Below are the axes of action with their objectives and a diagram with each of their programs. Then each program is explained and presented with their respective activities, possible indicators, goal lines, and execution deadlines.

Axis

1. Tourism Governance

2. Integral Development for Competitiveness

Table 6. Summary table of actions by program

Programs Actions short medium long

1.1 Coordination and Institutional Strengthening 6 6 1.2 Strengthening Interinstitutional Relations 4 4 1.3 Citizen Participatory Processes 2 2 1.4 Networks and Alliances to facilitate the Sector development 4 1 3 1.5 Financing and Monitoring of proposed actions 5 4 1 2.1 Investment in Infrastructure for tourism 12 3 9

2.2 Formalization and Decent Employment 4

4 2.3 Incentives and investment promotion 2 2 2.4 Support and financing of productive projects 3 1 2 2.5 Territorial Planning, Information Systems and Tourism Security 16 8 8 2.6 Sector Professionalization 7 3 4 2.7 Innovation and New Tourism typologies 8 5 3 3.1 Strengthening the sense of community 4 4

3. Community Social Capital 4. Tourism promotion and destination positioning

5. Sustainability and biodiversity protection

Total

3.2 Rescue and glorification of traditions and cultural and historical memory

4 1 3 3.3 Generation of Cooperation and Associativity 5 5 4.1 Market Research 4 2 2 4.2 Destination Positioning in specialized markets 7 4 3 4.3 City Brand Management 4 2 2 5.1 Tourism Environmental Performance Information System 4 2 2 5.2 Destination management and conservation and recovery of marine and terrestrial ecosystems 18 6 10 2 5.3 Adaptation to climate change 6 2 3 1 5.4 Sustainable Tourism Quality 11 3 8 5.5 Raising awareness and changing worldview 12 8 4 5.6 Creating sustainable and regenerative products 3 1 2

155 73 79 3

5.3. TOURISM GOVERNANCE This Axis seeks greater articulation between the internal units of the district administration for the implementation of plans, programs, and projects related to tourist activities and attractions; achieve high citizen participation in the formulation and implementation of tourism-related sectoral policies and plans; the creation of partnerships with public or private bodies at any level to facilitate the development of the sector; institutional strengthening of the entity in charge of tourism at the district level; and establish adequate follow-up to the implementation of the proposed actions and their results. The Axis has the following strategies:

1.5 Financing and

Monitoring of proposed actions

1.1 Coordination and Institutional Strengthening

1.4 Netwoks and

Alliances to facilitate the development of the Sector

1.2 Strengthening Interinstitutional Relations

1.3 Citizen participatory processes

Figure 26. Axis No 1 Tourism governance structure.