Abstract
This document analyzes the market for accreditation services in Colombian Technical Standards (NTC) for tourism sustainability management systems. It reveals a positive transition from Sectoral Technical Standards (NTS – the previous standards applied to the tourism sector) to NTC and it also highlights the potential for improving the quality and sustainability of tourism in Colombia. The Conformity Assessment Bodies (CABs) could use this new accreditation service in NTC to expand their service portfolio and capture a greater and growing sustainability-conscious market. However, there are some challenges to face, including the heterogeneity of Tourism Service Providers (PST) and the costs of the certification. The study suggests collaborations between CABs and the government to incentivize certification in NTC among PST and overcome financial and technical barriers.
Background
The area in charge of quality and sustainable development in the Ministry of Commerce, Industry and Tourism (MinCIT) requested the National Accreditation Body of Colombia (ONAC) the development of accreditation services in ISO/IEC 17021-1 with sub-scope in the NTC of management systems in tourism sustainability for the accredited certification process of PST in Colombia.
Objective
This document aims to conduct a market study of the accreditation services in NTC in tourism sustainability management systems.
Scope
This document presents the inner particularities of the tourism sector and the market of certification and accreditation services in NTC in tourism sustainability management systems. Based on these aspects, some conclusions derived from the study are presented.
1. Introduction
Tourism is a fast-growing industry capable of bringing benefits to local and visiting communities, such as job creation, boosting investment, fostering the development of infrastructure, conserving sites of interest, and increasing environmental awareness. However, it can also bring undesired effects such as the loss of cultural identity by the individuals of local communities (hosts), environmental degradation, resource depletion, and the destruction or deterioration of local fauna and flora. 1
Given the different outcomes that tourism activities might have, the World Tourism Organization (WTO) established the concept of sustainable tourism, understood as tourism activities developed under the consciousness of the social, economic, and environmental impacts both in the present and in the future while simultaneously addressing the needs of travelers, industry, the environment, and local communities.2
Sustainable tourism has become more important in the last few years because it is included in two of the Sustainable Development Goals. The first one states that “by 2030, the world should devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products.”3 On the other hand, the second goal related to sustainable tourism indicates that the world should “develop and implement tools to monitor sustainable development impacts for sustainable tourism that creates jobs and promotes local culture and products.”4
In this context, MinCIT has requested from the Technical Standards Colombian Institute (ICONTEC) a process of standardization of technical standards in tourism sustainability. MinCIT also requested ONAC the opening of a new accreditation scheme for those standards. Thus, this document first describes the context of the tourism sector in Colombia by using recent data; then, it analyzes the particularities of the certification in sustainable tourism and the target market; thirdly, it describes the accreditation market and the possible actors interested, and lastly, some conclusions and recommendations are mentioned.
2. Context of the tourism sector in Colombia
Given the current economic context and the instability derived from factors like the impacts of the pandemic, Russia´s invasion of Ukraine, and the high cost of living crisis in different regions of the world, the search for ways to increase stability and mechanisms to promote economic recovery has intensified. Therefore, the tourism sector has been identified as one of the potentially useful tools for economic reactivation and stabilization.
According to the International Monetary Fund’s World Economic Outlook (WEO) (2023), economies with “large travel and tourism sectors” show strong economic resilience and robust levels of economic activity. More specifically, countries where tourism accounts for a high percentage of GDP have seen a more rapid recovery from the effects of the pandemic compared to economies where tourism is not a significant sector.5
In Colombia, the tourism sector is one of the most representative of the economy. In 2022, it mobilized around $40.2 billion within the country, generated 709,263 jobs (people employed in tourism activities), and attracted 3.2 million tourists, which represented an increase of 103.3% compared to 2021.6
Figure 1 Number of non-resident visitors in the last 4 years
Source: Ministerio de Comercio, Industria y Turismo* 7
However, the sector is still in full recovery after the effects generated by the 2020 pandemic in this industry. This is confirmed by the Tourism Satellite Account (Cuenta Satélite de Turismo) data reported by the National-Administrative Department of Statistics (DANE), which indicates that at the end of 2022, the contribution of the tourism sector to the economy was 2.1%. This number is 0.4 percentage points higher than the contribution made by this sector to the Colombian economy in 2021, when it participated with 1.7%. However, it is still slightly below the record of 2019, a benchmark year for this sector, when its contribution was 2.6% in the national economy.
Figure 2 Tourism contribution to Colombia´s GDP.
Source: DANE* 8
As for total revenues from the tourism sector, these were also affected by the pandemic, lockdowns, and mobility restrictions in 2020, with a visible recovery in 2021. This situation is clearly observable in several countries of the region such as Mexico, Peru, Brazil, and Colombia.
Figure 3 Total expenditure in tourism in other Latin-American countries (in billions of dollars)
Fuente: OMT 9
Looking into Colombia, the pandemic caused a drastic decrease in total income perceived between 2019 and 2020. However, the sector began to experience a recovery in 2021, reaching in 2022 a level even higher than the pre-pandemic numbers.
Figure 4 Tourism sector revenues in Colombia (in billions of pesos)
Source: DANE 10
The following is a breakdown of passenger transportation and travel revenues over the years in Colombia. Travel revenues correspond to the expenditures of all passengers arriving in the country by air, sea, land, or river, and passenger transportation revenues add up to ticket sales by Colombian airlines to non-residents. 11
Figure 5 Passenger transportation and travel revenues (millions of dollars)
Source: Balanza de Pagos. Banco de la República 12
3. Analysis of the market for NTC in tourism sustainability management systems
Relevance of sustainable tourism
The transition from NTS to NTC in the tourism sector reflects an evolution towards a more integrated and formalized standardization framework in Colombia. The NTS initially were designed to address specific sustainability and quality requirements in particular segments of tourism such as hotels, travel agencies, and tourist transportation, but they also have laid the groundwork for the implementation of sustainable and high-quality operation practices. The transition to NTC implies harmonization between Colombian standards and internationally recognized standards, which contributes to greater cohesion and recognition throughout the industry, ensuring that tourism services not only meet local standards but also national quality and sustainable criteria.
The evolution towards NTC represents a deeper commitment to excellence and accountability in the Colombian tourism sector. By adopting the NTC standards, PST demonstrate their alignment with standardized practices that are essential for competitiveness in the global market. This change also enriches the regulatory framework and certifications in Colombia, which facilitates the evaluation and recognition of quality and sustainability in tourism. This will improve the tourist experience and also promote responsible tourism practices that respect the country´s cultural and natural heritage, a crucial step towards a more sustainable and internationally competitive tourism sector.
The main motivation behind the NTCs in tourism sustainability management systems lies in the growing need to balance the economic development of the tourism sector with the protection of the environment, respect for local cultures and the promotion of socially responsible practices. These standards arise in a global context where sustainable tourism has become an imperative, not only from an ethical and conservation perspective, but also as a viable business model.
The relevance of these standards can be explained by their impact on several levels:
- Environmental Protection: They contribute to minimize the environmental impact of tourism, promoting an efficient use of resources, carbon footprint reduction and the conservation of natural ecosystems.
- Socioeconomic benefits: These standards promote local development and the well-being of host communities, ensuring that the benefits of tourism are equally distributed and that local cultures are respected and valued.
- Competitiveness and market: In a market increasingly aware of environmental and social issues, these certifications become a key differentiator. They attract a market segment that values sustainability and is willing to pay a different price for experiences that respect those principles.
Likewise, these tourism sustainability certifications have a great economic impact, both direct and indirect:
- Innovation in the sector: The adoption of the standards drives innovation as companies seek new ways to operate sustainably, starting from resources management to creating unique and responsible tourism experiences.
- Economic resilience: Companies that adopt sustainable practices tend to be more resilient to environmental or health crises due to their ability to adapt to change and their focus on more responsible, lower-impact tourism.
- Investor attractiveness: Sustainability has become a key criterion for many investors. Companies that demonstrate deep commitment to sustainable practices attract more investment and financing.
- Education and consciousness: The implementation of these standards has an impact on increasing education and consciousness around sustainability importance among tourism service providers and tourists.
To sum up, technical standards are essential for protecting natural and cultural resources, and they also represent an intelligent, long term strategy for the economic development and competitiveness of the tourism sector. Their implementation and certification have become a crucial component for a more responsible and sustainable tourism future.
Potential market of tourism service providers for certification in NTCs in Tourism Sustainability
In Colombia, tourism services are provided by PST, understood as any natural or legal person that habitually provides, intermediates or contracts directly or indirectly with tourists, the provision of the services referred to in this law, who must be registered in the National Tourism Registry.13
In the country there are approximately 100,000 PST registered in the National Tourism Registry, distributed throughout the national territory and grouped in 20 different categories. The detail of their distribution by category is described below.
Table 1 Number of PST by category (2024).
Category of PST | Quantity |
Touristic housing | 57.722 |
Tourism accommodation establishments | 18.664 |
Travel agencies | 14.199 |
Tourist guides | 3.976 |
Gastronomic establishments | 1.425 |
Motorized ground transportation companies | 1.021 |
Professional operators of congresses, fairs and conventions | 976 |
Tourist representation offices | 657 |
Vehicle lessors for national and international tourism | 498 |
Thematic parks | 245 |
Bars | 197 |
Operators of electronic or digital platforms for tourism services | 132 |
Other types of non-permanent tourist accommodations | 130 |
Timeshare and timesharing companies | 59 |
Concessionaires of tourist services in parks | 38 |
Travel savings companies | 26 |
Holiday exchange companies | 13 |
Destination wedding planners | 11 |
Industrial users, operators or developers of tourist services in free zones | 7 |
Gastronomic and similar establishments | 2 |
Total | 99.998 |
Source: Ministerio de Comercio, Industria y Turismo (2024) 14
As for the location of tourism service providers, they are distributed in the different departments as shown in Illustration 6.
Illustration 6 Number of tourism service providers by department (2024).
Source: Ministerio de Comercio, Industria y Turismo (2024) 15
Figure 8 (see annexes) shows the distribution of PST by department and category in Colombia for the year 2024. It is evident that there is a diverse concentration of tourism service categories in different regions. For example, Valle del Cauca and Antioquia have a significant percentage in several categories such as travel agencies and gastronomic establishments. In addition, Bogota stands out in categories such as professional operators of congresses, fairs and conventions, which may reflect its role as an important urban center for events and business. The variety in distribution suggests a rich diversity in the country’s tourism offer, with different departments specializing in different niches of the tourism market.
NTC certification allows PST to improve the quality of the services they provide. Through certification, PST can identify opportunities for process automation, generate documentary records and implement better methodologies for cost management and financial management of their businesses. In this way, it becomes a tool to improve profitability and attract a greater number of users.
4. Accreditation market in Colombian Technical Standards for Tourism Sustainability Management Systems
Background on the opening of accreditation services in NTC
The Ministry of Commerce, Industry and Tourism (MinCIT) has undertaken a series of regulatory efforts to implement practices that promote quality in the activities carried out by tourism service providers. This seeks to ensure continuous improvement in the provision of these services and consolidate mechanisms to encourage sustainability management in tourism activities.
With this in mind, MinCIT formed the Sectoral Unit for Sustainable Tourism Standardization in conjunction with the School of Tourism and Hotel Business Administration of the Universidad Externado de Colombia. The purpose of this alliance was to develop, update and disseminate technical standards in the area of sustainability for the management of Colombia’s tourist destinations and for tourism service providers.16
The work of the Sectoral Unit for Standardization in sustainable tourism resulted in a series of Sectoral Technical Standards (NTS) that specify the guidelines that each of the activities carried out in the context of tourism must comply with in order to:
- Improve the quality of tourism services.
- Promote a shift towards the consumption of high quality tourism services.
- Promote the use and development of quality processes, techniques and technologies applicable to the sector.
- Facilitate market access and improve the image of tourism services.17
After a successful implementation of the NTS norms, MinCIT decided to explore the possibility of homologating these norms with international standards that would allow destinations and tourism service providers to be aligned with the requirements and provisions that were being adopted and demanded in the world in terms of sustainable tourism.
However, the homologation of the NTS with international standards required the definition of a road map to update the technical tourism norms, taking into account the technical and financial capacities of tourism destinations and service providers. This process was standardized through the Tourism Quality Route and sought to migrate from NTS to NTC, focused on management systems. These new standards would allow the sector to be at the forefront and comply with international standards.18
Thus, the Quality and Sustainable Development Directorate of MinCIT requests ONAC to develop accreditation services in the management systems certification scheme under the ISO/IEC 17021-1 standard, with sub-scope in the NTC of management systems in Tourism Sustainability for the accredited certification process of its PST.
The NTC for which the accreditation service was requested to be opened are:
- NTC 6487: Sustainability management system for events.
- NTC 6496: Sustainability management system for gastronomic establishments, bars and similar establishments.
- NTC 6502: Sustainability management system for travel agencies.
- NTC 6503: Sustainability management system for accommodation facilities.
- NTC 6504: Sustainability management system for organizations providing the service of timeshare and timeshare ownership schemes.
- NTC 6505: Sustainability management system for organizations that provide tourist transportation services.
- NTC/ISO 21101: Adventure tourism.
Potential Market for Conformity Assessment Bodies offering certification services in NTS
In the context of accreditation, Colombian market presents a favorable scenario for Conformity Assessment Bodies (CABs) that already offer certifications in NTS and are accredited with ONAC. These CABs have the possibility to expand their scope to NTC in case they are accredited as Management Systems Certification (CSG) bodies and, therefore, the addition of the sub-scope in NTC would be a natural expansion of their current services.
The expansion of services by CABs to include accreditation in NTC would respond to the needs of a tourism sector that increasingly values sustainability and quality. This means that CABs could take advantage of the rise of responsible tourism to offer certifications that confirm that PST comply with standards recognized both in Colombia and internationally. In doing so, CABs would not only expand their market reach, but also contribute to improving the competitiveness and image of the country’s tourism industry.
As shown in Table 2, there are currently six CABs that offer certifications in tourism NTS and which, in turn, are accredited under the Product Certification Scheme (CPR). These CABs would be the main ones interested in accessing NTC accreditation services since they have the accumulated experience of certifying in NTS and have carried out the accreditation process with ONAC. This implies that they know the market niche in which certification is attractive and have a previous relationship with PST that have certified (See Annexes: Table 3).
Table 2 CABs that provide certification services in NTS standards, are accredited by ONAC and could offer NTC.
Standards in which they offer certifications | Accreditation code of the scheme | Accreditation body | |||
NTS | NTC | CPR | CGS | ||
SGS Colombia S.A.S. | Yes | No | 10-CPR-009 | 09-CSG-005 | ONAC |
Acert S.A. | Yes | No | 10-CPR-007 | Not accredited | ONAC |
Global Colombia Certificación | Yes | No | 16-CPR-001 | 15-CSG-001 | ONAC |
ICONTEC | Yes | No | 09-CPR-008 | 09-CSG-001 | ONAC |
Bureau Veritas | Yes | No | 09-CPR-008 | 10-CSG-007 | ONAC |
KIWA | Yes | No | 09-CPR-005 | 09-CSG-003 | ONAC |
With the addition of NTC accreditation, CABs must also consider alignment with sustainable development goals and international environmental and social management standards. This not only enhances their value proposition, but also contributes to the fulfillment of international commitments and the promotion of responsible and sustainable business practices.
However, in the medium term, a potential market for accreditation would be all those CABs that currently have CSG accreditation, but do not offer NTS certification. This is because they could consider expanding the scope of their accreditation to NTC, if there are sufficient incentives to do so. Likewise, there is also a potential in those CABs accredited in schemes other than CPR and CSG, but that offer certification in NTS.19 In this case, although the CABs have experience and knowledge of the tourism sector, they have not been accredited in the schemes corresponding to NTS in CPR, nor in CSG, which is where the NTCs are.
Incentives from MinCIT as a regulatory entity
In order to encourage tourism companies to become certified, MinCIT has set up the National Tourism Quality Program, in which it will invest approximately $60,000 million. This program is expected to have an impact on 10,850 tourism service providers, 100 destinations, 300 attractions, 5,000 people linked to the sector and 100,000 tourists, through actions to promote a culture of quality, standardization, implementation, certification, promotion, benefits and incentives and information systems.20 In this program they seek, among other things, to help with technical assistance, awareness and training on sustainable tourism, providing diagnostics, assistance and mentoring to tourism service providers, implementing and certifying standards and providing incentives with prizes to the best participants in the program.
In accordance with the Tourism Sector Plan 2022 – 2026, the program will promote actions aimed at improving the levels of implementation of sustainability, accessibility, inclusion, innovation, technology, safety and ethics, consolidating comprehensive quality management. A national structure will be established, which will promote the creation of departmental, district or local tourism quality systems, establishing tools that will help strengthen the capacities of territorial entities and tourism service providers for comprehensive quality management.21
To this end, MinCIT has provided implements and materials such as bedding and kitchen sets to those tourism entities that wish to become certified, but do not have the financial and capital capacity to do so. In addition, there is the National Tourism Quality Award, an annual award in recognition of tourism service providers, destinations and beaches certified in tourism quality that deserve a distinction for their outstanding work in quality.22
Illustration 7 Total quality tourism projects 2011 – 2023
Source: Fontur (2023)
Illustration 7 shows the evolution of investment in tourism quality projects in Colombia between 2011 and 2023, reflecting how efforts and funding in this area can have a direct impact on the need for accredited CABs. This is explained by the fact that accreditation is a key element for the consolidation of tourism quality, since it is a guarantee of the activities carried out by the CABs in terms of certifications. Likewise, MinCIT as a regulator of tourism activity takes into consideration both the number of certified PST and the number of accredited CABs.
Initial investment in quality projects shows a sustained growth until 2016, followed by a decrease and then a significant rebound in 2020, which likely includes responses to the challenges posed by the pandemic. This investment cycle highlights the importance of certification and accreditation as integral to the recovery and strengthening of the tourism sector. The upward trend in investment to 2020 suggests that there is recognition of tourism quality as a critical factor in the development of the sector, which in turn drives demand for reliable certification services. Investment in quality projects is a sign of government and private sector commitment to continuous improvement in tourism, and this creates fertile ground for NTC-accredited OECs to expand their reach and contribute to sustainable tourism development. NTC accreditation not only enhances the credibility of CABs, but also strengthens the perception of quality throughout the tourism industry.
Subsequently, the decrease in investment from 2021 to 2023 could be interpreted as an opportunity for CABs to play a more decisive role in maintaining quality standards during periods of lower financial investment in direct projects. NTC-accredited CABs can provide quality assurances that are essential to maintaining confidence in the Colombian tourism sector, encouraging tour operators to seek certification as a way to differentiate themselves and attract visitors, even in times of limited resources.
5. Conclusions and recommendations
In this paper, a market study of NTC accreditation services in tourism sustainability management systems has been developed. The transition from NTS to NTCs is recognized as a move towards a more formal and cohesive standardization, essential for competitiveness in the global tourism market.
Opportunities:
- Expansion of Services for CABs: Conformity Assessment Bodies (CABs) have the opportunity to expand their portfolio to include NTCs. This expansion can be strategic to capture a growing market segment that values sustainability and quality.
- Strengthening the Tourism Industry: As Colombia moves towards a more sustainable and high quality tourism industry, NTC accreditation becomes a hallmark that can improve consumer perception and confidence both domestically and internationally.
- Alignment with Sustainable Development Goals: The adoption of the NTCs helps to align tourism practices with international standards, contributing to sustainable development goals and the global competitiveness of the Colombian tourism sector.
Constraints and Challenges:
- Heterogeneity of PST: The wide variety of tourism service providers and their different economic capacities and cost structures can make certification a challenge, especially for small operators who may see certification as a significant financial burden.
- Complexity in expanding accredited CABs: While six CABs likely to be interested in expanding their scope of CSG accreditation and have detailed knowledge of the CSG market were analyzed, it is unclear whether expanding the scope of CSG accredited CABs would be useful for the remaining CSG accredited CABs.
- Cost of Certification: Although certification offers long-term benefits, the initial cost may be a barrier to widespread adoption. This requires that CBAs develop strategies to make certification more accessible and relevant to all tourism service providers, but this requires the development of much more concrete incentives by the regulator.
To overcome these limitations, it is crucial that CABs work together with government entities to develop incentives that encourage certification among PST of different sizes and capacities. These strategies could include tiered fees, subsidies, education and awareness programs on the benefits of sustainability, as well as technical assistance to facilitate the certification process. With these combined efforts, the opening of accreditation services at NTC has the potential to be a catalyst for the growth and improvement of the tourism industry in Colombia.
Annexes
Main PST by department
Illustration 8 Percentage of tourism service providers by department (2024)
Source: Ministerio de Comercio, Industria y Turismo (2024) 23*
Main PST by department
Illustration 9 Number of the most common tourism service providers by department (2024).
Source: Registro Nacional de Turismo (2024) 24*
List of NTS accredited by OEC
Table 3 CAB-accredited NTS and accreditation code in CPR and CSG
ACCREDITED NTS | NAME OF THE CAB | ACCREDITATION IN PRODUCT CERTIFICATION- CPR | ACCREDITATION IN MANAGEMENT SYSTEMS – CSG |
NTS AV 009: Quality in the provision of land motor tourist transportation services. Regulatory requirements. | SGS COLOMBIA S.A.S. – SGS | 10-CPR-009 | 09-CSG-005 |
NTS TS 003: Travel agencies. Sustainability requirements. | |||
NTS TS 006-1: Management system for the sustainability of professional organizers of congresses, fairs and conventions. | |||
NTS TS 006-2: Venues for events, congresses, fairs and conventions. Sustainability requirements. | |||
NTS AV 004: Design of tourist packages in travel agencies. | |||
NTS AV 003: Travel agency infrastructure. | |||
NTS AV 002: Customer service in travel agencies. | |||
NTS AV 001: Reservations in travel agencies. | |||
NTS TS 004: Gastronomic establishments and bars. Sustainability requirements | |||
NTSH 006 I: updating. Classification of lodging and accommodation establishments. Categorization of hotels by stars. Requirements. | |||
NTS-TS 002: Accommodation and lodging establishments (EAH). Sustainability requirements | |||
NTC 5133: Type I Environmental Labels. Colombian Environmental Seal. Criteria for lodging and accommodation establishments. | |||
NTS TS 007: Timeshare and Timeshare Commercialization Companies. Sustainability requirements. | |||
NTS TS 005: Specialized automotive land transportation companies, companies operating chivas and other automotive vehicles that provide tourist transportation services. Sustainability requirements. | |||
NTS AV 009: Quality in the provision of land motor tourist transportation services. Regulatory requirements. | COMPAÑÍA ANDINA DE INSPECCIÓN Y CERTIFICACIÓN S.A. – ACERT S.A | 10-CPR-007 | N.A |
NTSH 008: Rural accommodations, plant requirements and services. | |||
NTSH 0010: Aparthotels, plant requirements and services. | |||
NTSH 009: Tourist apartments, plant requirements and services. | |||
NTSH 006: Classification of lodging and accommodation establishments. Categorization of hotels by stars, requirements | |||
NTS TS 007: Companies Commercializing Timeshare and Timeshare Schemes. Timeshare and Timeshare Ownership. | |||
NTS TS 002: Accommodation and lodging establishments (EAH). Sustainability requirements | |||
NTSH 013: Hostels. Plant and service requirements. | |||
NTSH 007: Tourist inns, plant and service requirements. | |||
NTSH 012: Campgrounds, plant and service requirements | |||
NTS USNA 011: Good practices for the provision of service in restaurants. | |||
NTS TS 004: Gastronomic establishments and bars. Sustainability requirements. | |||
NTS USNA 007: Sanitary standards for food handling. | |||
NTS USNA 001: Food preparation according to production order. | |||
NTS TS 003: Travel agencies. Sustainability requirements. | |||
NTS AV 002: Customer service in travel agencies. 2014. | |||
NTS TS 001-1: Tourist destinations – Tourist area. Sustainability requirements | |||
NTS AV 004: Design of tourist packages in travel agencies. | |||
NTS TS 005: Specialized automotive land transportation companies, companies operating chivas and other automotive vehicles that provide tourist transportation services. Sustainability requirements. | |||
NTS AV 003: Travel agency infrastructure. 2002. | |||
NTS AV 003: Travel agency infrastructure. 2002. | |||
NTS AV 014: Requirements for the operation of horseback riding activities in adventure tourism. | |||
NTS AV 015: Requirements for the operation of canyoning activities in adventure tourism. | |||
NTS AV 012: Requirements for the operation of recreational caving activities in adventure tourism. | |||
NTS AV013: Requirements for the operation of Paragliding activities in adventure tourism. | |||
NTS AV 010: Requirements for the operation of rafting activities in adventure tourism. | |||
NTS AV 011: Requirements for the operation of Rappel activities in adventure tourism. | |||
NTS AV 001: Reservations in travel agencies. | |||
NTS – TS 006-1: Management system for sustainability. Professional organizers of congresses, fairs and conventions. | |||
NTS TS 006-2: Venues for events, congresses, fairs and conventions. Sustainability requirements. | |||
NTS TS 001-2 : Tourist beaches. Sustainability requirements, II update. | |||
NTS AV 001: Travel agency reservations | GLOBAL COLOMBIA CERTIFICACIÓN S.A.S | 16-CPR-001 | 15-CSG-001 |
NTS AV 002: Customer service in travel agencies. | |||
NTS AV 003: Travel agency infrastructure. | |||
NTS AV 004: Design of tourist packages in travel agencies. | |||
NTS TS 003: Travel agencies. Sustainability requirements. | |||
NTS TS 001-1: Tourist destinations in Colombia. Sustainability requirements | |||
NTS TS 006-2: Venues for events, congresses, fairs and conventions. Sustainability requirements. | |||
NTS AV 009 Quality in the provision of land motor tourist transportation services. Regulatory requirements. | ICONTEC | 09-CPR-008 | 09-CSG-001 |
NTS TS 005 Specialized motorized land transportation companies, chivas and other motorized vehicles that provide tourist transportation services. Sustainability requirements | |||
NTSH 008 Rural accommodations, plant requirements and services. | |||
NTSH 006 updating. Classification of lodging and accommodation establishments. Categorization of hotels by stars, requirements. | |||
NTS TS 002 Accommodation and lodging establishments (EAH). Sustainability requirements. | |||
NTS USNA 008 Categorization of restaurants by owners. | |||
NTS TS 004 Gastronomic establishments and bars. Sustainability requirements. | |||
NTS USNA 006: Basic infrastructure in gastronomic industry establishments. | |||
NTS USNA 007 Sanitary standard for food handling | |||
NTS TS 003 Travel agencies. Sustainability requirements. | |||
NTS AV 002 Customer service in travel agencies. | |||
NTS TS 001-1 Tourist destinations – Tourist area. Sustainability requirements | |||
NTS AV 04 Design of tourist packages in travel agencies. | |||
NTS TS 007 Timeshare and Timeshare Commercialization Companies. Sustainability requirements. | |||
NTS TC 001 Tourism timeshare schemes and vacation ownership programs. Marketing service and after-sales service management requirements. | |||
NTS AV 03 Travel agency infrastructure. | |||
NTS AV 015 Requirements for the operation of canyoning activities in adventure tourism. | |||
NTS AV 010 Requirements for the operation of rafting activities in adventure tourism. | |||
NTS AV 011 Requirements for the operation of rappel activities in adventure tourism. | |||
NTS AV 01 Travel agency reservations | |||
NTS TS 006-1 Management system for sustainability. Professional organizers of congresses, fairs and conventions. | |||
NTS TS 006-2 Venues for events, congresses, fairs and conventions. Sustainability requirements. | |||
NTS AV 01 Reservations in travel agencies. | |||
NTS TS 006-1 Management system for sustainability. Professional organizers of congresses, fairs and conventions. | |||
NTS TS 006-2 Venues for events, congresses, fairs and conventions. Sustainability requirements | |||
NTS TS 002: Sustainability requirements for tourist accommodations. | KIWA CQR | 09-CPR-005 | 09-CSG-003 |
NTS TS 003: Sustainability requirements for travel agencies. | |||
NTS AV 01: Quality requirements for travel agencies. | |||
NTS AV 02: Quality requirements for wholesale agencies. | |||
NTS AV 03: Quality requirements for operating agencies. | |||
NTS AV 04: Quality requirements for wholesale travel agencies-operators. | |||
NTS AV 05: Quality requirements for promoting travel agencies. | |||
NTS AV 06: Quality requirements for travel agencies specialized in inbound tourism. | |||
NTS AV 07: Quality requirements for travel agencies specialized in health tourism. | |||
NTS AV01: Sustainability requirements for travel agencies. | BVQI COLOMBIA LTDA | 09-CPR-008 | 10-CSG-007 |
NTS AV02: Sustainability requirements for lodging and accommodations. | |||
NTS AV03: Sustainability requirements for theme park operators. | |||
NTS AV04: Sustainability requirements for tourist ground transportation companies. | |||
NTS AV05: Sustainability requirements for tour guides. | |||
NTS AV06: Sustainability requirements for adventure tourism operating companies. | |||
NTS AV07: Sustainability requirements for concessionaires of services in natural parks. | |||
NTS AV08: Sustainability requirements for event management companies. | |||
NTS AV09: Sustainability requirements for nautical tourism businesses. | |||
NTS AV10: Sustainability requirements for golf courses. | |||
NTS AV11: Sustainability requirements for beaches. | |||
NTS AV12: Sustainability requirements for car rental companies for tourism. | |||
NTS AV13: Sustainability requirements for gastronomy and culinary establishments. | |||
NTS AV14: Sustainability requirements for wellness tourism businesses. | |||
NTS AV15: Sustainability requirements for health tourism companies. | |||
NTS AV16: Sustainability requirements for nature tourism businesses. | |||
NTS AV17: Sustainability requirements for virtual travel agencies. | |||
NTS AV18: Sustainability requirements for community tourism enterprises. | |||
NTS AV19: Sustainability requirements for zoos. | |||
NTS AV20: Sustainability requirements for aquariums. | |||
NTS AV21: Sustainability requirements for botanical gardens. | |||
NTS AV22: Sustainability requirements for artificial reefs. | |||
NTS AV23: Sustainability requirements for river tourism transportation companies. | |||
NTS AV24: Sustainability requirements for river tourism transportation companies. | |||
NTS AV25: Sustainability requirements for cultural heritage tourism businesses. | |||
NTS AV26: Sustainability requirements for film tourism companies. | |||
NTS AV27: Sustainability requirements for astronomical tourism companies. | |||
NTS AV28: Sustainability requirements for photo tourism businesses. |
Source: Own construction
Incentives in tourism: Theoretical background
There is relevant literature on the economics of tourism. Divisekera (2013) defines tourism as a product composed of goods and services that a tourist or visitor consumes while visiting a destination. Tourism is consumed at the point where it is offered, so the tourist must travel to the point, assuming the respective transportation costs. They must consume the goods and services on site, so they would be restricted to the specific offer of the destination.
An incentive to international travel is the human desire for fun, recreation and the need to seek and explore the unknown. Divisekera states that there are two types of tourists: Wanderlust and Sunlust. The wanderlust tourist is one who seeks to know and explore other cultures and places, motivated by the basic instinct of curiosity. The sunlust tourist is determined by the existence of amenities for a specific purpose such as beaches or mountains, better or different from those available in their place of origin.
Empirical Studies
Esparon et. al. (2013) surveyed tourists in Queensland, Australia on their perception of the certified site. They found that, regardless of price, certified operations were the most preferred option. Preference for certified sites is sensitive to price, where people with higher incomes would be more willing to pay for certified sites.
Part of the benefits of certification to operators is that advertising their certified products would give them a competitive advantage. This competitive advantage does not always occur, as visitors are not always aware of the certification. It may also be that it is not enough to know about certification, but it is important to measure how informed visitors are and whether knowledge of certification translates into a willingness to pay more for certified products.
Also, according to the study, there is a general perception that certified firms contribute more towards sustainability. If consumers are confident that their product will make a significant contribution to the general welfare, they are more willing to pay extra. For the respondent, the effectiveness of certification is more important.
Moreover, Jarvis et al (2010) interviewed different tourism companies belonging to a certification scheme in the West of England. They highlight benefits such as marketing opportunities, finances, environmental impact, brand recognition and company image. Challenges such as lack of time or money to become certified, perceived high costs and the amount of work to comply with the standard. They suggest facilitating and improving future membership for potential members, more information about the scheme and the need to educate consumers on the importance of sustainability.
A critical review of certification and accreditation in sustainable tourism governance
Xavier Font reviews the feasibility of using public funds for sustainable tourism certification and accreditation in developing countries. He finds early evidence to suggest that certification is most appropriate in countries with well-established infrastructures and the financial muscle to support the industry and reduce its negative impacts. It is also a tool for financially stable firms that feel the need or desire to be more sustainable and have recognition for it. It is not the best tool for subsistence sectors or economies.
The model for certification in Latin America is the Certificate for Sustainable Tourism (CST). Most countries in the region have signed agreements to implement national programs to hold companies accountable for sustainability issues in line with the CST model, although the costs of initiating and operating a certification program, to the author, have meant little progress.
Large governance structures are costly. Accreditation programs do not always communicate adequately to potential applicants and require an additional layer of organizations to help the industry implement the standards. The perceived high cost of becoming certified to a consistent standard can make certification an inequitable project, as not all firms will have the same potential access to being certified. Most programs solved this problem with tiered fees associated with the size of the company.
For small companies, certification programs could consider incentivizing applications as small firm cooperatives. The idea is to have a joint sustainability initiative that increases performance for the entire group, but that certification only reviews and analyzes a percentage of firms each year to reduce costs.
He states that there are companies that claim they are more likely to have repeat or more satisfied visitors because of the improvements made to become certified, but not necessarily because they are certified. He shows as an example the Coconut beach hotel in Barbados, certified in GG21, which encourages the nesting of endangered turtles, which involves training and teaching tourists about the importance of caring for the species, with the benefit that it has a unique added value that makes customers return.
References
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Divisekera, S. (2013). Tourism demand models: Concepts and theories. Handbook of tourism economics: Analysis, new applications and case studies, 33-66. Recuperado de: https://www.worldscientific.com/doi/abs/10.1142/9789814327084_0002
Esparon, M., Stoeckl, N., & Gyuris, E. (2013). ECO certification in Queensland’s Wet Tropics World Heritage Area: is it good for business? In Handbook of tourism economics: Analysis, new applications and case studies (pp. 845-869). Recuperado de: https://ideas.repec.org/h/wsi/wschap/9789814327084_0036.html
Font, X. (2002). Critical review of certification and accreditation in sustainable tourism governance. Leeds Metropolitan University, UK. Recuperado de: https://www.crrconference.org/Previous_conferences/downloads/font.pdf
Jarvis, N., Weeden, C., & Simcock, N. (2010). The benefits and challenges of sustainable tourism certification: A case study of the Green Tourism Business Scheme in the West of England. Journal of Hospitality and Tourism Management, 17(1), 83-93. Recuperado de: https://www.sciencedirect.com/science/article/abs/pii/S1447677000000668
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*El dato de 2023 corresponde al número de visitantes hasta octubre de 2023.
Departamento Administrativo Nacional de Estadística (2022). Cuenta satélite de turismo. Recuperado de: https://www.dane.gov.co/index.php/estadisticas-por-tema/cuentas-nacionales/cuentas-satelite/cuentas-economicas-cuenta-satelite-de-turismo-cst
Organización Mundial del Turismo (2022). Dashboard de datos turísticos. Recuperado de: https://www.unwto.org/es/datos-turismo/resultados-turisticos-globales-regionales
Departamento Administrativo Nacional de Estadística (2022). Cuenta satélite de turismo. Recuperado de: https://www.dane.gov.co/files/investigaciones/pib/turismo/Bol_CST_2021p-2022pr.pdf
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Banco de la República (2022). Balanza de pagos (estadísticas económicas). Recuperado de: https://www.banrep.gov.co/es/estadisticas/balanza-pagos
Ministerio de Comercio, Industria y Turismo (s.f.). ¿Qué es el Registro Nacional de Turismo? Recuperado de: https://www.mincit.gov.co/minturismo/analisis-sectorial-y-promocion/registro-nacional-de-turismo/%C2%BFque-es-el-registro-nacional-de-turismo#:~:text=El%20art%C3%ADculo%2076%20de%20la,estar%20inscritos%20en%20el%20Registro
Ministerio de Comercio, Industria y Turismo (2024). Registro Nacional de Turismo – RNT. Recuperado de: https://www.datos.gov.co/Comercio-Industria-y-Turismo/Registro-Nacional-de-Turismo-RNT/thwd-ivmp/about_data
Ministerio de Comercio, Industria y Turismo (2024). Registro Nacional de Turismo – RNT. Recuperado de: https://www.datos.gov.co/Comercio-Industria-y-Turismo/Registro-Nacional-de-Turismo-RNT/thwd-ivmp/about_data
Ministerio de Comercio, Industria y Turismo (2018). Norma Técnica Sectorial Colombiana NTS-TS 003. Recuperado de: https://www.mincit.gov.co/CMSPages/GetFile.aspx?guid=5d23adff-33ee-4303-b924-2dd34a9d27a9
Ministerio de Comercio, Industria y Turismo (2018). Calidad + Sostenibilidad – Normas Técnicas Sectoriales. Recuperado de: https://www.mincit.gov.co/CMSPages/GetFile.aspx?guid=b0f14741-9e52-42f9-9319-03a7b4bfc144
Ministerio de Comercio, Industria y Turismo (2021). “Ruta de la Calidad Turística”, la vía para garantizar la satisfacción de los visitantes. Recuperado de: https://www.mincit.gov.co/prensa/foto-noticias/webinar-sobre-ruta-de-la-calidad-turistica
As in the case of the CAB Instituto Colombiano de Certificación.
Ministerio de Comercio, Industria y Turismo (2023). Ministerio de Comercio, Industria y Turismo dispuso $60.000 millones para Programa Nacional de Calidad Turística. Recuperado de: https://www.mincit.gov.co/prensa/noticias/turismo/dinero-para-programa-nacional-de-calidad-turistica
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Ministerio de Comercio, Industria y Turismo (2024). Registro Nacional de Turismo – RNT. Recuperado de: https://www.datos.gov.co/Comercio-Industria-y-Turismo/Registro-Nacional-de-Turismo-RNT/thwd-ivmp/about_data
*Fecha de corte de la información: enero de 2024.
Ministerio de Comercio, Industria y Turismo (2024). Registro Nacional de Turismo – RNT. Recuperado de: https://www.datos.gov.co/Comercio-Industria-y-Turismo/Registro-Nacional-de-Turismo-RNT/thwd-ivmp/about_data
Divisekera, S. (2013). Tourism demand models: Concepts and theories. Handbook of tourism economics: Analysis, new applications and case studies, 33-66. Recuperado de: https://www.worldscientific.com/doi/abs/10.1142/9789814327084_0002
Esparon, M., Stoeckl, N., & Gyuris, E. (2013). ECO certification in Queensland’s Wet Tropics World Heritage Area: is it good for business? In Handbook of tourism economics: Analysis, new applications and case studies (pp. 845-869). Recuperado de: https://ideas.repec.org/h/wsi/wschap/9789814327084_0036.html
Jarvis, N., Weeden, C., & Simcock, N. (2010). The benefits and challenges of sustainable tourism certification: A case study of the Green Tourism Business Scheme in the West of England. Journal of Hospitality and Tourism Management, 17(1), 83-93. Recuperado de: https://www.sciencedirect.com/science/article/abs/pii/S1447677000000668
Font, X. (2002). Critical review of certification and accreditation in sustainable tourism governance. Leeds Metropolitan University, UK. Recuperado de: https://www.crrconference.org/Previous_conferences/downloads/font.pdf
