El fomento de rutas turístico-literarias en el Caribe: el caso de Aracataca y la “Ruta Macondo”

The consolidation of cultural tourism in Colombia, and in particular literary tourism, requires an integral and articulated effort between public institutions and private companies in favor of regional and local development. The communities that have expressions, manifestations and assets of the national cultural heritage can be reference points for identity conservation, social integration and the projection of practices and innovations in cultural entrepreneurship if they are organized and managed in accordance with technical standards. In order to study the literary tourism experience offered y Aracataca (Colombia), hometown and cultural reference of the literary work of the Nobel Prize winner Gabriel Garcia Marquez, a qualitative analysis of a descriptive nature was carried out. The contrast of documentary sources, field work done through observations and unstructured dialogues as incognito tourists, led to recognizing the strengths, risks and weaknesses of consolidating the “Macondo Route” by focusing primarily on the attractions and the tourist experience of Aracataca over the last five years.