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THR organises workshops on experiential design of the Coffee Cultural Landscape

The framework for the workshops is the activities belonging to Fontur's project to structure and design tourism products for the Coffee Cultural Landscape. The project was assigned to the joint association of companies (Unión Temporal de Empresas) which is part of THR consulting.

Paisaje Cultural CafeteroA few weeks ago members of the project team travelled to different towns in order to carry out field work. The objective was to identify tourism services and experiential activities which could be part of today's offer from the Coffee Cultural Landscape and which would be attractive to international demand. The different workshops are lead by Sonia Huerta, THR manager, and by César Augusto Angel Valencia, manager of Nature Trips Colombia.

Colombia managed to get UNESCO to include Coffee Cultural Landscape (Paisaje Cultural Cafetero) on its World Heritage list in 2011. This prestigious international organisation observed in the Coffee Cultural Landscape 'exceptional and universal' values which should be protected for the sake of mankind.

The workshops meet the following objectives:

  • To promote the development of the coffee community and its environment. This focuses on improving living conditions for coffee growers and it states that this will not be achieved through the profit obtained from cultivating coffee, but rather from implementing specific measures for its comprehensive social development. For this to happen, three spheres of rural life need to be worked on: capacity building and educational programmes, projects which improve the community's infrastructures and production, and tourist projects which bring value to the communities of the Coffee Cutural Landscape.


  • To raise awareness amongst tourist company owners, to preserve, revitalise and promote the cultural heritage, and to aim it at regional development. This should be based on the development of an experiential product which communicates the unique values that made the area become a world heritage site. The product should also evoke emotions and feelings as well as spread new knowledge concerning the territory's tourist attractions.

Regarding geography, the project includes 51 locations in the 4 departments of Caldas, Risaralda, Quindío, and Valle del Cauca. Nevertheless, the project is of national interest since its aim is to identify a series of experiences and routes as well as services which draw the attention of international intermediaries and international demand. The Coffee Cultural Landscape, together with Bogotá, Cartagena de Indias (both UNESCO heritage sites), and the Colombian Caribbean make a winning formula for 'magical realism' on the international markets.

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