Bolivia promotes new strategic model for sustainable tourism

07-05-2026

Bolivia has taken a decisive step toward transforming its tourism industry with the official launch of the Tourism Master Plan 2026–2035, an initiative promoted by the Ministry of Sustainable Tourism, Cultures, Folklore and Gastronomy together with the Vice Ministry for the Promotion of Sustainable Tourism. The announcement brought together representatives from the public sector, business leaders, international organizations, local governments, and tourism stakeholders in La Paz, all of whom agreed that the project represents a historic opportunity to redefine the role of tourism within the national economy.

The launch event took place at the Patio de Culturas and was marked by a message of consensus and optimism regarding the need to build a modern, sustainable, and inclusive tourism strategy. The new Master Plan aims to become a roadmap for positioning Bolivia as a competitive international destination while strengthening cultural identity, heritage conservation, and regional economic development.

During the event, Tourism Minister Cinthya Yañez emphasized that sustainable tourism must become a key instrument for diversifying Bolivia’s economy and reducing the country’s historical dependence on raw material exports. The minister explained that the new planning process will not merely be a technical exercise, but rather a collective agreement involving state institutions, the private sector, local communities, universities, and international cooperation agencies. According to Yañez, the objective is to build a shared vision capable of integrating the different territorial realities of the country and effectively responding to their challenges and opportunities.

Yañez also stressed that the future of Bolivian tourism must be based on realistic and differentiated assessments of each region, taking into account the cultural, natural, and economic characteristics of every territory. In this regard, she highlighted that one of the central goals will be the development of a new Sustainable Tourism Promotion Law designed to encourage growth within the sector and strengthen its stakeholders.

Support from the private sector was one of the most notable aspects of the event. Luis Ampuero, President of the Bolivian Chamber of Tourism, expressed the institution’s support for the process and stated that the country possesses enormous opportunities to transform tourism into a strategic economic sector. At the same time, he acknowledged the existence of structural weaknesses that must be addressed through coordinated efforts between the government and business actors. Ampuero affirmed that the success of the new plan will also mean success for the entire national tourism sector, considering that the initiative could open new opportunities for investment, employment, and international promotion for Bolivia.

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The international dimension of the project was reflected in the participation of the United Nations Development Programme (UNDP) and the Inter-American Development Bank (IDB), organizations that will provide technical and financial support during the development of the Master Plan. Renata Rubian, representative of the UNDP, highlighted that tourism accounts for nearly ten percent of the global economy and employment, meaning Bolivia has a concrete opportunity to strengthen foreign exchange generation and expand job opportunities, particularly among young people. Rubian also emphasized that sustainable tourism can become an effective tool for combating labor informality and promoting green employment with improved social and economic conditions.

Meanwhile, Vice Minister for the Promotion of Sustainable Tourism Andrés Aramayo explained that the process of constructing the Master Plan will have a deeply participatory nature.

According to Aramayo, the objective is to foster social cohesion and build consensus that allows regional and cultural differences to be understood as a strength for the country. He highlighted that tourism has succeeded in establishing itself as a cross-cutting pillar within Bolivia’s Economic and Social Development Plan, moving beyond the limited vision that historically relegated the sector to a secondary role within public administration.

The methodology designed for the preparation of the Master Plan includes a broad citizen consultation process. In the first stage, open questionnaires will be made available so that citizens can answer the question, “What is Bolivia to you?”, with the aim of building a national narrative based on the country’s identity and collective vision. At the same time, a registration process directed at tourism stakeholders will gather strategic information regarding territorial needs, regulatory gaps, and development opportunities.

Between May and June, eighteen innovation and co-creation workshops will take place across different regions of the country. These meetings will address issues related to the new regulatory framework, the National Sustainable Tourism Strategy 2026–2035, sectoral strategies, and the creation of a new Bolivia Country Brand. The intention is for all contributions collected during this process to help design a modern and competitive tourism policy aligned with Bolivia’s cultural and territorial identity.

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