Mario Martínez Salgado
Ruta Valluna: Boosting Digital Tourism in Valle del Cauca and opening doors to World Tourism
Mario Martínez Salgado
Ruta Valluna: Boosting Digital Tourism in Valle del Cauca and opening doors to World Tourism
In an increasingly digitised world, tourism is not far behind. Technology is redefining the way tourists discover new destinations and how local businesses can connect with visitors from around the world. In this context, Ruta Valluna has emerged as an innovative application that is transforming the tourism industry in Latin America, especially in Valle del Cauca, Colombia. This project not only responds to the needs of modern tourism, but also contributes to the digital development of rural and local communities. In 2024, Ruta Valluna was recognised as the Best Tourism App in Latin America in the Digital Tourism category at the LATAM DIGITAL awards organised by INTERLAT, consolidating its position as a leader in the digital transformation of tourism in the region.
What is Ruta Valluna?
Ruta Valluna is much more than a tourism app; it is a digital platform designed to connect tourists with a wide range of local services in a direct, efficient and intuitive way. From restaurants, hotels and tourist sites, to transportation options and ATMs, Ruta Valluna integrates everything travellers need to plan and enjoy their experience with ease.
What really sets Ruta Valluna apart is its focus on empowering local businesses, especially in rural areas where technology adoption can be a challenge. By cutting out the middlemen, the app allows businesses to connect directly with tourists, improving their visibility and increasing their revenue without having to pay additional commissions. This model, based on simplicity and efficiency, not only benefits tourists, but also has a positive impact on the local economy, creating a more inclusive and fairer tourism ecosystem.
Innovation and cutting-edge technology
One of the pillars underpinning the success of Ruta Valluna is its integration of advanced technology, designed to make the user experience more seamless and enriching. Using advanced geolocation, the application provides real-time information on nearby tourist services, such as schedules, prices and availability, allowing tourists to plan their activities more efficiently and effectively. This functionality not only enhances the experience, but also helps travellers make informed decisions while exploring new destinations.
In addition, Ruta Valluna is taking another step towards innovation. In its constant quest to improve the user experience, it is developing an augmented reality (AR) functionality that will completely change the way tourists interact with places of interest. Through QR codes placed at strategic points in the region, tourists will be able to access additional information about monuments, parks, squares and other landmarks. This feature will not only provide historical and cultural data, but will also make tourists feel more connected to the place they are visiting, offering them a dynamic and educational experience.
Empowering local businesses
The real driver behind Ruta Valluna is not only the tourist, but also local businesses, especially those in rural areas that are often marginalised by lack of access to modern technologies. Digitising local businesses is a challenge, but Ruta Valluna has created an accessible and easy-to-use platform that allows small entrepreneurs to manage their digital presence seamlessly.
The application provides local businesses with the opportunity to create profiles, update their offers and manage bookings directly with tourists. This approach eliminates the intermediary costs that are often present in traditional platforms, allowing local businesses to retain more of their revenue. In addition, by encouraging the adoption of new technologies, Ruta Valluna helps entrepreneurs improve their competitiveness in an increasingly digitised market.
The developer: Mario Martínez Salgado
The vision behind Ruta Valluna is Mario Martínez Salgado, an expert passionate about tourism development and its capacity to improve the quality of life of the regions' inhabitants. Mario has a PhD in Ecotourism and Sustainable Tourism and is linked to the education sector as a research professor at the UCEVA University. He is also a teacher for the Colombian teaching profession in the rural area of Tuluá, Valle, where he leads the Local Tourism Operation programme with secondary school students at the IE Técnica La Marina Public School. This school was awarded as the Best School in Colombia in 2024, receiving the Medal of Merit for Tourism in the category Democratisation of Knowledge, awarded by the Ministry of Commerce, Industry and Tourism.
Mario's passion for tourism and its positive impact on communities has led him to create Ruta Valluna, with the intention of not only offering tourism solutions, but also transforming the lives of people in underprivileged regions, giving them access to new opportunities for their environment.
A promising future with global expansion plans
The impact of Ruta Valluna in Valle del Cauca is just the beginning. With the recognition obtained through the LATAM DIGITAL Awards and the growing adoption of the application, Ruta Valluna is well positioned to expand beyond Colombia's borders. The platform has a clear expansion plan, which includes its growth both nationally and internationally. In the near future, the app will be launched in other regions of Latin America, offering more tourists and businesses the opportunity to take advantage of its benefits.
Furthermore, Ruta Valluna is not only looking to expand regionally, but also globally. The app has the potential to become a benchmark for digital tourism in other parts of the world, facilitating the connection between tourists and service providers in various regions.
How it works: simple, straightforward and efficient
One of the most attractive aspects of Ruta Valluna is its ease of use. The app is available for download on Android and iOS devices, and simply download it from any shop and log in to start exploring the tourism services available in the region. Tourists can find options for accommodation, transport, tourist activities and more, all in one place.
Local businesses can create detailed profiles, manage their offer and connect directly with tourists, with no additional fees.
The platform also allows for intuitive navigation, ensuring that tourists and businesses alike can access all the information they need with just a few clicks.
A call to action
Ruta Valluna is transforming the way tourism is managed in Valle del Cauca and other regions of Latin America. If you are a tourist, download the app and start exploring the region more easily and efficiently. If you are a local business, Ruta Valluna gives you a unique opportunity to take the next step towards digitalisation and connect directly with new customers.
The Ruta Valluna app is available for download on Android and iOS operating systems, ensuring that any user can access its functions quickly and easily.
Ruta Valluna is not only enhancing the tourism experience, but also boosting the digital development of local businesses. With its advanced technology, innovative approach and commitment to empowering local communities, this platform is ushering in a new era in digital tourism. And with its planned national and international expansion, Ruta Valluna promises to be a key player in the future of global tourism.
Author: Mario Martínez Salgado
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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