Chronologically analyzing the process, the inclusion of the Colombian Coffee Cultural Landscape (PCCC) on the World Heritage List took place through Decision 35 COM 8B.43 on June 25, 2011. Subsequently, Colombia’s Ministry of Culture, through Resolution 2079 of October 7 of the same year, recognized it as National Cultural Heritage. This inevitably raises a question: Why was international recognition granted first, and national recognition only afterward? Could it be that the government of Colombia does not fully believe in the wonders of its own territories? The reflection is left open to the interpretation of readers.

As a result, the PCCC territory included rural (veredas) and urban areas of 51 municipalities in four departments: Caldas, Quindío, Risaralda, and Valle del Cauca. It is recognized as a cultural asset of interest to humanity for being a unique and exceptional productive landscape, located between the Central and Western mountain ranges within the Andean mountain system of Colombia.

For the same purpose, 16 attributes of the Cultural Landscape were defined: mountain coffee, predominance of coffee, hillside cultivation, age of coffee farming, natural heritage, water availability, coffee institutions and related networks, architectural heritage, archaeological heritage, concentrated settlement and fragmented land ownership structure, influence of modernization, urban heritage, historical tradition of coffee production, smallholder coffee farming as a land ownership system, multiple crops, and sustainable technologies and production methods in the coffee value chain. In reality, these represent the traces left by the ancestors and by the current inhabitants of the territory.

It is important to note that for the justification, preparation of reports, and standardization of criteria and methodologies to be submitted to UNESCO in order to achieve the PCCC’s world recognition (a process that took over a decade), it was necessary to form a multidisciplinary and inter-institutional team led by the Ministry of Culture, together with the departmental and municipal administrations, universities, Regional Autonomous Corporations, and the National Federation of Coffee Growers of Colombia. This process highlighted the importance of building technical and cultural consensus among the various actors in the territory.

It is there where the answer lies in education, a key factor for ensuring that efforts are joined by UNESCO, the national government, and regional and local authorities to introduce the subject of “Comprehensive Culture.” This subject should include knowledge of the country, the strengthening and appreciation of the landscape, as well as the understanding and recognition of its exceptional values and attributes.

Such a subject should be integrated into the curricular structures from primary through secondary education, in both rural and urban educational institutions, and across different educational modalities. It must be a continuous process; otherwise, it will be perceived as just another training course with no clear purpose.

The landscape exists thanks to the small coffee farmers and their families in the rural areas of the four departments: farming communities that survive through small-scale coffee cultivation and subsistence crops. In some cases, they receive technical assistance from the National Federation of Coffee Growers of Colombia, though this is not always sufficient.

There are rural areas where the State is absent, access roads are complex, and housing conditions are precarious. Moreover, these communities face multiple challenges: climate factors, insecurity, lack of food sovereignty, natural disasters, labor shortages, and an aging population, often weary and without generational replacement.

That is why it is essential to educate children in rural areas so they can see dignified job opportunities in their rural environment—from transforming crops into value-added products to becoming managers and promoters of cultural tourism—so they do not abandon their territory as they grow up.

In the same vein, some rural youth have already become entrepreneurs. Despite the difficulties, they have realized that transforming the coffee bean into a good cup of specialty coffee through good agricultural practices pays off. Many farming families have succeeded in creating their own coffee brands.

Other young people have found tourism to be a viable and enriching alternative. Today’s travelers increasingly seek less crowded, peaceful, and authentic destinations where they can enjoy local culture and nature. In response to this trend, young entrepreneurs have developed coffee-related tourism products, such as coffee routes, jeep Willys tours, and experiential workshops for coffee lovers and cultural immersions.

Likewise, adventure activities such as paragliding, canopy tours, zip-lining, and trekking have been introduced, boosting the economy during high seasons. However, the great challenge remains meeting quality standards—covering everything from tourism infrastructure, access roads, and connectivity to aspects like bilingualism, accessibility, and fair pricing—elements that are still difficult to find in many rural areas.

Additionally, in response to tourists’ demands, part of the traditional architecture of coffee farms has been lost. In many cases, it is more affordable to demolish and build new designs or adopt other architectural styles than to restore the original buildings. In other cases, land previously used for coffee cultivation has been transformed into recreation areas with playgrounds, swimming pools, jacuzzis, parking lots, or even turned into residential units, all of which has negatively impacted the cultural landscape.

In conclusion, the responsibility for protecting and safeguarding the PCCC territory is everyone’s task. It is a call to every inhabitant of this shared home called Earth to contribute, at the very least, to one of the Sustainable Development Goals (SDGs)—in particular, Goal 11: Sustainable Cities and Communities, which includes the goal of protecting the world’s cultural and natural heritage. It is about responsibly making use of our cultural inheritance and using available resources wisely.

Author: Martha Bibiana Gómez Toro

Master’s in Tourism Management