Sustainable Tourism in Colombia: How San Agustín's Hospitality Sector is Evolving

Mysterious stone sculptures, lush green hills, and warm hospitality – San Agustín in southern Colombia is a destination steeped in magic. Long considered an insider tip far from the typical tourist trail, this Andean town is now attracting more and more conscious travelers looking to experience nature and culture in harmony. But how has the hospitality sector in San Agustín developed, and what role does sustainability play in it? This article takes you on a journey to Colombia's verdant south, where a rich cultural legacy meets forward-thinking eco-tourism.

San Agustín – Where History, Nature, and New Life Intertwineen

San Agustín, a small town in the Huila department, is home to the largest collection of megalithic sculptures in South America. Hundreds of enigmatic stone figures guard tombs and sacred sites – a UNESCO World Heritage Site that leaves history buffs in awe. Surrounding the town is a breathtaking natural landscape: misty hills, the winding headwaters of the Magdalena River, and nearby waterfalls like Salto de Bordones make the region a paradise for nature lovers. A walk through the coffee and banana plantations reveals a special energy, where history and nature exist in perfect symbiosis.

But San Agustín is not just a relic of the past. It’s a living village where time seems to slow down. Locals – known as "Agustinianos" – welcome visitors with open arms. The local market overflows with tropical fruits, children laugh in the cobbled streets, and Andean folk music fills the clear mountain air in the evenings. This authentic atmosphere owes much to the town's gentle approach to tourism: no towering hotel complexes, no overcrowded buses – San Agustín has preserved its soul.

From Hidden Gem to Sustainable Destination

In recent years, tourism in Colombia has seen significant growth – and San Agustín is no exception. Domestic travel is booming: in 2023, around 2.9 million Colombians traveled within their own country, a 2% increase from the previous year. Many discovered the treasures of Huila. Interestingly, German travelers rank among the most important international markets for the region – clearly drawn to San Agustín’s unique blend of history, nature, and authenticity.

Still, San Agustín's tourism growth has been modest. The town's remote location and winding roads make it a challenge to reach (though a nearby airport helps), and limited infrastructure and promotion have kept visitor numbers relatively low. While 108,000 people visited the archaeological park in 2018 (19,000 of them foreigners), this number dropped to just 53,000 during the pandemic in 2021. In 2022, it bounced back to 87,700 – but with only about 6,300 international guests. San Agustín relies heavily on domestic tourism, which has recovered more quickly.

This slower pace has its advantages: there's no trace of overtourism here. While destinations like Cartagena grapple with environmental issues due to excessive tourist numbers, San Agustín offers space for genuine encounters. Instead of quantity, this region focuses on quality and sustainability. National programs support environmentally responsible tourism and seek to preserve both ecological and cultural integrity. In November 2024, San Agustín even hosted Colombia’s II. National Meeting on Cultural and Archaeological Tourism, drawing experts who praised the area’s natural beauty and sustainable efforts. It was a milestone that confirmed San Agustín’s emerging status as a leading sustainable travel destination.

San Agustín’s Hospitality Scene: Small, Local, and Getting Greener

The town's hotels and guesthouses are as special as the destination itself. You won’t find big chains here – instead, San Agustín offers family-run lodging full of charm. As of 2023, 98 hospitality establishments were officially registered, ranging from small hotels and cozy guesthouses to rural fincas, camping areas, and trendy glamping spots. With an estimated 3,100 guest beds available, accommodations remain intimate. Around 30% of properties are managed by just one or two people; another 43% have teams of three to five staff. It’s safe to say that the hospitality sector remains friendly and personal.

This small-scale approach fosters close connections and is fertile ground for sustainable initiatives. Many lodgings source food from local farmers, practice waste separation, and invest in eco-friendly technologies. Some have installed solar water heaters, others operate on-site recycling programs or grow their own organic produce. Rooms are often built with natural materials like bamboo, clay, and local woods, blending seamlessly into the surroundings. Guests can enjoy outdoor solar-powered showers or wake up to homemade jam and fresh coffee. It’s these thoughtful details that set San Agustín apart.

Sustainability here is also social. Nearly all staff are from the region, often from the same community, and are employed under fair labor standards. Many hosts see their role as cultural ambassadors, not just hotel owners. Visitors are sometimes invited to family celebrations or given personal introductions to Colombia’s rich coffee culture. Several establishments offer internships and volunteer opportunities, perfect for travelers wanting a more immersive and meaningful experience.

Of course, there are challenges. Many local hoteliers have yet to implement formal sustainability certifications or business management systems, often due to lack of resources or training. Fewer than half reported using financial management tools or quality standards. But change is coming: with support from government and international partners, training programs are being offered to build knowledge and awareness. These efforts are helping San Agustín’s hospitality sector prepare for a more sustainable future.

Finca El Maco and Club Maco: A Model for Sustainable Hospitality

A shining example of sustainability in action is Finca Ecológica El Maco, a hillside ecolodge just outside the town center. This special place blends accommodation, organic farming, and culture in a way that feels both natural and visionary. Whether staying in rustic cabañas or creatively designed maloka huts, guests are surrounded by nature and comfort. Most of the food served is grown on-site or sourced from nearby farms. An impressive 95% of ingredients come from the local area.

El Maco has implemented a robust recycling system, minimizes waste, and uses solar energy to heat water. Cleaning products are biodegradable, and every effort is made to tread lightly. The finca creates valuable local jobs, respects labor rights, and offers training and internship opportunities to young people. Many former interns have gone on to start their own sustainable projects in the region – a true ripple effect of positive change.

One of El Maco's most inspiring initiatives is the Club Maco cultural center. Created by the finca’s founders, this space brings locals and travelers together for live music, art exhibitions, film nights, and workshops. It’s part bar, part concert venue, part community hub – a vibrant meeting place that strengthens cultural exchange and supports local talent. Whether it's salsa dancing under the stars or jamming around a bonfire, Club Maco fosters the kind of encounters that make travel truly unforgettable. It shows that sustainable hospitality goes far beyond eco-friendly practices – it also means investing in community and creativity.

Inspiration for Mindful Travelers

San Agustín may still be a little off the beaten path, but that’s exactly what makes it special. This is a destination with the rare opportunity to grow in a way that stays true to its roots. Visitors quickly feel the mix of down-to-earth charm and conscious intention. They sleep in lovingly run lodgings, enjoy locally grown meals, and maybe end the day sharing a drink with their hosts while swapping stories under the Andean stars. Every peso spent here supports the local economy and helps preserve this treasure.

For travelers looking to discover a different side of Colombia – one that’s authentic, sustainable, and full of heart – San Agustín is a gem worth exploring. Whether you’re marveling at ancient sculptures, hiking eco-trails, or dancing the night away at Club Maco, this is a place that stays with you. It’s a reminder that travel can be meaningful, beautiful, and beneficial all at once. San Agustín is waiting – ready to enchant you, and to be cherished in return.