Bolivia is betting on tourism as a new engine of development and is relaunching itself to the world from FITUR 2026

Within the framework of FITUR 2026, Andrés Aramayo Bejarano, Vice Minister of Sustainable Tourism Promotion of Bolivia, shared with Travel2latam the vision of a new stage for Bolivian tourism, marked by internationalization, investment and a strong focus on quality, innovation and territorial development.

Could you introduce yourself and tell us what Bolivia is showcasing at FITUR 2026?

We are operating under a new administration, with just over a month in office, and yet we have taken on the challenge of building a strong presence at FITUR in record time. The objective was clear: to create a world-class platform for Bolivian tourism service providers to connect with international markets.

We came with a very focused delegation, carefully selecting the markets we want to target. Our strategy is to compete on quality, not price, which means thoroughly understanding the profile of the traveler we aim to attract. The government is supporting our businesses, investments, and strengthening the rule of law, a key mandate of this new phase.

The second major focus is internationalization: Bolivia has been absent from the global conversation for the last 20 years, and now we want to make up for lost time through an economy based on services, creativity, talent, and tourism. We are committed to an industry rooted in our nature, culture, folklore, and gastronomy. Therefore, the Ministry is coordinating three main areas: sustainable tourism, culture and folklore, and gastronomy, with a very clear objective: to reach $3 billion in tourism revenue by 2030 and diversify the country's productive base.

What is the current state of tourism in Bolivia, and which destinations have the greatest potential?

Currently, tourism represents 2.5% of GDP and generates approximately $800 million annually. With the current infrastructure, this figure could reach $3 billion. It is the country's fourth largest generator of foreign exchange, but the largest in terms of service exports.

Women make up 75% of the sector's workforce, and during peak season, nearly 300,000 jobs are generated. We have come from difficult years marked by social crises, a pandemic, and a complex economic and environmental situation, but this administration has chosen to focus on opportunity rather than complaint.

We have identified seven destinations with rapid response potential. These include La Paz with Lake Titicaca and the Tiwanaku culture; the Salar de Uyuni near Potosí; the wine and chili pepper route in Sucre and Tarija; Santa Cruz, with its MICE tourism, gastronomy, and nature; the Chiquitanía region, Chochís, and Roboré; the Madidi-Pampas axis, one of the most biodiverse areas on the planet; and the Chapare region with Villa Tunari and the northern Amazonian region of Pando, with strong potential for ecotourism and gastronomic tourism.

All these destinations are being developed with a digitalization strategy, which will then allow the launch of international campaigns and the capture of qualified leads to transform interest into real sales.

What is the roadmap for 2026 and the coming years?

The first step was to position tourism at the heart of the state. Today, it is part of the Economic and Social Development Plan and the five- and ten-year government plans. A Ministry of Tourism was created, and the sector ceased to be marginal, becoming a strategic pillar.

The second point is internationalization. We are designing a calendar of trade fairs and initiatives through 2030 to open up business opportunities for the private sector. Tourism is seen as a generator of foreign exchange, employment, and growth, and Bolivia has everything it needs to be a relevant player on the global stage.

The third pillar is domestic tourism, because it fosters national pride, social cohesion, and an economy built on trust. Bolivians need to know their country in order to care for it, value it, and actively participate in the tourism ecosystem.

What role does education and training play in this transformation?

We've noticed that many tourism degrees are outdated. That's why we're working with universities to modernize the programs, incorporating Big Data, artificial intelligence, finance, development, and new technologies.

It is also crucial to strengthen technical training: guides, transporters, hoteliers, restaurateurs, and all the trades that support the industry. Tourism generates more than eight production chains and multiplies its economic impact across more than 130 sectors.

But education must begin in school. The country needs to grow knowing that tourism is a real opportunity for development. Bolivia is rich in minerals and natural resources, but for centuries that only brought money, not development. True development will come with an economy based on services, knowledge, and tourism, and for that, we all need to be trained and professionalized.