The department of Boyacá, located in the Andean region of Colombia, stands out for its historical, cultural, and natural richness, positioning itself as a strategic tourist desti-nation with significant economic potential. Its diverse tourism portfolio—including nature, cultural, ecological, and adventure tourism—generates opportunities for eco-nomic growth, employability, and sustainable development. This study employed a mixed-methods approach, combining documentary analysis and semi-structured interviews with key stakeholders in the tourism sector. Secondary sources such as government reports, academic studies, and sectoral statistics were an-alyzed, complemented by qualitative insights from stakeholders to identify challenges and opportunities. Findings reveal that innovation is essential for enhancing competitiveness. Moderni-zation of infrastructure, adoption of digital technologies, and improvements in service quality were identified as drivers of destination attractiveness. However, fragmenta-tion among stakeholders and the absence of a structured promotional strategy limit Boyacá’s visibility in national and international markets. The study recommends the implementation of innovative strategies, including the de-sign of thematic routes, personalized experiences, and digital and experiential mar-keting approaches. Sustainability must serve as a cross-cutting axis to balance eco-nomic growth with the conservation of natural and cultural heritage. Through collab-orative efforts among public, private, and community actors, Boyacá can consolidate its position as a competitive and sustainable tourist destination.