Awake creates opportunities in rural areas and promotes conservation of Colombian biodiversity

According to data from Colombia’s National Administrative Department of Statistics (DANE in Spanish), the multidimensional poverty index in rural areas reached 25% in 2023, with an income gap between rural and urban areas of almost 50%. For this reason, nature tourism seeks to promote the economic development of the communities living in these areas.

Given the need to promote the economic development of rural areas of the country, historically neglected and disconnected from the main economic networks, Acumen, with support from the Innovation Lab of the Inter-American Development Bank Group (IDB Lab), the United States Agency for International Development (USAID), and the Conrad N. Hilton Foundation, has invested in Awake, a Colombian company dedicated to nature tourism in rural areas of the country. This investment seeks to strengthen Awake’s business model, which has generated an additional source of income for rural communities, including persons affected by conflict and forced displacement, migrants and refugees while promoting biodiversity conservation in these areas.

The rural sector in Colombia covers nearly 80% of the national territory and is home to a quarter of the total population; however, these areas have faced persistent challenges exacerbated by decades of internal conflict, which have left many communities disconnected and mired in poverty. In 2023, the multidimensional poverty rate in rural areas was 25%, more than double the national average of 12%, according to DANE data.

In addition, the income gap between rural and urban areas stands at almost 50%, with the proportion of informal jobs reaching 85%. This situation has driven migration to urban areas and fostered the unsustainable exploitation of natural resources. This is why this investment seeks to promote economic development and environmental conservation in Colombia’s rural areas through responsible nature tourism.

Elvia Gómez, Associate Director of Acumen Latin America, highlights the country’s potential for nature tourism, as Colombia is home to 10% of the world’s biodiversity, with ecosystems ranging from moorlands to tropical rainforests and desert biomes. This has been attracting the attention of local and foreign travelers seeking ecotourism experiences, which is reflected in the 9.6% increase in visits to the country’s protected areas in the last year.

“Regenerative nature tourism is an opportunity to boost economic development in rural communities, while promoting the conservation and restoration of nature and respect for cultural heritage. By focusing on practices that respect natural resources and local identities, this type of tourism creates new sources of income and employment for local inhabitants without causing damage to the environment. Hosts that are part of Awake’s network can benefit from a flow of travelers interested in authentic and sustainable experiences, which allows them to diversify and complement their income from other productive activities,” she says. 

Miguel Torres, CEO of Awake, emphasizes that by partnering with hosts who manage and operate tourist destinations in rural areas of Colombia, they strengthen life projects and leaderships that transform their territory, promoting a lasting and balanced prosperity that respects the ecosystem that sustains these communities. “To date, Awake’s network of hosts has generated more than 2,000 jobs and is conserving over 80,000 hectares of ecosystems, with these numbers expected to grow.. With this investment led by Acumen, we will strengthen our capacity for social and environmental impact.”

Awake has developed a business model based on two fundamental pillars: a broad network of rural hosts built on trust and technology as a driver of scalability, enabling the creation of sustainable tourism businesses and promoting conservation initiatives in rural areas, to offer travelers authentic experiences in direct contact with nature. The hosts, who are mostly local inhabitants, offer accommodation, food, transportation and excursion services, building a partnership based on transparency and sustainability.

This investment aims to support Awake’s growth and scale the Colombian company’s positive impact in more rural areas of the country. The development of sustainable tourism in Colombia can help bridge the gap between urban and rural areas and conserve its priceless biodiversity, promoting inclusive and sustainable economic development for future generations.