Bolivia is taking a fresh approach to growing its tourism industry, aiming to turn its natural landscapes and cultural heritage into a stronger driver of economic growth. The Bolivian government sees tourism as a major tool to help a crumbling economy based for to long on fossil fuels and mining.
Despite boasting world-renowned attractions, the country has yet to fully capitalize on its tourism potential. Bolivia Ministry of Sustainable Tourism, Cultures, Folklore and Gastronomy, together with the Vice Ministry for the Promotion of Sustainable Tourism, launched work on a new Sustainable Tourism Master Plan covering 2026 to 2035.
The long-term strategy is designed to guide tourism development, encourage investment and generate up to $3 billion in tourism revenue by 2030, while also raising Bolivia’s profile on the global tourism stage.
Nationwide collaboration
Authorities are adopting a collaborative approach to shape the plan. From May 12 through June 24, a series of 18 innovation and co-creation workshops is taking place across Bolivia’s nine departments.
The sessions bring together tourism businesses, local communities, universities, government officials and industry organizations to identify the unique needs of each region. Discussions focus on areas such as infrastructure improvements, air and ground connectivity, tourism regulations and destination marketing.
The initiative is being supported by the United Nations Development Programme and the Inter-American Development Bank, both providing technical expertise and international best practices aimed at ensuring the plan’s long-term sustainability and boosting investor confidence.
New legislation and tourism strategies
Alongside the master plan, Bolivia is preparing a new Sustainable Tourism Promotion Law to replace legislation that has been in place since 2012. The updated framework is intended to simplify investment processes and help formalize the tourism sector.
Authorities also plan to introduce five specialized tourism strategies focused on segments including community tourism, cultural tourism, religious tourism and nature-based experiences.
At the same time, Bolivia is developing a refreshed country brand inspired by the identities, traditions and perceptions collected during consultations nationwide.
Spotlight on high-potential destinations
A major focus of the strategy is promoting destinations that can encourage longer stays and higher visitor spending.
Among the country’s flagship attractions is Madidi National Park, one of the world’s most bio-diverse protected areas spanning more than 18,000 km². The park offers immersive Amazon experiences featuring river expeditions, jungle trekking and wildlife encounters, including macaws, monkeys, caimans, giant otters and occasionally jaguars.
Other key tourism hubs include Lake Titicaca, where travelers can combine stays in Copacabana with visits to Isla del Sol and hikes along historic Inca routes.
In southern Bolivia, the colonial cities of Sucre and Potosí continue to attract visitors with their architecture, museums and mining heritage linked to Cerro Rico, a landmark tied closely to global economic history.
Beyond economic targets, the master plan is intended to provide clearer direction for Bolivia’s tourism future and create stronger coordination between public and private stakeholders.
Tourism officials believe that if the strategy succeeds, Bolivia could emerge as a more competitive and recognizable destination internationally, built around authentic cultural and natural experiences.
