From experience design to rural tourism: Empowerment and knowledge with colombian coffee growers

In the field of creative and cultural industries, the gastronomy sector is one of the most attractive to consumers, especially when combined with tourism and cultural experiences. In this context, coffee has historically been one of Colombia’s most emblematic economic sectors. Beyond its economic significance, the coffee sector becomes particularly appealing when it integrates elements such as rural tourism, coffee routes, and local cultural traditions. This study aimed to understand the motivations and training needs of coffee-growing families, identifying opportunities for younger generations to remain in their territories through processes of education, entrepreneurship, and experiential tourism. A qualitative methodology with a phenomenological interpretive approach was adopted. A total of 78 semi-structured surveys were conducted with coffee growers in Antioquia, and based on the findings, five participatory workshops were held in the municipality of Betania, focusing on the social appropriation of knowledge and the design of tourism experiences. One of these workshops, practical in nature and lasting four hours, focused on basic accounting training, including content on costs, cash flow, budgeting, and innovation applied to tourism entrepreneurship. A total of 15 coffee growers participated in this training session. As a result, 13 of them strengthened their skills in designing tourism and cultural products related to coffee, thereby contributing to local identity, territorial sustainability, and encouraging youth retention in rural areas.