Rioacha has natural, cultural, ethnic and eco-tourism riches that put you at a similar level of competitiveness to domestic destinations. The object was to determine the level of competitiveness of the tourism sector, it developed a comparative methodology of tourism competitiveness indicators, where an analysis of the theoretical basis of diamond Michael Porter competitiveness is addressed. Research is transverse or transectional, the selected method is the deductive and its non-experimental design; the population is made by managers and / or owners of hotels, hostels, companies promoting tourism, and restaurants. Data analysis showed that the competitiveness of the companies have an acceptable level. It is concluded that the companies have good logistics and road infrastructure, hotel, transportation, tourist variety of sites that make it competitive with other cities similar to it.