The purpose of this article is to present a multi-criteria model designed to evaluate the potential of Sincelejo’s cultural identity in tourism development. A descriptive quantitative methodology was used, which included a survey of 211 participants. A decision support method was applied using the weighted additive sum approach and following the multi-attribute method. From the information gathered, the elements of cultural identity shared by most of the criteria were identified, highlighting the gastronomic, social, and cultural traditions and customs of the region, the results of which allowed a composite indicator to be designed to evaluate the tourism potential of cultural identity in the area. This indicator takes into account the idea that the authenticity and cultural uniqueness of a city or region can be a key factor in attracting tourists and providing them with enriching and memorable experiences, promoting the preservation of cultural heritage, environmental protection, and improvement in the quality of life of residents in the search for sustainable tourism development.