It would have been hard to believe the current success of agro tourism in Quindio seven years ago. The region wasn’t even a cluster in the Study of Competitiveness in Tourism; investors were more interested in the Caribbean. So, what is the secret of the region’s success? The answer is three sided: the environment, the businesspeople and the model. The region has numerous resources - few of them “touristic” - until the National Coffee Park, around which tourism in the area was built. Businesspeople understood, for their part, that tourism is the same as any other business: the needs of the customer must come first. The “Quality Club” model proposed by the Spanish firm DIT aimed to assure quality, including areas of service not covered by ISO norms. The combination of these three factors generated the phenomenal success of tourism in Quindio today.