With the increase in tourist arrivals to Colombia, the need has arisen to prepare the country for greater demands, taking advantage of the development of tourism around the world to insert it into the market and position it as a nationally and internationally recognized tourist destination. Based on this, it is worth noting the important work of the different regions that, through the creation of initiatives and the execution of activities aimed at strengthening the sector, can contribute significantly to the achievement of the country's common objectives. In the department of Tolima, tourism is one of the prioritized sectors to promote the development and economic growth of the region, therefore, the Ibagué Chamber of Commerce, in its work as an entity that promotes business and regional development, develops this characterization study with the interest of offering valuable information for strategic decision-making and business strengthening of the sector in its jurisdiction. This study seeks to identify the attributes and/or qualities that characterize the tourism sector in the different municipalities of the Ibagué Chamber of Commerce Jurisdiction and to achieve this, it was divided into three parts. The first part refers to the context of tourism worldwide, which demonstrates the regressive impact caused by the Covid-19 pandemic, but in turn, reveals the great importance and contribution of tourism to employment and world GDP. The second part of the study offers the context of the tourism sector in the country, revealing figures from the National Administrative Department of Statistics - DANE on the arrival and origin of foreign visitors to Colombia, as well as the participation of tourism in employment and Value Country aggregate. The third part reveals the context of tourism in the department of Tolima based on its economic, environmental and social impact, which is based on data from sources such as the Tolima Governor's Office, the Ibagué Mayor's Office, the National Administrative Department of Statistics - DANE and the Center for Tourism Thought. The fourth part is focused on the jurisdiction of the Ibagué Chamber of Commerce and is the result of the segmentation of 11 municipalities with which, specifically, the particular characteristics of the sector are identified, based on the supply and demand of services. and tourist products. For this purpose, two populations are taken into account, in the first place, the providers of tourist services with commercial establishments, including tourist guides and except for tourist dwellings (properties) since they do not carry out a commercial activity, therefore, they do not count with the Mercantile Registry and on the other hand, the tourists who in a determined period of time visited the 11 municipalities belonging to the jurisdiction of the Chamber of Commerce of Ibagué. In the case of the two populations, perception surveys were applied that allowed the identification of the qualities of the tourist activity, based on information provided by businessmen in the sector and tourists who visited the department. The fifth and last part of the study focuses on the identification of weaknesses, opportunities, strengths and threats found throughout the study for the formulation of proposals and strategic recommendations in favor of strengthening the business fabric.