El On Friday, July 4, 2025, the Consumer Protection Office was inaugurated in the city of Santa Marta, with the participation of the Superintendent of Industry and Commerce, Cielo Rusinque. This new space will provide guidance, training, and public outreach on consumer protection issues for both residents and tourists who use various public services. Topics to be addressed include warranties, abusive contract clauses, right of withdrawal, price disclosure in commercial establishments, and legal metrology, among others.

The opening of this Consumer Protection Office in a high-impact tourist destination such as Santa Marta—recognized for its steady influx of both domestic and international tourists—represents a strategic step in positioning Colombia as a global leader in consumer protection. The following key dimensions highlight its significance:

Enhancing the Visibility of the Superintendence of Industry and Commerce as an International Benchmark

The establishment of this office is an initiative that transcends the local level and projects an international scope, with tangible impacts on the protection of tourists’ rights and the institutional strengthening of the Colombian Caribbean. The Santa Marta Consumer Protection Office can become an accessible and multilingual service point for visitors facing abuses or irregularities in lodging, transportation, food services, or commerce.

This strategy contributes to raising consumer protection standards and positions the Superintendence as an international benchmark due to its innovative and proactive approach. It also opens opportunities for international cooperation and the exchange of best practices with peer authorities in other countries, particularly in the area of foreign tourist assistance—an approach still underdeveloped in many jurisdictions.

International Cooperation to Promote Safe Tourism and Attract Foreign Investment

Aligned with the above, the opening of the Consumer Protection Office in Santa Marta offers the opportunity to strengthen the involvement of the Superintendence of Industry and Commerce, as well as local authorities, in international cooperation forums. These platforms will not only facilitate the exchange of best practices in protecting both domestic and foreign consumers but will also allow the presentation of progress achieved through the operation of this office.

Such participation will contribute to positioning Santa Marta and Colombia as leaders in promoting safe and sustainable tourism. It will also ease access to international initiatives and certifications that validate the existence of effective tourist service protocols. This, in turn, becomes especially attractive to foreign investors seeking to develop projects in sectors such as hospitality, gastronomy, and commerce, given the perception of a strong institutional framework committed to consumer protection.

International Economic and Reputational Impact for Santa Marta

Tourist destinations commonly face challenges such as scams, arbitrary price changes, or abusive practices by merchants who take advantage of tourists' unfamiliarity with the language or local regulations. In this context, the institutional presence of the SIC through the Consumer Protection Office in Santa Marta is crucial for building visitor trust in the city as a safe and responsible destination.

In addition to in-person services, the Center will support awareness campaigns to prevent deceptive practices such as overpricing, false advertising, or fraudulent services, targeting both national and international tourists. Collectively, these actions not only protect consumer rights but also have a positive impact on Santa Marta’s international reputation, increasing its appeal as a competitive and trustworthy tourist destination.