Building a community tourism brand from the ground up.
Camino Wayúu
Community Tourism Programme · La Guajira, Colombia · 2025–Present
Tourism can create economic opportunities, but only when local communities are positioned as protagonists rather than attractions.
Camino Wayúu was created to strengthen community-led tourism across Indigenous Wayúu territories in La Guajira, Colombia. The challenge was to develop a brand and communications ecosystem capable of connecting visitors with authentic cultural experiences while ensuring that local communities remained at the centre of the story.
My role
Creative Concept Development · Brand Strategy · Visual Identity Direction · Website Strategy · UX & Wireframing · SEO Copywriting · Social Media Strategy · Content Architecture · Stakeholder Coordination · Print Communications
Approach
I led the creation of the Camino Wayúu brand from its earliest stages, developing the creative concept, brand positioning and narrative framework that would guide the project across all communication channels.
Working alongside designers, web developers, tourism stakeholders and community representatives, I directed the development of the visual identity, website and communications materials, ensuring consistency between the visitor experience and the values of the programme.
I also designed the website structure, wireframes, user journey and SEO content, translating cultural, environmental and tourism information into an accessible and engaging digital experience. Alongside this, I developed the initial social media strategy and content framework to support the programme's visibility and long-term growth.
Beyond the digital space, I coordinated the production of printed communications materials designed to support both communities and visitors throughout the experience.
Impact
A complete destination brand and communications ecosystem developed from scratch
6 community-led tourism routes developed and positioned under a unified destination brand
Website, social media foundations and visitor journey designed to support awareness, engagement and bookings
7 familiarisation trips (Fam Trips) delivered, supporting the commercial launch of the tourism experiences
38 participants engaged through tourism activation activities
COP $9.7 million in direct income and COP $1.8 million in indirect income generated for participating communities
12 community members directly involved in hosting, guiding and delivering tourism experiences
A platform designed to showcase Wayúu culture, ancestral knowledge and living traditions while supporting community-led economic development
The project continues to grow as additional tourism routes, communities and visitor experiences are incorporated into the Camino Wayúu network.
