ABSTRACT
The COVID-19 coronavirus pandemic has created a global and synchronized recession, which has gravely affected the tourism sector given that people mobility came to a halt and that it has become impossible to supply and demand tourism services. In Colombia, due to the increase in COVID-19 cases, a strict quarantine has been maintained for over six months and it is not yet clear when it will be lifted. The department of Santander has not escaped this reality. In fact, being a highly touristic destination, it has suffered great economic impact, mostly in the Bucaramanga metropolitan area, which is the department's tourism and hospitality hub and has been unable to mitigate this situation. This paper offers a detailed diagnosis of the current tourism situation in the Bucaramanga metropolitan area during the first semester of 2020. Then, basic guidelines are established for the formulation of a reactivation plan for the tourism sector from a governance approach. Finally, recommendations are given for the adequate control and follow up of the plan.