*Article* **Economic and Organizational Impact of COVID-19 on Colombia's Tourism Sector**

**Luz Natalia Tobón Perilla 1, Elena Urquía Grande <sup>1</sup> and Elisa Isabel Cano Montero 2,\***


**Abstract:** The global COVID-19 crisis has strongly affected tourism. In an emerging economy like Colombia's, however, the pandemic's effects may differ from those experienced in more advanced countries. Building on prior studies, this investigation aims to determine the economic and organizational impact of COVID-19 on the tourism sector in the areas of lodging, travel agencies, clubs, and restaurants by identifying indicators relevant to the business tourism sector. We contrast data obtained empirically from a survey administered to a sample of 289 Colombian tourism SMEs. The model, developed with structural equations, enables identification of the factors with the greatest influence. The results indicate a high impact on sales and personnel expenses, leading to a decrease in management and innovation capability. In the gradual recovery process, internal measures taken by business owners to face the crisis have been more effective than measures taken by the government. Moreover, firms have prioritized financial strategies and innovation in marketing and services.

**Keywords:** COVID-19; strategies; structural equations; economic and organizational impact; tourism
