Medellín’s municipal government is launching an initiative aimed at modernising tourism. More than nine thousand local service providers have signed up to adopt formal business practices and incorporate artificial intelligence tools. The city plans to boost competitiveness among these operators. It also seeks to ensure legal compliance across the sector. To achieve this, the administration has created institutional accompaniment routes that guide providers through regulatory processes. In parallel, it runs bootcamps that deliver training on new technologies and formalisation procedures.