Service design and post-conflict communities: Rethinking tourism services for social reintegration

After the 2016 peace agreement in Colombia and through the reincorporation process, communities of ex-combatants from the former FARC guerrilla group initiated their process toward reintegration into civil society. The development of projects that promote their reintegration identified tourism as a key aspect for economic success and reconciliation with Colombian society. Applying tourism activities as a means of supporting their economic growth and guaranteeing the subsistence of the peace dialogues between ex-combatant communities and civilians was the basis that originated many initiatives in this sector. The case of the AETCR Jaime Pardo Leal, Waka Promoviendo Culturas, and Caguan Expeditions exemplifies the process of different initiatives with the same goal: to find in tourism a tool for the consolidation and reconciliation in Colombia. By analyzing the role of service design in post-conflict scenarios, this paper aims to reflect on the path for community integration and participation, favoring the linkage and use of the unique knowledge of the ex-combatant community in the development of experiences and tourism services that contribute to the construction of sustainable peace.