Resumo: This article seeks to analyze the relationship between inclusive businesses and microfranchises based on the opportunities and challenges facing La Guajira when undertaking tourism ventures. The study uses a correlational descriptive analysis with a non-experimental, cross-sectional design. A 25-item questionnaire was applied to 147 subjects, the validity of which was approved by experts in the area, while its consistency yielded a Cronbach Alpha of 0.761. The results reveal that inclusive businesses and microfranchises are strongly associated, 873**. The findings highlight the feasibility of inclusive businesses as suppliers, distributors or producers, while to a lesser extent as partners or business partners. As for the challenges, the emphasis is on public policies for business development and access to business financing plans. On the advantage side, tourism is the articulating axis for inclusive businesses under the microfranchise modality to undertake ventures in the region of La Guajira. However, it is necessary to address them with actions that make them more efficient and effective. To this end, a number of suggestions are provided that help to overcome them with the support of all involved. The study is very useful for academic researchers in the business and tourism sector, allowing the microfranchise model to be considered as a viable scheme to minimize the poverty conditions of people at the base of the pyramid.
