{"id":403,"date":"2026-04-11T17:15:20","date_gmt":"2026-04-11T17:15:20","guid":{"rendered":"https:\/\/serturim.com\/?page_id=403"},"modified":"2026-04-11T21:20:33","modified_gmt":"2026-04-11T21:20:33","slug":"our-beginning","status":"publish","type":"page","link":"https:\/\/serturim.com\/en_us\/our-beginning\/","title":{"rendered":"Our Beginning"},"content":{"rendered":"\n

The Founder\u2019s Story<\/strong><\/h1>\n\n\n\n

Tourism with Soul, Service with Heart<\/strong><\/em><\/p>\n\n\n\n

\n

Origin<\/strong><\/h2>\n\n\n\n

SERTURIM was not born from a trend nor from a romantic idea of travel.<\/p>\n\n\n\n

It was born from experience, observation, and a clear dissatisfaction with how tourism was being delivered.<\/p>\n\n\n\n

As its founder, John Jairo Atehort\u00faa Ruiz spent years understanding the dynamics of the tourism industry in Colombia its strengths, but also its limitations. What became evident over time was a recurring pattern:<\/p>\n\n\n\n

    \n
  • Services were often designed around volume, not quality.<\/li>\n\n\n\n
  • Experiences were standardized, not personalized.<\/li>\n\n\n\n
  • And in many cases, the focus shifted more toward revenue than toward the client.<\/li>\n<\/ul>\n\n\n\n

    What reality created a clear decision: To build a company that would operate differently. SERTURIM was created not simply to offer tours, but to elevate the standard of service and redefine what a travel experience should feel like.<\/p>\n\n\n\n

    A Personal Vision<\/strong><\/h2>\n\n\n\n

    At its core, SERTURIM reflects a personal philosophy: Travel should not feel rushed, generic, or transactional.
    It should feel intentional, private, and meaningful. Growing within the cultural and social complexity of Medell\u00edn allowed the founder to develop a deeper understanding of Colombia not as a destination, but as a layered and evolving reality. <\/p>\n\n\n\n

    This perspective shaped a vision: To design journeys where travelers do not simply visit Colombia,
    but connect with it in a real and personal way.<\/p>\n\n\n\n

    Principles That Define SERTURIM<\/strong><\/h2>\n\n\n\n

    SERTURIM operates under principles that are not negotiable:<\/p>\n\n\n\n

    Privacy Over Volume<\/strong><\/h3>\n\n\n\n

    Every experience is designed exclusively.
    Groups are never mixed.
    Each client receives a dedicated vehicle and guide.<\/p>\n\n\n\n

    Personalization Over Standardization<\/strong><\/h3>\n\n\n\n

    No itinerary is treated as generic.
    Each journey adapts to the client not the opposite.<\/p>\n\n\n\n

    Excellence Over Convenience<\/strong><\/h3>\n\n\n\n

    Details matter.
    Execution matters.
    Consistency matters.<\/p>\n\n\n\n

    Integrity Over Profit<\/strong><\/h3>\n\n\n\n

    Decisions are not driven solely by revenue, but by the quality of the experience delivered. These principles are not marketing statements. They are the foundation of every service provided.<\/p>\n\n\n\n

    The Evolution<\/strong><\/h2>\n\n\n\n

    SERTURIM has grown not by expanding volume, but by refining its identity. It has evolved into a boutique travel firm, focused on:<\/p>\n\n\n\n

      \n
    • High-level service<\/li>\n\n\n\n
    • Private experiences<\/li>\n\n\n\n
    • Meaningful travel design<\/li>\n<\/ul>\n\n\n\n

      The objective has never been to become the largest company, but to become a trusted reference in quality and experience.<\/p>\n\n\n\n

      Mission<\/strong><\/h2>\n\n\n\n

      To design and deliver private travel experiences in Colombia that combine:<\/p>\n\n\n\n

        \n
      • Cultural depth<\/li>\n\n\n\n
      • Operational excellence<\/li>\n\n\n\n
      • Personalized service<\/li>\n<\/ul>\n\n\n\n

        ensuring that every client feels not only satisfied, but genuinely valued and understood.<\/p>\n\n\n\n

        Vision<\/strong><\/h2>\n\n\n\n

        To position SERTURIM as a recognized boutique travel firm, known for:<\/p>\n\n\n\n

          \n
        • Its commitment to quality over quantity<\/li>\n\n\n\n
        • Its ability to interpret destinations with depth<\/li>\n\n\n\n
        • Its consistency in delivering refined, private experiences<\/li>\n<\/ul>\n\n\n\n

          A Founder\u2019s Standard<\/strong><\/h2>\n\n\n\n

          For the founder, there is one internal measure that defines success: Not the number of clients served,
          but the quality of what each client experiences. The objective is simple but demanding: That every person who travels with SERTURIM leaves with the feeling that they have experienced something exceptional.<\/p>\n\n\n\n

          SERTURIM is not built on promises. It is built on standards.<\/h2>\n\n\n\n

          \u2728 Tourism with soul, service with heart.<\/strong><\/em><\/p>\n<\/div><\/div>\n\n\n\n\n","protected":false},"excerpt":{"rendered":"

          The Founder\u2019s Story Tourism with Soul, Service with Heart Origin SERTURIM was not born from a trend nor from a romantic idea of travel. It was born from experience, observation, and a clear dissatisfaction with how tourism was being delivered. As its founder, John Jairo Atehort\u00faa Ruiz spent years understanding the dynamics of the tourism […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"travel_tour_sidebar_layout":"","_joinchat":[],"footnotes":""},"class_list":["post-403","page","type-page","status-publish","hentry","col-sm-12 eq-blocks"],"_links":{"self":[{"href":"https:\/\/serturim.com\/en_us\/wp-json\/wp\/v2\/pages\/403","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/serturim.com\/en_us\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/serturim.com\/en_us\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/serturim.com\/en_us\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/serturim.com\/en_us\/wp-json\/wp\/v2\/comments?post=403"}],"version-history":[{"count":4,"href":"https:\/\/serturim.com\/en_us\/wp-json\/wp\/v2\/pages\/403\/revisions"}],"predecessor-version":[{"id":468,"href":"https:\/\/serturim.com\/en_us\/wp-json\/wp\/v2\/pages\/403\/revisions\/468"}],"wp:attachment":[{"href":"https:\/\/serturim.com\/en_us\/wp-json\/wp\/v2\/media?parent=403"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}