The purpose of the research is to analyze social innovation as strategies to strengthen Community Rural Tourism, promoting an alternative for sustainable territorial development. From a qualitative approach, based on the documentation, analysis and critical review of the information collected, a conceptual and practical structure is built on social innovation and tourism, and then from fieldwork, specify with different activities and strategic interventions rural community tourism for the township of San Cristobal (Medellín). The results indicate that social innovation and Rural Community Tourism emerge as an alternative to mass tourism, which seeks local development, adapted to the capacities and potential of the territories. Tourism is an alternative so that rural communities with natural and cultural attractions, customs, traditions, ways of life and habits are consolidated, contributing to the socio-economic development of the territories. Exploit the technical and business capacities of the communities and adopt strategies, not only for sustenance but for survival, to take on the challenges of an increasingly. © 2020, Universidad del Zulia. All rights reserved.