Gestión Urbana y Mercados Tradicionales: Integrando Historia y Desarrollo Plaza de Mercado Alameda en la Cuidad del Cali

This paper examined how urban management can influence the conservation and development of the Alameda Market Square in Cali, Colombia. The square, built in the 1950s, not only functions as a commercial space but is also a symbol of the region's cultural and gastronomic diversity, with a history that reflects the traditions of rural communities and local merchants. However, it currently faces challenges such as deterioration, informality, and a lack of institutional support, which threaten its long-term sustainability. The proposal contemplates participatory and coordinated actions between authorities, merchants, and the community to strengthen its heritage character, promote entrepreneurship, and enhance its tourist appeal. The key to the conservation of this space lies in its effective management, which maintains a balance between tradition, economic development, and social participation, ensuring that it remains a living heritage and an engine of growth in the city. It was concluded that only through a participatory, heritage-based, and sustainable approach can this space continue to promote identity, tradition, and economic development for Cali and its region. The preservation of traditional markets not only preserves social memory but also contributes to building inclusive, resilient, and culturally rich cities.