Due to low investment by companies in market research, limited government financial support, and unfair competition, this sector has experienced a significant decline in production. This has led companies to seek markets in other cities within the country, prompting the Colombian footwear industry to make greater efforts to diversify its market by establishing alliances to improve market dynamics both nationally and internationally. The objective of this study is to provide market strategies for the international positioning of the footwear sector in Cúcuta. A descriptive research approach was used to analyze and describe potential market strategies through a quantitative study, aiming to determine the current market position of the companies. The study revealed that, to address the low productivity of the footwear sector in Cúcuta, the government has been organizing trade fairs with the support of Bancoldex and the city government.