Ecuador is a country with an enormous diversity of tourism. What are the priority strategies of your management to promote lesser-known destinations and decentralize tourism beyond the Galapagos and Quito? 

Indeed, the country's diversity is one of its great virtues, because in a small territory, the size of half of Spain, you can find an enormous variety of flora, fauna, culture and traditions. Ecuador has four distinct worlds (Coast, Andes, Amazon and Galapagos) to show to the world. The priority strategy of my management is linked to the construction of thematic products that meet the demand, that is to say, what the current market is asking for, we cannot create products only from the perspective of supply. For example, in the country there are very interesting niche products that are more consolidated, such as ecotourism, bird watching, adventure tourism, cultural tourism products, among others, to which we must add others such as gastronomic tourism. Thus, the national campaign “Ecuador a la Carta” has been created to promote lesser known destinations through local cuisine, highlighting products and experiences such as traditional restaurants, gastronomic ventures, spirits routes, and the richness of Ecuador as the origin of cocoa. This drives tourism diversification, encouraging visitors to explore more of the traditional destinations and supporting local communities.  

Sustainable tourism is a key global issue, how is the ministry working to ensure that tourism growth in Ecuador is respectful of the environment and local communities? 

The Ministry works with a holistic approach based on the three aspects of sustainability: economic, social and environmental. Our challenge is to achieve a balance in which tourism activity contributes to the economic and social development of communities, without compromising the environment, and even favoring regeneration processes when possible. Ecuador has adopted a tourism model that moves away from mass tourism, we believe that quality of visitors is more important than quantity. Through private enterprise we encourage and promote sustainable, responsible tourism that takes care of natural and cultural tourism resources. More than 90% of tourism businesses in the country are small and medium-sized, many of them family businesses, so it is essential to maintain a tourism system that respects those conditions that allow people to maintain their source of income.

In addition, the Ministry of Tourism has programs at the national level such as Corridors of Tourist Potential, Gastronomic Markets, Sustainable Tourist Beaches, Magical Towns and Corners, which, before being implemented, must comply with environmental and social sustainability parameters, allowing the promotion of concrete and measurable actions in each region. In addition, permanent advice and follow-up is provided to the different levels of government, which has contributed to the fact that Ecuador has six locations recognized by UN Tourism as Best Tourism Villages worldwide.

Indigenous and rural communities have great tourism potential. How is your ministry supporting community-based tourism projects to make them profitable and sustainable? 

In a world where globalization and conventional tourism often overshadow authentic local experiences, community-based tourism emerges as a powerful tool to preserve our identity, foster economic development and promote environmental conservation; this tourism approach allows visitors not only to enjoy the natural beauty of the country, but also to immerse themselves in the rich traditions and ways of life of our peoples and nationalities.

In this context, since 2021 we have been implementing the strategy “Ecuador from its Roots”, which aims to strengthen the supply of accommodation and rural experiences: Community Tourism and Rural Tourism, through regulatory reforms, facilitating that these lodging modalities become nuclei of tourist experiences linked to nature and productive activities of the rural world, placing value on their respective uniqueness and potential; we have developed several catalogs linked to rural activities, one of them is the Catalog of Community Tourism Centers in which their culture, activities and services provided to visitors are promoted. In addition, we have the Community Tourism Centers Regulation that allows us to regularize their activities and provide formality and competitiveness in these destinations. 

In addition, in early 2024, a memorandum of understanding was signed between the CODESPA Foundation and the Ministry of the Environment, Water and Ecological Transition to promote a management model for the promotion of sustainable tourism, The memorandum is benefiting 51 communities, including nine (9) Community Tourism Centers, and is promoting bio-enterprises and cooperation mechanisms for environmental services with communities located in the interior or buffer zones of Protected Areas located in five provinces (Napo, Pastaza, Orellana, Cotopaxi and Tungurahua).

It has been crucial to recognize the valuable contribution of indigenous peoples and nationalities to the development of community-based tourism in Ecuador. Their ancestral wisdom, their connection with nature and their hospitality have enriched tourism experiences, attracting conscious travelers who value respect for the land and local cultures; in this sense, it is essential to continue supporting and promoting community tourism initiatives that benefit both local communities and visitors, promoting ethical, inclusive tourism in harmony with nature.

International promotion campaigns are key to attracting visitors. What are the priority markets for Ecuador and what marketing strategies are being implemented to attract more tourists?

Priority markets for Ecuador include the United States, Canada, Spain, the United Kingdom, Germany, France, the Netherlands, and Italy. Additionally, we work with regional markets such as Argentina and Chile and border markets such as Peru and Colombia. To attract more tourists from these countries, we are implementing marketing strategies focused on sustainability, destination authenticity and diversification of tourism products, such as gastronomic, cultural and nature tourism, by hiring public relations agencies and key actions that include participation in international tourism fairs, roadshows and FAM trips for tour operators and specialized media. In addition, unique experiences are being promoted in Ecuador's four worlds (Coast, Andes, Amazon and Galapagos), highlighting the safety and sustainability of the destination in all communications. Great news is that this year the Ecuadorian Tourism Development and Promotion Fund is starting to operate, which will have more solid and permanent resources for the different actions of promotion and marketing of the country's tourism products.

New technologies are revolutionizing the tourism industry. What digital tools or innovations is the ministry promoting to improve the travelers' experience? 

This State portfolio, within the scope of its competencies, has deployed policies, strategies and mechanisms aimed at boosting the competitiveness of MSMEs and tourist destinations in Ecuador within the framework of sustainability, digital transformation, destination development and territorial articulation.

In collaboration with the Ecuadorian Chamber of Innovation and Technology - CITEC, work is being done on the generation of digital tools that contribute to the exposure of tourism companies in the national and global digital market. To this end, it was initially coordinated the implementation of Webinars called “Digital Payment Tools for your tourism business”, virtual spaces that aimed to present technological solutions for electronic payment (digital payments), in order to encourage their use among the actors of the tourism value chain, seeking to boost the marketing of tourism products and services in the global market.

Likewise, with the contribution of CITEC, the use of the tool “Despega tu E-commerce” (Take off your E-commerce) is promoted. The platform was designed for all entrepreneurs who need to learn more about the tools to build an e-commerce.

We are promoting the Competitive Improvement Plans, within which we present, in a strategic manner, several tools that support the tourism sector in strengthening its level of technological development, guided by the best mechanisms that result in a commitment to a model of digital tourism development under the principles of innovation and technology. Specifically, the fundamentals, opportunities and challenges to move through the process of digital transformation of the tourism business fabric are addressed, addressing topics such as the digitization of the tourism business, electronic payments through gateways or applications, digital marketing, customer management systems and reservations, trade profiles in social networks and cybersecurity.

In addition, the Smart Tourism Destinations (DTI) model is being adapted to the Ecuadorian reality to improve the tourist experience, the competitiveness of the destination and its sustainability through innovation and technological tools. This project was advised by Spain's Sociedad Mercantil Estatal para la Gestión de la Innovación y las Tecnologías Turísticas, S.A.M.P (SEGITTUR) as a world leader in the smart destinations model; the Ibero-American Network of Smart Destinations; and the Inter-American Development Bank through its Future Tourism program. Achievements include the Ministry of Tourism becoming an institutional member of the Ibero-American DTI Network, as well as the Governing Council of the Special Regime of Galapagos and the Municipalities of Cuenca, Santa Cruz, San Cristóbal and Isabela as observer members, which facilitates strategic alliances, access to proven models and financing for projects.

Finally, a comprehensive renovation of the Ecuador.travel website was carried out, incorporating cutting-edge digital tools to improve the travelers' experience. These include an intelligent travel planner, which allows users to create personalized itineraries according to their interests, and an interactive chatbot, which provides real-time assistance, answering questions and offering recommendations. These innovations facilitate the planning and exploration of the destination, making discovering Ecuador easier, more dynamic and exciting.

Ecuador has several cities with potential for business tourism and events. Are strategies being developed to attract more international congresses, fairs and conventions to the country? 

We regularly attend the most important fairs focused on the MICE market, highlighting our continued participation in key events such as FIEXPO, where we have attended for the fourth consecutive time. This event is fundamental to strengthen Ecuador's position in meetings, incentives, congresses and exhibitions tourism, providing the opportunity to establish business connections with the main buyers in the niche.

In addition, we have resumed our presence at IMEX Las Vegas, after two years of absence, reaffirming Ecuador's commitment to the international MICE market. These fairs provide essential platforms for private companies and Ecuadorian destinations to present and position their products, achieving greater visibility with high-level buyers. The goal is to consolidate Ecuador as a responsible and sustainable events destination, offering adequate infrastructure, unique attractions and a focus on the responsible traveler, all in tune with environmental conservation and local culture.

Adventure tourism is a growing segment, what actions are being taken to promote activities such as hiking, diving, surfing and mountain tourism in a safe and regulated manner?

The Ministry of Tourism has the “Reglamento de Operación Turística de Aventura” which establishes the principles and criteria to which tourism service providers must adhere when carrying out any of the modalities determined in the document in reference. This regulation will be updated in 2025 according to the Institutional Regulatory Plan approved for this year.

In addition to having the Adventure Tourism Operation Regulation, the Ministry of Tourism carries out control actions at the national level, in order to verify compliance with current regulations by tourism service providers, and that these modalities are offered in a responsible and safe manner.

In addition, in order to strengthen adventure tourism, the tourism agency regulations have been reformed, ratifying the obligation of tourism operators to have a civil liability and third-party damage policy applicable to the development of adventure modalities. Also under construction is the reform of the Tourist Guide Regulation, with the purpose that the guides that carry out these adventure modalities have the necessary knowledge to direct these activities in a safe way. 

The impact of climate change is a major concern in natural destinations such as the Galápagos Islands and the Amazon. What measures is the government taking to protect these ecosystems and ensure long-term tourism sustainability?

The Ministry of Tourism places sustainability at the core of all its strategies. In the Amazon, tourism is being promoted as an economic alternative that values and protects the environment, offering a lower-impact option compared to intensive agricultural activities. This approach encourages tourism models that generate income for local communities while preserving biodiversity and minimizing negative impacts.

For the Galápagos Islands, in addition to receiving international recognition for its commitment to sustainability, concrete actions have been implemented to regulate accommodation capacity and control visitor flow to protect its ecosystem. These efforts are carried out in coordination with local and international stakeholders, ensuring that tourism activities develop responsibly and in harmony with the archipelago’s natural environment.

The Galápagos Islands operate under an ecotourism management model. One of its key pillars is the Galápagos Tourism Observatory, which serves as an essential tool for generating data and information to support tourism-related decision-making.

To further promote sustainability, the Ministry of Tourism has launched programs such as Pueblos y Rincones Mágicos and Best Tourism Villages. Additionally, in 2024, Ecuador joined the Ibero-American Network of Smart Tourism Destinations with Galápagos, aiming to strengthen sustainability, accessibility, governance, technology, and innovation.

Finally, on a personal level, which destination in Ecuador would you recommend to tourists seeking an authentic and lesser-explored experience?

Ecuador is filled with incredible places to discover. Thanks to our development programs, more than 40 lesser-visited destinations have been identified, offering authentic and enriching experiences. Personally, I would recommend exploring destinations highlighted in programs such as Pueblos y Rincones Mágicos, Corredores de Potencialidad Turística, Playas Turísticas Sostenibles, Mercados Gastronómicos, or those internationally recognized as Best Tourism Villages.

These destinations, ranging from small rural communities to protected natural areas, allow visitors to experience Ecuador’s culture, history, and natural heritage up close—far from traditional tourist circuits.