Ecuador and Cuenca consolidate their position as leaders in adventure tourism with AdventureNEXT 2025

This event, organized in partnership with the Adventure Travel Trade Association (ATTA), the Cuenca Municipal Tourism Foundation, and the Ministry of Tourism, showcases Ecuador on the global stage as a leading destination for adventure, cultural, and nature tourism.

Between August 28 and 31, international delegates made a pre-event visit to different regions of the country—the Amazon, the Sierra, and the Ecuadorian South—to gain a first-hand look at the natural, cultural, and community riches that make Ecuador an authentic and sustainable destination.

Once in Cuenca, the delegates participated in a Day of Adventure, an experience designed to connect visitors with the spirit of the region through guided hikes, wellness activities, and agritourism experiences in the surrounding areas.

The official opening event of AdventureNEXT Cuenca 2025 took place at the Provincial Court of Justice of Azuay, one of Cuenca's most emblematic venues, where a welcoming evening combining tradition and a networking atmosphere was offered. The event concluded with "Noche Cuenca," a celebration filled with culture, Andean traditions, dances, and the traditional burning of castles, which lit up the sky and festively welcomed the international delegates.

At the opening ceremony, Cuenca Mayor Cristian Zamora emphasized "the city's pride in hosting a meeting that brings together leading global tourism professionals, highlighting that Cuenca is consolidating its position as a benchmark in adventure, nature, culture, and heritage tourism."

For his part, Nicolás Caram, ATTA's vice president for Latin America, emphasized that "AdventureNEXT Cuenca 2025 will be a platform full of opportunities for participants to live authentic experiences in Ecuador, generate strategic connections, and explore new perspectives in the sector."

Finally, the Minister of Tourism, Mateo Estrella, noted that this event showcases the potential of Cuenca and the country, reinforcing Ecuador's international position as an emerging adventure tourism destination: "Adventure tourism is an opportunity to reconnect with nature, with our culture, and with those around us. It also fosters the creation of alliances and the opening of new markets for the benefit of our communities," he stated.

Among the activities planned for the event is the "Marketplace," a specialized space to bring together Ecuadorian inbound tour operators and accommodations with potential international partners, where business meetings will be held and adventure brands will be promoted. The Ecuadorian Market will also be held, a showcase of Azuay products and crafts that reflects the cultural and creative richness of the region and connects visitors with the local identity.

With this event, Ecuador strengthens its presence in international markets and promotes a model of responsible, sustainable tourism that creates opportunities for communities.

Source: Government of Ecuador.