Ecuador reinforces its position as a sustainable tourism destination at FITUR 2026

At FITUR 2026, Travel2latam spoke with Mateo Estrella, Vice Minister of Tourism of Ecuador, who detailed the country's strategy to strengthen sustainable tourism, attract higher-value travelers, and boost air connectivity and investments in tourism infrastructure.

What did Ecuador come to present at FITUR this year?

Ecuador is showcasing its sustainable tourism offerings and its proposal based on the country's four distinct regions: the Amazon, the Andes, the Coast, and, of course, the Galápagos Islands. We have 30 exhibitors at our stand, in addition to several municipalities that have come with a strong cultural and gastronomic presence.

For us, FITUR is a very important trade fair. The Spanish market is crucial for Ecuador: it grew by 14% in 2024 and is also the main gateway to Europe. That's why we're here, together with the private sector, presenting all the latest developments in the country.

What impact does tourism have on the Ecuadorian economy?

Ecuador is not a country of mass tourism; it is a country of sustainable tourism. Last year, we saw an increase of 200,000 international visitors, which generated almost $2 billion in revenue for the country. Interestingly, this revenue is distributed very widely because most tourism businesses in Ecuador are small and medium-sized enterprises, many of them family-run.

Tourism generates over 600,000 direct jobs in Ecuador, which is crucial for the country's dollarized economy and relies on foreign currency inflows. In this context, tourism is one of the most important sources of revenue.

What are the goals and strategy for this year and the coming years?

Tourism is included in the National Development Plan, with clear objectives and strategies. We aim to reach 2.2 million visitors by 2029, and to achieve this, we are targeting an additional 200,000 international tourists this year.

We are focused on attracting high-value tourists who stay longer and spend more. We are also looking to boost tourism investment. Several major hotels are currently under construction in Ecuador: at least three Hilton hotels, a Novotel hotel in Cuenca, and an Intercontinental in Guayaquil.

In addition, a new direct route between the Galápagos Islands and Cuenca will be inaugurated on March 31, connecting the country's main natural destination with its main cultural heritage destination. LATAM will fly twice a week, and there are already significant bookings. The Ecuador Train has also been reactivated in Imbabura and Chimborazo provinces, further strengthening the country's tourism offerings.

How is air connectivity progressing?

Connectivity is a priority. Today, Ecuador has 16 weekly flights to Europe, which increased last year and will continue to grow this year. We are also working to attract new airlines.

We are looking for a route to Brazil, which is much needed. Aeromexico is resuming flights to Ecuador this year, and we are also working with Canada to attract more visitors. At our booth, we have teams dedicated exclusively to promoting new routes and strengthening key source markets.

How does international promotion continue after FITUR?

Ecuador will be present at 30 international events this year. We're starting with FITUR and then continuing with ITB, which is very important for the German market, especially given its ecotourism focus.

We also participate in trade shows in Latin America, such as ANATO and WTM in Brazil, a market we want to continue developing. We have a very active international promotion schedule throughout the year.