Ecuador doubles its bet in Brazil: promotion, connectivity, and experiences with identity

During WTM Latin America 2025, one of the most important tourism events in the region, Ecuador strengthens its presence and commitment to the Brazilian and international markets. We spoke with Santiago Granda, Undersecretary of Promotion for the Ecuadorian Ministry of Tourism, who explained the importance of this participation and future plans for positioning the country as a tourist destination.

What does it mean for Ecuador to be present once again at WTM Latin America?

This is very important to us. We want to continue our presence at this fair. We were there in 2023, 2024, and now in 2025, because we know that the way to establish ourselves is to be consistently present. This consistency allows us to build long-lasting relationships with the tourism trade. In addition, we were accompanied by 15 private companies from more than five cities across the country, with a robust stand that represents the diversity of our offering.

In this context, what impact does the reelection of the Ecuadorian government have on the country's tourism policy?

We believe that tourism should be a state policy, and in that regard, we have received clear support from the current government. Their reelection fills us with excitement, as it will allow us to continue pursuing these projects and continue positioning tourism as a tool for positive social change. We are motivated by the knowledge that we will be able to continue working technically to promote Ecuador's image and boost local economies through tourism.

What regions and tourism products are you presenting this year?
Ecuador is the country of four worlds, and all our regions are represented today. We have operators from the Amazon, the Andes, the Pacific Coast, and, of course, the Galapagos Islands, with their cruises and hotels. For example, Polylepis Lodge, Tunas, and Cabras, Andean accommodations with great personality and history, are present. We've also brought two great ambassadors of the country: Ecuadorian coffee and cacao, with the best chocolate in the world.

This year they are also accompanied by a very special chef…

That's right. We're joined by Daniel Ampuero, a talented Ecuadorian chocolatier who has been a key part of our promotional strategy. Now that Ecuador has been declared the Origin of Cacao, we want to highlight this ancient history that began more than 5,800 years ago. Daniel creates unique pieces and at the end of the fair, he will present a chocolate sculpture representing this ancient product, right in the middle of the Easter season.

How is domestic tourism being promoted in Ecuador?

We already have a decree signed by President Novoa declaring Holy Thursday a day of rest, in addition to Good Friday and the weekend. This creates an extended holiday perfect for boosting domestic tourism. But it's also an open invitation for travelers from Brazil and Latin America to visit us on these special dates.

What would be your recommendation for someone visiting Ecuador on a four-day long holiday?

Personally, I've always loved the mountains. I like going to the haciendas in the Ecuadorian Andes, many of which are over 300 years old. These are places where the owners themselves take care of you, serving you traditional recipes. Then you go out to explore nature and return to a welcoming environment, with spa, massages, and tranquility. For me, that would be the ideal trip.

Which markets are you prioritizing in your international strategy?

We focus on regional and priority markets. In North America, we work with the United States and Canada. In Europe, we work with six countries: France, Italy, the Netherlands, Spain, the United Kingdom, and Germany. And in Latin America, we want to strengthen regional promotion, inspiring travelers to rediscover their own region. Just today, I participated in a panel where we discussed how to be educated travelers who seek profound experiences close to home.

What events will you be participating in throughout the year?

We're returning to key trade shows like FIT and are in talks to attend Festuris in Brazil. We'll also be present at the Adventure World Championships in Chile, and we recently visited Ganato. We're also excited about the potential launch of an ITV (Mexico City Trade Fair) in Mexico next year. All of this is supported by the Tourism Development Fund, approved in the new tourism law promoted by the government.

Air connectivity is key to tourism development. What progress has been made in this regard?

Right here at WTM, we're holding meetings with key airlines. Tomorrow we'll meet with Gol, and today we're meeting with Copa Airlines, with whom we'll work on digital campaigns. We also want to strengthen ties with Azul and airlines that already fly to the country, such as Latam, Avianca, and Copa. Although we face global challenges—such as the shortage of new aircraft—we continue to actively work at trade shows like Routes Americas and soon at Routes World, with the goal of improving Ecuador's connectivity.