Quito goes beyond scale: Ecuador's capital bets on authentic experiences at IMM Brazil

During the International Media Marketplace (IMM), which returns to Brazil after six years, Quito, the capital of Ecuador, caught the attention of journalists present with a bold proposal: to stop being just a gateway to destinations such as the Galapagos or the Amazon and establish itself as a complete tourist destination. Representing the city, Ruben Lara, promotion coordinator for the Americas, highlighted that the IMM is a strategic platform to reposition the image of the Ecuadorian capital in the imagination of contemporary travelers.

From the historic center to award-winning cuisine: an invitation to immerse yourself in Quito

“Quito is not just a transit point, it is an arrival point,” says Lara. The city, whose historic center is a UNESCO World Heritage Site, offers unique experiences that go far beyond the traditional visits to churches and museums. “We want tourists to climb the domes of churches, visit the crypts, and taste our cuisine within the heritage spaces themselves,” says the coordinator.

In recent years, the local gastronomic scene has become more professional and has gained space on the international stage, with restaurants featuring among the 50 best in the world and chefs recognized worldwide. The idea is to create a sensorial narrative that unites the past and the present — from colonial to contemporary — and that can be experienced on every corner of the city.

Quito is also a biodiversity reserve

In addition to its cultural and historical richness, Quito is also impressive due to its proximity to areas of lush nature. Just an hour away is the Chocó Andino, a UNESCO-recognized biosphere reserve where you can hike, watch birds, camp, and visit coffee and cocoa farms.

“It’s a small territory, but with a variety of experiences that surprises,” explains Lara. And the IMM proved to be the ideal space to present this diversity to specialized journalists, who are now invited to experience Quito on an exclusive press trip.

IMM: global showcase for destinations with a clear proposal

With a presence in seven regions of the world and organized in Brazil under the curatorship of Vertebratta and led by Camila Miller (TravMedia Latin America), IMM is committed to high-impact connections between tourist destinations and the press. For Quito, it was a promising debut. “We had 29 meetings with journalists. This is something unprecedented for us and paves the way for us to show, live, everything we present here,” concludes Ruben Lara.

In the international tourism calendar, Quito stops being a supporting role and takes center stage.

Report and photo: Mary de Aquino.