Ecuador bets on Latin American tourism and strengthens its presence at IMM São Paulo 2025

The event, considered the main meeting point between global tourist destinations and the specialized press, has been taking place for 13 years in countries such as the United Kingdom, Australia, Germany, France, and the United States, and arrived in Brazil curated by the Vertebratta agency and led by Camila Miller, from TravMedia Latin America.

For WTM Latin America, which begins next Monday, Ecuador brought a strong delegation to the country, with more than 15 representatives from the private sector, reaffirming Brazil as a strategic market for the expansion of Latin American tourism. “We have already carried out some actions here, with good results, and now we want to intensify our presence. Being at IMM and also at WTM is part of this image building and direct connection with those who communicate tourism,” said Santiago Granda, Ecuador’s Undersecretary of Tourism.

From digital to in-person: the country that opens up to the world

Granda stressed that, in addition to its physical presence, Ecuador is paying attention to the digital transformation of communication. For him, influencers and content creators play a crucial role in the positioning of the destination. “It is essential that we are close to these actors who today deliver our messages in a more direct and human way to the consumer. This networking at IMM is a valuable asset,” he highlighted.

Ancestral flavors, innovation and community empowerment

If there is a transversal axis that connects all regions of Ecuador, it is gastronomy. With fresh ingredients and techniques inherited from ancestral knowledge, the country has gained international recognition through chefs and restaurants that challenge the status quo. Many of them have already appeared in rankings such as the 50 Best in Latin America, Discovery and even the 50 Best in the World.

Another Ecuadorian asset is chocolate. The country is home to some of the best cocoa in the world and relies on this symbol as an anchor of its cultural and tourist identity. “We are proud to offer authentic gastronomic experiences that combine the traditional with the contemporary in markets prepared for national and foreign tourists,” reinforces Granda.

Tourism that transforms

Ecuador also invests heavily in community tourism as a tool for social transformation. “We have centers where communities are empowered and improve their quality of life through tourism. This activates local economies and promotes a more equitable society,” explains the undersecretary. Many of these initiatives are led by women, who are now protagonists in changing their realities.

Among the highlights are also the villages recognized by UNESCO as Best Tourism Villages, which value sustainable practices, tradition and innovation. “These are beautiful places and increasingly prepared to receive visitors from all over the world.”

With a strategy that combines tradition, social impact and digital innovation, Ecuador is taking advantage of IMM's return to Brazil to reaffirm its commitment to more human, inclusive and, above all, authentic tourism.

Report and photo: Mary de Aquino.