Ecuador strengthened its tourism management strategy in 2024

Along these lines, Mateo Estrella, head of the State portfolio, indicated that the sector generated $1.7886 billion in foreign currency for the country, with sales of $6.1481 billion and a total of $1,262,664 in international arrivals.

During the 2024 national holidays, 6.7 million trips were recorded, with tourism spending totaling $427.86 million, boosting the economy of more than half a million people employed in the sector.

A significant milestone was the approval of the Organic Law for the Strengthening of Tourism Activities and Employment Promotion, which paved the way for the creation of the Ecuadorian Tourism Development Fund, which facilitates access to the necessary resources to boost competitiveness, provide financial relief, and promote the country globally.

In 2024, Ecuador became the first country in the region to adhere to the International Code for the Protection of Tourists (ICPT). It also adhered to the Code of Conduct for the Prevention of Sexual Exploitation of Children and Adolescents in Tourist Accommodation Establishments. Last year, 10 relevant regulations were enacted to strengthen the sector, targeting tourist accommodation in residential properties, guidance, operating licenses, and more.

Regulations were strengthened with the registration of 8,648 new establishments in the National Registry, in addition to the implementation of 5,566 inspection actions and the provision of 1,450 technical consultations. In addition, 386 complaints were filed against providers for noncompliance or poor quality in the provision of tourism services, and 86 officials and 41 Municipal Governments (GADs) were trained on the "Comprehensive Tourist Assistance Plan" (PIAT).

In tourism development, 18 new products and destinations were recognized, including six Magical Corners, two Sustainable Beaches, two Tourist Potential Corridors, four Gastronomic Markets, one Magical Town, and three locations as Best Tourism Villages by UN Tourism.

A total of 982 tourist attractions were updated, and cultural tourism was promoted with the design of a catalog of tourist experiences on the production of toquilla straw hats in Manabí, Santa Elena, Cañar, and Azuay. The strategy for developing Violet Tourism action plans was managed in 10 priority organizations, and the offerings of 41 Community Tourism Centers were promoted. Rural tourism was also promoted through "Ecuador, the Origin of Cacao." Work was also done on the Hotel Regulation Plan for the Galapagos Islands. Ecuador joined the Ibero-American Network of Smart Tourism Destinations and created and implemented the "Andean Paths" brand to position Ecuador, Colombia, Bolivia, and Peru as a macro-tourism region, highlighting their shared identity and individual destinations.

Competitiveness was strengthened with the registration of tourism investments totaling $42.9 million in 11 projects and the signing of two investment contracts for $18.2 million, creating 146 jobs.

Incentives were implemented, such as a progressive reduction of the tax to 5% on the value of each gallon of fuel until it reached 0%, as well as a 5% exemption on transfers, shipments, or transfers of foreign currency by domestic and foreign airlines operating in the country.

In terms of air connectivity, Ecuador had 318 weekly frequencies operating 28 routes in 2024, connecting to 17 international destinations, with the addition of three new routes. In terms of maritime connectivity, 22 cruise ships were received, with more than 16,000 visitors.

Among the financial relief measures, the specialized credit product "Reactiva Turismo" was offered at a 5% rate to tourism MSMEs, benefiting 604 businesses nationwide. Through 2024, the loan product will reach 11,130,751, with a total loan subsidy of $375,015.65.

For the first time, the "Emprende Turismo" program included a seed capital component, awarded to the five most innovative proposals in the start-up and consolidation categories, totaling $301,398.85 to finance their projects. The program benefited a total of 613 tourism businesses, and more than 215 received technical assistance.

More than 2,000 young industry professionals participated in the Future Tourism program at the Tourism Innovation and Management Forums, as well as at the Labor Competitiveness Meeting, where 20 companies offered 530 jobs and 38 internships. The "Gastronomic Innovation Challenges" were also held, with the participation of 32 higher education institutions, where $25,000 in prizes were awarded.

In addition, more than 14,000 service providers were trained, and 2,000 young people were involved in innovation, employment, and training initiatives.

The country's promotion included a series of activities, including participation in 23 international tourism fairs and events, highlighting its participation in FITUR 2024 as Host Partner Country, and in Adventure Elevate Latin America 2024 as the event's host country.

To position Ecuador as a destination nationwide, the digital promotional campaign "Esto es Ecuador" (This is Ecuador) was developed, generating 2,023,125 organic impressions, as well as the documentary miniseries "Ecuador a la Carta" (Ecuador a la Carta) with 10,079,433 organic impressions. Additionally, 13 campaigns were generated targeting seasonal events, holidays, and tourism products.

In 2024, Ecuador formalized its new Country Brand through Executive Decree No. 299, which is working to position the country nationally and internationally, promoting its cultural and socioeconomic identity, biodiversity, tourism, investment attraction, and export strengthening.

Ecuador also shone on the international stage, earning various awards, including first place at FITUR 2024 for the best stand, as well as at FIEXPO Panama, while the national exhibition took third place at the ITB Berlin fair.

The Galapagos Islands were awarded Gold as the most desirable region to visit at the 2024 Wanderlust Awards, while Ecuador received Bronze as the most desirable destination for wildlife and nature. The Ciudad Mitad del Mundo and the Museo Solar Quitsato received the International Excellence in Tourism Award. Cuenca received the “Culinary Capitals” certification from the World Food Travel Association and recognition from UN Tourism for its commitment to sustainability. The organization also recognized Ecuador as the first country in the Americas and the fifth in the world to join the Framework Convention on Tourism Ethics.

In gastronomy, Manabí was declared a World Gastronomic Region, and Encebollado (Cooked Onion) was recognized as an Intangible Cultural Heritage of Ecuador. The "Brasa y Selva" team won the 2024 World Grilling Tournament, while chef Alejandra Espinoza of SOMOS restaurant was named a Special Ambassador for Gastronomic Tourism by UN Tourism, and Cuenca-born chef Claudia Merchán received a Michelin Star for her restaurant Simpar in Spain. Ecuadorian restaurants Nuema, Clara, Tributo, and Quitu were featured in The World's 50 Best Restaurants rankings, and Zero Lab was featured in the World Culinary Awards.

With the 2024 Accountability Report, the Ministry of Tourism complied with the Organic Law of the Council for Citizen Participation and Social Oversight, and above all, with the citizenry in a participatory exercise that ratified the institutional vision of turning Ecuador into a regional benchmark for sustainable, competitive, and well-being-generating tourism.

Source: Ministry of Tourism of Ecuador.