Ecuador targets India with long-term tourism vision

Santiago Granda

Which key markets is Ecuador targeting for tourism growth in 2025?

We have identified eight key markets for Ecuador. In the Americas, these include the United States and Canada. In Europe, our focus is on Italy, Spain, Germany, the Netherlands and the United Kingdom. These are the primary markets where we are implementing our strategies. The good news is that for 2025, we have a larger budget, which will be used to develop new tourism products and promote Ecuador in emerging markets.

We are also looking towards expanding into markets like India, China, Japan, New Zealand and Australia, which show growing potential. Regionally, we continue to focus on neighbouring countries such as Brazil, Argentina, Colombia and Peru.

In terms of numbers, tourism saw a 10 pc decline in 2024. However, we remain optimistic for 2025 and expect to meet or exceed the figures recorded in 2023.

How did Ecuador’s tourism recovery progress post-pandemic and what are your expectations moving forward?

In 2023, our tourism numbers surpassed those of 2019, indicating a rapid recovery. While UN Tourism had projected global tourism to bounce back by 2025, we achieved that milestone two years early. Although 2024 has not been as strong, we are confident in a strong rebound and are coming back even stronger.

What is your international campaign strategy for emerging markets?

Well, first of all, we plan to establish a base layer so that we are all on the same page and know exactly where to start. We will implement an international strategy through a global campaign that we hope will run for at least a couple of years. The idea is to position ourselves with a consistent and strong message, repeated over time in these emerging markets. Of course, the campaign will be rolled out in different phases. One of the later stages will involve opening up and targetting these rising markets. Initially, our focus will be on recovering our presence in the key markets.

What steps are being taken to simplify the visa process for Indian travellers visiting Ecuador?

Unfortunately, the visa process is not as simple as it used to be. Ecuador currently requires visas for several countries, including India, various Asian nations and others in Africa and beyond. While the visa application itself is quite straightforward and fully digital, the challenge lies in obtaining the necessary legal background, which can take more time.

We are actively working with the Ministry of Foreign Affairs to simplify this process for Indian and Chinese passport holders. Our goal is to make it easier for people to visit Ecuador, not more complicated. We are hopeful that, through collaboration with the ambassadors in both countries, we will soon find a solution.

How is Ecuador working to improve long-haul connectivity?

Connectivity is always a challenge for long-haul trips. We are working with the Andean community which includes Ecuador, Colombia, Peru and Bolivia on long-haul initiatives under the Caminos Andinos project. We have already made some progress and are launching it specifically for long-haul markets.

Connectivity is a challenge, but it does not make it impossible. For now, we understand that we are located quite far and it often takes at least two flights to reach us. The flight capacity is also limited for such long distances.

However, we are collaborating with these countries to potentially create connections between them and make the journey more worthwhile for longhaul travellers. If someone plans to spend 21 or even 28 days in a region, it makes sense to visit different places perhaps even different countries. Caminos Andinos is a strong, unified initiative aimed at positioning not only in Ecuador but also other three countries I mentioned. It was launched at FITUR just two months ago, and we are actively working on it together. It is a very interesting development.

What kind of travellers is Ecuador aiming to attract?

Although Ecuador welcomes everyone who wishes to visit, our primary goal is to attract responsible travellers. These are visitors who have a low environmental and cultural impact on destinations, respect local traditions, engage with local communities and spend more time and money within the country. Ecuador is not aiming to become a mass tourism destination.

We do not aspire to receive millions upon millions of tourists, as such volume negatively impacts local communities. We have seen this happen in places like Paris and Barcelona and we are determined not to follow that path. Instead, we want the right number of travellers who are genuinely committed to the destination, those who respect and work with the locals and contribute financially in meaningful ways.

Tourism is a beautiful industry because it allows wealth to be distributed across various sectors such as hotels, restaurants, bellboys, drivers, guides, handicraft makers and more. Our focus is to ensure that tourism in Ecuador enriches many people’s lives by spreading opportunities and benefits throughout the country.

What is Ecuador’s strategy for promoting high-end leisure tourism and maintaining sustainable visitor levels?

High-end leisure is one of our main focus areas probably the most important. We aim to attract Free Independent Travellers (FITs), families and small groups. It is important to remember that the Galapagos Islands serve as a perfect hub for Ecuador.

The ships operating there are small, and over-tourism is not an issue in the Galapagos. Since 1978, the same sustainable tourism model has been in place for the archipelago and it continues to function effectively to this day. We have adopted and expanded this strategy across mainland Ecuador as well, focusing on bringing in the right number of travellers who will spend the right amount of money.

How do you plan to tap rising interest from India?

I believe it is not just about a specific number of tourists from India, rather, it is more about the share of the market. If we observe growing interest from India, we will invest more resources and likely more Indian visitors will come. However, it is also about ensuring that the destination is ready. We want people to truly enjoy their trip and we want to learn about the Indian market.

What steps are you taking to identify and target the right audience for your tourism campaigns?

Whether it is families, groups of friends, younger or older people, we need to understand who exactly we are targetting. To achieve this, we launched a new project this year focussed on market research. This study is specifically about market perceptions. With this data, we will develop buyer personas. Based on these personas, we will launch our campaign to deliver the right message in the right markets to the right audience.

How do international travel shows help Ecuador connect with the right partners globally, including from India?

We always participate in these travel shows because we know they are the right channels to reach a wide audience, not just from specific markets. For example, at WTM London, we held meetings with three major tour operators from India. We also met them at the US Travel Operators Association (USTOA). These events allow us to connect closely with Ecuador and ensure we are meeting the right people not only from one country, but from all over the world. That is the great thing about international travel shows: we engage with people from across the globe.

Do you have any plans for activities in India?

Not for this year. However, the budget we currently have is an increasing one and I am confident we will see more active and reaffirming actions in the emerging markets in the near future. It is important to remember that the marketing project we are working on is planned to run for the next 10 years. So, I am certain that in the later stages of the project, we will be reaching and engaging with the emerging markets.

How are you working with Ecuadorian Ambassador in India to promote tourism?

We reached out to the Ambassador of Ecuador in India to explore the prospects of engaging with the Indian market. Through him, we are attempting to establish a connection with this market and are currently awaiting his response. Our plan is to conduct virtual meetings to raise awareness about the destination among Indian tour operators. The goal is not to teach them how to do business, but rather to familiarise them with Ecuador as a destination and ensure it stays top of mind.