Ecuador targets India with long-term tourism vision

Ecuador is eyeing India as a key emerging market after a swift tourism recovery that saw 2023 figures surpass pre-pandemic levels. Despite a 10 pc dip in 2024, the outlook for 2025 remains positive with increased budgets and focused strategies. Santiago Granda, Undersecretary of Promotion Ministerio de Turismo Ecuador tells India Outbound that the country is ready to invest more in India.

- RANVIR NAYAR

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?