SMALL South American country Ecuador, which has not taken serious steps to court the Asian market until now, is muscling its way into the region, assisted by a marketing budget that has multiplied three-fold.
Speaking to the Daily at its first Asian travel tradeshow, Tourism Promotion Secretary Carlos Guzmán said the country’s goal was to make tourism revenue the top contributor to its economy, overtaking income from oil. Tourism is currently in fourth place.
Armed with a new country brand – Ecuador Love Life – that represents the locals’ affection for their way of life and their warm hospitality, the ministry will begin hosting fam trips from Asia next year, as well as attend several tradeshows in China, South Korea and Japan, aside from coming to ITB Asia again. It is also negotiating with airlines for joint advertising campaigns.
Observing a gradual increase from Asia-Pacific markets, which accounted for slightly over one per cent of total arrivals in 2000 compared to between three and five per cent last year, Guzmán explained that Ecuador shared close links with the region such as its collaboration with Singapore in the areas of commerce and biotechnology.
Ecuador received one million visitor arrivals in 2010, and Australia and China are its largest Australasian markets. Guzmán said the plan was to grow Australasian arrivals to between five and 10 per cent of total arrivals within five years. It is also looking to increase numbers from Singapore, Malaysia, South Korea and Japan.
Ecuador is being positioned as a destination for ecotourism and adventure travellers, but also for the average tourist. Said Guzmán: “Ecuador is an excellent starting point as we are the sum of South American experiences.”
Infrastructure-wise, Guzmán said the government had a five-year plan to develop the international airport in the coastal city of Manta as a South American hub. There are currently more than 19 airports in Ecuador, five of them international.
– Read more in ITB Asia 2011 Official Daily – Day 2 issue
