New Ecuador Tourism Branding Aimed at ‘Expanding Our Light’

The branding also focuses on Ecuador’s cultural heritage found in the UNESCO World Heritage Site and capital city of Quito, natural beauty and distinct biodiversity exemplified by the Galapagos Islands and renowned exports including roses and chocolate.

The branding campaign is the result of legislation signed in June by Daniel Noboa, the country’s president. Ecuador’s geographic location provides the country with a consistent 12-hour light cycle. The branding message also “[symbolizes] the unwavering energy and warmth of its residents,” said Ecuador Tourism Board officials.

“Ecuador isn’t just a destination,” said Niels Olsen, Ecuador’s minister of tourism, in a statement. “It’s a radiant beacon at the heart of the world, where constant sunlight illuminates its natural wonders and fosters an environment ripe for life and growth.”

In a related initiative, Ecuador’s Ministry of Tourism is collaborating with the Inter-American Development Bank to launch the Violeta Tourism Project, an initiative designed to empower women, preserves the country’s cultural heritage and foster responsible travel practices.

The Project incorporates tours that engage with local indigenous communities, where visitors can witness time-honored traditions and savor authentic cuisine.

In Dos Mangas, a three-hour drive from Guayaquil, travelers will observe creations from local artisans including the intricate weaving of toquilla straw hats and explore lush haciendas, where visitors can learn cacao cultivation techniques.

The Kichwa community of Sinchi Warmi, located four by car from Quito, is highlighted by the Sacha Ñamby ecological trail.

Travelers here will also gain insight into the Kichwa indigenous culture and discover traditional hunting traps, ancestral medicinal methods and plant-based vaporization rituals.