CONGOPE at FITUR: Promoting Ecuador’s Sustainable Tourism

The Consortium of Provincial Autonomous Decentralized Governments of Ecuador (CONGOPE) had a prominent presence at the 2025 International Tourism Fair (FITUR), held from January 22 to 26 in Madrid, Spain. This event, considered one of the most important in the global tourism sector, served as a key platform for promoting Ecuador’s tourism offerings and establishing strategic partnerships.

One of the most innovative initiatives presented by CONGOPE at FITUR was the Interprovincial Tourist Destination “RunAwaySí,” which integrates the provinces of Tungurahua, Pastaza, Santa Elena and Guayas. This project aims to boost sustainable tourism through an interconnected offering that highlights Ecuador’s geographical, cultural, and heritage diversity.

The design of “RunAwaySí” was based on a thorough diagnostic and planning process, ensuring that the routes, activities, and market segments are attractive to both national and international tourists. The main objectives of this effort are to promote domestic tourism, strengthen differentiated marketing strategies, and position Ecuador as a global tourism benchmark.

During FITUR 2025, the CONGOPE delegation participated in various key meetings and events organized by ORU Fogar. Additionally, strategic meetings were held with Baltasar Fernández Melgosa, Head of the Department for Cooperation with the Andean Countries and the  “Cono Sur” at the Spanish Agency for International Development Cooperation (AECID), with the goal of strengthening collaboration on sustainable tourism and regional development projects. Discussions were also held with Mauricio Mauvecín, Coordinator of the South American Tourism Federation (FEDESUR), to explore joint strategies for promoting tourism in the region. Furthermore, meetings with the Responsible Tourism Institute addressed the possibility of Ecuadorian provinces adopting the Biosphere certification, ensuring that their tourist destinations comply with the Sustainable Development Goals (SDGs) and the guidelines of the Paris Climate Summit.

CONGOPE’s presence at FITUR 2025 helped consolidate strategic alliances and strengthen the promotion of responsible tourism. Through the launch of “RunAwaySí,” the signing of strategic agreements, and the promotion of sustainable practices, Ecuadorian provinces aim to position themselves as high-quality tourist destinations, driving economic development and the conservation of the country’s natural and cultural heritage.

In the previous edition of FITUR, the Prefect of Azuay, Juan Cristóbal Lloret, was already present at the event, where he promoted his province’s tourism offerings and established strategic connections with key sector players. His participation included meetings with travel agencies and international tour operators, as well as contributions to specialized forums on sustainable tourism. ORU Fogar also organized part of his agenda, facilitating meetings with representatives of international organizations and promoting cooperation opportunities to strengthen tourism in the region.