Ecuador participates in the International Tourism Fair FITUR 2026, which is held at IFEMA MADRID from today to Sunday, January 25, one of the most influential and strategic meetings of the global tourism sector.
The Ecuadorian delegation will be headed by the Ambassador of Ecuador, Wilma Andrade, and the Vice-Ministry of Tourism, Mateo Estrella, who will hold strategic meetings aimed at promoting opportunities for cooperation and promoting the commercialization of the destination Ecuador in priority markets.
In this edition, Ecuador will be present in Hall 3 Stand 3C04 with the participation of 25 private companies in the tourism sector, as well as the Decentralized Autonomous Governments of Tungurahua, Manabí, Esmeraldas and Ibarra, the Quito Metropolitan Tourism Company and the Municipal Government of Gualaquiza, reflecting a concerted effort between the public and private sectors to promote the national tourist offer.
Ecuador, which will open its stand today at 11:30 am, presents itself as an authentic destination, megadiverse and aligned with the new demands of international tourism, highlighting its extraordinary natural and cultural wealth, as well as the variety of its four regions: Coast, Sierra, Amazon and Galapagos.
As part of the promotional activities, coffee and chocolate activations will be held. A gastronomic tasting will be held by the Ministry of Production, Foreign Trade, Investment and Fisheries (MPCEI) and the Decentralized Autonomous Governments, in order to highlight the country’s culinary diversity and use gastronomy as a strategic tool for tourism promotion.
Cultural activities will also be developed, among which the Píllaro Diablada stands out, in addition to the presentation of Ecuadorian artists, who will provide a living sample of the cultural heritage of Ecuador.
Ecuador’s participation in FITUR 2026 reaffirms the commitment of the national government to promote resilient, inclusive and sustainable tourism, which consolidates its presence in one of the most relevant international scenarios for strengthening its global tourist positioning.