Ecuador Tourism Board has appointed Global Marketing & Sales (GMS) as its strategic communications and marketing agency in the U.S. and Canada, to promote the country of “The Four Worlds” in these two markets.
“We’re excited to have a strong PR and sales arm in the U.S. and Canada, we’ll leverage GMS’ expertise and dynamism to reinforce our presence and gain competitive edge. These are two strategic markets for Ecuador, showing a very positive recovery for this 2022, and we want to exceed 2019 numbers and beyond”, said Niels Olsen, Ecuador’s tourism minister. This is the first time in five years that the tourism board has selected a partner in the U.S. and Canada.
The U.S. represents the topmost source of international visitors to Ecuador, with over 269,000 Americans registering arrivals in 2021 and over 83,000 in the first quarter of 2022, while Canadian tourism represents three percent of international arrivals to the country.
The tourism board’s PR campaign will include strengthened partnerships with airlines and tourism associations such as Virtuoso, USTOA and ASTA; participation in five key travel shows; two road shows in key outbound markets; training and activations with tour operators and travel agents; strategic programs with media and influencers; and other marketing opportunities to generate more revenue.
Ecuador’s strategy focuses on attracting tourism with a high environmental, economic and social return, focused on nature, gastronomy, culture and rural areas, as well as the meetings, events and conventions segment.
Dubbed the country of “The Four Worlds,” Ecuador possesses natural and cultural wealth: the Galápagos Islands, the Pacific coast, the Andes and the Amazon.
For more information, visit 1gms.com.
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