New Ecuador Tourism Branding Aimed at 'Expanding Our Light'

Ecuador's government has initiated a tourism brand campaign called “Expandiendo Nuestra Luz,” which means “Expanding Our Light.” This campaign aims to showcase the country's unique feature of having 12 hours of daily sunlight year-round.

The campaign also emphasizes Ecuador's rich cultural heritage, particularly in Quito, a UNESCO World Heritage Site and the capital city. It highlights the nation's natural beauty and diverse ecosystems, such as the Galapagos Islands, along with its famous exports like roses and chocolate.

This branding effort follows legislation signed by President Daniel Noboa in June, leveraging Ecuador's geographical advantage of a consistent 12-hour light cycle. According to the Ecuador Tourism Board, this light symbolizes the “unwavering energy and warmth of its residents.”

“Ecuador isn't just a destination,” stated Niels Olsen, Ecuador’s minister of tourism. “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 another related effort, the Ministry of Tourism is partnering with the Inter-American Development Bank on the Violeta Tourism Project. This initiative aims to empower women, preserve cultural heritage, and promote responsible tourism practices.

The project includes tours that interact with local indigenous communities, offering visitors a chance to experience traditional customs and taste authentic cuisine. In Dos Mangas, three hours from Guayaquil, travelers can see artisans crafting toquilla straw hats and visit haciendas to learn about cacao farming.

In the Kichwa community of Sinchi Warmi, located four hours from Quito, the Sacha Ñamby ecological trail is a highlight. Here, visitors can learn about Kichwa culture, traditional hunting techniques, ancestral medicinal practices, and plant-based vaporization rituals.