Ecuador Unveils New Country Brand

Ecuador is asserting its leadership in the tourism industry with the launch of its new branding inspired by light.

Quito, Ecuador (July 18, 2024) – On June 12, 2024, President Daniel Noboa signed Decree 299, presenting Ecuador’s new marca pais (country brand), aimed at positioning Ecuador as a must-see tourist destination and an ideal business partner highlighting its many exports. The new brand is underlined by the theme “Expandiendo nuestra luz” (expanding our light), that showcases Ecuador’s unique position as a land bathed in 12 hours of daily sunlight throughout the year, a natural advantage that enriches its agricultural abundance and fosters the warm, vibrant spirit of its people.

“Ecuador isn’t just a destination — 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,” said Niels Olsen, Minister of Tourism of Ecuador. “With the new Marca País, we are excited to share the essence of our beautiful country with the world, highlighting our natural beauty, cultural richness, and the innate warmth of our people.”

Ecuador, situated in the middle of the world, enjoys a consistent 12-hour light cycle, benefiting its diverse agriculture and symbolizing the unwavering energy and warmth of its residents. The Marca País leverages this natural light to illuminate Ecuador’s rich cultural heritage, stunning landscapes, and thriving economy. The initiative also aims to attract investment by highlighting its sustainable farming practices and its year-round agricultural production, including world-renowned exports such as roses, coffee, chocolate, and bananas.

Additionally, the Marca País showcases Ecuador’s cultural richness, from the historic streets of Quito, a UNESCO World Heritage site, to the biodiversity of the Galápagos Islands. This initiative celebrates Ecuador’s cultural heritage, vibrant festivals, delectable gastronomy, and ecological diversity, inviting the world to rediscover its beauty.

Rediscover Ecuador and join a nation that radiates light and warmth. Follow the Marca País to explore the heart and soul of Ecuador. For more information, please visit marcapaisecuador.com.

About Ecuador Tourism Board 

Ecuador Tourism Board is the institution entrusted with the direction, regulation, control, planning, management, promotion, and dissemination, to position Ecuador as a preferred touristic destination in view of its exceptional cultural, natural and living diversity, within a responsible tourism, as an activity leading to sustainable social and economic development. For more information, visit: https://ecuador.travel. 

About the Ministry of Tourism of Ecuador 

The Ministry of Tourism of Ecuador is the institution in charge of the direction, regulation, control, planning, management, promotion and dissemination, to position Ecuador as a preferred tourist destination for its exceptional cultural, natural and living diversity within a responsible tourism, as an activity conducive to sustainable social and economic development. For more information, visit: https://ecuador.travel.