WHY IT RATES: GMS is the industry’s leading marketing agency and the two markets are vital to Ecuador’s tourism growth.—Patrick Clarke, TravelPulse Senior Writer
Ecuador Tourism Board has selected 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 a 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,” Minister Niels Olsen commented. This is the first time in five years that the Ecuador Tourism Board selected a strategic partner in U.S. and Canada.
The U.S. represents the number one source of international visitors, with more than 269,000 American registered arrivals in 2021 and more than 83,000 in the first quarter of 2022, while Canadian tourism represents 3 percent of foreign arrivals to Ecuador.
“GMS’ leadership in the tourism industry, marketing solutions, public relations and marketing in the Americas foster Minister Olsen’s vision to amplify Ecuador’s awareness as a global tourism destination,” says Alex Pace.
With this representation, Ecuador Tourism Board is activating its PR campaign to include: strengthening partnerships with airlines and tourism associations such as Virtuoso, USTOA, and ASTA; participation in five key travel shows and two road shows in key outbound markets; training and activations with tour operators and travel agents; strategic programs with media and influencers as well as other marketing opportunities to reach target audiences and generate more visitation and spending to Ecuador.
Laura Nesteanu, VP at GMS, mentioned: “We’re honored and delighted to be appointed by the Ministry of Tourism of Ecuador to lead the country’s PR, promotional and merchandising efforts in the U.S. and Canada markets, to increase top of mind awareness and generate more connectivity, visitation and spending.”
Ecuador’s strategy focuses on attracting tourism with a high environmental, economic and social return, focused on nature, gastronomy, culture and rural areas, without forgetting the meetings, events and conventions segment. The country of “4 worlds” and one of the most ecologically diverse places on Earth, Ecuador possesses a vast natural and cultural wealth: the Galapagos Islands, the Pacific Coast, the Andes and the Amazon.
With locations in Miami, New York, Toronto, Mexico City, Guadalajara, Santiago, Buenos Aires, Bogota and Sao Paulo, GMS is the travel industry’s leading marketing, sales and public relations solution for North America and Latin America.
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