Promotion, Dissemination and Marketing of Community Tourism - Ecuador

Income from alternatives to agriculture, such as tourism or handicrafts production, is important to strengthen Ecuadorian communities. Therefore, it is vital to promote and strengthen community tourism initiatives in Ecuador to improve local population groups’ quality of life and guarantee adequate management of quality and sustainability in community tourism projects by Ecuador’s nationalities and peoples. The FEPTCE seeks to promote and strengthen these experiences. To foster these complementary economic options, the project developed a system of connectivity, promotion and marketing to provide more efficient service through ICTs. The project has its headquarters in Quito and covers three regional sites: Central, Northern and Amazonia.
IICD provided technical support to FEPTCE in setting up an on-line reservation system, which was a goal of the first phase that was not reached during the project period. The project is now in independent continuation.
With support of the Ecuadorian Ministry of Tourism the tourist infrastructure in the communities is being improved.

Income from alternatives to agriculture, such as tourism or handicrafts production, is important to strengthen Ecuadorian communities. Community tourism however, is still weakly developed in Ecuador and is being outperformed by commercial travel agencies. Basic infrastructure at village level normally is missing, thus limiting the number of potential customers. During the inception phase, FEPTCE has focused mainly on making tourist information available but the commercial side of the project has not been overly successful so far.

Read more about IICD’s Ecuador Country Programme.

The FEPTCE project focused on promoting community tourism in Ecuador. During the first phase, a web site has been set up featuring interesting community tourist sites and activities all over Ecuador. FEPTCE now works with almost 90 local communities, and this number is steadily growing. Marketing of the tourist packages occurs through CITURCE, FEPTCE’s own travel agency. Also, a prototype for an on-line reservation system has been developed. This system is, however, not operational.

The first phase of the project has resulted in few sales of packages. This is due to FEPTCE’s weak organisational set-up and its perseverance in maintaining a political focus. Slowly, however, FEPTCE is beginning to realise a more commercial attitude is required for successful promotion of Ecuadorian community tourism.

IICD provided technical support to FEPTCE in setting up an on-line reservation system, which was a goal of the first phase that was not reached during the project period. The project is now in independent continuation.

With support of the Ecuadorian Ministry of Tourism the tourist infrastructure in the communities is being improved.

Results:

• Promoters have been trained in digital systematisation of experiences and handling of photographic and written information to enrich digital and printed newsletters.

• A number of regional offices has been connected for improved communication with the FEPTCE office in Quito.

• A one-off magazine has been produced to highlight community tourism experiences and approaches.

To market community tourism initiatives through a communication and information system by:

• Strengthening institutional development of FEPTC.
• Systematising and strengthening management systems of regional offices connected to FEPTCE.
• Promoting and commercialising tourist destinations within communities offered and packaged by organisations linked to FEPTCE.

The project's development goal is to improve quality of life for local population groups from an integrated, sustainable standpoint, by providing alternative livelihoods through community tourism. The project's overall goal is to market community tourism initiatives in Ecuador, through an information and communication system. The project also seeks to strengthen FEPTCE as an organisation, in order to reach more community organisations working throughout Ecuador. Their community tourism activities can be enhanced thus stimulating local economic dynamics.

• The first phase of the project has increased ICT skills both at the level of the project and of beneficiaries.
• In addition, an informative and visually attractive web site has been produced holding descriptions of destinations for community tourism.

Read more about IICD’s Ecuador Country Programme.

Read more about IICD's approach towards Livelihoods.

• Use of ICT as a way to obtain and convey contents to directly benefit local communities is feasible and worthwhile.
• Community promoters must handle communicational tools to improve the capacity to work with the target group.
• ICT promote change processes in the context of the work - in and of themselves, they will not produce the same change or effect in the people.

The Federacion Pluricultural de Turismo Comunitario Ecuador (FEPTCE) or in English: 'Plurinational Federation Of Community Tourism Of Ecuador'  is a non-profit organisation representing 57 rural communities in the field of community tourism. It aims to promote tourist packages in these communities by liaising with travel agencies and directly with potential clients.