Cuenca`s Sales Material - Trade

BE AN EXPERT IN
CUENCA
ADDITIONAL INFORMATION TO THE
WEBINAR
ALL YOU NEED IS ECUADOR
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GENERAL CONTENTS
1. The City of Cuenca
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Location
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Essential information
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The city, Origins & history
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City recognitions
2. Cuenca Tourist Areas
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Old town
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El Barranco & Calle Larga (long street)
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San Sebastián neighborhood
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Other areas within the city
3. Cuenca for Special Interests
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Culture and art
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Squares & Parks
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Shopping in Cuenca
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Traditions
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Nightlife & events
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Archaeology
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Adventure
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Congresses & Conventions
4. Infrastructure & Services in the City
 Accommodation
 Gastronomy
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Transportation
5. Cuenca and Surroundings
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Baños
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Gualaceo & Chordeleg
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Ingapirca
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El Cajas National Park
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Cojitambo
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Cuenca in 3 days
6. From Guayaquil to other destinations within Ecuador
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Loja & Vilcabamba
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Guayaquil & Galápagos
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Amazonía
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Quito
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THE CITY OF CUENCA
LOCATION IN ECUADOR
Santa Ana de los Ríos de Cuenca is located in the Inter-Andean valley and crossed by 4 rivers:
Yanuncay, Machángara, Tarqui and Tomebamba
ESSENTIAL INFORMATION
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Third most important city in Ecuador
Population: +500,000
Altitude: 2535 MASL
Mild climate with average temperature of 17 °C (62.6 °F).
CUENCA, ITS ORIGINS & HISTORY
 First Inhabitants (10,000A.C-1,470D.C)
In the area of the present-day city, in the Chobsi and Cubilán sites 8060 BC, archaeological
and anthropological traces have been found, passing through Cerro Narrío culture (2000
BC – 500 AD.) to the flowering of the Tuncahuán culture, as well as the early phases of
Tacalshapa culture (Azuay) and Cashaloma (Cañar) 500 BC – 500 AD that kicked off the
Cañari era extending until 1500 AD.
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 Inca Period (1470-1528)
To 1470 AD, the Cañaris were conquered by the Incas in the area now known as
Tomebamba, birthplace to Huayna Capac, father of Huascar (Cuzco) and Atahualpa
(Quito), who upon their father death in 1528 started a civil war for the succession of the
throne.
 Spanish Conquest (1538-1547)
Atahualpa wins the war so the Cañari people allied to the newcomers from Spain to
capture and murder Atahualpa in Cajamarca, which makes things easy to Sebastián de
Benalcázar to defeat Rumiñahui and ended up conquering Quito
 Colonial period (1557-1820)
In 1538, a settlement was formed at Paucarpamba, until 1557 when the Viceroy of Lima
ordered the founding of a new city, thus, on the 12 of april 1557 the Captain Gil Ramirez
Dávalos, re-founds over the Tomebamba ruins, the city of Santa Ana de los Ríos de
Cuenca, as part of the Royal Audience of Quito, gaining its independence on the 3rd of
November 1820
 Republican era until 20th. Century
After the separation of the Republic of Quito from the Great Colombia in 1830, Cuenca
became the capital city of Azuay province. Cuenca then developed the production of
Toquilla Straw hats, which became part of the attire of the indigenous people in this area,
especially to the women known as “Cholas Cuencanas”. The city enters into an important
phase of urban growth during the 60’s.
 Current City
While the people in Cuenca live the conflict between modernization and preservation of its
architectural and urbanistic heritage that earned to the city the declaration as a World
Heritage Site by UNESCO; outside the old town, broad avenues, modern -several floorsbuildings, big parks, industrial areas and shopping centers, among others turn this city in a
mix between the ancient and the modern times, giving to the city the benefits of both
parties.
Parque Calderón - foto antigua
Parque Calderón actual
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CITY RECOGNITIONS
The city’s rich heritage, its traditional and geographic features, and the lifestyle of its people
have made Cuenca worthy of national and international recognitions, which include among
others:
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World Heritage Site, UNESCO 1999
Best Place in the World to Retire. International Living 2009-2010-2011-2013
Best Places to retire. CNN Money USA 2012
The best small city in terms of cost effectiveness. Foreign Direct Investment 20132014
 #1 Outdoor Flower Market. National Geographic 2014
 Best Adventure Hub. Outside Travel Magazine, 2014 Travel Awards
CUENCA TOURIST AREAS
The Historic Center of Cuenca and the surroundings of Tomebamba River have a high
concentration of highlights
Old town
El Barranco & Calle Larga (Long Street)
San Sebastián neighborhood
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THE OLDTOWN
Cuenca’s daily life concentrates in this area rich in religious architecture with more than 8
important churches; this is the ideal place to stroll on cobble-stone streets while admiring the
houses with colonial balconies that will transport you into the past to feel the city’s heritage
through its traditions and culture, and above all, through its colonial architecture which
emphasizes the use of pink marble.
Among many of this area’s interesting places to visit are:
PARQUE CALDERON
Located in the heart of Cuenca, this park
was the axis for the construction of the city
in checkboard style in the early years of the
spanish city. In its surroundings important
buildings are found, such as the Cathedral,
the City hall and Cuenca Tourism offices. In
the middle of the park rises the statue in
honor to Abdón Calderón, known as the
hero kid, who is surrounded by 8 pine trees
brought from Chile and planted by
President Luis Cordero himself.
Parque Calderón
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CATEDRAL NUEVA (New Cathedral)
The Cathedral of “Inmaculada Concepción”
or New Cathedral represents the largest
and most important monument to the faith
of Catholicism in Cuenca. This colossal
temple began its construction in 1885 and
lasted for almost one hundred years.
Catedral Nueva
CATEDRAL VIEJA (Old Cathedral)
The church of the Tabernacle (El Sagrario)
or Old Cathedral was built using carved
stones brought from the Tomebamba ruins.
The Major Church as it was known,
becomes Cathedral at the end of the 18th
century. Today, the church maintains its
colonial basic structure and inside it hosts a
display of religious art in the “Old Cathedral
Museum”.
Catedral Vieja
FLOWERS MARKET
The traditional market is located next to the
New Cathedral and in front of the temple of
El Carmen. Here you will find a variety of
flowers, plants and colorful bouquets; you
can even quench your thirst with a glass of
flowers juice, also known as “pitimás
water”. This market is a great attraction for
visitors and has become a symbol of the
city.
Mercado de las Flores
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SANTO DOMINGO
This is the second largest church in Cuenca
and is characterized by the imposing 37
meters high twin towers that rise in its
façade. This church began its construction
during the second decade of the 19th
century.
Santo Domingo
CUENCA AS A WORLD HERITAGE
According to the UNESCO, Cuenca is recognized by “the beauty of its historical centre featuring
a particular type of Republican architecture” and keeping harmony with its geographical
environment” as the city has 26 buildings of monumental value, 602 of architectural value and
830 of environmental value.
Edificio Alcaldía de Cuenca
Corte Superior de Justica
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EL BARRANCO & CALLE LARGA (Long Street)
The area that comprises “El Barranco” and
La Calle Larga (long street) allows different
activities on both banks of the Tomebamba
river, it features different areas ranging
from historical-cultural, scenic and urbanarchitectural to entertainment activities,
shopping and nightlife; among its highlights
are:
Paseo el Barranco
 El Barranco Boulevard, pedestrian ways, cycling paths and green spaces next to the
river.
 Plaza de la Cruz del Vado, Squares, religion & traditions mix in a friendly city
 Stores & Museums, handcrafts & Markets
 Calle Larga (long street), remarkable examples of colonial architecture
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In this area there are also other interesting places to visit, among them:
Museum of the Aboriginal Cultures
The museum boasts some 5,000 pieces on
display to the public, which correspond to
all the periods of the Aboriginal history in
Ecuador, thus becoming the most complete
archaeological museum in the city of
Cuenca and the region.
Sala Museo
Museum Shop of the Hat– El Barranco
It is a space in which it has been recreated a
composure workshop, displaying the tools
used for the transformation of the
“toquilla” straw. Additionally in the hat
factory you can see the process of the hats
elaboration.
Museo del Sombrero Calle Larga
Puente Roto
Built in 1840, this great architectural
structure used to link the historic Cuenca
with the bottom of the city until it was
destroyed in 1950 by a flood of the river,
leaving standing only the half. Today this
place is an icon of the city.
Puente Roto
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Parque de la Madre
Space for recreation and the practice of
sports. It also features green spaces and
playgrounds as well as a path for athletes.
The municipal Planetarium of great interest
is a great attraction especially for children.
SAN SEBASTIAN & SURROUNDINGS
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The District of San Sebastián and its surroundings, located at the western edge of the historic
center of the city offers architecture, art, public spaces and quality of life, in many of its
interesting places; among others:
San Sebastian Church and Square
This is the ideal place to enjoy the quiet life
of a traditional neighborhood of Cuenca, at
the sides of this square is the building of the
Museum of modern art in one end and the
Church of San Sebastian to another; at its
Center rises the statue of the poet from
Cuenca: Miguel Moreno.
Iglesia San Sebastián
Museo de Arte Moderno
This museum is housed in the premises of
the former House of temperance, which
was restored between 1976 and 1981. It
has permanent exhibits as well as
temporary exhibitions of modern and
contemporary art.
Patio interior Museo de Arte Moderno
Plaza del Otorongo
It is located downstairs from the plaza de
San Sebastian. In this place there are
musical performances, art exhibitions, or
outdoor informational activities. In one of
its sides a gallery Cafe is located with
excellent offer of local crafts.
Exposición al aire libre
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OTHER AREAS WITHIN THE CITY
In addition to the areas of the Center, the city offers other attractions located in different
points of the city, which include:
El Turi viewpoint
It is a strategic point for locals and visitors
of the city; its location makes it a true
Cuenca's balcony. From the viewpoint you
will have a bird's-eye view of most of the
city.
Mirador El Turi
Museum “The Magic of the Hat” by
Homero Ortega
Homero Ortega is the result of five
generations dedicated to working with
"straw hats". In 2008 the Museum doors
opened so that the visitors can learn about
the history and production of these famous
hats.
Fábrica de Sombreros Homero Ortega
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Park Amaru
This refuge for the conservation of wild
flora and fauna maintains and exhibits more
than 120 species of live animals, most
natives of Ecuador. Among its goals are
education, exhibition, recreation and
natural resources research.
Tigrillo
Museum Pumapungo
The Museum and the Archaeological Park of
Pumapungo (door of the Puma) represent
recognition of the values of Cañaris and
Incas, two cultures that have merged
throughout history in the area where the
city of Cuenca is currently located.
Museo de sitio Pumapungo
CUENCA FOR SPECIAL INTERESTS
ARCHAEOLOGY
More than 10 archeological sites from Cañari and Inca people, to learn more about their
ancestors and descendants
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Ruins of Todos Santos
Archaeological Park Pumapungo
Ruins of Cojitambo
Molleturo
Turi
Llacao
Todos Santos
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CULTURE IN THE CITY
More than 9 Museums are home to Art, Archeology, History, Traditions and other
manifestations of the rich culture of Cuenca and its surroundings; among the most relevant
places are:
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Museum Pumapungo
Museum of the Aboriginal Cultures
Museum of “las Conceptas”
Museum “Remigio Crespo Toral”
(re-opened 12Dic2014)
 Museum of Modern Art
 Museum of the Cañari identity
 Museum Shop of the Hat
Iglesia y Museo de Las Conceptas
PARKS & SQUARES
A big part of the political, commercial and religious life of Cuenca take place within its squares
and parks, so the city counts on more than 17 parks, squares & open air spaces to enjoy this
magical city. Among the main ones are:
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Park Abdón Calderón
Flowers Market
San Francisco Square
Park San Blas
Park San Sebastián
Cruz del Vado Square
Mother’s Park (Parque de la Madre)
Park Luis Cordero
Rotary Square
Mercado de Flores
SHOPPING IN CUENCA
Cuenca features more than 3 shopping centers and has a wide variety of local stores and
independent galleries to buy local and famous high quality handcrafts like Panama Hats &
ceramic works; among others the following shopping places can be mentioned:
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Mall del Río
Milenium Plaza
Cemuart: Centro Municipal Artesanal
Galería Puente Roto San Marino
Monasterio arte contemporáneo
Homero Ortega
Andean Art
Galería El Barranco
Artesanía en Cerámica
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TRADITIONS
In the city of Cuenca, religion and traditions are present throughout the year, among the most
important ones are:
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Carnival
Pase del Niño Viajero (The Little boy parade)
Easter
Santos Inocentes (All fool’s day)
Pase del Niño
ADVENTURE
Thanks to its geographical environment and surroundings, several adventure activities can be
practiced in this area, this characteristic has earned to the city the Best Adventure Hub title in
the Outside Magazine 2014 Travel Awards. Among the popular adventure activities are:
 Mountain bike
 Rock climbing & boulder
 Rock climbing routes close to Cuenca:
Paute, Cojitambo, Cajas, Cerro Ahuaca
(Cariamanga)
 Climbing, hiking and trekking
Laguna Llaviuco, El Cajas
NIGHTLIFE
Traditional & Bohemian city, Cuenca offers
to the locals and to its visitor’s different
options to enjoy live music, bars and discos
and other entertainment places located
especially close and around the Long Street
(Calle Larga).
Plaza La Merced
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CONGRESSES AND CONVENTIONS
The city features infrastructure to host high quality events, congresses and conventions, both
in traditional venues as well as in modern spaces with state of the art facilities, such as:
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Mall del Río Convention Center
Baguanchi Convention Center
Quinta Lucrecia
Hostería Durán
Centro de Convenciones Mall del Río
INFRASTRUCTURE & SERVICES IN THE CITY
ACCOMMODATION
World Heritage City offering a great number of Colonial style, boutique hotels which besides of
their comfort they also offer the opportunity to enjoy and experience the traditional lifestyle in
Cuenca.
Further information about the city’s hotel network can be found in the following link:
http://trade.allyouneedisecuador.travel/en/directory
GASTRONOMY
Thanks to the richness of the Andes soil in southern Ecuador, Cuenca offers a wide
gastronomic range, from the traditional “mote pillo”, to many gourmet options.
Further information about the city’s gastronomy and restaurants network can be found in the
following link:
http://trade.allyouneedisecuador.travel/en/directory
TRANSPORT
AIR TRANSPORT
Mariscal Lamar National Airport offers
great facilities and good air connections to
the main cities: Quito & Guayaquil. The
average is 10 flights per day during
weekdays (7 flights to Quito & 3 flights to
Guayaquil).
Aeropuerto Cuenca
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TRANSPORT IN THE CITY
 Tourist transport options
There are several private tourist transport companies commonly used by the tour
operators for the transport of their passengers in the different tours and circuits operated
not only in the city but in the whole country.
 Panoramic Cuenca
There are double deck buses driving
around the city in circuits that last 1
hour and 45 minutes, departing from
“Parque Calderón” and passing by
major touristic sites and areas such as
San Sebastian, Calle Larga, El Turi
viewpoint, among others.
Bus Turístico Parque Calderón
 Taxis & Car Rentals
Cuenca’s taxis are the easiest and fastest way to scroll within the city. The basic rate is 1.25
USD to 1.50 USD. Taxis have no taximeter in this city. Overnight rate has an additional
percentage.
 Cuenca’s Tramway
Mass transit system under construction;
expected to operate by mid 2016.
Vagón de Muestra en Plaza de Otorongo
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FOR FURTHER INFORMATION ABOUT CUENCA AND ECUADOR
Visit the Tourism Directory in the following link:
http://trade.allyouneedisecuador.travel/es/directorio
CUENCA AND SURROUNDINGS
BAÑOS DE CUENCA:
Thermal waters, 10 Km or 18 minutes away by car. These hot springs with healing properties
emerge from the earth at 60º and 75ºC and feed the pools installed in this area.
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GUALACEO & CHORDELEG
Art and tradition 41 Km or 45 minutes away by car. Ceramics, jewelry, shoe-making, tissues
and Toquilla Straw Hats have made Chordeleg a crafts center of great importance at national
and international levels.
INGAPIRCA
Archaeological site, 69 Km or 1 hour away by car. This archaeological complex was witness of
the Cañari and Inca cultures that once inhabited the current Republic of Ecuador.
EL CAJAS NATIONAL PARK
Natural sanctuary 20 km or 30 minutes away by car. This Complex of 235 glacial origin lakes,
was declared as a World Biosphere Reserve by UNESCO in 2013
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COJITAMBO
Archaeological site and Rock Climbing Walls 29 Km or 40 minutes away by car. It features more
than 70 Rock Climbing routes for extreme adventure
CUENCA IN 3 DAYS
Day 01
AM
Old town and El Barranco
Walking visit through the city’s old town
and its highlights: Park Calderón, New and
old Cathedrals, Las Conceptas museum and
the “Barranco” margins to immerse in the
quiet atmosphere of its area until reaching
the broken bridge.
PM
Baños
Enjoy a relaxing time in these hot springs
only 10 km or 18 minutes away by car.
Centro Histórico
Day 02
AM
El Turi
Start the day visiting El Turi viewpoint,
perfect spot to enjoy the landscape & to
observe the visited highlights.
AM & PM
Gualaceo & Chordeleg
After passing by el Turi viewpoint, drive to
the towns of Gualaceo & Chordeleg to find
their handcrafts stores with tissues
(makanas) and locally-designed gold and
silver jewelry.
Makanas
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Day 03
FULL DAY EXCURSION TO EL CAJAS
In the morning, transfer to El Cajas National
Park, this complex of 235 glacial origin lakes
was declared as a World Biosphere Reserve
by UNESCO in 2013. There are several paths
for hiking and trekking. After lunch, time for
photographing or to rest, then return to the
city of Cuenca.
Laguna Toreadora, El Cajas
FROM CUENCA TO OTHER DESTINATIONS WITHIN ECUADOR
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Quito: 40 minutes flight
Guayaquil: 25 minutes flight; and from there to the Galapagos 1h30 minutes flight
Loja & Vilcabamba: 4 hours by car to Loja and 1 extra hour to Vilcabamba.
Amazon: 40 minutes flight to Quito, from there a 30-45 minutes flight.
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PRICE RANGE TO VISIT CUENCA
For a half-day or full day visit of the city there are price ranges going from:
 5,00 USD per person (Double Decker tour Bus)
 29,00 USD in sharing basis
 From 50,00 to 150,00 USD on private basis, depending on the type of transport, tour
guide, language, lunch and included entry tickets to museums and attractions.
MAIN REASONS FOR SELLING CUENCA
 World Heritage Site, UNESCO 1999
 Friendly and traditional city with beautiful architecture and all facilities and services of
a big city.
 Wide offer of high quality handcrafts, ceramic works, tissues, Toquilla straw hats
(Panama Hats).
 Wide nature and adventure offer in the surroundings.
 Easy access to other tourist destinations within Ecuador.
Vista Panorámica de la ciudad desde el Mirador El Turi
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Editorial Board
MINTUR
Cristina Rivadeneira
Subsecretaria de Mercados
Irene Landívar
Directora de Mercados Internacionales
Óscar López
Coordinador de Mercados Internacionales
EKOS
Verónica Sevilla
Coordinadora General
Cristina Recalde
Community Manager y Medios Digitales
Alejandra Benitez
Asistente Administrativa
Alejandro Romero
Gerente de Proyectos Web
Diego Álvarez
Director de Tecnologías e Innovación Digital
Texts Adaptation and translations
Rodrigo Salas & Carla Viera (ES; EN; PT)
David Zea (FR)
Paulina Constante (DE)
General Concept
GREAT EXPERIENCE
Rodrigo Salas
Presidente
Maps, texts and Images Courtesy of:
GREAT EXPERIENCE
FUNDACIÓN DE TURISMO PARA CUENCA
ALL YOU NEED IS ECUADOR - TRADE
“The communication campaign to the international industry: All You
Need Is Ecuador, is a promotional action of the Ecuadorian Ministry of
Tourism”
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