Dominic Hamilton, Vice Minister of Tourism Promotion in Ecuador
Within the framework of ITB Berlin 2015 we talked to Dominic Hamilton, Vice Minister of Tourism Promotion in Ecuador, who detailed the characteristics of tourism development in that South American nation and labeled the public security plan implemented by the government of Rafael Correa as positive.
Does your vice ministry only target promotion?
Yes, because there is another one that manages the product and it’s in charge of preparing the offer and improving its quality. We retake it, put it on the market and foster it. The gastronomic sector is processed by both sides, especially in this moment when we’re focused on strengthening and taking it to a higher level.
Last year we held a World Meeting on Baked Pork, a typical dish of Ecuador, and it was very successful so we’re going to repeat it with the same format this year, including a dish from the coast region: a thick fish-and-shellfish soup cooked with onion.
We’re assessing the kind of fair we should support. There are many possibilities related to associations, entrepreneurs and chefs, but we have to make a choice by keeping an international scope in mind, for example, Latitud Cero has gained momentum on the international scene and it attracts chefs and foreign journalists that write about the topic. All these elements trigger a flow of information, exchange of ideas and inspiration. We don’t have everything, but believing that foreign things are the best is not a positive way.
It’s all about establishing an Ecuadorian cuisine with potential to compete at international level. We can use traditional dishes, since our food has not historically been taken by ourselves as a product to be exported. Our citizens love Ecuadorian cuisine, but they don’t see it at international level.
Is Ecuador planning to organize a tourism show?
We’re going to host an ecotourism fair in 2015, including trips and talks on Quito, Galapagos Islands, with an educational approach; but our plans for 2016 include a show with the country’s most outstanding elements, such as nature, gastronomy and adventure.
Do you still hold Guayaquil’s Gastronomy Show?
It’s a show with low international scope, but Latitud Cero ranges between Quito and Guayaquil.
Within Ecuador’s new promotion policies, what are the main destinations and what are your priorities in Europe?
In Europe we have the United Kingdom and Germany. Both destinations are giving great figures after the financial crisis. According to researches and surveys conducted, they send high-spending tourists that stay for longer, so there is a pretty-good match between the vacationers we have and the ones we’re looking for. There are some other markets, including Western Europe with France, Italy, Spain, but the priority is not as high as Germany and United Kingdom’s.
Are you planning to encourage the Russian market?
The Russian market has minimum presence, there are some numbers, but I don’t know I we have what Russian tourists are looking for. Unlike many years ago, we don’t have casinos and games of chance. But those tourists love nature, turtles; they also admire all those elements.
On the Galapagos Islands sometimes we find differences among what Russians want and the interests of a German retired couple or an US family, for instance. There is no way to please them all. The same happens with Chinese tourists, who have a different idea of entertainment, leisure, and we have to make them be compatible with the rest or at least find a middle term.
What were you doing before working at this level?
I spent several years working as a communicator and I somehow still do it, by producing documentaries and audiovisual materials on the travel industry. I’ve played this role over the past four years and I participated in the launch of two special products: a hotel nestled in the historic core and a luxury hotel.
Has Ecuador’s potential been increased by the new airport?
The new airport has brought about more visitors. It’s easier for airlines to move more passengers.
Besides new jets, this terminal now features more conveniences for domestic travelers. Last year we opened routes with Aeromexico, for example.
The Ecuadorian government has given priority to certain routes with fuel discount of 40 percent for three years as an incentive, so the airline flying on that route receives the benefit.
Guayaquil’s airport is pretty-well positioned and it has won important awards. We’re eventually planning to build a new airport in Guayaquil. Since 2007, eleven airports have been refurbished throughout the country
How about the tourist safety campaign developed by your country?
Actually, the campaign also includes public safety in general. The government has worked on it and the travel industry is benefited as well. According to a survey conducted by Gallup on this matter, we’re 14 points up and we presently rank among the four safest countries in Latin America.
In terms of the recent homicide rate in Quito, it has gone 20 – 30 percent down since early 2015. Video surveillance cameras have been installed throughout the capital city, Guayaquil, and we have emergency buttons and GPS linked to permanent surveillance centers for all taxis in the city and interprovincial buses.
This program is provided by the government for free and, in the case of hotels, a system is installed by the State Communication Company with a minimum data rent. All of these elements deliver a safety image that we didn’t have before.
