Estrategias para fortalecer el destino turístico de Portoviejo en el año 2024.

Abstract

Portoviejo, due to its historical, cultural, and gastronomic richness, holds a great potential to become a key tourist destination in the coastal region of Ecuador (GAD Portoviejo, 2023). However, this potential has not yet been fully harnessed or developed due to structural limitations, low tourism positioning, and weak coordination among key stakeholders in the sector. For this reason, the main objective of this research is to propose strategies to strengthen Portoviejo as a tourist destination by 2024, based on a comprehensive diagnosis that considers community perception, existing tourism offerings, institutional roles, and the principles of sustainable development. To achieve this, a mixed methodological approach was used, applying both qualitative and quantitative techniques through surveys conducted with the local community and interviews with key stakeholders in the local tourism sector, such as managers and planners. The results showed that the community acknowledges the cultural and gastronomic potential of Portoviejo; however, it also perceives weaknesses in several areas, such as tourism promotion and the diversification of the offer. Likewise, the study identified the need to strengthen human talent training, foster strategic alliances among local stakeholders, and consolidate integrated tourism products that highlight territorial identity. Within this context, the proposed actions are not only intended to stimulate the local economy but also to reinforce territorial identity, improve the community’s quality of life, and, above all, promote participatory and responsible tourism management. This study aims to become a reflective technical and research input for local institutions, tourism stakeholders, and the community in general, with the purpose of moving towards a sustainable, resilient tourism model that is consistent with the territorial vocation.