More direct flights to Ecuador from the UK are needed if the number of tourists arriving into the country is to increase.
This is according to the Ecuador Tourist Board, whose spokesman said that 20 percent of the organisation’s budget is allocated to the British market.
Explaining where this budget stretches to, he commented: "This might mean developing direct air connections from the UK to increase the air frequencies to enable travellers to get there more easily and also help develop links with the key players in the travel industry."
He went on to say that the majority of the budget (60 percent) goes towards cultural tourism, ecotourism and sports and adventure tourism, all of which are popular among British travellers.
"The combination of these three types of travel means that Ecuador is the world’s most famous expedition destination," the spokesman added.
Approximately one million tourists arrive in the South American country each year, although the Ecuador Tourist Board wants this to increase to one-and-a-half million by 2014.