Ecuador and the Diplomacy of Hospitality

A few years ago, without realizing it, I became a diplomat of the Republic of Ecuador. Yes, an informal diplomat, because it was not a planned decision but rather a role I gradually built over time. This reality materialized in every new place I visited, as I felt both the responsibility and the pride of speaking about my small country.

A month ago, I decided to take a break and return to my roots. I went back home, to my family, with a somewhat crazy idea in mind: “to fall in love with Ecuador all over again.” While on the plane, I could not stop thinking about all the food I wanted to eat as soon as I landed: encebollado, bolón de verde, ceviche, the smell of freshly brewed coffee, warm bread. I was truly excited about it. But more than anything, what made me happy was the chance to see my country again with the eyes of a traveler. I wanted to explore its landscapes, talk to its people, and remind myself that, despite the headlines that often distort its image abroad, Ecuador remains a country worth visiting and sharing with the world.

As my colleague Sophie Trauner aptly points out in Traditional Diplomacy is Outdated – It is Time for Backpackers to Take the Lead, which I highly recommend reading, a new wave of “soft diplomacy” is emerging. The “soft diplomacy” is where travelers, through their stories and experiences, become true agents of cultural exchange, redefining the very idea of diplomacy.

Diplomacy Beyond the Traditional Model

For centuries, diplomacy was a matter reserved exclusively for ambassadors and ministries. Treaties, protocols, and countless formal meetings were part of this monopoly. Today, however, we live in an era where new diplomacy has emerged, giving room to non-state actors, communities, and individuals—who increasingly play a role in international projection (Melissen, 2005).

This connects directly to Nye’s (2004) notion of soft power, understood as the ability of a country to attract and influence through culture, values, and narratives. In Ecuador, that soft power is most clearly expressed through hospitality.

White, red, and green wooden street sign in Ecuador. Photo by Alexander Schimmeck on Unsplash

A traveler who listens to the story behind a textile in Otavalo, or who contemplates the magnificent Quilotoa crater, is receiving a message about who we are. In Cuenca and Quito, the colonial heritage speaks of a mestizo identity that bridges the local and the universal. Even in everyday life, over lunch or a casual conversation in a town square, diplomacy is happening.  Maybe silently but powerfully.

Hospitality as Symbolic Capital

Cull (2009) explains that modern public diplomacy focuses on “listening, engaging, and building trust”; it is much more than propaganda. This is exactly what I experienced on my journey. It was not about official messages but about human relationships.

Ecuador possesses immense symbolic capital. Yet, we often reduce tourism to economic numbers: how many arrivals, how much they spend, how much the sector grows. Tourism is a great tool for foreign policy.

Other countries have understood this and have implemented soft power strategies through tourism effectively. For instance, Costa Rica turned its biodiversity into a discourse of green diplomacy. Japan transformed its cuisine and culture into a global vehicle of influence.

And Ecuador? We have the Galápagos, the Coast, the Andes, the Amazon—but also something less tangible: the warmth of our communities. If we were truly able to integrate this hospitality into a public diplomacy strategy, we could project a remarkably powerful image.

Perceptions of Insecurity & Lived Realities

I will not deny the truth: in recent years, Ecuador has appeared in international headlines due to violence and insecurity. That external narrative does weigh heavily and generate doubts among potential visitors. Yet, my experience traveling across the Sierra revealed another face: a hospitable, vibrant country full of opportunities, still untapped. Recognizing these challenges does not mean ignoring cultural richness or diplomatic potential; on the contrary, it underscores the urgency of protecting and projecting

It’s time to open the door to a new kind of diplomacy. One that is more open, more connected to people, and grounded. We can begin to see ourselves as diplomats, proud of what we have and eager to share it.

So, what are you waiting for to try an encebollado?

Bibliography

1. Cull, N. J. (2009). Public Diplomacy: Lessons from the Past. CPD Perspectives on Public Diplomacy, USC Center on Public Diplomacy.

2. Melissen, J. (2005). The New Public Diplomacy: Soft Power in International Relations. Palgrave Macmillan.

3. Nye, J. S. (2004). Soft Power: The Means to Success in World Politics. PublicAffairs.

4. Trauner, S. (2023). Traditional Diplomacy is Outdated – It is Time For Backpackers to Take the Lead. Humanotions.

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