The campaign, dubbed Ecuador 2026, leverages the high visibility of elite athletes who failed to qualify or were excluded from the upcoming international competition. By installing billboards in cities where these players live and compete, the Ministry of Tourism intends to capture the attention of both the stars and the local fanbases who encounter these messages during their daily routines.

Ecuador’s Secretary of Tourism describes the strategy as a bridge between the intensity of professional sports and the country’s varied geography, ranging from the Amazon basin to the Galápagos Islands. Beyond the direct appeal to players, the government is signaling readiness to facilitate private visits for any athlete who chooses to accept the invitation, using those potential celebrity sightings as a catalyst to boost international travel interest from Europe and beyond.