The document outlines the Quito Visitors' Bureau Corporation's Q 2012 operational plan to increase tourism in Quito, Ecuador. The plan's objectives are to reach 1.8 million tourists and $1 billion in tourism income by 2012 through 15 marketing programs and 23 development projects. It details strategies for positioning Quito as a leading destination, developing new tourist products, promoting Quito locally and internationally, and improving infrastructure, services, and tourism professionalism through public-private cooperation.

2. Q 2012 PLAN OPERATIONAL PLAN Dr. Josep Chias [email_address] Quito Visitors’ Bureau Corporación Metropolitana de Turismo de Quito (March 2008)

3. THE CHALLENGES OF THE FUTURE

4. THE AIMS SUSTAINABILITY: CONSERVATION OF THE ENVIRONMENT AND ECONOMIC AND SOCIAL DEVELOPMENT QUALITY THE CMT, PERFECTING THE MODEL INCREASE IN NUMBER OF INTERNATIONAL AND NATIONAL TOURISTS INCREASE IN LENGTH OF STAY AND TOURIST SPENDING QUITO , THE LEADER IN TOURISM IN ECUADOR

5. THE OBJECTIVES OF THE Q 2012 PLAN

7. OBJECTIVES OF THE Q 2012 PLAN TO REACH 1,800,000 TOURISTS BY 2012

8. INCOME FROM TOURISM IN QUITO TOTAL INCOME(2007) 606.7 million US$

9. OBJECTIVES OF THE Q 2012 PLAN REACH A BILLION DOLLARS IN INCOME FROM TOURISM IN THE CITY OF QUITO BY 2012

10. THE CORNERSTONES OF THE Q 2012 PLAN

11. THE MARKETING CORNERSTONES PRODUCTS AND MARKET STRATEGY “ SCALE OF PRIORITIES ” POSITIONING “ THE NEW TEN COMMANDMENTS FOR QUITO” PROMOTION “ ACTION AND COLLABORATION” INTERNAL COMMUNICATION “ ACT, INFORM AND CAPTIVATE” EFFICIENCY QUALITY TRANSPARENCY

12. THE OPERATIONAL PLAN FOR MARKETING TOURISM : 15 PROGRAMMES 39 ACTIONS

13. POSITIONING RECOGNITION OF ITS STATUS AS A WORLD HERITAGE CITY QUITO, LEADING TOURIST DESTINATION IN ECUADOR “ ONE OF THE MOST BEAUTIFUL CITIES IN LATIN AMERICA” THE NEW TEN COMMANDMENTS FOR QUITO QUITO IS SO MUCH MORE LEADER FOR CONGRESSES

14. THE NEW DEFINITION OF THE “QUITO” PRODUCT

15. THE NEW DEFINITION OF THE PRODUCT “QUITO”

16. PRODUCTS AND TARGET TARGET PROPOSAL CONTENTS QUITEÑOS Quito en todos los sentidos ECUADORIANS Quito, our capital CORREDOR 2H Escape to Quito MERCOSUR EUROPE USA - CANADA Quito, touch the sky

17. PORTFOLIO OF PRODUCTS AND MARKETS PRIORITIES BY MARKET

18. PORTFOLIO OF PRODUCTS AND MARKETS PRIORITIES BY SPECIFIC PRODUCT

19. PROMOTION AIRLINES: FLYING TOGETHER CENTRE FOR CONVENTIONS AND CONGRESSES ACTION AND COLLABORATION WEB PAGE: OPEN TO THE WORLD QUITO WEEKS: PROMOTION AND TRAINING QUITO, THE LEADING DESTINATION IN ECUADOR TOURING ECUADOR: THE QUITO BUS

20. INTERNAL COMMUNICATION VISITORS’ BUREAU (CMT) TICKET THE CORPORATION IN THE MEDIA QUITO, HAND IN HAND WITH… HAVE YOU THOUGHT ABOUT TOURISM? THE BRAND IN DAILY LIFE ACT, INFORM AND CAPTIVATE

21. THE OPERATIONAL PLAN FOR THE DEVELOPMENT OF TOURISM 23 PROJECTS 59 ACTIONS

22. THE CORNERSTONES OF DEVELOPMENT STRUCTURE “ MORE AND BETTER TOURIST PRODUCTS” INFRASTRUCTURE, EQUIPMENT AND SERVICES “ THE CITY PROGRESSES WITH TOURISM” PEOPLE “ TOURISM IS FOR PROFESSIONALS” ORGANIZATION “ THE NEW CMT, PERFECTING THE MODEL” SUSTAINABILITY QUALITY RESPONSIBILITY

23. STRUCTURING: “MORE AND BETTER TOURIST PRODUCTS” THE HISTORIC CENTRE IN THE BICENTENNIAL THE MARISCAL, MEETING PLACE THE PARISHES OF QUITO: LET’S SAVE THE ROOF TILES! IMPROVEMENT AND DYNAMIZATION LOOKOUT POINTS, THE QUITO SKY

24. STRUCTURE: “MORE AND BETTER TOURIST PRODUCTS” MIDDLE OF THE WORLD, THE CENTRE OF ECUADOR EUGENIO ESPEJO, CONVENTIONS AND CONGRESSES HIGH ALTITUDE WELLNESS NEW CREATIONS NEW AIRPORT: CLOSER TO THE SKY THE PARISHES OF QUITO: NATURE AND CULTURE PICHINCHA, INTERPRETATION CENTRE FOR THE AVENUE OF THE VOLCANOES

25. INFRASTRUCTURE, EQUIPMENT AND SERVICES TOURIST INVESTMENT AGENCY MY ESTABLISHMENT IS “Q” THE CITY PROGRESSES WITH TOURISM “ Q” CONTROLS, A GUARANTEE OF QUALITY TOURIST INFORMATION CENTRES

26. PEOPLE: “TOURISM IS FOR PROFESSIONALS” WORKING WITH UNIVERSITIES GOOD PRACTICES FOR SUSTAINABLE TOURISM TOURISM, GOOD BUSINESS PROFESSIONALISM DISTINCTIVE “Q” CMT, TRANSFERING KNOWLEDGE

27. ORGANIZATION: “THE CMT, PERFECTING THE MODEL” MODEL OF PUBLIC-PRIVATE SECTOR COOPERATION SERVICES OFFERED BY THE CORPORATION IMPROVING DAY BY DAY GENERATION OF RESOURCES AND SELF FINANCING TOURISM IS RESPONSIBILITY OF MANY