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Andean Group - April 2015 (ISSN 1741-4466)

DIPLOMACY: Ambitious tourism strategy goes too far

Ecuador’s tourism ministry has embarked on an aggressive campaign to attract foreign tourists to the country in recent months, most notably the US$3.8m it splashed out on running its ‘All you need is Ecuador’ commercial during the Super Bowl on 1 February this year. But a separate campaign to persuade Ecuadoreans to stay in their home country for their holidays has fallen flat, provoking the ire of Costa Rica.

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