Abstract
The Santa Elena Peninsula (PSE as peer abbreviation in Spanish) is a coastal tourist destination in Ecuador. It has a variety of attractions that have not been fully analyzed as tourist products. It needs analysis and evaluation, in as much as it is a part of the "Coast World" destination that is promoted by the country at international markets. The research has a qualitative focus; it uses secondary sources as well as the SWOT analysis tool. This tool permits distinguishing variables that define the tourism product portfolio which is offered by the Santa Elena Peninsula. It is concluded that it is difficult to avoid typecasting the PSE as a Sun and Beach destination. This makes it hard to adapt new tourism products; there is but poor publicity management and low natural and cultural resource valuation; tourism product structuring is inadequate, which affects new market search.
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