Objective: This essay attempts to contextualize the current reality of tourist haciendas and farms in Ecuador, based on an analysis of agrotourism experiences and an approach to Ecuadorian regulation. Theoretical Framework: A literature review is carried out on agrotourism and its practices worldwide, also referencing case studies related to rural tourism and agrotourism experiences such as, for example: the coffee region and other experiences close to the Ecuadorian reality. Method: The theoretical information is organized as a funnel, with the purpose of analyzing agrotourism from international experiences to addressing Ecuadorian regulations. Then, through the review of Ecuadorian regulations and the official database of the Ministry of Tourism of Ecuador, results can be illustrated through thematic cartography and comparative tables. Results and Discussion: The results show a diversity of approaches to the virtues of agrotourism worldwide, which start from improving the quality of life of the receiving communities, to the inclusion of new techniques that raise the level of experience in agrotourism farms such as storytelling that uses historical elements to establish a narrative that accompanies the guidance of visitors. Research Implication: In Ecuador, although it is true that agrotourism is promoted, aspects that could lead farms or Agricultural Production Units (UPA) to be a registerable tourist category like large haciendas are not fully included in the regulations. This limits the tourist development of potential areas due to the size of their properties and the simplicity of their facilities. Originality/Value: The concept of a tourist farm is not included in the catalog of services of the Ministry of Tourism of Ecuador, but it is a term that is beginning to be used by academics and tourism operators, especially on the Ecuadorian coast, where it is cataloged in this way. to the possession of small arable lands, especially of small size. There is a large field of knowledge that can begin by studying the potential that these tourist farms have to offer for new market niches, so exploring these new trends is a great opportunity for Ecuadorian tourism.
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