Sea, Sun, and Sand (3S) are relevant and determining elements for choosing a tourist destination in Ecuador, a country with about 1200 km of coast along the Pacific Ocean. This study analyzed the market potential of the 3S in 64 beaches, 10 located in the Galapagos and 54 in the continental zone (of Ecuador). The methodology used was exploratory and bibliographical, complemented by a descriptive analysis. The color of the water was assessed by direct observation, sand samples were taken to a laboratory for color analysis, and information on the hours of light was obtained from international archive data. The data obtained were compared with other world famous 3S tourism destinations. The Galapagos had the best results, with attractive white sand beaches, sea blue water color, and an elevated sunshine time; meanwhile, the continental zone presented poor beaches with dark sand and unattractive water color. To strengthen 3S tourism, managers should work on the enhancement of complementary aspects such as culture, gastronomy, and architecture, promoting the creation of new coastal tourist routes and destinations.

Tourism as a tool for the enhancement and conservation of heritage represents an opportunity for many managers of cultural properties. However, despite the numerous works developed so far on tourism governance, the elaboration of preliminary studies for decision-making in heritage buildings is still a challenge. Considering the ecosystem services approach, an index is proposed which allows tourism and cultural heritage managers to analyze and quantify the level of tourist exploitation (use) of a monument for the services (benefits) that it offers to society. In this paper, a multi-criteria evaluation system was proposed, related to the main use of the building and its relationship with various tourism components, which have been classified as cultural, leisure, recreational, lodging, catering, intermediation, transportation, and event organization. The model has been applied to the Parroquia del Mar (Alicante, Spain) of great cultural relevance, but not exploited for tourism. The results obtained demonstrate the usefulness and validity of the model, considered as a tool capable of bridging the gap between heritage conservation and its touristic use, highlighting the importance of the services offered as necessary attributes for its (re)valuation, combining the social benefits of its exploitation, its touristic use and the awareness of its conservation and protection.

Tourism in coastal areas is becoming increasingly important in Integrated Coastal Zone Management (ICZM) as an integrated approach that balances the requirements of different tourist sectors. This paper analyzes ICZM in continental Ecuador and the Galapagos Islands from the perspective of the 3S tourism, and presents its strengths, weaknesses, opportunities and threats (SWOT). The methodology used was based on a literature review of ten aspects of the highest relevance to ICZM, i.e., Policies, Regulations, Responsibilities, Institutions, Strategies and Instruments, Training, Economic Resources, Information, Education for Sustainability, and Citizen Participation. The results highlight four aspects as strengths (Policies, Responsibilities, Institutions and Citizen Participation), while the most notable weaknesses were Regulations and Education for sustainability. Strategies and Instruments, as well as Information, were identified as opportunities to stand out. The main threats were Economic Resources and Training. Ecuador does not have clearly established public policies that would allow for the integrated management of 3S tourism and be considered as productive, valuable alternatives. It is necessary to consolidate and promote 3S tourism as a State policy and as a means to improve the economies in coastal areas. Finally, Ecuador needs to overcome negative changes in the macroeconomic environment and reverse its current deteriorated image.