Revalorization of Traditions and Cultural Tourism: A Case Study in Jipijapa, Ecuador from the Perspective of Innovation

Introduction: cultural tourism as a form of alternative tourism shows significant growth in the 21st century, in which more and more heritage places are saturated by the increase in the number of tourists. The objective of this study is to analyze the revaluation of ancestral traditions and their impact on cultural tourism in Jipijapa, Ecuador. The aim is to identify the innovative actions implemented to preserve and promote ancestral traditions in this locality.Methods: a descriptive-exploratory research is carried out using a mixed methodology that included documentary analysis, interviews with key actors in the tourism and cultural sector, and surveys of the inhabitants of the Jipijapa communityResults: the results reveal that the revaluation of ancestral traditions has been driven by innovative actions, such as the creation of cultural festivals, the promotion of thematic tourist routes and the implementation of training workshops for the local community.Conclusions: these actions have strengthened cultural tourism in Jipijapa, generating greater interest on the part of visitors and greater recognition of local cultural identity, highlighting the importance of revaluing ancestral traditions to enhance cultural tourism to guarantee sustainable development and the preservation of local cultural identity.