The fruit and flower festival, an intangible cultural heritage that fosters tourism in the City of Ambato, Ecuador

Abstract

The objective of this article is to assess the impact of fruit and flower festivals as intangible cultural heritage on the development of tourism in the city of Ambato, Ecuador. The research adopted a mixed-methods approach, combining case studies with documentary research and fieldwork with participant observation, semi-structured interviews, and surveys. The results led to the following conclusions: the Fruit and Flower Festival is consolidated as an intangible cultural heritage of high value for Ambato and Ecuador, serving as a fundamental driver of tourism and the economy for the city; the festival enjoys an excellent perception of quality and generates high satisfaction among attendees; it is an undeniable economic catalyst for Ambato. It attracts a significant number of tourists who spend considerable amounts of money, directly benefiting sectors such as commerce, gastronomy, and crafts; there is a strong sense of ownership and pride in the festival as a tradition and cultural legacy. Artisans and cultural managers play a crucial role in keeping its intangible essence alive, through the creation of its main elements and the dissemination of artistic expressions. The festival is seen as a symbol of resilience and Ambato identity.