Our Purpose

The Ecuadorian Transformational Travel Alliance (ETTA) is a non-profit committed organization to spreading out transformational experiences as a tool for expanding the mind, supporting the creation of more and better jobs, taking meaningful climate action and ultimately changing the world of travel and tourism. We are allies of the Transformational Tourism Council, a collective of global tourism stakeholders who dedicates its work to cause-driven initiatives that are centered on behavior change, traveling and living more mindfully, and fostering positive, holistic change at a traveler, host, and community level.

We believe of creating connections based on transformational travel experiences, which lead to growth the momentum and inspire to take meaningful action. But we also believe in the quote “All of life comes to me with ease, joy and glory” which means that we have the tools to reflect on what is meaningful for us and fearlessly follow our purpose. The way we create meaningful connections is by integrating connections to the self, to others and to the infinite or something bigger. As a result, we make innovative tools to help stakeholders in the travel ecosystem or tourism value chain to design transformational experiences, differentiate their tourism products, build trust amongst travelers and access to market opportunities. The core elements of our work are passion, purpose, meaningful action, change and impact. They drive us to live and travel fully and unapologetically, from the center of our being.