Cuenca tourists and expats are becoming younger, more European, two studies show

According to two university studies, foreign tourists visiting Cuenca are younger and more European than they were ten years ago. One of the studies found that newer expats also reflect the demographic trend.

By far the biggest change in the city’s tourism market, both studies say, is the influx of national tourists, most of them from crime-plagued coastal cities.

Tourism is increasing in Cuenca and trend is expected to continue.

A study by the University of Cuenca Faculty of Economics shows that tourism numbers continue to rise in Cuenca and the trend is expected to continue. “Even among Ecuadorian tourists, the numbers tell the same story,” says Rodrigo Mendieta, dean of the economics faculty. “Foreign tourism is growing at a rate of about 10 percent to 12 percent annually, which is quite impressive.”

Mendieta adds that the increase comes despite international news coverage of the country’s high crime rate. “In recent months, we are seeing more stories in the media pointing out that the crime is concentrated on the coast and that Ecuador’s Andean region, especially Cuenca, is safe. Most foreign tourists research their travel destinations and know the destinations in avoid.”

The majority of foreign tourists are between the ages of 20 and 35, are unmarried, traveling alone or in couples and have high levels of education, the University of Cuenca study showed. This is change from a survey five years ago, which indicated that most tourists were between the ages of 30 and 55. Foreigners stay for an average of three days and spend $75 per day for hotel and meals, the study said.

Tourists give the city high approval ratings, with more than 90% saying they would like to return.

A University of Azuay study looked at trends of incoming foreign residents as well as tourists. “We find that both international tourists and new foreign residents are getting younger,” the study, produced by the tourism department, reported. “From 2009 to 2016, incoming foreign residents were primarily retirees from the U.S. and other English-speaking countries. While many of the new foreign residents are still English-speaking retirees, the trend is toward younger people, including families, and non-North Americans. This trend has accelerated following the Covid-19 pandemic.”

The study finds rapid growth in the number of European arrivals, especially French, German, and Scandinavian. “In 2010, there were less than 200 of this group living in Cuenca. In early 2025, there are approximately 1,600 Europeans,” the report said. “This is changing the nature of the expat community.”

University of Cuenca researchers say the “most dramatic change” in Cuenca tourism is the influx of Ecuadorians from southern coastal regions, especially from Guayaquil. “This trend has intensified as crime rates grew on the coast,” they say. “Since early 2025, many hotels and hostals in the historic district have been at or above 90% occupancy on weekends. It was estimated that from October to December, the city welcomed more than 4,000 coastal tourists on weekends.”