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BE AN EXPERT IN

CUENCA

ADDITIONAL INFORMATION TO THE

WEBINAR

ALL YOU NEED IS ECUADOR

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GENERAL CONTENTS

1. The City of Cuenca

Location

Essential information

The city, Origins & history

City recognitions

2. Cuenca Tourist Areas

Old town

El Barranco & Calle Larga (long street)

San Sebastián neighborhood

Other areas within the city

3. Cuenca for Special Interests

Culture and art

Squares & Parks

Shopping in Cuenca Traditions

Nightlife & events

Archaeology

Adventure

Congresses & Conventions

4. Infrastructure & Services in the City

Accommodation

Gastronomy Transportation

5. Cuenca and Surroundings

Baños

Gualaceo & Chordeleg

Ingapirca

El Cajas National Park Cojitambo

Cuenca in 3 days

6. From Guayaquil to other destinations within Ecuador

Loja & Vilcabamba

Guayaquil & Galápagos Amazonía

Quito

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THE CITY OF CUENCA

LOCATION IN ECUADOR

Santa Ana de los Ríos de Cuenca is located in the Inter-Andean valley and crossed by 4 rivers: Yanuncay, Machángara, Tarqui and Tomebamba ESSENTIAL INFORMATION

Third most important city in Ecuador Population: +500,000 Altitude: 2535 MASL Mild climate with average temperature of 17 °C (62.6 °F).

CUENCA, ITS ORIGINS & HISTORY First Inhabitants (10,000A.C-1,470D.C)

In the area of the present-day city, in the Chobsi and Cubilán sites 8060 BC, archaeological and anthropological traces have been found, passing through Cerro Narrío culture (2000 BC – 500 AD.) to the flowering of the Tuncahuán culture, as well as the early phases of Tacalshapa culture (Azuay) and Cashaloma (Cañar) 500 BC – 500 AD that kicked off the Cañari era extending until 1500 AD.

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Inca Period (1470-1528)

To 1470 AD, the Cañaris were conquered by the Incas in the area now known as Tomebamba, birthplace to Huayna Capac, father of Huascar (Cuzco) and Atahualpa (Quito), who upon their father death in 1528 started a civil war for the succession of the throne.

Spanish Conquest (1538-1547)

Atahualpa wins the war so the Cañari people allied to the newcomers from Spain to capture and murder Atahualpa in Cajamarca, which makes things easy to Sebastián de Benalcázar to defeat Rumiñahui and ended up conquering Quito

Colonial period (1557-1820) In 1538, a settlement was formed at Paucarpamba, until 1557 when the Viceroy of Lima ordered the founding of a new city, thus, on the 12 of april 1557 the Captain Gil Ramirez Dávalos, re-founds over the Tomebamba ruins, the city of Santa Ana de los Ríos de Cuenca, as part of the Royal Audience of Quito, gaining its independence on the 3rd of November 1820

Republican era until 20th. Century

After the separation of the Republic of Quito from the Great Colombia in 1830, Cuenca became the capital city of Azuay province. Cuenca then developed the production of Toquilla Straw hats, which became part of the attire of the indigenous people in this area, especially to the women known as “Cholas Cuencanas”. The city enters into an important phase of urban growth during the 60’s.

Current City While the people in Cuenca live the conflict between modernization and preservation of its architectural and urbanistic heritage that earned to the city the declaration as a World Heritage Site by UNESCO; outside the old town, broad avenues, modern -several floors- buildings, big parks, industrial areas and shopping centers, among others turn this city in a mix between the ancient and the modern times, giving to the city the benefits of both parties.

Parque Calderón - foto antigua Parque Calderón actual

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CITY RECOGNITIONS The city’s rich heritage, its traditional and geographic features, and the lifestyle of its people have made Cuenca worthy of national and international recognitions, which include among others:

World Heritage Site, UNESCO 1999 Best Place in the World to Retire. International Living 2009-2010-2011-2013 Best Places to retire. CNN Money USA 2012 The best small city in terms of cost effectiveness. Foreign Direct Investment 2013-

2014 #1 Outdoor Flower Market. National Geographic 2014 Best Adventure Hub. Outside Travel Magazine, 2014 Travel Awards

CUENCA TOURIST AREAS The Historic Center of Cuenca and the surroundings of Tomebamba River have a high concentration of highlights Old town El Barranco & Calle Larga (Long Street) San Sebastián neighborhood

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THE OLDTOWN

Cuenca’s daily life concentrates in this area rich in religious architecture with more than 8 important churches; this is the ideal place to stroll on cobble-stone streets while admiring the houses with colonial balconies that will transport you into the past to feel the city’s heritage through its traditions and culture, and above all, through its colonial architecture which emphasizes the use of pink marble. Among many of this area’s interesting places to visit are: PARQUE CALDERON Located in the heart of Cuenca, this park was the axis for the construction of the city in checkboard style in the early years of the spanish city. In its surroundings important buildings are found, such as the Cathedral, the City hall and Cuenca Tourism offices. In the middle of the park rises the statue in honor to Abdón Calderón, known as the hero kid, who is surrounded by 8 pine trees brought from Chile and planted by President Luis Cordero himself.

Parque Calderón

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CATEDRAL NUEVA (New Cathedral) The Cathedral of “Inmaculada Concepción” or New Cathedral represents the largest and most important monument to the faith of Catholicism in Cuenca. This colossal temple began its construction in 1885 and lasted for almost one hundred years.

CATEDRAL VIEJA (Old Cathedral)

The church of the Tabernacle (El Sagrario) or Old Cathedral was built using carved stones brought from the Tomebamba ruins. The Major Church as it was known, becomes Cathedral at the end of the 18th century. Today, the church maintains its colonial basic structure and inside it hosts a display of religious art in the “Old Cathedral Museum”. FLOWERS MARKET

The traditional market is located next to the New Cathedral and in front of the temple of El Carmen. Here you will find a variety of flowers, plants and colorful bouquets; you can even quench your thirst with a glass of flowers juice, also known as “pitimás water”. This market is a great attraction for visitors and has become a symbol of the city.

Catedral Nueva

Catedral Vieja

Mercado de las Flores

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SANTO DOMINGO

This is the second largest church in Cuenca and is characterized by the imposing 37 meters high twin towers that rise in its façade. This church began its construction during the second decade of the 19th century.

CUENCA AS A WORLD HERITAGE According to the UNESCO, Cuenca is recognized by “the beauty of its historical centre featuring a particular type of Republican architecture” and keeping harmony with its geographical environment” as the city has 26 buildings of monumental value, 602 of architectural value and 830 of environmental value.

Edificio Alcaldía de Cuenca Corte Superior de Justica

Santo Domingo

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EL BARRANCO & CALLE LARGA (Long Street)

The area that comprises “El Barranco” and La Calle Larga (long street) allows different activities on both banks of the Tomebamba river, it features different areas ranging from historical-cultural, scenic and urban-architectural to entertainment activities, shopping and nightlife; among its highlights are:

El Barranco Boulevard, pedestrian ways, cycling paths and green spaces next to the

river. Plaza de la Cruz del Vado, Squares, religion & traditions mix in a friendly city Stores & Museums, handcrafts & Markets Calle Larga (long street), remarkable examples of colonial architecture

Paseo el Barranco

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In this area there are also other interesting places to visit, among them: Museum of the Aboriginal Cultures The museum boasts some 5,000 pieces on

display to the public, which correspond to

all the periods of the Aboriginal history in

Ecuador, thus becoming the most complete

archaeological museum in the city of

Cuenca and the region.

Museum Shop of the Hat– El Barranco

It is a space in which it has been recreated a

composure workshop, displaying the tools

used for the transformation of the

“toquilla” straw. Additionally in the hat

factory you can see the process of the hats

elaboration.

Puente Roto

Built in 1840, this great architectural

structure used to link the historic Cuenca

with the bottom of the city until it was

destroyed in 1950 by a flood of the river,

leaving standing only the half. Today this

place is an icon of the city.

Museo del Sombrero Calle Larga

Sala Museo

Puente Roto

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Parque de la Madre

Space for recreation and the practice of

sports. It also features green spaces and

playgrounds as well as a path for athletes.

The municipal Planetarium of great interest

is a great attraction especially for children.

SAN SEBASTIAN & SURROUNDINGS

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The District of San Sebastián and its surroundings, located at the western edge of the historic center of the city offers architecture, art, public spaces and quality of life, in many of its interesting places; among others: San Sebastian Church and Square

This is the ideal place to enjoy the quiet life

of a traditional neighborhood of Cuenca, at

the sides of this square is the building of the

Museum of modern art in one end and the

Church of San Sebastian to another; at its

Center rises the statue of the poet from

Cuenca: Miguel Moreno.

Museo de Arte Moderno

This museum is housed in the premises of

the former House of temperance, which

was restored between 1976 and 1981. It

has permanent exhibits as well as

temporary exhibitions of modern and

contemporary art.

Plaza del Otorongo It is located downstairs from the plaza de San Sebastian. In this place there are musical performances, art exhibitions, or outdoor informational activities. In one of its sides a gallery Cafe is located with excellent offer of local crafts.

Iglesia San Sebastián

Patio interior Museo de Arte Moderno

Exposición al aire libre

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OTHER AREAS WITHIN THE CITY

In addition to the areas of the Center, the city offers other attractions located in different points of the city, which include:

El Turi viewpoint

It is a strategic point for locals and visitors of the city; its location makes it a true Cuenca's balcony. From the viewpoint you will have a bird's-eye view of most of the city.

Museum “The Magic of the Hat” by Homero Ortega Homero Ortega is the result of five generations dedicated to working with "straw hats". In 2008 the Museum doors opened so that the visitors can learn about the history and production of these famous hats.

Mirador El Turi

Fábrica de Sombreros Homero Ortega

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Park Amaru

This refuge for the conservation of wild flora and fauna maintains and exhibits more than 120 species of live animals, most natives of Ecuador. Among its goals are education, exhibition, recreation and natural resources research.

Museum Pumapungo

The Museum and the Archaeological Park of Pumapungo (door of the Puma) represent recognition of the values of Cañaris and Incas, two cultures that have merged

throughout history in the area where the city of Cuenca is currently located.

CUENCA FOR SPECIAL INTERESTS

ARCHAEOLOGY More than 10 archeological sites from Cañari and Inca people, to learn more about their ancestors and descendants

Ruins of Todos Santos Archaeological Park Pumapungo Ruins of Cojitambo Molleturo Turi Llacao

Todos Santos

Tigrillo

Museo de sitio Pumapungo

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CULTURE IN THE CITY More than 9 Museums are home to Art, Archeology, History, Traditions and other manifestations of the rich culture of Cuenca and its surroundings; among the most relevant places are: Museum Pumapungo Museum of the Aboriginal Cultures Museum of “las Conceptas” Museum “Remigio Crespo Toral”

(re-opened 12Dic2014) Museum of Modern Art Museum of the Cañari identity Museum Shop of the Hat PARKS & SQUARES A big part of the political, commercial and religious life of Cuenca take place within its squares and parks, so the city counts on more than 17 parks, squares & open air spaces to enjoy this magical city. Among the main ones are: Park Abdón Calderón Flowers Market San Francisco Square Park San Blas Park San Sebastián Cruz del Vado Square Mother’s Park (Parque de la Madre) Park Luis Cordero Rotary Square

SHOPPING IN CUENCA Cuenca features more than 3 shopping centers and has a wide variety of local stores and independent galleries to buy local and famous high quality handcrafts like Panama Hats & ceramic works; among others the following shopping places can be mentioned: Mall del Río Milenium Plaza Cemuart: Centro Municipal Artesanal Galería Puente Roto San Marino Monasterio arte contemporáneo Homero Ortega Andean Art Galería El Barranco

Iglesia y Museo de Las Conceptas

Mercado de Flores

Artesanía en Cerámica

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TRADITIONS In the city of Cuenca, religion and traditions are present throughout the year, among the most important ones are:

Carnival Pase del Niño Viajero (The Little boy parade) Easter Santos Inocentes (All fool’s day) ADVENTURE Thanks to its geographical environment and surroundings, several adventure activities can be practiced in this area, this characteristic has earned to the city the Best Adventure Hub title in the Outside Magazine 2014 Travel Awards. Among the popular adventure activities are:

Mountain bike Rock climbing & boulder Rock climbing routes close to Cuenca:

Paute, Cojitambo, Cajas, Cerro Ahuaca (Cariamanga)

Climbing, hiking and trekking NIGHTLIFE Traditional & Bohemian city, Cuenca offers to the locals and to its visitor’s different options to enjoy live music, bars and discos and other entertainment places located especially close and around the Long Street (Calle Larga).

Pase del Niño

Laguna Llaviuco, El Cajas

Plaza La Merced

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CONGRESSES AND CONVENTIONS The city features infrastructure to host high quality events, congresses and conventions, both in traditional venues as well as in modern spaces with state of the art facilities, such as: Mall del Río Convention Center Baguanchi Convention Center Quinta Lucrecia Hostería Durán INFRASTRUCTURE & SERVICES IN THE CITY ACCOMMODATION World Heritage City offering a great number of Colonial style, boutique hotels which besides of their comfort they also offer the opportunity to enjoy and experience the traditional lifestyle in Cuenca. Further information about the city’s hotel network can be found in the following link: http://trade.allyouneedisecuador.travel/en/directory GASTRONOMY Thanks to the richness of the Andes soil in southern Ecuador, Cuenca offers a wide gastronomic range, from the traditional “mote pillo”, to many gourmet options. Further information about the city’s gastronomy and restaurants network can be found in the following link: http://trade.allyouneedisecuador.travel/en/directory TRANSPORT AIR TRANSPORT Mariscal Lamar National Airport offers great facilities and good air connections to the main cities: Quito & Guayaquil. The average is 10 flights per day during weekdays (7 flights to Quito & 3 flights to Guayaquil).

Centro de Convenciones Mall del Río

Aeropuerto Cuenca

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TRANSPORT IN THE CITY Tourist transport options

There are several private tourist transport companies commonly used by the tour operators for the transport of their passengers in the different tours and circuits operated not only in the city but in the whole country.

Panoramic Cuenca There are double deck buses driving around the city in circuits that last 1 hour and 45 minutes, departing from “Parque Calderón” and passing by major touristic sites and areas such as San Sebastian, Calle Larga, El Turi viewpoint, among others.

Taxis & Car Rentals

Cuenca’s taxis are the easiest and fastest way to scroll within the city. The basic rate is 1.25 USD to 1.50 USD. Taxis have no taximeter in this city. Overnight rate has an additional percentage.

Cuenca’s Tramway Mass transit system under construction; expected to operate by mid 2016.

Vagón de Muestra en Plaza de Otorongo

Bus Turístico Parque Calderón

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FOR FURTHER INFORMATION ABOUT CUENCA AND ECUADOR

Visit the Tourism Directory in the following link: http://trade.allyouneedisecuador.travel/es/directorio

CUENCA AND SURROUNDINGS BAÑOS DE CUENCA: Thermal waters, 10 Km or 18 minutes away by car. These hot springs with healing properties emerge from the earth at 60º and 75ºC and feed the pools installed in this area.

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GUALACEO & CHORDELEG Art and tradition 41 Km or 45 minutes away by car. Ceramics, jewelry, shoe-making, tissues and Toquilla Straw Hats have made Chordeleg a crafts center of great importance at national and international levels.

INGAPIRCA Archaeological site, 69 Km or 1 hour away by car. This archaeological complex was witness of the Cañari and Inca cultures that once inhabited the current Republic of Ecuador.

EL CAJAS NATIONAL PARK Natural sanctuary 20 km or 30 minutes away by car. This Complex of 235 glacial origin lakes, was declared as a World Biosphere Reserve by UNESCO in 2013

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COJITAMBO Archaeological site and Rock Climbing Walls 29 Km or 40 minutes away by car. It features more

than 70 Rock Climbing routes for extreme adventure

CUENCA IN 3 DAYS Day 01 AM Old town and El Barranco Walking visit through the city’s old town and its highlights: Park Calderón, New and old Cathedrals, Las Conceptas museum and the “Barranco” margins to immerse in the quiet atmosphere of its area until reaching the broken bridge. PM Baños Enjoy a relaxing time in these hot springs only 10 km or 18 minutes away by car. Day 02 AM El Turi Start the day visiting El Turi viewpoint, perfect spot to enjoy the landscape & to observe the visited highlights. AM & PM Gualaceo & Chordeleg After passing by el Turi viewpoint, drive to the towns of Gualaceo & Chordeleg to find their handcrafts stores with tissues (makanas) and locally-designed gold and silver jewelry.

Centro Histórico

Makanas

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Day 03 FULL DAY EXCURSION TO EL CAJAS In the morning, transfer to El Cajas National Park, this complex of 235 glacial origin lakes was declared as a World Biosphere Reserve by UNESCO in 2013. There are several paths for hiking and trekking. After lunch, time for photographing or to rest, then return to the city of Cuenca. FROM CUENCA TO OTHER DESTINATIONS WITHIN ECUADOR Quito: 40 minutes flight Guayaquil: 25 minutes flight; and from there to the Galapagos 1h30 minutes flight Loja & Vilcabamba: 4 hours by car to Loja and 1 extra hour to Vilcabamba. Amazon: 40 minutes flight to Quito, from there a 30-45 minutes flight.

Laguna Toreadora, El Cajas

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PRICE RANGE TO VISIT CUENCA For a half-day or full day visit of the city there are price ranges going from:

5,00 USD per person (Double Decker tour Bus) 29,00 USD in sharing basis From 50,00 to 150,00 USD on private basis, depending on the type of transport, tour

guide, language, lunch and included entry tickets to museums and attractions.

MAIN REASONS FOR SELLING CUENCA

World Heritage Site, UNESCO 1999 Friendly and traditional city with beautiful architecture and all facilities and services of

a big city. Wide offer of high quality handcrafts, ceramic works, tissues, Toquilla straw hats

(Panama Hats). Wide nature and adventure offer in the surroundings. Easy access to other tourist destinations within Ecuador.

Vista Panorámica de la ciudad desde el Mirador El Turi

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Editorial Board

MINTUR Cristina Rivadeneira

Subsecretaria de Mercados Irene Landívar

Directora de Mercados Internacionales Óscar López

Coordinador de Mercados Internacionales

EKOS Verónica Sevilla

Coordinadora General Cristina Recalde

Community Manager y Medios Digitales Alejandra Benitez

Asistente Administrativa Alejandro Romero

Gerente de Proyectos Web Diego Álvarez

Director de Tecnologías e Innovación Digital

Texts Adaptation and translations

Rodrigo Salas & Carla Viera (ES; EN; PT) David Zea (FR)

Paulina Constante (DE)

General Concept

GREAT EXPERIENCE

Rodrigo Salas Presidente

Maps, texts and Images Courtesy of:

GREAT EXPERIENCE

FUNDACIÓN DE TURISMO PARA CUENCA ALL YOU NEED IS ECUADOR - TRADE

“The communication campaign to the international industry: All You

Need Is Ecuador, is a promotional action of the Ecuadorian Ministry of Tourism”