Competitiveness of Guayaquil towards bleisure tourism

Abstract Guayaquil is proposed as a tourist and business destination, aiming to stand out as a digital city, with a suitable airport, a convention centre and high-level accommodation capacity. The city receives many domestic and international tourists, although not always as the main destination of their visit. One of the tourist markets offered by the city is that of business, due to the important economic activity that takes place here, being the venue of congresses and international events. This has allowed the city to gain significant value in the business tourism sector, providing constant and profitable growth. However, the lack of study of the international market, specifically the millennial business sector, is affecting Guayaquil's competitiveness compared to other destinations that have already recognized the differentiated profile of visitors from this age group, and that consequently offer a fusion of business and leisure tourism. This research was carried out during the second semester of 2018, evaluating the market of the new bleisure trend in Guayaquil. The results evidence the limited supply directed to this market segment, the lack of exploitation of business tourism and the continued lack of capacity of the tourism sector to satisfy the bleisure market. The conclusions focus on how tourism competitiveness can be achieved in business cities that also encompass places or activities where visitors can have a relaxing time.