On Ecuador's coast, ancestral heritage and modern tourism coexist in a dynamic, often challenging interplay. While global tourism leans toward the dominance of large corporations and international travel flows, rural and Indigenous communities face the challenge of adapting without losing their identity and roots. This study explored how coastal Ecuadorian communities are redefining tourism on their own terms, prioritizing collectivity and cultural values over commercial norms. Through a decolonial lens, local tourism ventures are analyzed as acts of resistance and cultural preservation in an environment that typically demands conformity to market-driven rules.