Methodological strategies to strengthen communication skills in English in tourism context

Abstract The study focuses on the low communicative performance in English of the students in the Higher Technology in Turism career of the Instituto Superior Universitario Cotacachi. The aim is to evaluate this skill and propose effective methodological strategies. To do this, a descriptive and exploratory design has been used, applying techniques such as direct observation, interviews and knowledge tests. The results revealed that many students do not achieve the necessary skills for the tourism sector, evidencing the need to review current methodologies. It is concluded that it is crucial to adopt a more dynamic and personalized approach in teaching, together with the continuous training of teaching staff and the integration of authentic activities. It is recommended to implement digital platforms and collaborative projects to improve oral practice and promote purposeful learning.