Future-making in tourism policy: exploring why, what and how futures are (not) made through public consultancy in Ecuador

Purpose This study critically assesses how consultancy has shaped the making of public tourism policy in Ecuador (2014–2023) and evaluates whether these processes link present diagnostics with future-oriented action. Design/methodology/approach Drawing on 130 consultancy contracts across national, provincial and municipal levels, the study identifies what has been produced (what), the methodological approaches employed (how) and the rationales underpinning policy design (why). Findings The analysis reveals that consultancies have primarily focused on diagnostics, destination planning and product design, with limited evidence of implementation, monitoring or long-term adaptation. While these outputs provide valuable technical inputs, they reflect short-term, transactional approaches rather than transformational planning efforts that are capable of addressing structural and systemic challenges, such as climate change or socio-political crises. Findings underscore the need for tourism policy-making frameworks and methods that embed co-design, foresight tools and emergent approaches to strengthen resilience, justice and inclusivity in tourism development. Originality/value Interpreting tourism public consultancy as a socio-political, policy-defining and future-making instrument, the study highlights its role in shaping agendas, legitimising knowledges and building tourism futures.