The values of Pure! Ecuador identifies us as a tour operator and guides us through our daily work to provide our services in a pure way. They are as follows:

• Spirit of Service – We are passionate about what we do, pursuing excellence in our daily work
• Teamwork - We value our people, empower their initiatives and we encourage their results
• Social, Environmental and Cultural Responsibility – We admire nature and cultural heritage, contributing actively and voluntarily to the economic, social and environmental improvement, with the utmost respect for the different cultures and traditions
• Growth and Innovation – We are constantly improving, expanding and innovating our business, products, and services
• Honesty – We are transparent and fair to all stakeholders involved
• Respect – We respect ourselves and others, considering our and their dignity, accepting the existence of different ways of being and thinking