Sea, Sun, and Sand (3S) are relevant and determining elements for choosing a tourist destination in Ecuador, a country with about 1200 km of coast along the Pacific Ocean. This study analyzed the market potential of the 3S in 64 beaches, 10 located in the Galapagos and 54 in the continental zone (of Ecuador). The methodology used was exploratory and bibliographical, complemented by a descriptive analysis. The color of the water was assessed by direct observation, sand samples were taken to a laboratory for color analysis, and information on the hours of light was obtained from international archive data. The data obtained were compared with other world famous 3S tourism destinations. The Galapagos had the best results, with attractive white sand beaches, sea blue water color, and an elevated sunshine time; meanwhile, the continental zone presented poor beaches with dark sand and unattractive water color. To strengthen 3S tourism, managers should work on the enhancement of complementary aspects such as culture, gastronomy, and architecture, promoting the creation of new coastal tourist routes and destinations.