The objective of this research was to characterize the Colombian demand based on the consumption of tourism products and services, assessment, satisfaction and positioning that the Planning Zone 1 and the province of Pichincha of Ecuador occupy. The methodology is based on an exploratory factor analysis and then a classification based on a mixed algorithm: hierarchical classification with Ward's method and aggregation around mobile centers (K-means). A questionnaire survey was applied to 484 Colombians, in the Rumichaca International Bridge, the main border crossing between the nations of Ecuador and Colombia. The results of the demand segmentation study based on the most relevant tourist motivations show the existence of three tourist segments: cultural, nature and family tourism, with different value profiles. It is concluded that segmentation provides relevant information to improve the quality of tourism products and services; which allows projecting marketing strategies that help achieve a better tourist positioning of Planning Zone 1 and the province of Pichincha in Ecuador, in correspondence with the profiles of Colombian tourists and the target market.