This study examines the potential of rural coffee tourism in San Antonio de las Aradas, Quilanga canton, Loja province, as a strategy for sustainable local economic revitalization. The methodology employed combines qualitative and quantitative case study approaches, involving surveys and interviews with both coffee growers and tourist who visited the parish. The results revealed that coffee growers currently lack the training and tourism infrastructure to effectively host visitors. Notably, the data indicates minimal tourism activity in 2022 and 2023. While coffee growers generally perceive limited job creation and income generation from coffee tourism specifically, they acknowledge the broader potential of rural tourism development for the parish. However, this potential remains largely untapped due to insufficient support from various levels of government.