El Salvador: A Rising New Center in Tourism Through the Power of Transformation

It is undergoing a broad transformation process, ranging from security to tourism infrastructure, from gastronomy to international events. El SalvadorEl Salvador is now positioned as a strong player on the global tourism stage. El Salvador's Ambassador to Ankara, Hector Enrique Jaime Calderon, spoke to HORECA TREND about his country's remarkable rise and future vision.

Mr. Ambassador, first of all, thank you for your time. In recent years, El Salvador has been undergoing a significant process of change and transformation that has attracted attention not only regionally but also globally. It is very valuable for us to hear about this new vision from you. In this context, how would you evaluate El Salvador's current situation?

Thank you for giving me the opportunity to speak about my beautiful country, El Salvador. Our country is going through a critical period in its history. In just a few years, it has transformed its international image and improved the living conditions of its people through advancements in security, stability, and institutional modernization. In this process, it has become a regional point of reference.

In 2025, the country broke a record with over 4,1 million international visitors, registering a 4% growth compared to 2024 and solidifying its place among the most dynamic tourism destinations. Furthermore, it achieved one of the highest tourism growth rates in the world between 2019 and 2024, with an 81% increase. This growth has already exceeded the 2028 targets by 10,8%.

El Salvador has strong international connections with 34 cities, particularly from the United States, its main source of visitors. The average length of stay is 7,7 nights, one of the highest in the region. Strategic projects like Surf City support the attraction of investment, the development of human resources, and the growth of tourism infrastructure.

Today, El Salvador is presenting a new image built on trust, openness, and opportunity, increasing its attractiveness for investment, tourism, and international events. In 2026, events such as Ironman 70.3, Shakira's concert series in Central America, international surfing championships, and cultural events further strengthen this visibility.

If you were to describe El Salvador as a tourist destination, how would you summarize the country's natural, cultural, and geographical richness?

Despite being a small country, El Salvador boasts an incredibly rich natural and cultural diversity. One of its most significant advantages is its ability to offer diverse experiences within short distances.

Having become a world-class surfing destination with its Surf City project, the country hosts major events such as the ISA World Surf Games and the ALAS Pro Tour.

In addition, active volcanoes and mountain trails offer unique experiences for nature and adventure tourism. Destinations such as Santa Ana Volcano, El Boquerón National Park, and Cerro El Pital are both safe and accessible.

In addition, archaeological sites such as Suchitoto, Ruta de las Flores, San Andrés, and Joya de Cerén reflect the country's cultural heritage.

One of El Salvador's most remarkable features is the opportunity to hike a volcano, have dinner in a colonial town, and watch the sunset on the beach all in one day.

What are the key strategies behind El Salvador's success in hosting 4,1 million tourists in 2025?

This success is the result of a comprehensive strategy by the El Salvadoran government that positions tourism as a key element of economic development. This strategy is built on three pillars: security, international promotion, and a strong tourism infrastructure.

El Salvador has become one of the safest countries in the hemisphere today. This creates a secure environment for tourists and investors, supported by modernization of road infrastructure, airport expansions, and hotel investments.

These efforts have created a competitive tourism ecosystem and made tourism one of the fundamental elements of national development.

Gastronomy tourism plays a significant role in the brand value of countries. How would you position El Salvadoran cuisine?

Gastronomy is a vital part of El Salvador's tourism strategy. National dishes like Pupusa reflect the country's cultural identity, while coffee, cocoa, seafood, and local delicacies complement this richness.

Gastronomy helps visitors forge stronger ties with the country. Therefore, the government is developing projects that integrate gastronomy into the tourism experience. Coffee and cocoa routes are significant examples of this strategy.

This approach both enriches the visitor experience and enhances El Salvador's international brand value.

What are your investment plans and goals in the tourism sector for the upcoming period?

El Salvador will continue to strengthen tourism as one of the key elements of economic development. (President) Nayib Bukele Under his leadership, infrastructure investments, new projects, and increasing tourism diversity have been identified as priorities.

The expansion of the Surf City project and the extension of its second phase to the eastern region aims to spread tourism development throughout the country. In addition, plans include improving transportation infrastructure, enhancing service quality, and increasing investment in coastal areas.

The aim is also to increase international air connections, particularly strengthening direct access to the European market.

El Salvador also values ​​developing its relations with Türkiye. Turkish visitors are invited to discover the country's rich tourism experiences.

In line with this vision, El Salvador stands out as a trustworthy and globally open destination, driven by a strong will for transformation. With its dynamic tourism offerings, it is ready to welcome visitors from all over the world.

Source: HORECA TREND