The country has gained worldwide recognition thanks to surfing and its iconic beaches. What specific policies are being developed to expand this international projection into other tourism segments that diversify the offer and strengthen the local economy?

Surf City has made it possible to project to the world not only the quality of our waves, but also the enormous tourism diversity that El Salvador possesses. Building on this global positioning, we are promoting the development of specialized destinations that integrate all the experiences our country can offer. Our imposing volcanoes, hiking routes, lakes, mountains, and tropical forests are part of an exceptional nature offering. At the same time, we are strengthening cultural and heritage tourism through our archaeological sites, pre-Columbian towns, museums, and historic centers, which allow visitors to connect with Salvadoran identity.

In addition, we are expanding tourism products such as birdwatching tourism and gastronomic tourism, highlighting local cuisine and the new culinary proposals that are emerging in different destinations across the country. We are also working to improve public tourism infrastructure, promote sustainable private investment, and strengthen human talent to ensure internationally competitive service quality. All of this enables those who visit us to enjoy comprehensive experiences: to take in the vibrant beach atmosphere during the day and, within just a few hours, connect with volcanoes, natural oases, culture, history, and traditions that captivate any traveler. In this way, we are consolidating El Salvador as a diverse, surprising, and competitive destination on the global tourism stage.

Sustainability has become a central axis in modern tourism. How is El Salvador addressing the conservation of its natural and cultural resources, ensuring a balance between tourism growth, environmental impact, and the well-being of host communities?

El Salvador has placed sustainability at the core of its tourism strategy. We are currently implementing a US$105 million loan granted by the Inter-American Development Bank (IDB) to promote projects that integrate economic growth, environmental conservation, and community development. Through this loan, improvements are being implemented in tourism infrastructure under sustainable criteria, including wastewater treatment plants, proper waste management, and the restoration of coastal ecosystems. In addition, local capacities are being strengthened for the responsible management of destinations, with training programs in sustainable tourism and community participation in project planning.

Tourism signage, the creation of scenic viewpoints, and the conservation of parks and natural areas are carried out in accordance with international environmental standards. This allows visitors to enjoy beaches, volcanoes, and lakes while biodiversity is protected. Local culture and archaeological heritage are also promoted, integrating them as sustainable attractions. In this way, El Salvador ensures that tourism growth does not compromise its resources, but rather benefits communities and generates inclusive development. All of this makes the country an example of how to combine innovation, investment, and sustainability in the tourism industry.

Surfing has been a key driver in attracting international visitors. What is your vision for the evolution of this tourism product in the coming years, and what role will coastal communities play in the sustainable use of these opportunities?

Surf City has consolidated itself as a strategic engine for international tourism, and our vision is that in the coming years this offer will evolve into a comprehensive product that combines sport, nature, culture, and community experiences. We are currently building the High-Performance Center (HPC), which will play a key role in attracting surfers from all over the world. By becoming the first country in Central America to have an HPC, we become more attractive to the surf world, where national and international athletes will have a space to strengthen their sporting skills, as well as receive comprehensive training, by strengthening local talent, promoting international competitions, and generating opportunities for economic development in coastal communities.

These communities will be protagonists of sustainable growth, actively participating in destination management, offering tourism services, local gastronomy, crafts, and cultural programs that enrich visitors’ experiences. Training initiatives in sustainable tourism, environmental education, and entrepreneurship are being implemented so that benefits are distributed equitably. In addition, work is being done on responsible infrastructure and environmental management to protect beaches and marine ecosystems. The combination of infrastructure investment, human talent development, and community participation will make it possible to consolidate an inclusive tourism model that preserves natural and cultural resources while boosting the local economy and positioning El Salvador as a global benchmark for surfing.

Domestic tourism has shown significant growth. What actions are being promoted to strengthen the participation of the Salvadoran population in exploring their own country, and how does this influence social cohesion and the local economy?

The Ministry of Tourism is promoting domestic tourism as a key strategy to strengthen the local economy and social development, through promotional campaigns aimed at the Salvadoran population via elsalvador.travel and other digital platforms. Local tourism businesses are supported with greater visibility so they can offer attractive, high-quality experiences to domestic visitors. In addition, cultural, gastronomic, and sports festivals are promoted in different destinations across the country, creating opportunities for recreation, entertainment, and learning about El Salvador’s natural and heritage wealth.

Likewise, we are working to position the national parks managed by the Salvadoran Tourism Institute, which have become favorites not only among nationals but also foreigners. From the central government, we are carrying out strategic activities, supporting various festivals, celebrations, and events held in destinations—both national and private—as well as destinations under the Ministry of Culture and those managed by the institutions of the Ministry of Tourism.

The Historic Center, with the BINAES, has quickly become one of the most visited destinations by nationals and foreigners, with the security strategy implemented by the government being the primary factor that has produced this effect.

El Salvador has unique cultural richness. What programs are being implemented to promote cultural tourism, including enhancing the value of historical heritage, local traditions, and artistic expressions that enrich national identity?

El Salvador Prehispánico” is part of the specialized destinations and consists of showcasing the country’s archaeological and cultural wealth through visits to parks and sites such as Joya de Cerén, known as the Pompeii of the Americas and a World Heritage Site, as well as Tazumal, San Andrés, and Cihuatán, where visitors can learn about the life, architecture, and traditions of the civilizations that inhabited the territory before the arrival of the Spanish. These destinations combine history, education, and experiential tourism in preserved and accessible spaces.

In addition, we promote the national cultural agenda, with festivals, exhibitions, concerts, craft fairs, and educational activities in different parts of the country. Specialized and site-based tour guides are trained to offer quality experiences for national and international visitors.

Security has become a key element for the international perception of the destination. How has the improvement in security indicators influenced the increase in tourism, and how is this trend expected to develop in the coming years?

The President gave us a clear direction: to focus all efforts on attracting investment and international visitors, and that he and his Cabinet would take charge of the security issue. In this way, the security strategy, such as the Territorial Control Plan, has transformed the history of El Salvador. Security is now the attribute most highlighted by tourists, many of whom report feeling safer in our territory than in their own countries. This climate of confidence has driven tourism development, significantly increasing international arrivals and positioning the country to host world-class events, such as Miss Universe 2023 and various international surf championships. Undoubtedly, security is the pillar of this success, having consolidated El Salvador as the safest country in the Western Hemisphere. This achievement has enabled us to be recognized in 2024 as the second country in the world, and the first in the Western Hemisphere, with the greatest post-pandemic tourism recovery. We have a clear projection: to reach the figure of 5 million tourists for El Salvador in 2030.

Inter-institutional work is essential for tourism development. How is coordination being strengthened between the Ministry of Tourism and other public and private entities to promote projects that generate a positive and lasting impact in the country?

Coordinated work with the different institutions of President Nayib Bukele’s Government is, without a doubt, fundamental and strategic for the tourism development of our nation. Each entity plays a crucial role, and this inter-institutional coordination has been the platform that has enabled El Salvador to be recognized and consolidated as a host country for international events. I take this opportunity to extend my deep gratitude to each of the heads of government institutions and their teams, whose daily and tireless effort contributes to the transformation and success of Salvadoran tourism.

The key to this model lies in direct communication and strategic coordination with key entities. For example, with the Ministry of Public Works, to ensure improvements in public tourism infrastructure, roads, and connectivity that respond promptly to the demand generated by projects under the Surf City strategy. Coordination with the Ministry of Public Security is inseparable, since the success of our tourism is a direct reflection of the Territorial Control Plan. In addition, we work with the Ministry of Health, establishing Emergency Care Centers at strategic points such as El Tunco Beach and Punta Mango; with Civil Protection and the Lifeguard Unit, ensuring permanent surveillance in aquatic destinations; and with Migration, Customs, the Ministry of Foreign Affairs, and ANDA. In essence, each institution acts as an essential gear that timely drives the comprehensive development of tourism in our country.

In a digital world, tourism promotion depends on solid narratives and strategic presence. What innovations is the Ministry incorporating in digital marketing, international partnerships, and technological platforms to project the country brand to new audiences?

The world is now in the palm of our hands, and destinations are as well. That is why, through our official digital platform, elsalvador.travel, we offer national and international visitors a virtual experience of our destinations. This website is El Salvador’s official tourism promotion portal; it not only showcases the richness of our beaches, mountains, towns, lakes, and volcanoes, but also serves as an essential connector with the private sector. Travelers can access a wide range of certified tourism offerings, including accommodation options, tour operators, restaurants, and tour guides, facilitating complete trip planning remotely and efficiently. In addition, we recognize the power of credible third parties: those international visitors who become our global ambassadors. As they are captivated by our unique sunsets, world-class waves, our history and gastronomy, they are key to reaching new generations who discover the world through digital content. That is why El Salvador’s presence on platforms such as TikTok and Instagram is strategic, allowing many visitors to arrive in the country with well-defined itineraries thanks to a reel or a TikTok video, demonstrating the broad reach of social media and how we are conquering new markets worldwide.

Finally, Minister, from a more personal perspective, what aspects of Salvadoran identity do you believe best represent the spirit of the country to the world, and how do they influence your own vision of tourism as a driver of social transformation?

The kindness and hospitality of Salvadorans is undoubtedly the best representation of our spirit to the world. No matter what country you are from, or what city, when you come to El Salvador you will feel at home, because we are hosts; we are a country that dreams of continuing to position itself internationally as a destination to visit, invest in, and live in.

I invite everyone to visit El Salvador: this land of volcanoes, of the best waves for surfing, of unique towns full of history, culture, and tradition; of lakes, exquisite coffee, dreamlike sunrises and sunsets—a land of the best hosts in the world.

From the Tourism and Society Think Tank (TSTT), we express our most sincere gratitude to the Minister and her entire team for giving us the valuable opportunity to learn in greater depth about a country like El Salvador and, in particular, its tourism industry. The experience has enabled us to understand first-hand the transformation the sector is undergoing, as well as the strategic vision, institutional leadership, and commitment to a modern, competitive, and sustainable tourism model.

The exchange of knowledge, open dialogue, and engagement with the various actors in the tourism ecosystem have reinforced our conviction about the enormous potential of Salvadoran tourism as a driver of economic development, social cohesion, and international projection.

From the TSTT, we reiterate our full willingness to collaborate actively in strengthening and developing national tourism, placing at the service of our technical experience, analytical capacity, and international cooperation networks, with a shared, responsible, and long-term vision.