El Salvador successfully concluded the first edition of El Salvador Travel Market 2025 (ESTM), the new international tourism event that brought together leading buyers and representatives of the sector from Europe and America.
In this inaugural edition, Spanish participation played a special role, thanks to the presence of a group of hosted buyers and Spanish press who travelled to the country with the aim of identifying business opportunities, learning first-hand about El Salvador’s tourism offerings, and consolidating strategic alliances with local operators.
During three days of activities, the Spanish delegation actively participated in business rounds, specialised destination presentations and various fam trips designed to showcase the country’s rich tourism offerings. These visits included experiences linked to Salvadoran cultural heritage and traditions, tours of natural settings and iconic volcanoes, as well as exploration of the revamped sun and beach product offered by the Pacific Coast.
The invited buyers particularly highlighted the transformation of the Historic Centre of San Salvador, the advances in tourism infrastructure and the improvements in security, elements which, they pointed out, position El Salvador as a destination capable of offering authentic, differentiated and high-value experiences for European travellers.
The event was institutionally supported by the Ministry of Tourism of El Salvador, CORSATUR and the Salvadoran Chamber of Tourism (CASATUR), as well as strategic partners from the airline and hotel sectors. Under the slogan “connecting markets and generating opportunities”, ESTM 2025 has established itself as a key platform for strengthening El Salvador’s presence in the Spanish market, projecting itself as an emerging, competitive destination full of potential.
Spanish participation reflected a growing interest in the Central American country, especially among operators specialising in adventure tourism, cultural offerings and premium experiences. For El Salvador, this rapprochement represents a significant opportunity to expand its positioning in Europe and diversify its tourism marketing routes.
With the close of ESTM 2025, El Salvador reaffirms its commitment to continue working together with Spain in the development of sustainable tourism products, innovative experiences and a diversified portfolio that meets the expectations of the modern traveller, thus strengthening the commercial and cultural relationship between both nations.
El Salvador, a booming tourist destination
In recent years, El Salvador has been emerging as a tourist destination that attracts the interest of the international market to the point of positioning itself as the second fastest growing country in the world in the sector, behind only Qatar. In the last five years, the country has seen an increase of nearly 90% in tourist arrivals, and in 2024, the number of Spanish visitors increased by 30%, reflecting the emerging appeal of this Central American destination and the impact of promotional activities carried out in international markets.
Source: MUNKA Communication & Marketing
