In a recent report by the United Nations World Tourism Organization (UNWTO), El Salvador has emerged as a key player in boosting the tourism sector in Latin America. Alongside Colombia, Curacao, and the Dominican Republic, El Salvador is recognized as one of the most attractive destinations for 2024, marking a significant surge in the region.
El Salvador achieved a historic milestone in 2023 by welcoming over 3.4 million foreign visitors, making it the fourth-highest growing country in tourism globally. This influx contributed a staggering $3.793 billion in foreign exchange earnings, solidifying tourism as the second-largest contributor to the country’s Gross Domestic Product (GDP) until the third quarter of the previous year, as reported by the Central Reserve Bank (BCR).
Natalia Bayona, the Executive Director of UNWTO, highlighted in a recent interview that El Salvador, along with the other three mentioned nations, is instrumental in propelling tourism growth in Latin America and the Caribbean. These destinations are also anticipated to be the most appealing in 2024.
Speaking about the region’s potential, Bayona stated, «Latin America, in general, has great potential in the development of the sector.» She emphasized that emerging markets play a crucial role in the global tourism recovery, with positive projections for 2024.
For El Salvador, Bayona specifically attributed the growth to the nation’s security conditions and the confidence instilled by President Nayib Bukele. She remarked, «El Salvador’s strong growth is effectively driven by President Bukele’s security policies and the trust he instills.»
Regarding other countries, Bayona noted that the only mature destination among them is the Dominican Republic. In the case of Colombia, she commended the government’s efforts to rebrand internationally, moving beyond the narrative of violence. Additionally, she highlighted Curacao’s success in the cruise industry and the Caribbean island’s diversified approach.
As part of UNWTO’s commitment to further boost the region, a regional office will soon be opened in Brazil, focusing on promoting investment. Bayona emphasized that 2023 marked a definitive recovery in tourism levels globally, surpassing pre-COVID-19 figures by 88%, with an estimated 1.3 billion international arrivals.