El Salvador continues to rise in international rankings and specialized publications focused on tourism, destinations, and national image, thanks to its ongoing efforts in cultural promotion, tourism development, and digital infrastructure strengthening, as highlighted by the Ministry of Foreign Affairs.
This February, El Salvador reached position 82 out of 175 countries in the Global Soft Power Index 2025, a prestigious ranking by Brand Finance, a global leader in brand evaluation. The index recognized El Salvador as a “rising star” and the fastest-growing national brand worldwide, climbing 35 positions in the global ranking.
The Global Soft Power Index is based on a survey of over 170,000 people across 100+ countries, offering a comprehensive analysis of how nations are perceived amid global changes and challenges.
Foreign Minister Alexandra Hill Tinoco emphasized that the Ministry of Foreign Affairs, through its Diplomatic and Consular Network and the Directorates of Economic Relations and Cultural, Gastronomic, and Sports Promotion, has played a key role in this progress.
“This ranking reflects our country’s continuous efforts and strategic actions to enhance its global presence. It highlights progress in areas such as security, economic promotion, international cooperation, and overall national image,” Hill stated.
To further improve its global standing, El Salvador will continue prioritizing tourism promotion, cultural development, digital infrastructure, and international trade relations. The government is also committed to fostering cooperation on global challenges like sustainability and innovation.
Expanding Global Presence
Minister Hill stressed the importance of participating in multilateral forums and forming new strategic alliances to solidify El Salvador’s soft power rankings.
El Salvador has actively participated in international tourism fairs, including the Montreal Travel and Tourism Show in Canada, Travel Market in Qatar, Visit Latin America in Belgium, Global Marketplace DC in New York, and Central America’s Most Vibrant Country event in Japan. The country has also gained visibility in leading publications such as the Latin American Travel Association (UK), Wanderlust (UK), and Norway’s Green Travel List.
Throughout 2024, El Salvador has appeared in over 36 international publications, including Spain’s Ria Diplomática, Turkiye’s HORECA Trend, India’s Travel Jingles, and various media outlets in China.
Cultural Diplomacy: Showcasing El Salvador’s Identity
The Directorate of Cultural, Gastronomic, and Sports Promotion continues to project El Salvador’s renewed global image through cultural diplomacy. This initiative aims to highlight the country’s traditions, arts, and history beyond past narratives of violence.
“Cultural diplomacy allows us to promote a positive and renewed image of El Salvador, reinforcing its identity and traditions,” Minister Hill explained. She also emphasized that Salvadoran culture serves as a tool for mutual understanding, enabling other nations to appreciate its history from a fresh perspective.
Under the initiative ‘El Salvador Renace,’ the Ministry of Foreign Affairs promotes Salvadoran art, music, literature, and traditions, positioning the country as a symbol of creativity and resilience. Under President Nayib Bukele’s leadership, El Salvador continues to transform its international perception and solidify its role as a key player in global tourism and cultural diplomacy.
