El Salvador has secured its position on the global tourism map, ranking second worldwide in tourism recovery with an 81% rebound compared to pre-pandemic levels in 2019. This milestone was highlighted in the latest World Tourism Barometer report by UN Tourism and reflects a transformational shift led by President Nayib Bukele’s administration.
Since taking office in June 2019, President Bukele has made tourism a key pillar of national economic development. Central to this strategy is Surf City, a government initiative that harnesses El Salvador’s world-class waves and pristine beaches to attract international surfers and travelers. Over 20 major international surfing competitions have already been hosted, helping redefine the country’s global image and economic outlook.
The transformation goes beyond the surf. El Salvador offers a compelling blend of natural beauty, including volcanoes, lakes, and mountains, alongside a rich cultural heritage and a growing reputation for exceptional hospitality. The government’s investment in infrastructure, safety, and international promotion has resulted in record-breaking numbers in foreign visitor arrivals.
In 2024 alone, El Salvador welcomed 3.9 million international tourists, generating $3.5 billion in foreign revenue. According to the Ministry of Tourism (MITUR), this figure is expected to exceed 4 million by the end of 2025. Comparatively, tourism numbers have surged from 1.7 million in 2019 and 2.5 million in 2022, demonstrating consistent growth year over year despite the global impact of COVID-19.
Tourism Minister Morena Valdez emphasized the sector’s strength and momentum. “We have seen tourism grow by 15% to 20% each month, starting in 2023. After the state of emergency, UN Tourism has placed us among the world’s top destinations for visitors,” she stated. In 2024, the tourism industry contributed 14% of El Salvador’s GDP, generating employment across multiple sectors including gastronomy, lodging, entertainment, and construction.
International media outlets and neighboring countries have taken note. Prensa Libre of Guatemala recently praised the Surf City model as a potential blueprint for regional tourism development.
Crucially, El Salvador’s improved public safety has been instrumental in revitalizing its tourism sector. With a homicide rate of just 1.9 per 100,000 inhabitants, El Salvador is now considered the safest country in the Western Hemisphere. This drastic improvement has reshaped international perceptions, replacing the country’s once-infamous reputation with a new identity rooted in opportunity, peace, and progress.
As the world rediscovers El Salvador, the nation stands as a remarkable example of how strategic vision, security, and natural beauty can transform a country into one of the most recommended travel destinations in 2025.
