El Salvador has been selected to host World Tourism Day 2026, marking a milestone in the nation’s growing international recognition as a tourism hub. The announcement was made during the 2025 global celebrations in Melaka, Malaysia, where the official handover took place. The decision, adopted by the 70th Regional Commission of the Americas of UN Tourism, will be ratified later this year at the UN Tourism General Assembly in Riyadh, Saudi Arabia.
The ceremony was presided over by UN Tourism Secretary-General Zurab Pololikashvili and featured Malaysia’s Minister of Tourism, Arts and Culture, Dato Sri Tiong King Sing, who presented the commemorative plaque. Representing El Salvador, Ambassador Jaime José López Badía formally received the designation on behalf of the government and the Ministry of Tourism (Mitur).
“For El Salvador, being the host of this event represents showing the world the transformations of our country, thanks to the policies promoted by President Nayib Bukele,” said Ambassador López. He emphasized that the role offers the chance to lead global discussions for an entire year, engaging governments, organizations, and the private sector on the challenges and opportunities of tourism.
According to UN Tourism, El Salvador recorded the strongest tourism recovery in the Western Hemisphere in 2024 and welcomed 2.7 million international visitors by August 2025. Officials see the hosting of World Tourism Day as both a recognition of that progress and an opportunity to showcase a new national tourism model focused on technology, sustainability, and inclusivity.
The 2026 edition will center on the theme of Digital Agenda and Artificial Intelligence in tourism, reflecting the country’s broader push for digital transformation. Planned initiatives include the promotion of smart destinations, sustainable data-driven solutions, frictionless travel with digital identity and e-payments, as well as AI-powered promotion for local tourism businesses.
By hosting the event, El Salvador aims to consolidate its role as an emerging leader in sustainable and innovative tourism, while strengthening its global presence on one of the world’s most important stages for the sector.