Nearly 25 new businesses are set to open in downtown San Salvador during the final quarter of 2025, according to the Historic Center Planning Authority (APLAN). The expansion aims to capitalize on the commercial demand driven by the holiday season and growing visitor flow to the capital’s revitalized historic district.

APLAN director Adriana Larín confirmed that private investment is accelerating ahead of December. “We have almost 25 inaugurations scheduled for this last quarter. The private sector is moving quickly to be ready for this high-demand season,” Larín said during an interview.

Among the incoming businesses are Elsy’s Cakes and Starbucks, along with popular Mexican restaurant El Zócalo. A major highlight will be the return of the traditional restaurant Pueblo Viejo to the historic center. Pueblo Viejo, which was destroyed by a fire in 2021, later reopened in Santa Tecla and will now operate a new location in a heritage property downtown.

The holiday season is expected to draw thousands of visitors to the area, boosted by the annual “Villa Navideña,” which remains open for four to five weeks from 10:00 a.m. until 2:00 a.m. In previous years, businesses have reported a strong surge in sales during the event.

As of September 2025, APLAN recorded approximately $170 million in programmed private investment through its single-window system. Individual businesses have invested between $100,000 and $400,000 per establishment. The government also reported at least 30 inaugurations between January and October, many of which were timed to benefit from the upcoming festive season.