Salvadoran business leaders are showing growing interest in expanding exports to less traditional markets such as China, Japan and Colombia, according to an analysis by the Salvadoran Exporters Corporation (Coexport). During a recent market diversification forum, Coexport President Silvia Cuéllar noted that while the United States remains the top destination for exports, companies are increasingly looking beyond it for new opportunities.

A small survey conducted by the organization revealed that Canada, Mexico and Caribbean nations rank as priority markets due to their geographic proximity. At the same time, European countries such as Spain, Italy, Germany and France are also gaining attention among exporters seeking to diversify their destinations.

“Asia is emerging as a destination we did not previously have on our radar, with countries such as China, Japan, India and South Korea reflecting companies’ interest in high-consumption markets,” Cuéllar said. South American countries including Colombia, Peru, Argentina and Uruguay are also part of this new export push. The interested companies operate in sectors such as ornamental plants, coffee, flours, bakery products and processed foods, as well as plastics, steel products, pharmaceuticals, and logistics and technology services.

Cuéllar emphasized that exploring new markets does not mean neglecting the United States, which between January and October 2025 purchased 31.2% of the more than $5.69 billion exported by El Salvador worldwide. “We have to look at other markets and move beyond relying only on the United States, but that does not mean abandoning it,” she said.

Data from the Central Reserve Bank show that Italy already ranks among El Salvador’s top 50 export destinations, with $40.7 million in purchases in the first 10 months of 2025. Exports to Spain reached $60.1 million, Germany $18.7 million and France $9.8 million. Shipments to China exceeded $48.1 million, while trade with Japan totaled $10.2 million, India $2.8 million and South Korea $24.2 million. Coexport also highlighted that a free trade agreement currently being negotiated with Peru, expected to be signed in early 2026, and ongoing talks with China could further boost Salvadoran exports in the coming years.