Retail sales in San Salvador’s Historic Center increased by 100 percent in December, according to the Historic Center Authority of San Salvador (APLAN), highlighting the growing economic impact of holiday tourism in El Salvador. The surge was largely driven by the installation of the Christmas village during the final month of 2025.
APLAN director Adriana Larín said the increase was reported directly by business owners operating in the area. “They told me their sales increased by 100 percent compared to 2024,” she said during a radio interview. Larín explained that free access to the Christmas village helped draw large crowds, with attractions fully occupied from as early as 10:00 a.m. throughout the season.
Authorities noted that many new businesses prioritized opening before the start of the Christmas village, anticipating higher foot traffic. APLAN previously stated that free attractions played a key role in attracting both local and international visitors to downtown San Salvador, boosting commerce across the historic district.
Larín also reported that more than 4.5 million people visited the Christmas village between December 5, 2025, and January 1, 2026, representing an 80 percent increase compared to the previous year. The figure surpassed the 2.5 million visitors recorded during the 2024 holiday season. El Salvador’s Minister of Tourism, Morena Valdez, confirmed that the Christmas village and San Salvador’s Historic Center were the most visited destinations during the December holidays.