El Salvador has officially launched Turs, an artificial intelligence-powered mobile application designed to help international visitors discover the country’s diverse tourism experiences through personalized recommendations and digital assistance.
The launch event brought together Minister of Tourism Morena Valdez and Vice Minister of Foreign Affairs Adriana Mira, who highlighted the platform as an innovative tool that will enhance how travelers explore El Salvador while supporting the country’s growing tourism industry.
Developed as an AI tourism super-agent, Turs provides visitors with guidance on destinations, attractions, and experiences across the country, making it easier for travelers to plan itineraries and uncover locations beyond El Salvador’s best-known landmarks.
During the presentation, Turs founder and president Raymond Villalta said the country’s transformation in public security has created new opportunities for tourism and has made it possible for visitors to travel confidently throughout the national territory.
Villalta noted that while many international travelers are already familiar with destinations such as El Tunco, El Zonte, Lake Coatepeque, and Lake Ilopango, the platform seeks to introduce them to a much broader range of cultural, natural, and gastronomic experiences available across El Salvador.
The launch of Turs reflects El Salvador’s continued commitment to combining artificial intelligence, digital innovation, and tourism promotion as part of its strategy to strengthen the visitor experience and position the country as one of the region’s most technologically advanced travel destinations.