El Salvador took center stage as the sole featured country at NATAS Connect El Salvador 2026 in Singapore, positioning itself to tap into the high-yield Southeast Asian travel market. Organized by the Embassy of El Salvador in coordination with the National Association of Travel Agents Singapore (NATAS) and supported by LATAMCHAM, the high-level forum brought together 42 key representatives from regional travel agencies, airlines, and hotel associations at Guoco Midtown to establish direct commercial links and introduce Central American travel circuits to Asian operators.
The initiative comes on the heels of unprecedented momentum for the Central American nation. According to the latest data from UN Tourism, El Salvador logged a 37% increase in international tourist arrivals during the first half of 2026 compared to the same period in 2025—making it the fastest-growing destination in the Americas and second worldwide. Ambassador Jaime José López Badía highlighted how historic strides in public safety, infrastructure, and international connectivity have created optimal conditions to attract Asian travelers seeking rich cultural, natural, and adventure experiences.
A central focus of the forum was the promotion of regional multidestination itineraries linking El Salvador’s iconic attractions—such as Surf City, coffee routes, and UNESCO World Heritage sites like Joya de Cerén—with broader Mesoamerican travel circuits. During her virtual remarks, Vice Minister of Foreign Affairs Adriana Mira emphasized the economic impact of this ongoing transformation, noting that El Salvador welcomed 4.1 million international visitors in 2025, generating over $3.6 billion in tourism revenue while expanding international partnerships.
The event fostered direct B2B engagements, featuring presentations from the Salvadoran Chamber of Tourism (CASATUR) and AVITOURS DMC (a Grupo Amate company with 28 years of industry experience) alongside support from CORSATUR. As a direct result, Asian operators, premium airport service providers, and NATAS members expressed strong interest in structuring tailored packages for Singaporean and Southeast Asian travelers. Moving forward, the Salvadoran Embassy in Singapore will facilitate ongoing B2B matchmaking to turn these initial agreements into long-term commercial partnerships.