El Salvador officially took center stage in global travel as the host nation for World Tourism Day 2026, held on September 27. Newly appointed UN Tourism Secretary-General Shaikha Al Nuwais marked her first official international celebration in the Central American country, praising its rich heritage, hospitality, and growing leadership in sustainable travel.
During her visit, Al Nuwais joined First Lady Gabriela de Bukele and Tourism Minister Morena Valdez to explore local landmarks and cultural traditions. Alongside high-level international meetings, the official agenda featured immersive cultural experiences, including artisanal coffee tastings, backstrap loom weaving demonstrations, traditional dances, and hands-on pupusa making.
The global gathering focused on the integration of artificial intelligence and technology in modern travel, emphasizing the need to create tangible economic opportunities for local communities. The designation as host nation, finalized following UN Tourism regional agreements, underscores El Salvador’s emerging positioning as a dynamic international destination for tourism investment and innovation.
Reflecting on her experience across social media, Al Nuwais expressed deep gratitude for the warm Salvadoran welcome, sharing: “El Salvador, you were incredible! World Tourism Day 2026 was the first I celebrated as Secretary-General of UN Tourism, and I couldn’t have wished for a more special experience.”