In the framework of the opening of the Centroamérica Travel Market 2025 in San Pedro Sula, ABC MUNDIAL spoke with Boris Iraheta, Secretary General of Agencia de Promoción Turística de Centroamérica (CATA), who highlighted the event’s key role in strengthening regional tourism and promoting a sustainable model based on authentic experiences.

“CATM is the most important tourism promotion event in the Central American region. It brings together inbound tour operators and wholesale agencies from our main markets of interest —Europe, South America, and North America— to hold meetings and sign agreements that allow Central American products to be included in their portfolios,” Iraheta explained. “In this way, we aim to boost international arrivals and energize our countries’ economies through a sector that is vital for regional development.”

A tourist seeking nature, culture, and sustainability

When asked about the profile of visitors who choose the region, Iraheta noted that “most travel as couples or in small groups, interested in discovering nature, engaging in ecotourism, rural and sustainable tourism. They’re not just looking for ‘all-inclusive’ hotels but diverse experiences that integrate culture, community, and environment.”

The CATA Secretary also highlighted the growing interest in the Central American Caribbean, pointing to destinations like Belize, Roatán, Nicaragua, and Panama, which offer complementary experiences within the region. “These travelers typically stay between 7 and 14 days, which also drives hotel occupancy and supports local economies,” he added.

Steady growth and new source markets

According to CATA’s data, the region closed 2024 with nearly 29 million international visitors, marking a 10% increase compared to the previous year. “For 2025, we project a 6% increase — a figure that reflects stability after such strong growth in 2024,” Iraheta said.

“The main source market remains the United States, although we’ve seen a slight decrease due to the trend of visiting friends and relatives (VFR). However, we’re seeing a significant rise in visitors from Argentina, Mexico, and Colombia — markets that have direct flights to the region and show strong interest in nature and cultural tourism,” he added.

‘Central America for Sure’: A campaign to change perceptions

Iraheta also highlighted the CATA campaign “Central America for Sure”, aimed at strengthening the region’s image as a safe, diverse, and sustainable destination.

“The campaign had two phases. In the first, ‘Safe for Sure’, we highlighted that 26 million tourists visited the region in 2023 because they trusted they would find unique experiences, biodiversity, great gastronomy, and a privileged geographical location between two oceans and two continents,” he explained.

“That trust helps counter perceptions of insecurity that still exist in some markets. At CATA, we’re producing press content and promoting stories about Central America from a positive perspective — showcasing its progress, cultural diversity, and hospitality. That’s why we organize events like this: so wholesalers and the media can experience the region firsthand,” he concluded.