SAN PEDRO SULA, Honduras — As the peak vacation season begins across many source markets in the Americas and Europe, Honduras is seeking to position itself as one of Central America's most attractive destinations. That was the message delivered by Honduras’ Secretary of Tourism, Andrés Ehrler, during an exclusive interview with ABC Mundial at the III Ibero-American Tourism Forum taking place in San Pedro Sula.

Just four months after taking office, Ehrler said tourism has been identified by President Nasry Asfura as one of the government's top priorities and highlighted progress in promotion, connectivity, and domestic tourism development.

“From day one, the government instructed us to focus on connectivity, promoting the country, and making up for lost time. Meanwhile, the government is working on the enabling infrastructure needed to support the sector’s growth,” he explained.

The tourism official noted that a recent national campaign encouraged thousands of travelers to explore the country during Holy Week and confirmed that Honduras’ tourism strategy is being developed in coordination with business leaders, local communities, environmental foundations, and organizations dedicated to protecting the country's natural and cultural heritage.

Sustainable Tourism and Artificial Intelligence

One of the main themes of the III Ibero-American Tourism Forum is the impact of technology and artificial intelligence on the tourism industry.

According to Ehrler, the future of tourism will be shaped by innovation, sustainability, and the ability to adapt to challenges such as climate change.

“We are no longer talking only about prevention. We are talking about adaptation and resilience. Honduras is building concrete solutions to address the effects of climate change and develop a more sustainable tourism industry for future generations,” he said.

Throughout the forum, delegations from 23 countries are discussing strategies related to digital transformation, tourism employment, regional connectivity, and regenerative tourism.

Honduras Supports the Central American Multi-Destination Model

Asked by ABC Mundial about the growing interest among international travelers in visiting several countries during the same trip, Ehrler confirmed that Honduras fully supports the multi-destination model promoted by Central America.

“We work under a very powerful brand: Central America. We have diverse cultures, extraordinary biodiversity, significant water resources, and a population that welcomes visitors with open arms. We want everyone who comes to the region to discover all of our destinations,” he explained.

In this regard, he highlighted the joint efforts of Central American tourism ministers, the Central American Tourism Promotion Agency, and the Federation of Central American Tourism Chambers to improve regional connectivity.

A Key Driver of the Honduran Economy

Ehrler emphasized that tourism currently represents 12 percent of Honduras’ Gross Domestic Product, generates more than 300,000 direct jobs, and is the country’s third-largest source of foreign exchange earnings.

“We are talking about an economic activity that is fundamental for Honduras. But it is also a tool to protect biodiversity, create opportunities, and build peace in communities that previously faced conflict,” he said.

Tourism Routes Showcasing Honduran Identity

Looking ahead, the Ministry of Tourism is working on new tourism products designed to diversify the country's tourism offering.

Among the projects under development are the Coffee Route, the Cocoa Route, the Sugar Route, and cultural circuits highlighting the heritage of the Lenca, Maya Chortí, and Garífuna communities.

“Honduras offers gastronomy, nature, history, adventure, and enormous cultural richness. We want visitors to immerse themselves in our identity and discover the diversity of our regions,” Ehrler said.

He also highlighted the importance of iconic destinations such as Copán and the Sacred Valley of the Macaw, which is considered a model for regenerative tourism and environmental conservation.

Optimism Ahead of the High Season

With the arrival of the peak travel season in the Northern Hemisphere and growing interest from Latin American markets in Central America, Honduras is seeking to strengthen its international positioning through a combination of sustainability, connectivity, and innovation.

“We want those who visit Honduras to return home as ambassadors for our destination. We have an extraordinary country to share with the world,” Ehrler concluded.