El Salvador is experiencing one of the most significant moments in its tourism history. With record visitor arrivals, increasing investment, and a strategy built on improved security, international connectivity, and innovation, the Central American nation is positioning itself as one of the fastest-growing tourism destinations in the region.

In an exclusive interview with ABC Mundial, Morena Valdez, El Salvador's Minister of Tourism, said that the country's transformation over the past few years has helped reposition El Salvador on the international stage while building confidence among both travelers and investors.

The minister highlighted the launch of direct air connections between San Salvador and Madrid and Barcelona, operated by Iberojet, along with the announcement of a future Air Europa route, describing these developments as strategic steps toward strengthening El Salvador's presence in the European market. She also emphasized that the government continues to advance projects such as Surf City, expand tourism infrastructure, and incorporate digital technologies and artificial intelligence to improve the sector's competitiveness.

Valdez also underscored the enormous potential of Central America as a multi-destination region and called for closer regional cooperation to attract long-haul travelers interested in visiting several countries on a single trip.

ABC Mundial: El Salvador has experienced remarkable tourism growth in recent years. What do you believe has been the key to that success?

Morena Valdez: El Salvador's tourism growth is the result of a clear and consistent national vision under the leadership of President Nayib Bukele. Improvements in security have allowed us to recover public spaces, build international confidence, and create new opportunities for visitors, events, and investors.

This has been complemented by significant investments in infrastructure, international promotion, investment attraction, stronger air connectivity, and the development of distinctive tourism products.

In addition, the coordinated work between the government, the private sector, local communities, and our strategic partners has been essential. Today, tourism has become an important driver of economic and social development, directly benefiting thousands of Salvadoran families.

ABC Mundial: Which international markets are currently your priority for attracting more visitors?

Morena Valdez: Our core markets remain Guatemala, Honduras, and the United States because of their proximity, connectivity, and historical ties. We are also focusing on Canada, Nicaragua, Mexico, Costa Rica, Panama, Colombia, and, in Europe, Spain and Germany.

Europe is our priority growth market. That is why we are strengthening air connectivity with the continent. We recently launched direct services between San Salvador and Madrid and Barcelona with Iberojet, and we have also announced a new connection with Air Europa.

We also see significant opportunities in markets seeking authentic experiences, nature tourism, surfing, cultural tourism, and religious tourism.

ABC Mundial: How can Central America work together to attract more international visitors?

Morena Valdez: Central America has an extraordinary opportunity as a region. Individually, each country is an attractive destination, but together we offer an unmatched combination of volcanoes, beaches, cultural heritage, biodiversity, gastronomy, and living traditions.

The key is to strengthen joint promotion, facilitate cross-border travel, improve air and land connectivity, and develop multi-destination experiences that allow visitors to explore several countries during one trip.

ABC Mundial: What tourism investment opportunities does El Salvador currently offer?

Morena Valdez: El Salvador is experiencing a historic moment for tourism investment. Today we offer conditions that would have been difficult to imagine just a few years ago: improved security, institutional stability, clear rules, and a long-term development strategy.

There are opportunities in hospitality, tourism real estate, beach and surf tourism, nature tourism, wellness tourism, event infrastructure, gastronomy, theme parks, and tourism-related services.

We are also promoting strategic initiatives such as Surf City and the development of the eastern region of the country, strengthening infrastructure and connectivity.

Our message to investors is clear: El Salvador is not only growing as a tourism destination; it is creating the conditions for investors to become part of a long-term transformation.

ABC Mundial: What role will artificial intelligence and technology play in the future of tourism in El Salvador?

Morena Valdez: Artificial intelligence and technology will be essential tools for building a more competitive, efficient, and personalized tourism industry.

They will help us better understand traveler behavior, anticipate trends, optimize promotional campaigns, and provide experiences tailored to each visitor.

They will also accelerate the digital transformation of micro, small, and medium-sized tourism businesses. One example is the "MYPE 360° Digital Baskets" program, designed to improve digitalization and competitiveness across the sector.

ABC Mundial: What is the main challenge facing El Salvador's tourism industry today?

Morena Valdez: Our greatest opportunity is to continue improving the quality of our tourism offering by strengthening human talent, encouraging innovation, diversifying tourism products, and expanding international connectivity.

ABC Mundial: What would you say to someone who has never visited El Salvador?

Morena Valdez: I would invite them to discover a country undergoing a historic transformation, offering confidence, safety, and authentic experiences.

El Salvador combines internationally recognized beaches, breathtaking natural landscapes, cultural heritage, outstanding gastronomy, and warm hospitality.

Beyond its attractions, visitors will discover a country writing a new chapter in its history through development, investment, and innovation.

ABC Mundial: What is your vision of Central America as a multi-destination region?

Morena Valdez: Central America is one of the tourism concepts with the greatest potential in the world. Few regions offer such cultural, natural, and historical diversity within such a compact territory.

From El Salvador, we continue working with our neighboring countries to strengthen Central America as a multi-destination region capable of attracting long-haul travelers seeking richer and more diverse travel experiences.