El Salvador’s Tourism Moment Has Arrived as International Buyers Explore Six Routes Across the Country

El Salvador Travel Market 2026 has officially opened its second edition in San Salvador, bringing together Salvadoran tourism businesses, international buyers, specialised media, government authorities and industry representatives to expand commercial opportunities for the destination.

The opening cocktail was held at the Hilton San Salvador Hotel, marking the start of an event focused on connecting local tourism companies with international markets.

Organised by the Salvadoran Chamber of Tourism (CASATUR) with support from the Ministry of Tourism and CORSATUR, ESTM 2026 is bringing together tourism professionals from 17 countries.

The programme combines destination familiarisation with business-to-business meetings, allowing international buyers and media representatives to experience El Salvador’s tourism products before meeting local suppliers.

What Is El Salvador Travel Market 2026 Designed to Achieve?

ESTM 2026 is focused on creating business opportunities for Salvadoran tourism companies and strengthening their connections with international markets.

The event also aims to encourage the development and incorporation of new tourism products and experiences into international marketing channels.

For participating businesses, the B2B format provides an opportunity to present accommodation, tours, experiences and destination services directly to international buyers who can potentially incorporate these products into their travel programmes.

The second edition therefore combines destination promotion with a commercial objective, linking tourism experiences in El Salvador with professionals responsible for selling and distributing travel products internationally.

Which Countries Are Represented at ESTM 2026?

The second edition has attracted professionals from 17 countries, bringing together buyers from Europe, North America and Latin America.

The international participation is intended to create new commercial connections for Salvadoran tourism companies while strengthening existing relationships with overseas markets.

CASATUR president Carlos Umaña highlighted the growth in the international response to the event and the interest among Salvadoran companies in expanding their presence in additional markets.

The participation of international buyers also reflects the importance of the B2B distribution channel, particularly as Salvadoran tourism companies seek greater exposure among international tour operators and travel businesses.

Why Were Six Familiarisation Routes Organised?

Before the main B2B appointment day, international buyers and representatives of specialised international media travelled through different parts of El Salvador on six familiarisation routes.

The itineraries were designed to give participants firsthand exposure to the country’s tourism products before commercial discussions began.

Rather than presenting destinations only through promotional material, the routes allowed buyers and media professionals to experience attractions, local communities, gastronomy, culture and landscapes directly.

This approach also gives international participants a clearer understanding of the experiences that could potentially be incorporated into future travel programmes and marketing channels.

Which Cultural Attractions Were Included?

The familiarisation routes covered several of El Salvador’s cultural and heritage destinations, providing participants with exposure to different aspects of the country’s history and identity.

Among the locations visited were the Historic Center of San Salvador, Joya de Cerén, Cihuatán and Suchitoto.

These destinations formed part of the broader effort to demonstrate that El Salvador’s tourism offering extends beyond individual attractions and includes cultural heritage, historic sites and community-based experiences.

The itineraries also enabled international buyers to assess how these experiences could complement other tourism products when developing packages for overseas travellers.

Which Natural Destinations Did Buyers Experience?

Nature and outdoor tourism featured prominently across the six routes.

Participants visited El Boquerón, Santa Ana volcano, Cerro Verde and Lake Coatepeque, showcasing El Salvador’s volcanic landscapes, highland environments and natural attractions.

The inclusion of these destinations highlighted the diversity of experiences available within a relatively compact destination.

For international tourism professionals, experiencing these sites directly provides practical knowledge about the visitor experience, allowing them to better assess the suitability of individual attractions for future itineraries and product development.

How Important Was Surf Tourism to the Programme?

El Salvador’s Pacific coast also featured prominently in the familiarisation programme, with participants visiting Surf City, El Tunco and Barra de Santiago.

The coastal itineraries showcased the country’s beach and surf tourism offering alongside its inland cultural and nature attractions.

El Tunco and the wider Surf City area are particularly relevant to international tourism marketing because they connect El Salvador with the growing global market for surf, coastal and experiential travel.

By including the coastline within the familiarisation routes, ESTM 2026 demonstrated how beach experiences can be combined with cultural, culinary and nature-based itineraries.

What Did the Flower Route Showcase?

Another itinerary took participants along the Flower Route, including Nahuizalco and Concepción de Ataco.

The route incorporated experiences connected to coffee, gastronomy, handicrafts and local communities, adding a strong cultural and community dimension to the event’s destination showcase.

These experiences provide international buyers with additional options beyond conventional sightseeing and beach holidays.

The focus on local products and communities also demonstrates how tourism businesses can package food, crafts, coffee and cultural encounters as part of broader experiential travel programmes.

What Happens During the B2B Day?

Following the familiarisation tours and opening cocktail, ESTM 2026 moves into its B2B appointment programme, where Salvadoran tourism entrepreneurs meet international buyers.

The meetings are designed to allow businesses to present their products, establish commercial contacts and explore opportunities for international marketing.

For Salvadoran suppliers, the sessions provide direct access to professionals from overseas markets. For buyers, they offer an opportunity to evaluate new experiences and suppliers that could potentially strengthen their El Salvador programmes.

The objective is to turn the interest generated during the destination tours into practical commercial relationships.

How Could ESTM 2026 Expand El Salvador’s International Tourism Reach?

The event is seeking to convert international interest in El Salvador into longer-term commercial links between local tourism companies and overseas buyers.

CASATUR has highlighted the continued inclusion of El Salvador in international tour operator catalogues, while the event’s B2B structure is intended to strengthen the connection between those distribution networks and tourism businesses within the country.

By combining firsthand destination experiences with direct business meetings, ESTM 2026 creates a pathway from destination discovery to commercial engagement.

The second edition ultimately aims to expand the presence of Salvadoran tourism products in European and American markets, while giving local companies additional opportunities to develop international partnerships.