At its core, the initiative supports over 70 Salvadoran tourism businesses, including travel agencies, boutique hotels, artisans, restaurants, tour operators, and coffee farms. These businesses offer distinctive, locally grounded experiences and are now gaining the digital skills, marketing resources, and insights needed to reach European audiences. This support reinforces the goals of El Salvador’s National Tourism Plan 2030, which emphasizes tourism as a key driver of sustainable development and cultural preservation.

Training Program Launch Marks Key Milestone

A major step forward came with the launch of the project’s first training program, which brought together participants from across El Salvador’s tourism ecosystem. All share a commitment to sustainability and delivering unique, immersive experiences.

The launch event, attended by Ana Coimbra, Head of Cooperation at the EU Delegation in El Salvador, and Alejandra Durán, Executive Director of the Salvadoran Tourism Corporation, highlighted the initiative as a concrete move toward increasing El Salvador’s presence in the European market.

“We are honored to welcome these passionate entrepreneurs into the program,” said the Ilamatepec local project coordinator. “Their creativity and commitment to sustainable tourism are what make El Salvador an unforgettable destination. With the right tools and visibility, they can thrive in the European tourism market.”

A Holistic Approach to Digital Growth

The training program takes a hands-on approach to digital readiness, offering support in:

• Brand development and pricing strategies

• Website optimization and content creation

• Social media marketing, SEO, and email outreach

• Listings on Online Travel Agencies (OTAs)

Beyond training and coaching, participants gain access to market research and traveler insights, helping them refine their strategies and better meet the expectations of European tourists as well as professional marketing materials to enhance their brand storytelling and promotional efforts. 

Expanding Global Exposure

To further boost reach, the Ilamatepec Project is building partnerships with platforms like Elsewhere by Lonely Planet, as well as specialized travel blogs and influencers.

Aligning with Global Travel Trends

The initiative taps into global travel trends - including rising demand for sustainable tourism, immersive and hyperlocal experiences, personalized itineraries, and learning-based travel such as culinary or artisan workshops. These shifts reflect the preferences of today’s travelers, particularly Millennials and Gen Z, who prioritize meaningful, culturally rooted adventures.

This initiative is more than a digital upgrade - it’s a strategic step toward strengthening El Salvador’s presence in the European tourism landscape and unlocking long-term growth for its local businesses.

About Ilamatepec: The Ilamatepec project is funded by the European Union and implemented by the International Trade Centre (ITC), the joint agency of the United Nations and the World Trade Organization. The project is carried out in collaboration with El Salvador’s Ministry of Economy (MINEC) and Ministry of Tourism (MITUR).

For inquiries, please contact: brodriguez@intracen.org