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El Salvador Ministry of Tourism

EL SALVADOR - Tourism

Morena Valdez

Minister, Ministry of Tourism El Salvador

Bio

Morena Valdez, the Minister of Tourism of El Salvador, is a professional with extensive experience leading planning, development, and program implementation strategies on a national scale with government agencies and private institutions. She is a specialist in investment project design, monitoring, and evaluation, and in international cooperation. Ms. Valdez Vigil served as the Country Brand Director at the Export and Investment Promotion Agency of El Salvador, PROESA. She has dedicated part of her life to in-depth marketing and advertising study, with a special interest in promoting El Salvador’s image at home and abroad.

"The biggest challenge is improving the public infrastructure to support tourism. Whether it is eco-friendly boardwalks at beaches, public restrooms, and showers, or accessible roads, we are working on improving tourist services and infrastructure."

TBY talks to Morena Valdez, Minister of Tourism of El Salvador, about sectoral growth, new types of tourism, and working with partners to attract more visitors.

How has tourism growth accelerated in recent years?

In 2023, we closed the year with 3.4 million visitors, a record number. As a result, our tourism has placed El Salvador among the top five countries with the fastest tourism growth. When we talk about visitors, we include both tourists and day-trippers. Our main markets are the US, Guatemala, and Honduras. El Salvador’s tourism growth is closely linked to improved security, especially under President Bukele’s leadership. Post-pandemic efforts to combat insecurity have attracted younger travelers eager to explore destinations that were once off-limits and experience new cultures. We expect to welcome 3.8 million visitors in 2024.

What initiatives is the Ministry promoting to maintain this growth?

The biggest challenge is improving the public infrastructure to support tourism. Whether it is eco-friendly boardwalks at beaches, public restrooms, and showers, or accessible roads, we are working on improving tourist services and infrastructure. We have a flagship strategy called Surf City, which was an idea President Bukele brought forward during his campaign in 2019. He and his team recognized that El Salvador offers some of the world’s best surfing conditions, with 300km of coastline featuring frequent, uncrowded surf spots, warm water, and no sharks. The missing elements were infrastructure and a clear vision. The president prioritized security first, then shifted focus to public infrastructure and creating legal and financial security for private investors. Instead of funding fairs, the budget was redirected to host international surf tournaments, capitalizing on the country’s natural assets. In five years, we have hosted 20 international surf tournaments, and El Salvador is recognized as one of the top surf destinations in Central and Latin America, with Punta Roca, known as their “golden wave,” being part of the World Surf League annual tour. El Salvador is working to expand its hospitality infrastructure, needing over 5,000 additional hotel rooms to accommodate rising international tourism. The country is also enhancing its gastronomy, with 80% of tourists seeking local cuisine. Another key focus is developing local talent in tourism, with a need for training in languages, hotel and restaurant management, transportation, and service quality. The government is collaborating with various ministries to improve essential services like water, electricity, internet, and sustainability while attracting private investment to further enhance infrastructure. A key part of the Surf City strategy is strengthening the local economy by ensuring hotels have proper infrastructure, such as wastewater treatment, electricity, and internet, while also employing local workers. The government is focused on building the capabilities of local tourism enterprises to meet these needs. The country attracts more female solo travelers, coming for yoga, surf camps, and bachelorette parties. Finally, the revitalization of historical and urban areas, like San Salvador’s center, is boosting tourism, with international events showcasing diverse attractions, including mountains, wellness retreats, and affordable medical tourism.

What initiatives are contributing to encouraging investment in the sector?

When it comes to attracting investments, we work closely with INVEST, the Ministry of Economy, and the Foreign Ministry. We focus on attracting more investors by offering fiscal benefits in five tourism-specific sectors: accommodation, food, recreation, tourism transport, and information services like tour operators, guides, and travel agencies. We have also added parking and other services in the historic center. We guide investors through the entire process, offering them ease of doing business. Most of our tourism sector is made up of MSMEs, with 75% falling into this category. Additionally, 55% of these businesses are run by women, who often balance their families and businesses simultaneously. We work not only with the government but also with the private sector, international organizations, and cooperation agencies to strengthen businesses, close gender and digital divides, and bring innovative solutions to the tourism sector. We are executing a USD106 million loan from the Inter-American Development Bank (IDB) to enhance tourism infrastructure, especially in Surf City 2. The focus on sustainability is crucial, as many nations are now dealing with the effects of not addressing these concerns sooner. President Bukele has prioritized environmental sustainability to protect natural resources like our beaches and waves. We are also strengthening human talent through initiatives like Aldea, in partnership with the Ministry of Economy, focusing on skills development in sectors such as tourism. Collaboration with the private sector is raising awareness of environmental responsibility and workforce training. We also emphasize that no one in tourism should be unfamiliar with social media and digital platforms, as these are essential for attracting millennial and Gen Z travelers, who heavily rely on them for trip planning.

What initiatives is the Ministry implementing to support local communities and promote their development?

By the end of 2024, we expect to have around 300,000 direct and indirect jobs. For example, many businesses, especially in San Salvador and La Libertad, were struggling to find chef assistants. To address the shortage, we partnered with the World Food Program (WFP) in 2021 and created a scholarship program for young people interested in learning about Salvadoran cuisine. The WFP also provides them with soft skills training, offering psychological support to boost their confidence. So far, we have graduated over 400 young people from areas including La Libertad, Santa Ana, and La Unión. Now, with support from the IDB, we are expanding the number of scholarships. This entire initiative is deeply connected to the social context, especially in areas that have previously experienced high levels of violence. Some challenges remain, but we are making great progress. Leadership within communities and businesses is crucial to foster inclusivity and economic development. A particular focus is on tourism, where efforts are made to attract more visitors and promote local attractions in the parks while removing psychological barriers preventing locals from enjoying such spaces. Growth is a collective effort involving the state, private companies, and individual citizens. El Salvador is no longer in a state of insecurity and is moving toward progress.

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