President Nayib Bukele highlights Santander’s analysis and the improved U.S. travel advisory as signs of the country’s unprecedented potential.
A New Era for El Salvador Tourism
President Nayib Bukele has affirmed that El Salvador tourism is entering a historic growth phase, with the country poised to reach unprecedented highs in international arrivals and economic impact. This optimistic outlook is supported by an in-depth analysis conducted by Santander US Capital Markets, published three months ago, and bolstered by the recent improvement to the U.S. Department of State’s travel advisory for the country. Both developments strongly indicate the growing confidence in El Salvador’s transformation.
According to President Bukele, a combination of factors—especially enhanced public safety, expanded infrastructure, and heightened global interest—elevates the nation’s tourism profile. These improvements have captured the attention of investors, international tourists, and travel agencies alike, repositioning El Salvador as one of Central America’s most dynamic emerging tourism destinations.
Tourist Arrivals Surge Amid Major Safety Gains
The Santander report reveals that El Salvador welcomed 3.9 million tourists in 2024, representing a 229% increase compared to the period between 2013 and 2016. This remarkable surge puts the country ahead of several traditional regional tourism competitors, including Costa Rica, Guatemala, and Panama. While the Dominican Republic is leading in the Caribbean, El Salvador’s upward trajectory signals a promising future.
One of the central reasons behind this boom is the dramatic decline in crime. In 2015, the country recorded 6,656 homicides—a figure that dropped sharply to just 114 in 2024. This unprecedented reduction in violence has restored international confidence and helped reshape El Salvador’s global image, making it a more attractive and secure destination for visitors.
El Salvador tourism is no longer hindered by safety concerns that once dominated travel advisories and headlines. Instead, the country is now recognized for its modern approach to public security, which includes heavy investments in law enforcement, digital surveillance, and community engagement.
New Infrastructure and Niche Markets Fuel Growth
Alongside enhanced security, significant public and private infrastructure investments are propelling El Salvador’s tourism. New roads, airport upgrades, and tourism development zones have improved accessibility and travel experiences for visitors. One standout example is Surf City in La Libertad, a beachfront tourism corridor that has become emblematic of El Salvador’s rebranding efforts.
Surf City, in particular, has reported occupancy rates as high as 82%, especially in boutique hotels geared toward U.S. tourists. These establishments are designed to meet the expectations of discerning travelers seeking curated experiences, from high-end surfing adventures to ecotourism and wellness retreats.
El Salvador is also tapping into niche travel markets. Given its pioneering adoption of cryptocurrency as legal tender, the country has become a point of interest for Bitcoin enthusiasts. In addition, the diaspora market—especially Salvadorans living in the United States—continues to play a critical role. In 2023, 42% of international visitors indicated that their primary reason for traveling was to reconnect with family and friends.
Tourism as a Pillar of Economic Development
Tourism has rapidly become a pillar of national economic growth. During the first six months of 2024, the sector contributed 11% of El Salvador’s GDP, more than double the 5% contribution in Costa Rica during the same period. This rapid expansion has prompted increased demand for tourism-related services and real estate, including hotels, resorts, restaurants, and recreational facilities.
The government and private sector are working to scale up infrastructure to meet this demand. Construction projects, hotel renovations, and new commercial ventures are underway in multiple regions, including La Libertad, San Miguel, and the newly emerging ecotourism hubs in the country’s eastern departments.
According to Santander’s report, El Salvador’s tourism represents more than just a short-term boom—it is a strategic asset capable of attracting long-term foreign direct investment (FDI). The sustained inflow of tourists creates predictable revenue streams, fosters job creation, and stimulates innovation in hospitality, transport, and services. This, in turn, strengthens national income and contributes to fiscal stability.
Credit Ratings and Investor Confidence on the Rise
Another important takeaway from the Santander analysis is the potential for tourism to enhance El Salvador’s credit rating. As the economy becomes more diversified and tourism-generated revenues increase, credit agencies may view the country’s financial outlook more favorably.
A stronger credit rating would lower borrowing costs and open the door to new international financing opportunities. This would allow El Salvador to invest further in infrastructure, education, and sustainability—key components of long-term economic resilience.
Foreign investors are already taking note. Hotel chains, airlines, and tour operators have started exploring partnerships and expansions into the Salvadoran market. With modern amenities, safety assurances, and government support, the country is becoming a competitive hub for tourism-driven investment.
A Message from the President: Stay Tuned
President Bukele summed up the country’s momentum in a statement on social media:
“This analysis on the ‘tourism boom in El Salvador’ by @bancosantander was published three months ago. With the updated travel advisory from the @StateDept, unprecedented security, new infrastructure, and new destinations in development, we aim for new historic highs. Stay tuned.”
His words reflect a broader vision for El Salvador tourism as a key element of national transformation. The government’s commitment to long-term planning, safety, and international engagement has created fertile ground for sustained growth.
Looking Ahead
As El Salvador moves forward, its tourism strategy will evolve even further. Discussions are underway about promoting cultural tourism, investing in sustainability, and leveraging the country’s natural beauty—from volcanoes and rainforests to beaches and archaeological sites.
With international recognition on the rise, El Salvador tourism symbolizes the country’s renewal. From a once-overlooked destination, it is now emerging as a regional leader and a compelling case study of how comprehensive reforms can reshape an entire industry.