Why is the UK an important market for the region- can you share some stats and insights?
The region received more than 25 million visitors in 2024, which is at least 11% more than the previous year. Among them, it is estimated that over 325,000 were travellers from the United Kingdom who flew to Central America, positioning the UK as the third most important European market for the region.
Our primary market at the moment is tourists from Spain or Germany, depending on the time of year. This makes the UK a focus for us going forward because we want to develop this market, especially over the next five years.
Our goal for 2025 is an 11% increase in visitors from the UK. We will be attending LATEXPO and looking ahead to create awareness of what product we are offering in 2027 and 2028, because a lot is already sold out for 2025.
We are working to change visitor perceptions, as some people still see the destination as dangerous, even though it is actually very safe. We have an abundance of nature, with two oceans on either side ideal for diving and nautical tourism, plus a rich heritage with the culture of our Mayan ancestors apparent everywhere.
How will you be working more closely and partnering with the UK travel trade?
We have three main strategies for building this relationship. Firstly we are looking for partnerships with associations that have strong connections with tour operators, such as LATA.
The second is to be more present in the UK by attending networking events and meetings. This year, CATA will have a stronger presence in the United Kingdom through various activities, including the well-established World Travel Market (WTM) in London. Additionally, we will continue strengthening ties with media outlets and major travel companies through the Central America Media and Trade Awards.
Finally, we want to connect with agents and showcase our destinations, by bringing them to central America on fam trips so they can see with their own eyes everything we have to offer. There will be at least two fam trips this year, after summer and in the second half of 2025.
What’s trending in terms of travel in the region right now and most specifically for UK travellers?
This year we are implementing a strategy for the birdwatching tourism segment, focusing on three key milestones: the Central America Big Day during the first half of the year, followed by participation in the Global BirdFair 2025, with the goal of creating a dedicated space for Central American tour operators, and facilitating their connection with the global market, particularly in the United Kingdom.
In general nature is big for us and we are promoting the concept of volcano-hopping from Panama to Guatemala, to see many which are still active.
We recommend travellers visit the Masaya Volcano complex, in Nicaragua made up of craters and calderas, and the Salvador Volcano Complex in El Salvador which is known as “the land of volcanos”. Both are UNESCO World Heritage sites. Volcano del Fuego in Guatemala is one of the most scenic places to visit and forms part of the Sierra Madre mountain range.
What’s new and upcoming that agents can sell?
El Salvador is an emerging destination with a central historic city, where we expect to see around two or three new hotels open in the near future. With the renovated and expanded Oscar Arnulfo Romero International Airport, the country is now moving towards the construction of the Pacific Airport in the eastern part of the country, the remodelling of Ilopango Airport, and the design and construction of Tonalá Aerodrome, with an investment of $320 million from CAF, allocated to the El Salvador Vuela program.
Honduras began the remodelling and expansion of Ramón Villeda Morales International Airport in September 2023. The terminal, located in San Pedro Sula, is progressing as planned and is expected to be completed by May 2025.
At the same time, Roatán Island is moving forward with the expansion and renovation of Juan Manuel Gálvez International Airport. It is expected to be completed in the first quarter of 2025 as part of Honduras’ Airport Transformation Plan.
We are also speaking to British Airways about a direct flight from the UK to El Salvador or Honduras, and looking at a partnership with the south of Mexico to showcase shared Mayan heritage on twin-centre trips.
