Tourism in El Salvador
Tourism in El Salvador in 2024
Source: Based on data from the Immigration Department and International Tourism Survey

by jerry yoram azarkman

Tourism: 2019-2024
Source: Based on data from the Immigration Department and International Tourism Survey
Main countries of residence of foreign tourists: 2024
955,000
Foreigners from USA
75% of total foreign tourists
318,333
Other Countries
25% of total foreign tourists
Market Growth
1
Summer Months
Greater influx of tourists during summer vacation period
2
Easter Week
Significant tourism spike during religious holiday
3
July-August
Peak period coinciding with mid-year bonuses being paid out
4
Christmas/New Year
End-of-year celebrations drive tourism numbers up
5
Morazán Holiday
National holiday period showing increased tourist activity
Note: Greater influx in Easter Week, July (mid-year bonuses paid out) – August, Christmas and New Year
Greater influx during Morazán holiday and Easter week
Market growth from the rest of the world
Target Markets
North America
Primary focus on US tourists who make up 75% of foreign visitors
Europe
Growing market with significant potential for expansion
Global Growth
Increasing interest from international markets worldwide
El Salvador is among the "Best-performing destinations" in 2024
International Recognition
El Salvador has been recognized as one of the best-performing tourism destinations globally in 2024
Magazine Features
Recommended in numerous international magazines in 2025
Growing Reputation
Increasingly featured in global travel publications and media
How did we do it?
Strategic Planning
Developing comprehensive tourism strategies focused on El Salvador's unique offerings
Infrastructure Investment
Significant improvements to tourism infrastructure across the country
International Marketing
Targeted campaigns to position El Salvador as a premier destination
Public-Private Partnerships
Collaboration between government and private sector to enhance tourism experiences
Holistic Surf City Strategy
Our comprehensive approach to developing El Salvador's surf tourism ecosystem
Productive
Focused on linking the productive chain in the tourism sector and promoting alliances between the public and private sectors.
Infrastructure
Focused on expanding the coverage of basic services and innovating in diverse tourism destinations around the country.
Social
Focused on building the skills and capacities in the sector workforce to meet the needs of the growing tourism demand in the country.
Surf City connecting with other destinations
Surf City Hub
Central coastal development focused on surf tourism
Mountain Destinations
Connected highland areas offering nature experiences
Urban Centers
Cultural and historical city destinations
Ecological Sites
Protected natural areas and eco-tourism locations
Infrastructure: basic and innovative
Public tourism infrastructure projects
Funding: National Tourism Institutions
Wastewater Treatment Plant
Puerto El Triunfo and Jiquilisco, Usulután
Sunset Park
Amusement park for tourists and locals
El Tunco Beach Boardwalk
Ecological boardwalk and shaded walkways
Puerto de La Libertad
Tourist boardwalk development
El Boquerón National Park
Natural park infrastructure improvements
Costa del Sol
Recreational park with tourist facilities
Solazmar Health City
Solazmar beach front development
These key infrastructure projects are enhancing El Salvador's tourism destinations through strategic investments across coastal, urban, and natural areas.
+ USD 150 million in public tourism infrastructure
Transportation
Roads, highways and access improvements
Water Systems
Treatment plants and water infrastructure
Public Spaces
Parks, boardwalks and recreational areas
Facilities
Tourism centers and service buildings
Projected private investment in Surf City 2025-2029: +2.9 billion

Luxury Resorts
High-end accommodations along prime coastal areas
Commercial Developments
Retail, dining and entertainment complexes
Residential Projects
Housing and vacation properties
Tourism Infrastructure
Private facilities supporting tourism activities
Source: San Salvador Metropolitan Planning Office
Historic Downtown revitalization project
USD +136 million
Projected investment in the pipeline (2024)
Second-most visited destination
+1.3 million Foreign tourists in 2024
+15,000 Jobs
Direct and indirect jobs projected across the value chain
Historic Architecture
Restored colonial buildings and cultural landmarks
Urban Renewal
Revitalized public spaces and pedestrian areas
Social: Strengthening Human Resources

Gastro-Lab at Surf City
+1000 young graduates (2019-2025)
4 branches
La Libertad, Santa Ana, La Unión, San Miguel
Main Allies
Strategic partnerships with industry leaders
Training Programs
Professional development for tourism industry workers
Industry Partnerships
Collaboration with hospitality and tourism businesses
Water safety for beach and freshwater destinations
Strengthening lifeguard teams
Comprehensive training and equipment upgrades for water safety personnel
International Certification
250 Trained at Level 3 International Life Saving Federation
Safety Standards
Implementation of global best practices for water safety at all tourist destinations
Other projects: Water Safety Programs
Productive: Strengthening the private sector
40
CDTs sworn in 2024
Tourism Development Committees established
59
CDTs in operation
Active committees working across the country
13
CDTs in Eastern Plan
Committees participating in the Eastern Work Plan
Building Productive Social Fabric through Tourism Development Committees (CDT)
Tourism inventory: 3,690 businesses
Installed capacity for accommodations
Current hotel and lodging infrastructure across the country
Language Skills
10.84% of full-time staff speaks English (3,369 of a total of 31,072 people)
0.35% of full-time staff speak other languages, including French, Italian, Portuguese, German, or Náhuat (109 of a total of 31,072 people)
10,000 Hotel Rooms Needed for Tourism Growth 2025
The projected increase in international tourist arrivals requires a significant expansion of our accommodation infrastructure to maintain growth momentum.
10,000
New Rooms Required
Minimum additional hotel rooms needed by 2025 to accommodate projected tourism growth
31%
Capacity Increase
Required growth from current accommodation inventory
$850M
Investment Opportunity
Estimated investment needed in hotel infrastructure
This accommodation gap represents both a challenge and a significant investment opportunity for the private sector, with potential returns driven by El Salvador's rapidly growing tourism industry and international recognition.
Accommodations gap 2030
5.5 million visitors
By 2030, we expect to receive 5.5 million visitors
4.2 million tourists
4.2 million will be tourists, and approximately 39% of that group will stay in hotels
12.8 million hotel room nights
Considering an average stay odder 7.7 nights, that will require 12.8 million hotel room nights
17,500 rooms required
A total of 17,500 rooms will be required to meet that demand
10,000 new rooms needed
Considering that there are currently 7,500 hotel rooms in the country, an additional 10,000 must be built
Areas for improvement
Quality/price ratio
Ensuring value for money across all tourism services
Infrastructure
Continued development of tourism facilities and amenities
Furnishing
Upgrading accommodations with better quality furnishings
Accessibility
Improving access for all visitors including those with disabilities
Wait times
Reducing delays in service delivery
Methods of payment
Expanding payment options for tourists
English proficiency
Increasing language skills among tourism workers
Customer service
Enhancing service quality and hospitality standards
Positioning El Salvador
International Events
Hosting major global events to showcase the country
Media Coverage
Strategic placement in international publications
Surf Tourism
Leveraging world-class surfing conditions
Natural Attractions
Promoting volcanoes, beaches, and natural landscapes
El Salvador as a host of international events
Miss Universe 2023
Global Exposure
The Miss Universe pageant brought worldwide attention to El Salvador's tourism offerings
Cultural Showcase
The event highlighted El Salvador's rich culture, hospitality, and natural beauty
Tourism Impact
Significant boost to tourism awareness and international visibility
Positioning through surfing events
World-Class Surfing
El Salvador hosts international surfing competitions that attract top athletes from around the world
The country's beaches, particularly El Sunzal and La Libertad, feature perfect point breaks and consistent waves year-round, making them ideal venues for championship events
Recent competitions have included the World Surf League Championship Tour and the ISA World Surfing Games, bringing global media attention to our coastal destinations
Surf City Brand
The Surf City initiative has successfully positioned El Salvador as a premier surfing destination
This comprehensive strategy includes infrastructure development, international marketing campaigns, and partnerships with global surfing organizations
Since its launch, Surf City has transformed El Salvador's tourism identity, creating a strong brand association with high-quality surfing experiences and authentic beach culture
International Positioning
Strategic marketing has elevated El Salvador's global profile in the adventure tourism sector
Our digital campaigns have reached millions of potential visitors across social media platforms, travel publications, and specialized surfing media
Partnerships with international influencers and professional surfers have amplified our message, showcasing El Salvador as not just a surfing destination but a comprehensive tourism experience
Digital marketing actions
Credible third parties
Leveraging testimonials and endorsements from trusted sources including travel influencers, professional surfers, and international tourism organizations to build authenticity and trust among potential visitors.
Digital campaigns
Targeted online advertising to reach potential visitors through customized messaging based on geographic location, interests, and travel behaviors, with tailored content for different market segments.
Social media advertising
Strategic presence across major social platforms including Instagram, Facebook, TikTok, and YouTube with audience-specific content showcasing El Salvador's diverse attractions through compelling visual storytelling.
OTA advertising
Partnerships with Trip Advisor, Civitatis, Expedia, among others to increase visibility and booking convenience, featuring prominently in search results with optimized listings and special promotions.
Content in specialized magazines on sports tourism (focusing on surfing and related sports), culinary tourism, cultural tourism, natural and wellness tourism, and others. These publications reach niche audiences with high conversion potential, featuring immersive stories about El Salvador's attractions and stunning photography that showcases the country's natural beauty.
Europe Flight reservations: May - July 2025
Preliminary data shows strong growth in advance bookings for the summer 2025 season, with European markets showing particular strength.
United Kingdom: 32% Growth
Growth in reservations from UK market compared to same period in 2024
Germany: 14% Increase
Increase in German tourist bookings, driven by new direct flight options
Italy: 18% Growth
Growth in Italian visitor numbers, particularly from Rome and Milan
Spain: 25% Surge
Surge in Spanish tourism following successful Madrid trade show
These reservation trends indicate the success of our targeted European marketing campaigns and newly established airline partnerships. Particularly notable is the strong performance in the UK market, where our Surf City promotions have resonated with adventure travelers.
The projected influx presents both opportunities and challenges for accommodations capacity, particularly in peak surf season months. Advance booking patterns suggest earlier arrival dates than previous years, extending the traditional high season.
Trends for 2025
Technology Solutions
Providing technology solutions for hotels, airlines, and travel agencies.
Globetrender
Specialized tourism journal
  • Emerging travel preferences focusing on authentic experiences
  • Increasing demand for sustainable tourism options
  • Technology integration throughout the travel journey
  • Personalization becoming standard expectation
Nostalgic destinations & Hotels as destinations
Nostalgic destinations
Travelers looking to return to sites from their childhood
Relaxing days and an escape from the routine
Hotels with a unique identity
Travelers not looking just for a place to sleep, but rather a one-of-a-kind experience
Noctotourism
Night-focused tourism experiences
"Passports to Immortality" (Wellbeing)
Health and wellness-focused travel
Men-only wellness retreats
Specialized wellness experiences for male travelers
Alternative itineraries
Off-the-beaten-path experiences
luxury cabana tourism
Mayan culture ruine
The proportion of DINK households (Dual Income, No Kids) is expected to grow from 12%-15% in 2023 to 20%-25% in 2030 in developed countries, representing key target markets for El Salvador alongside tourists from the United States, Europe, and South America.
Ways the next generations are traveling
Social Media Influence
Use platforms such as Instagram, Youtube y Tik Tok as new search engines for inspiration and travel
Generational Preferences
Millennials (1981-1996)
Generation Z (1987-2012)
Faster visual content and recommendations from influencers to organize their trips
Visual Content Priority
Emphasis on visually appealing destinations that photograph well for social media sharing
Tourism 2019 - 2024
Visitors
Source: Land Border Tourist Travel Survey 2019-2024
Foreign Revenue
Revenue in Millions (USD)
Jobs in tourism
Source: Prepared with data from the Salvadoran Social Security Institute
Projections for 2025-2030
Based on current growth trends and strategic investments, El Salvador's tourism sector is positioned for continued expansion over the next five years. The trajectory indicates a compound annual growth rate of approximately 12.8% in visitor numbers and 15.5% in tourism revenue, outpacing regional averages.
Projected growth is supported by planned investments in infrastructure, marketing initiatives, and the continued development of Surf City and other tourism destinations across the country. The projections are based on a comprehensive analysis of market trends, planned investments of over $2.9 billion in private sector capital, and increasing international interest in El Salvador as both a surf destination and cultural heritage site.
Key Growth Factors
The anticipated growth will be driven by several interconnected factors, including increased international flight connectivity, improved destination marketing, and the maturation of tourism infrastructure projects initiated during 2019-2024. Direct employment in the tourism sector is expected to increase from current levels to approximately 200,000 jobs by 2030, with additional indirect employment benefits.
Accommodation Expansion
Increase hotel capacity by 12,000 rooms
Air Connectivity
Add 15+ new international routes
Quality Standards
Implement national certification program
Global Marketing
Expand presence in key international markets
The tourism ministry aims to position El Salvador among the top 3 destinations in Central America by 2030, with sustainable growth that benefits local communities while preserving natural and cultural resources.
Sustainability Initiatives
Environmental sustainability will be prioritized through green certification programs, waste management improvements at tourist sites, and conservation efforts along the coastline. These initiatives will help maintain the natural beauty that attracts visitors while ensuring tourism development remains environmentally responsible.
Digital transformation will also play a crucial role, with enhanced online booking systems, virtual tours, and improved digital marketing strategies targeting key demographics including millennials and Generation Z travelers who increasingly rely on social media for travel inspiration.
Projections for 2025 - 2030
Source: Prepared with historical data
Source: Prepared with data from the Salvadoran Social Security Institute
Eastern El Salvador Development Master Plan
The government is designing and implementing a development master plan to ensure orderly, sustainable, and environmentally responsible tourism growth in Eastern El Salvador.
Background
Eastern El Salvador is emerging as the country's next development hub with 1.2 million visitors (2024) and 1.1 million inhabitants.
Driven by large-scale public investment (+$1.3 billion) including Pacific Airport, La Unión seaport, and Surf City 2.
Tourism Potential
Significant opportunities for tourism development featuring beaches, surfing, nature, and adventure activities.
Growing national and international real estate interest in the region.
Objectives
  • Understand conditions and opportunities for coastal resources development
  • Identify tourism resources and expected demand
  • Develop environmental sustainability criteria
Implementation
  • Classify and assign development zoning (residential, commercial, tourism, logistics, conservation)
  • Establish governance model and implementation roadmap
  • Conceptualize territorial planning proposal
The master plan aims to strengthen each destination's competitiveness while ensuring sustainable development across the Eastern Region.
Tourism Growth Comparison: El Salvador vs. Costa Rica (2020–2024)
The data shows El Salvador's remarkable tourism recovery and growth following the pandemic, eventually surpassing Costa Rica's numbers starting in 2023.
While Costa Rica began with a stronger tourism position in 2020 (1.01 million visitors compared to El Salvador's 0.71 million), El Salvador's strategic investments in tourism infrastructure and the Surf City initiative have accelerated growth. By 2024, El Salvador welcomed 3.9 million tourists, significantly outperforming Costa Rica's 2.6 million visitors.
This growth trajectory demonstrates the effectiveness of El Salvador's tourism development strategy, positioning the country as a rising destination in Central America. The data reflects millions of international tourist arrivals for both countries.
Tourism Growth Comparison: El Salvador vs. Costa Rica (2020–2030)
A Decade of Transformation in Central American Tourism
International Tourist Arrivals (in millions)
Key Observations:
  • El Salvador surpassed Costa Rica in tourist arrivals by 2023
  • El Salvador saw a 449% growth from 2020 to 2024
  • Costa Rica grew by 157% in the same period
Tourism Revenue Comparison (2024)
$3.7B
El Salvador
Average spend per tourist: ~$950
$5.43B
Costa Rica
Average spend per tourist: ~$2,090
Growth Factors for El Salvador:
  • Surf City initiatives and coastal development
  • Enhanced security and political stability
  • Strategic marketing and international positioning
  • Infrastructure investments including airports and roads
Future Outlook (2025-2030): El Salvador is projected to maintain higher growth rates in tourist arrivals, while Costa Rica is expected to focus on increasing tourism revenue through premium experiences. Both countries are investing in sustainable tourism models to protect natural resources while expanding their tourism economies.
Projected Tourist Arrivals (2020–2030)
Projections and Strategic Insights (2030)
A comparative outlook of Central America's leading tourism destinations
El Salvador: 5.5-6M Annual Visitors
Revenue: ~$5 billion (36% increase from 2024)
  • Adventure tourism: 35%
  • Surf tourism: 28%
  • Cultural tourism: 22%
  • Bitcoin/crypto tourism: 15%
Costa Rica: 3.5-4M Annual Visitors
Revenue: >$6 billion (10% increase from 2024)
  • Eco-tourism: 45%
  • Adventure tourism: 25%
  • Wellness tourism: 20%
  • Luxury tourism: 10%
El Salvador Growth Drivers
  • Comprehensive security reforms
  • Expanded Surf City initiative
  • Bitcoin tourism ecosystem
  • New Pacific Airport
  • Sustainable tourism development
Costa Rica Competitive Advantages
  • Established eco-tourism brand
  • Premium pricing model
  • Extensive protected areas
  • Strong sustainability certifications
  • Developed luxury infrastructure
By 2030, El Salvador is projected to surpass Costa Rica in total visitor numbers while Costa Rica maintains higher per-visitor spending. Both countries will benefit from increased regional tourism packages combining Central American destinations.