WTM London 2022: Central America as Top Destination for UK Tourism

We sat down with Carolina Briones, secretary general of CATA, this time around at the Costa Rican stand in WTM London 2022

By Veronica de Santiago

How has CATA's participation been during these first two days of the fair?

CATA's participation will always be positive because here we are representing 8 countries. We have the physical participation of Nicaragua, Guatemala, Costa Rica and the Dominican Republic. However, there are 4 other countries that could not come and we became the voice of all of them, always promoting the multidestination in this market that has been very important for many years.

Today we are in Costa Rica's stand, but we can be in another stand of Nicaragua, of Guatemala... and we take turns because in the end you represent all of them as a region.

This market is extremely important for the region. Costa Rica has said in its press releases that this market has become number 1 in 2022, from January to September, in international arrivals. 

We are here to tell the English market that Central America is present and that we have an ideal market for the English market, and to be able to tell them about the new products that are out there in terms of hospitality, sustainability projects, what the region has, how we are doing with the recovery, how the countries are waking up to that. Also to measure how the English market is doing and to see its interest in the region.

In terms of physical presence, countries such as Panama, which has historically participated, Belize, which has not always been able to attend, and El Salvador, which has not always attended. Honduras has also been absent. Europe continues to be an important focus for the region, not only physically but also digitally. You have a new campaign in a niche that is digital nomads.

That's right. In the context of the recovery of COVID, and seeing how to attract more to the region and being very clear that countries are betting on these segments of digital nomads and that Central America is a great opportunity to do so, we decided to launch a campaign through Visit Central America. We are launching it in Europe to attract these nomads to destinations in the region.

Costa Rica has launched a law especially for digital nomads. Belize has also implemented new policies to attract more nomads; El Salvador has improved and worked more on destinations, and so have all the countries. Central America has the destinations, the infrastructure and is preparing to receive them. We are here to tell this to the English market, which is also looking for nomads.

The UK market is looking for many sustainable destinations and the Central American region has been betting for many years on sustainability strategies in its promotion and tourism plans.

Yes, work has been done. Recently the Strategic Plan for Regional Sustainable Development has been finalized. Here they have policies that are regional, they also have a seal that is the SICCS seal, which allows you to certify companies and businesses that also make sustainability practices.

The issue stands out because it is becoming more important to take it into consideration and that we can put these practices in value and that we can take to our markets what our entire region is doing in terms of sustainability. 

Panama has launched its Strategic Sustainability Plan until 2025, as have other countries in the region. It is important that regionally we focus on this, because it is also a decision to travel.

Tourism players such as airlines and cruise lines are making their strategies sustainable. How is the connectivity with the UK for the region?

In terms of connectivity with the UK, Panama, the Dominican Republic and Costa Rica lead the way.  

Costa Rica is in negotiations to expand frequencies with British Airways. They will be giving more news about the other airlines with which they have meetings, such as Virgin. Let's hope that soon they can consolidate and attract these direct flights to the English market.

In an interview with the Nicaraguan Minister of Tourism, she told us that at this moment they do not see the arrival of cruise ships as viable yet. Is this a regional policy or is it a country policy?

There are certain countries in the region that are already receiving cruise ships.

The Nicaraguan Minister of Tourism told us that they still have procedures for entry into the country post-Covid.

I invite you to see at the Visit Central America Press Room the updated requirements.

And how does 2023 look?

I see it as very optimistic. We have the projection that most of the countries are already reaching the recovery levels we had in 2019. We hope that we will finally reach it by 2023.

Yesterday WTM put out a report that claimed that the experts were saying that the recovery is going much slower than it looks, and that most destinations don't think they will get to the 2019 data until 2024.

I too think that until 2024 we are going to be reaching the same levels. The World Tourism Organization has said that the Americas has shown the fastest growth globally and within the Americas, Central America and the Dominican Republic.

The Dominican Republic is leading the global recovery. Let us have good expectations and confidence that we will finally achieve it at the beginning of 2024 or by the end of it.

Central American countries are betting a lot on the European market. Last year we had the Dominican Republic as a partner country at FITUR, and this year it's Guatemala's turn.

We are very proud of that. To have Guatemala, a wonderful country, as host. And now with Guatemala and previously with the Dominican Republic we are doing well. This strengthens our positioning, especially with the Spanish market.

And connectivity with Spain?

Better, with Iberia we already have daily flights to Guatemala and El Salvador and that is helping a lot.