Q & A with Ricardo MartinezHonduran Tourism Minister

by Jose Carlos de Santiago

The Central America tourism project to both advertise and sell the region as solid travel destination is marching on to new heights. Even though the effort has hit a few bumps on the road as far as organization and target markets are concerned –let alone some tough moments like Costa Rica’s failure to attend the latest edition of the Central America Travel Market in Honduras- those differences are helping to strengthen and improve the entity, as well as to decide what areas should get the brunt of resources. This is what Honduran Tourism Minister had to say about these issues.

Q.- How is the Central American travel industry going to be run from now on?

A.- I think the region is going to come out stronger. I must admit the evolution of CATA has gone through some tough moments as far as organizational matters and target markets are concerned, and I believe Costa Rica has a point when the issue of sharing tourists and rooms per nights is brought up, especially now when that neighboring nation has beefed up its position in the U.S. market. Those differences are helping us to strengthen and improve the organization, as well as to decide what areas should get the brunt of all the resources.

A case in point is the Central America Travel Market, an event that this time around has gone all previous editions one better. This means the countries of the region are pinning their hopes in it and will continue to put their smart money on its advance. Therefore, I believe we’re on the right track. If I were allowed to use a crystal ball here, I’d say we’ll continue tapping the American market under the Central America brand, but only among four countries. Guatemala, El Salvador, Honduras and Nicaragua share an amazing array of common interests and are willing to give a crack at that particular market in the future.

This quartet of Central American nations is going to work faster in the elimination of frontiers, barriers and in the opening of our trade. Costa Rica is not only one of the most developed countries in Central America, but also in all Latin America, and is making a point when it eyes this opening with precaution. We shouldn’t forget that as Central America’s most developed nation, Costa Rica endures immigration problems from neighboring nations.

Q.- The Costa Rican Tourism Minister’s failure to attend the fair in Honduras, who’s also the Chairman of the Central American Tourism Council, is really something, isn’t it?

A.- Absolutely. The Costa Rican Tourism Minister sent us a very friendly and clear message. The fact of the matter is that he received the express demand from his country’s private sector to fail to attend the tradeshow because they claim Honduras had allegedly violated the CATA guidelines for promoting the common brand in the U.S. market. We simply reject that claim and we believe we haven’t breached any rule. As a matter of fact, we’re eager to make our point in another meeting.

Q.- How does the Honduran Tourism Ministry eye the European outbound market at a time when the local private sector is looking to the U.S. market and is not that keen on investing in Europe? What does your Ministry need to do to goad the private sector into Europe?

A.- We’re already doing so. We appreciate very much the presence of senior execs from Iberia at the fair because that major Spanish airline doesn’t fly to Honduras. It used to fly when the Miami hub was in place. This is a major effort we all need to bring into fruition. As we speak, the Honduras Tourism Ministry relies on a budget of $2.7 million for overseas advertisement, and we funnel some $800,000 into the European outbound market. That’s why we believe this is a market that can be lifted a whole lot higher.

Q.- Have your country signed any agreements with any tour operator –out of the CATA context- to stand up for this effort?

A.- There are talks underway. Even the previous Honduran administration spent four days in Madrid to attend FITUR and contact with Air Madrid, Air Europa and Iberia to address that particular issue. We’ve made significantly more headway with Air Madrid in that respect.

Q.- Is there anything else you’d like to add?

A.- I want to thank all international news organizations for this effort and I’m encouraging them to give Central America some media hype. This might seem a tiny endeavour, but it means a lot to all of us because it’s telling the world that this region is ready to welcome them with open arms and let them make themselves at home.