Boris Iraheta Took on CATM 2024 as His First Major Challenge at the Helm of CATA

By Veronica de Santiago

The contagious atmosphere of the most recent edition of the Central America Travel Market (CATM 2024), led by Boris Iraheta, secretary general of the Central America Tourism Agency (CATA), has left an important mark on the Central American tourism landscape.

In this exclusive interview, Iraheta shares his first great experience at the helm of CATA, highlighting the success of this event that has exceeded all expectations. Hosted by El Salvador, the event has transcended geographical borders, positioning the country as a booming destination and catalyst for unprecedented regional integration.

The dialogue with Iraheta reveals a bold and strategic vision for the future of CATAM, where the commitment to the region is intensifying. From the resurgence of destinations like El Salvador to the meticulous planning for the next venue in Honduras 2025, CATAM's commitment to tourism promotion and cooperation between countries is projected strongly.

We spoke with Boris Iraheta, who is CATA's secretary general. First edition at the head of CATAM, how has the experience been?

It has been very good. I think that taking a quick survey among exhibitors and wholesale buyers we have invited, I can say that, with half a day to go before the event closes completely, expectations have been exceeded.

Very good business has been generated, seeds have been sown that we hope will germinate, if not well for this holiday season, then by 2025.

El Salvador, host of this edition, how have you seen the destination?

Good. Interesting because El Salvador, due to the change of perception in terms of security, has become fashionable. Tourists in the markets of interest are looking for it. In Spain, for example, there are people asking about El Salvador.

This means that buyers and travel agencies are once again considering the destination, but this has also made El Salvador an important point for the cohesion of multi-destinations such as Guatemala-El Salvador or Salvador-Honduras. Now there are operators that explore new lines in the business to discover, complement or reopen tours that they used to have in El Salvador.

As for the businessmen who are present here, we have done a little recap and they are very happy with the quality of the appointments as well as with the networking program that has been done in this edition. What have they transmitted to you?

Positive experiences, very good comments. Obviously there are always areas for improvement, which we take note of.

We have kept a log to optimize in future editions, but in general terms when we take the average I think the experiences are very positive in terms of the organization, the quality of buyers, buyers who came and regarding the additional networking areas that are those that are open outside in B2B that have found thanks to the agenda we have had.

And the chambers of tourism of the different countries are all present here, in addition to FEDECATUR. What do you think of CATAM?

We are very excited. Yesterday we were talking to the person who is going to take over the presidency of the FEDECATUR chamber. They have strong ideas to continue betting not only for CATAM, but also for the sector to cohere as chambers, to work together.

The board of directors met in person, they took advantage of the space and I think they came up with some very interesting lines of work that particularly excited us when we listened to them. CATA's board of directors includes ministers of tourism, but also the chambers. So, the fact that the chambers have this work plan and see in CATAM the efforts we can make together as a possibility to improve, grow and optimize tourism products, seems very encouraging to us.

What are CATAM's expectations for Honduras 2025?

The thing about exceeding the expectations of an event is that the bar is set very high. We have to start working tomorrow. In fact, right now.

Tonight is the closing event, which is sponsored by Honduras. It's time to start working with them and talking, because we have a very good relationship with both the Honduran Institute of Tourism and the Chambers, with President Wehmeyer - President of the National Chamber of Tourism of Honduras -, and with the Minister - of Tourism - Yadira Gomez. She is also an integrationist at heart, so is Michael -Wehmeyer-.

It is a matter of starting to work on the log that I mentioned to you: to take it out to review and see the points, to take up all the positive aspects and correct the aspects that perhaps did not look so good, but to start working towards 2025.

Boris, how did you decide on CATAM's headquarters?

Well, originally it is a rotating venue. I mean, it started in one country and it rotates according to one's turn and then it starts again.

What happens? The last time it was Guatemala's turn and for the next event the pandemic came and it could not be done. It should have been done in 2021. It must be said that this is not an annual event, it is done every two years. Then, for different reasons, at the time it declined and then it was taken over by another country that could not officiate it either. Then El Salvador came, raised its hand and took it back.

Originally, it is rotating and it is expected that from Honduras onwards, the rotation will be resumed. If not, there are already firm candidates for 2028. We are there in that dynamic. If we do not resume the rotation system, we are going to do it by candidacy.

Well, the world is faster too, so maybe changing from every two years to every year has its benefits.

Yes, there is a benefit. The best thing we can do I think is to migrate.

Notice that CATA, FEDECATUR, ENT or the Board of Directors, I am sure that when they see the success of the fair, they will surely consider some possible changes. It could be the issue of making it annual, but with an element that could be to make it more modern and adapt to the times, to the changes and to the current dynamics of the market.

It is also likely that there will be some adjustments, if not structural, in order to make the fair more successful.

Is CATA going to continue its commitment to attend international events with its own stand, to work for the region, to be the image again of the integration of the different countries?

We are going to keep on betting. We are back with the trade fair season that began in November 2023 at the WTM in London, we continue at FITUR and ITB and we will continue with this dynamic.

What we want now is to take advantage of the positioning of the Central American brand in Europe, especially in terms of Europe as a market of interest, but now add the component of being present in those markets, doing business, networking, being present with wholesalers, with the media, and not only at the level of content or advertising, but also at the level of these strategies and being present and updating products.

In addition, the Board of Directors, seeing that we have resumed and restarted the visit with this idea of the fairs, have asked us to evaluate the possibility of being in a single hall, all together, at the fairs, where possible. As we had been before, to return to that dynamic.