Boris Iraheta at WTM London 2024: “The Balance Is Positive”
On the second day of the World Travel Market (WTM) in London, Boris Iraheta, Secretary General of the Central American Tourism Agency (CATA), shared insights on the region’s progress and outlook at this key global tourism event. “The balance is absolutely positive,” Iraheta affirmed, emphasizing the strong representation from nearly all Central American countries, including Nicaragua's Minister of Tourism and the Dominican Republic's Deputy Minister of Tourism.
One of the primary topics discussed at the fair was strengthening connectivity between Central America and the United Kingdom. Iraheta noted that discussions with airlines such as British Airways are underway to explore options for direct routes to the region. “We’ve engaged with British Airways to explore potential strategies that could connect the airline with Central America,” he explained, pointing to the possibility of extending current flight routes to other Central American nations. “The UK market is significant for the entire Central American region,” he added.
Beyond connectivity, CATA is also focused on branching out its tourism offerings in partnership with the Dominican Republic, which is developing sustainability-focused destinations in the country’s southwestern region. Iraheta highlighted the Dominican Republic’s shift toward “a new kind of tourism” that prioritizes sustainability and environmental responsibility, representing a departure from traditional all-inclusive tourism and appealing to more conscious travelers.
The Secretary General also announced an innovative bird-watching initiative. Starting next year, Central America will host the "Central America Big Day" on March 15—a dedicated day for bird-watching across the region. “On that day, groups of eco-tourism enthusiasts will join specialized tour operators to observe and upload bird sightings to a platform,” Iraheta explained, referring to the eBird app, where CATA already has an official account. This project aims to position Central America as a top destination for nature tourism, attracting visitors interested in biodiversity.
2024 Growth Projections and Promotional Strategies
Iraheta also shared the region’s tourism growth projections, which are expected to reach between 10% and 11% by year’s end. While most visitors are still from North America, primarily the United States, “our focus on key European markets is helping to increase the numbers of European visitors,” he noted.
With a five-year strategic plan approved by CATA’s Board of Directors, Central America will continue its international promotional efforts at fairs like WTM and ITB Berlin, and strengthen its presence at events such as VIT in Milan and Top Resa in France. This strategy aims to broaden the region’s global appeal, promoting investment, diversification, and sustainability within Central America's tourism sector.
To close, Iraheta highlighted the upcoming edition of the Catam fair, set to take place in San Pedro Sula, Honduras, from October 21-23, 2025. This event will offer another opportunity to position the region as an attractive destination for conventions and meetings. “We believe it will be a very successful event,” he affirmed, extending an invitation to tour operators and media to participate in this significant gathering.
