Central American Destinations Ramp Up Promotion in the U.S.

By Verónica de Santiago

A look at the objectives of the Central American Tourism Promotion Agency (CATA) regarding the North American market, was offered to our media by Carolina Briones Pereyra, secretary general of the organization, which this year is among the Platinum Global sponsors of the international tourism fair World Travel Expo (WTE) in Miami, USA. 

During the event, which was held at the Miami Airport Convention Center and attended by some 3,000 representatives of travel agencies, airlines and tourist destinations, Briones explained the reasons that led CATA to this venue. 

"Simply because the North American market, and especially the United States, is one of the main markets for the Central American region, as well as the Dominican Republic," he argued.

He also pointed out that, during 2021, they began to consider other markets that were alternatives to those that CATA has traditionally been promoting as a multi-destination, such as the European market (Spain, France, Italy, Holland, England), "but with the pandemic and connectivity, it was very important to learn to be resilient to bring the message of the brand, of integration, of the regional tourism product, of everything you can do in Central America," he adds. 

"That's why the U.S. was chosen as a base to launch the Central America brand, and we were accompanied here by all the countries. This is the first Central American pavilion in the United States and we have had the participation of Guatemala, Belize, El Salvador, Honduras, Nicaragua, and businessmen from Panama. The North American market has represented 53% of arrivals to our region". 

How was the participation in this first edition of WTE Miami?

I think it has been very positive. Cata betting on coming as a region for the first time and for businessmen has been very positive. It is a good way to start in the North American market and we have a representation of businessmen who are here to be able to negotiate with all the wholesalers and travel agencies that visit this fair. 

Being in this first edition is part of Cata's objective to strengthen its presence in the same fair in the following years. Always accompanied by the tourism institutes, chambers and entrepreneurs, all as a block. 

Does that bloc have a new slogan and a new campaign?

Yes, "Come and experience it". CATA likes to innovate, to bring positive messages that we are a region with a wide cultural diversity, but that you can also live adventures. It is possible to promote a more segmented tourism where you can do scuba diving activities, slide down a volcano on a board, rafting. 

"The North American market has represented 53% of arrivals to our region, said CATA's Secretary General"

So the campaign is called "Come and live it", come and live it as you can only do in Central America. 

It is a multi-segmented campaign, covering not only adventure tourism but also sustainability. 

Yes, we embrace sustainability. In fact, we are a region that is now increasingly promoting its seal of sustainability and it is up to us as CATA to accompany it. 

I would invite the North American market to learn about this product. The U.S. tourist is looking for adventure tourism in places of nature with a focus on sustainability. 

A good opportunity to learn about Central America's offerings is that, from April 16 to 18, 2024, in El Salvador, the Central America Travel Market, CATM, will be held, which has not been held since 2019. 

That's right, since in 2019 Guatemala could not hold this event that requires good coordination with the eight countries of the region. 

Now El Salvador has accepted the challenge and will welcome all wholesale agencies from the U.S. and obviously Europe because they are still our priority markets, although it will also be extended to other destinations in South America. 

Has there been an opportunity at this fair for meetings with airlines that are here as exhibitors?

Yes, there have been meetings prior to the fair. I believe there are airlines that are going to become sponsors of this event and with which contacts are already being established.