El Salvador Tourism

Situation

This vibrant Central American country possesses unique natural resources, a year-round warm climate, appealing and authentic cultural experiences, a wide variety of tourism product, and the infrastructure and accessibility to accommodate increased arrivals. However, historically El Salvador Tourism had been unsuccessful at connecting with inbound travel trade decision makers in the United States and Canada, including travel agents, tour operators, and consumers,  in a meaningful way. Negative perceptions about the safety of the country were also an obstacle in attracting North American tourists.  

Approach

  • Create and implement a strategic integrated marketing plan to drive arrivals, length of stay and spend from the North American market
  • Position El Salvador as a safe and welcoming destination for intrepid travelers  

Our Solution

  • Leveraged El Salvador Tourism’s slogan “Great Like Our People” to showcase the meaningful, interpersonal, and one-of-a-kind experiences travelers can experience within the country on its artisan routes, beaches, rainforests, and beyond
  • Assisted local receptive operators in creating new product tailor made for the North American market
  • Organized FAM trips for qualified travel trade professionals and media
  • Engaged in targeted, ongoing media relations
  • Planned and executed travel trade and media events across North America

Results

  • Fodor’s Travel included El Salvador on its “Go List” of destinations to visit in 2019
  • Secured 2086 positive articles about El Salvador, resulting in more than 340 million media impressions in 2017
  • Increased arrivals from the North American market along with length of stay and spend

Our Work

Services Provided to El Salvador

Travel Trade Representation & Outreach
We help our clients build relationships with tour operators, travel agents, travel trade, and other business-to-business groups that increase awareness of their destination and drive more arrivals.
Tourism Product Development
We analyze and evaluate existing tourism product, identify appropriate and profitable segments, and respond to market challenges by recommending enhancements to improve the customers’ experience before, during, and after their trip.
PR & Media Relations
Public Relations and media outreach are essential to increasing awareness and influencing actions that will ultimately result in increased business. We leverage our rich, long-term media relationships with key contacts across the globe to secure high-impact editorial exposure on local, national, and international levels, ultimately driving sales and brand awareness.
Training Solutions
Our accredited training team offers professional development services in hospitality and destination management, hotel revenue and distribution, and group sales. We create and deliver custom workshops, classes, and extended courses for a broad range of audiences and topics.
Marketing Campaigns & Advertising
An integrated marketing campaign that incorporates both traditional and digital channels will keep your company or organization in focus. We design strategic marketing and advertising plans, gather and create image and content components, and implement and track placements to ensure success.
Events
Our team creates innovative trade, media, and consumer events, handling all of the details from start to finish.

How May We Help You?