El Tunco Beach in La Libertad
LA LIBERTAD, El Salvador — El Salvador has been selected to host World Tourism Day in 2026, making it the first Central American country to host the industry’s most significant global commemoration.
The announcement was made during the closing ceremony of the 2025 edition in Melaka, Malaysia, where the UN World Tourism Organization (UNWTO) officially confirmed El Salvador as the host.
World Tourism Day is held annually on September 27. It brings together ministers, experts, and industry leaders from around the world to discuss innovation, sustainability, and the future direction of the tourism sector.
The 2026 celebration will center on the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” reflecting the industry’s rapid transformation through technological innovation and digital services.
The UNWTO announced that it had selected El Salvador as part of its regional rotation, allowing the Americas to host World Tourism Day in 2026.
For Central America, the choice is a milestone, offering both unprecedented global visibility and the chance to promote the region as a growing destination on the world map.
El Salvador plans to highlight its cultural diversity, natural attractions, and modernization efforts, including sustainable projects, guide training, and technological advances already incorporated into local tourism services.
Past hosts have used the event to project national tourism brands. Saudi Arabia in 2023, Georgia in 2024, and Malaysia in 2025 each emphasized unique priorities.
As host, El Salvador is expected to organize international conferences, technology fairs, and cultural showcases, combining cutting-edge innovation with exhibitions that reflect the country’s identity and traditions.
Officials expect benefits ranging from stronger international visibility to increased investment. The event could also spark tourist arrivals, particularly to emerging destinations within El Salvador’s expanding travel network.
El Salvador is gearing up to boost digital infrastructure, sustainability, and workforce training, aiming to leave tourism stronger and more modern long after the one-day event ends.
The theme reflects broader global shifts. Artificial intelligence, digital marketing, and smart data are transforming the way travelers plan trips, how companies deliver services, and how destinations market themselves.
El Salvador’s government says it will use the opportunity to position the country as a regional leader in tourism innovation, showcasing digital security, smart reservations, and interactive experiences.
