First Lady Gabriela de Bukele. El Salvador is taking a global step to rebrand itself as a leading family tourism destination through a new initiative unveiled before the United Nations’ tourism agency in Madrid, Spain.
First Lady Gabriela de Bukele presented the “El Salvador Family Friendly” project to UN Tourism Secretary-General Zurab Pololikashvili and Executive Director Natalia Bayona. The project highlights the country’s improved safety levels.
According to an official statement from the Salvadoran government, the initiative introduces a “Family Friendly” seal, designed to certify Salvadoran tourist attractions as such.
The tourist places with the seal would ensure safe, accessible, and high-quality experiences for both local and international families.
The “El Salvador Family Friendly” program is an initiative within El Salvador’s National Family Tourism Strategy.
Its goal is to promote the country as an ideal destination for family travel, emphasizing its transformation into a safe and inclusive place for visitors of all ages.
UN Tourism leaders commended the initiative, noting that it aligns with the global movement toward responsible and accessible tourism, which prioritizes comfort, inclusion, and visitor well-being.
Under the new certification, destinations must meet standards of safety, accessibility, and family comfort, including rest areas, breastfeeding spaces, accessible trails, and accommodations for seniors and people with disabilities.
Among the first sites recognized under the “Family Friendly” seal are the Saburo Hirao Children’s Amusement Park, Cerro Verde National Park, El Boquerón, the National Museum of Anthropology (MUNA), and the National Library (BINAES).
Other certified spaces include the National Theater, National Palace, Sunset Park in La Libertad, and the San Sebastián Tourist Terminal in San Vicente—all chosen for their family-oriented infrastructure and educational or recreational offerings.
Government officials have stated that the certification will help guide both domestic and international tourists to destinations suitable for every age group, while encouraging cultural institutions to expand child-friendly and family-oriented programs.
The “El Salvador Family Friendly” strategy represents another step in the government’s broader effort to reshape the nation’s international image—this time through tourism that unites safety, culture, and family life.
