El Salvador Tourism has launched a new country brand to enhance the destination’s attractions and Salvadoran identity in the international market. 

The tourism board will be at this year’s WTM to tell attendees more about the launch.

Evolving the formerly domestic-focused promotion into a global campaign, the brand’s new message, “Great Like Our People,” captures El Salvador’s location and authentic activities, as well as the  welcoming nature and spirit of its residents.

“We’re very excited for this new platform to promote El Salvador as a top travel destination, with the new brand providing a base to highlight El Salvador’s range of offerings for international visitors, locals, and entrepreneurs alike,” says José Napoleón Duarte, Minister of Tourism.

“With some of the best air links to major cities across North America and Central America, El Salvador is in a strategic location, and this ease-of-access appeal is complemented by a laborious workforce, the fertility of its soils and agriculture, the natural beauty of its volcanoes and coasts, and the Salvadoran culture.”

The colour and pattern for the new brand was selected for a particular reason. The indigo blue is representative of the “blue-gold” indigo the Maya once used and continues to be used by Salvadoran artisans who craft with today.

The blue is seen in the country’s flag and its Pacific waters. The number of colorful pieces are a display of El Salvador’s 14 administrative departments and regions of the country based on the index of human development, which includes the country’s capital San Salvador, coffee-rich Santa Ana, and Usulután with its beautiful beaches.

For more information on El Salvador, visit www.elsalvador.travel/en