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The colombian Embassy in El Salvador and the multinational consulting firm Grupo Macro held a high-level breakfast conference on tuesday entitled “From Strategy to Execution: How to Shift Metrics in El Salvador’s New Economic Context”. The event was geared toward business leaders, corporate executives, and representatives from the productive sector interested in analyzing the current economic situation in El Salvador and the investment and expansion opportunities in the region.
The meeting, held in San Salvador, brought together executives, business leaders, and representatives from various economic sectors, who participated in a day focused on leadership, business transformation, regional cooperation, and strategies to capitalize on El Salvador’s economic growth.
Participants included the Colombian Ambassador to El Salvador, Carlos Rodríguez Bocanegra; the General Manager of Grupo Macro in El Salvador, Kathie Alemán; the CEO of Grupo Macro LATAM, Fernando Miño Andrade; and the General Manager of Grupo Macro Colombia, Juan Carlos Cañón.
A space to strengthen the relationship between Colombia and El Salvador
Ambassador Carlos Rodríguez Bocanegra emphasized that the event aims to strengthen economic and trade relations between the two countries, promoting new investment opportunities, product exchange, and business cooperation.
“This is a meeting between colombians and salvadorans to continue the brotherhood that characterizes us”, the diplomat stated, adding that there is a growing interest among colombian businesspeople in investing in El Salvador.
He explained that the trade relationship between the two nations is experiencing a dynamic period, driven by El Salvador’s economic growth and the confidence that foreign companies are placing in the national market.
Rodríguez Bocanegra affirmed that colombian companies have been investing in El Salvador for several years and that there is currently interest in expanding the presence of colombian products in the country, especially in sectors such as meat, dairy, eggs, poultry, and value-added industries.
He also indicated that there are salvadoran businesspeople who have invested in Colombia and have found opportunities within an economy he described as solid and growing.
El Salvador, an expanding market
During the event, several economic indicators were highlighted that, according to the organizers, reflect El Salvador’s growing international standing.
Among them were a projected GDP growth of 3.9% in 2025, remittances reaching US$10 billion, more than 4.1 million tourists, and a 26% increase in post-pandemic private investment.
They also noted that the country is undergoing an economic transformation driven by improvements in security, business expansion, and regional dynamism—factors that, they assert, have sparked the interest of international companies.
“El Salvador is experiencing its strongest economic moment in the last three decades”, they emphasized during the conference.
Grupo Macro announces expansion in El Salvador
Kathie Alemán, general manager of Grupo Macro in El Salvador, explained that the event also marks the formal opening of the firm’s operations in the country.
Grupo Macro is a consulting firm specializing in corporate cultural transformation, leadership, and strategic execution, with a presence in seven Latin American countries: Colombia, Ecuador, Peru, Bolivia, Chile, the Dominican Republic, and now El Salvador.
Alemán explained that the intention is to share business methodologies and tools that will allow organizations to adapt to the new salvadoran economic context and take advantage of growth opportunities.
“Today is a space to share ideas, methodologies, and experiences in a market like El Salvador, where the economy presents many open doors”, he said.
“El Salvador is experiencing a fantastic economic wave”
The CEO of Grupo Macro LATAM, Fernando Miño Andrade, compared the current salvadoran economic situation to a great wave that companies must strategically take advantage of.
“El Salvador is experiencing a fantastic wave. One of those waves that surfers love, but that you must know how to ride”, he expressed.
Miño explained that his presentation focused on how companies can transform strategies into concrete results through proper execution and a strengthened organizational culture.
“Strategies exist, but making them happen is another matter”, he noted.
According to him, Grupo Macro’s work consists of helping companies improve their execution capacity, strengthen their relationships with clients, and increase their business growth through business transformation processes.
Regional experience to face new challenges
The general manager of Grupo Macro Colombia, Juan Carlos Cañón, highlighted that one of the conference’s objectives was to share regional experiences on how to face changing economic contexts and turn challenges into growth opportunities.
Cañón indicated that Colombia has developed business resilience after facing complex scenarios for many years, an experience that can serve as a reference for salvadoran companies.
“Organizations are always asking themselves what the magic formula is for facing these changes. We want to share some elements that can help companies navigate this new stage better”, he explained.
Leadership, strategy, and regional cooperation
The organizers noted that these types of meetings aim to strengthen business cooperation between Colombia and El Salvador, foster strategic alliances, and open new avenues for economic and commercial exchange.
They also emphasized that the current regional context demands more adaptable, innovative, and result-oriented companies, capable of responding to increasingly dynamic markets.
The conference primarily brought together CEOs, general managers, and business leaders interested in analyzing economic trends, expansion opportunities, and corporate leadership tools applied to the new salvadoran economic landscape.
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