A. M. 
More than 70 salvadoran tourism companies are preparing to conquer international markets after months of intensive training, with three key events taking place this week.
From march 17 to 19, 2026, a significant milestone is being reached for the Orange Tourism sector in El Salvador. Orange Tourism is a concept that encompasses tourism experiences linked to the creative and cultural economy: local gastronomy, handicrafts, music, historical heritage, nature, and living traditions. In El Salvador, the Ilamatepec Project, promoted by the European Union and implemented by the International Trade Centre (ITC), works with companies in this sector to professionalize their offerings, develop export plans, and connect them with international markets, particularly the European market.
Within the framework of this initiative, participating companies have received support in key areas such as branding, storytelling, digital marketing, optimizing their presence on international travel platforms (OTAs), pricing strategies, and experience design. In parallel, the project has facilitated their participation in international tourism events, established partnerships with global players in the sector, such as Booking.com and Lonely Planet, and supported the production of photographic and audiovisual materials to strengthen their visual identity and promotional capacity in foreign markets. Within this same context, three events will be held aimed at strengthening business capabilities, fostering innovation, and building bridges between tourism and technology.
On tuesday, march 17, companies participating in the Orange Tourism program took part in an Intensive Growth Lab Workshop, a practical session focused on applying specific tools and methodologies to accelerate their business growth. The workshop seeks to translate the program’s learning into tangible actions and measurable results.
Today, thursday, march 19, the program will culminate with two key activities: a Masterclass on Artificial Intelligence Enablement, which opens new possibilities for the sector’s digitalization, followed by the Closing Ceremony and Certificate Award Ceremony for the EMP (Export Marketing Plan) Training Program for tourism companies. This formal recognition marks the end of a training journey that has provided participants with real tools to compete in demanding markets, including the European one.
On the same day, the networking event “Tourism Meets Tech” will take place, a space designed to facilitate strategic conversations between tourism companies and companies in the ICT (Information and Communication Technologies) sector. This meeting reflects another dimension of the Ilamatepec Project: its technological component, which supports salvadoran technology-based companies through specialized training, technical advice, international promotion, and B2B business connections, with the goal of consolidating El Salvador as a reliable provider of high-value-added technological services. The event seeks to identify common interests and open the door to innovative collaborations that enrich and differentiate El Salvador’s tourism offerings.
The Ilamatepec Project has been supporting salvadoran companies that offer unique and authentic experiences, from travel agencies and boutique hotels to coffee producers, artisans and tour operators, in their professionalization process and access to international markets.
This initiative is funded by the European Union – European Union in El Salvador within the framework of the Global Gateway strategy and is implemented by the International Trade Centre (ITC).
The European Union thus reaffirms its commitment to the sustainable economic development of El Salvador, betting on the talent, creativity, and export potential of salvadoran companies as engines of prosperity and employment.
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