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El Salvador now has a new technological tool geared toward the tourism sector. Turs is a mobile application that uses artificial intelligence to help domestic and international visitors find destinations, activities, and tourist experiences throughout the country.
The platform was officially launched at an event that brought together government representatives, business leaders, and stakeholders in the tourism sector. Minister of Tourism Morena Valdez and Vice Minister of Foreign Affairs Adriana Mira participated in the event, highlighting the importance of promoting digital solutions that facilitate access to tourist information and strengthen El Salvador’s promotion as an international destination.
According to its creators, Turs functions as an AI “superagente” capable of guiding users in planning their trips, recommending places of interest, and connecting visitors with local experiences. The application aims to centralize tourist information on a single platform so that travelers can organize their trips more easily and with greater personalization.
Turs founder and president Raymond Villalta explained that the initiative was born with the goal of showcasing the diverse attractions the country offers. He noted that, although destinations like the beaches of Surf City, Lake Coatepeque, and other iconic sites are widely known, there are still numerous experiences and places that can be discovered by both domestic and international tourists.
Minister Morena Valdez highlighted that one of the app’s main contributions is the ability to connect visitors with authentic experiences alongside local communities. She explained that current tourism trends show that more travelers are seeking activities that allow them to learn about the culture, traditions, and lifestyle of the destinations they visit.
“This new platform offers added value by connecting tourists with local and authentic experiences”, the minister stated, adding that these types of tools help diversify El Salvador’s tourism offerings and enhance the visitor experience.
During the launch, the Ministry of Tourism’s work in promoting the country internationally was also recognized. Raymond Villalta presented an award to Morena Valdez for El Salvador’s selection as host of World Tourism Day 2026, an event that will be celebrated for the first time in the country’s history.
With the launch of Turs, the tourism sector adds a new digital platform that leverages technological innovation to facilitate destination exploration, promote personalized experiences, and strengthen the connection between travelers and El Salvador’s tourism offerings.
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