An AI illustration Generated for Our Life in El Salvador of the people and experiences that make a visit to El Salvador memorable.
Today, September 27, El Salvador is hosting the international celebration of World Tourism Day for the first time. Representatives from the tourism industry have come to the country to discuss its future and experience a little of what El Salvador has to offer.
For those of us who live here, this is a special opportunity. I moved to El Salvador in 2011, and over the years I have enjoyed visiting its beaches, mountains, towns, and restaurants. I have also met people whose warmth and hard work make those visits memorable. Now the country has a chance to share more of those experiences with visitors from around the world.
What is World Tourism Day?
World Tourism Day is observed each year on September 27. Countries everywhere can mark the occasion, but one country hosts the official international celebration. This year, that country is El Salvador.
The 2026 theme is “Digital Agenda and Artificial Intelligence to Redesign Tourism.” Participants will discuss how technology can change the way people find destinations, plan trips, and connect with tourism businesses.
Technology can be useful. A small hotel, a local guide, or a family restaurant may be discovered by someone who otherwise would never hear of it. Better online information can also help a visitor plan a trip with confidence. Still, a website or an app can only introduce someone to a place. The people they meet and the experiences they have are what they will remember.
An opportunity to show more of the country
El Salvador’s beaches have attracted a great deal of attention, and I understand why. I have spent many happy days enjoying the coast myself. But visitors who come only for the beach can miss much of what makes this country interesting.
There are towns to explore, foods to try, artisans to meet, and scenic routes that reward taking your time. I would love for this international spotlight to encourage travelers to see more of El Salvador, including places outside the best-known tourism areas.
That broader interest could create opportunities for local guides, drivers, restaurants, guesthouses, and small businesses. Whether it does so will depend on what happens after the celebration ends. Visitors need good information and welcoming places to stay, while local businesses need a fair chance to be part of the growth.
What I hope visitors take home
When I first came to El Salvador, I felt a sense of calm and peace that stayed with me. Years later, after Elizabeth and I made our home here, I continued discovering new reasons to appreciate the country.
Hosting World Tourism Day is a proud moment for El Salvador. I hope the guests attending the celebration enjoy what they see. More than that, I hope they leave curious enough to return, travel beyond a single destination, and spend time with the people who make this country feel like home to me.
Sources: UN Tourism; El Salvador’s Ministry of Foreign Affairs; El Salvador Travel; and Diario El Salvador.
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