CATA promotes Central America as a multi-destination and seeks to strengthen its presence in European markets

What are CATA's main objectives for this edition of CATM 2025?

In general terms, CATA's goal is to promote Central America as a single tourist destination, fostering the multi-destination concept . That is, we aim to allow visitors to visit more than one country—two, three, or even more—during their trip.

In this edition, we have two main goals: the first is to generate as many tourism products as possible for inclusion in the catalogs of the wholesale tour operators who visit us, who ultimately sell them to tourists. The second is to strengthen Central America's position as an attractive destination, working on brand positioning to change perceptions related to security issues and highlight the region's cultural and natural wealth.

What are the most important source markets currently, and how does CATA operate them?

Our main source market remains the United States, although countries in the region already operate directly in that market. Therefore, as CATA, we focus our efforts on Europe, where we act as a regional promotional force.

Our priority markets are Spain, the United Kingdom, and Germany, and we also work with Italy, France, and the Netherlands. In the future, we could expand our focus to larger markets such as Canada or South America—particularly Argentina, Brazil, or Colombia—depending on decisions made by the Board of Directors and the Marketing Committee.

Have tourists' expectations or preferences changed after the pandemic?

Yes, definitely. We've noticed two major changes. On the one hand, visitors are now seeking more authentic experiences: community-based tourism, nature tourism, and less crowded spaces. Central America, due to its natural inclination toward these types of experiences, is strengthening its offerings and training service providers to meet this demand.

We've also adapted our strategies to attract travelers traveling as a couple or in small groups, interested in sustainability and connecting with local culture. While we continue to offer luxury accommodations, especially in the Caribbean, our primary focus is on rural tourism and nature trails.

Furthermore, the current geopolitical situation has led us to look toward new markets, including Latin American ones, and to take advantage of opportunities arising from changes in international mobility.

What concrete results do you hope to achieve with this edition of CATM?

We expect more than 2,000 business appointments during the event. Our goal is for the region's tourism products to be included in the catalogs of the wholesale tour operators who visit us.

This will allow these packages to be available in major source markets starting in the summer or winter of 2026. Selling these products will generate economic benefits, community development, and boost local economies, not only in Honduras—the host country—but throughout Central America.