CATA reinforces its European strategy and expands its international reach from FITUR 2026

What does FITUR represent for CATA and why is it a key trade fair for Central America?

FITUR is the leading platform connecting Europe and Central America. Spain is the most important market on the continent for the region, as approximately 17% of Central America's visitors come from Europe, out of a total of around 30 million tourists annually.

Furthermore, Spain functions as a true distribution hub, as tour operators from all over Europe interested in Latin American destinations converge here. Many players in the European tourism trade who are not always present at other fairs do participate in FITUR to meet with Latin American destinations, making Madrid a strategic gateway to Central America.

Which European markets are currently CATA's focus for growth?

In addition to Spain, CATA is consolidating its presence in the UK and Germany, with planned participation in ITB Berlin and other key trade fairs. Simultaneously, efforts are underway to strengthen markets such as Italy, France, and the Netherlands.

The strategy for this year combines the consolidation of the main markets —Spain, Germany and the United Kingdom— with a greater promotional presence at trade fairs and roadshows in countries such as Italy, France and the Netherlands, to expand the reach of Central America within Europe.

What kind of alliances does CATA seek to strengthen during FITUR?

One of the main objectives is to strengthen the relationship with the outbound operators that already market Central America, as well as to expand the network of partners that sell the region in Europe.

We are also working intensively with the media to strengthen the narrative about Central America and offer a more complete and balanced view of the destination. This includes showcasing its cultural, natural, and tourist richness, countering stereotypes that do not reflect the reality of the region.

This is in addition to strengthening the relationship with current and potential airlines, which is key to expanding air connectivity to Central American destinations.

What new developments stand out in terms of connectivity and long-haul markets?

CATA is intensifying its strategy in the Canadian market, taking advantage of the increase in direct flights between Canada and several Central American countries. In the last year, new routes were launched to Guatemala, Belize, and El Salvador, adding to existing connections with other destinations in the region.

The growth of the Canadian market towards the Caribbean and Central America is supported by demand data, and CATA seeks to capitalize on this trend with specific promotional actions in Canada.

What type of delegation is accompanying CATA at FITUR?

More than just an institutional delegation, the presence at FITUR reflects the diversity of Central America. Participants include representatives from the Belize Ministry of Tourism, tour operators from Belize, Nicaragua, and Honduras, as well as the executive director of Mundo Maya.

This combination allows for an integrated proposal that reflects the cultural and tourist richness of the region, as well as the articulation between destinations and private actors.