CATA seeks greater presence of Central America and the Dominican Republic in Europe

The Central American Tourism Promotion Agency (CATA, for its acronym in English) within the framework of its Pro Tempore Presidency exercised by Belize, has launched a new marketing strategy aimed at European markets, specifically for Spain, Italy, Germany, France, the United Kingdom and the Netherlands. The main objective of this initiative is to strengthen the positive and safe image of Central America as a tourist multi-destination, taking into account new travel trends and market preferences.

Under the motto "Come to live it", CATA seeks to value the differentiation that Central America and the Dominican Republic have regarding the cultural and natural potential, with the best preserved scenarios in the western hemisphere. One of the most biodiverse areas in the world where nature and adventure are fundamental elements within the regional tourist offer. On the other hand, the archaeological component, one of the most emblematic on the planet, together with the native peoples.

In that order, it will implement a series of strategic actions. Among them, the positioning of the website www.visitCentroamérica.com in the first places of Internet search engines stands out, using new tactics that optimize the visibility and presence of the platform in other relevant semantic searches.

Likewise, an effective digital communication plan will be carried out in CATA's target markets, in order to reach a broader audience and capture their interest in the tourist attractions of Central America. The development of this strategy also contemplates a strong innovation component to provide support to tourism MSMEs in the region, promoting their digital training to strengthen their capacities in an environment of constant learning.

The European tourism market is characterized by seeking tourist destinations that have a wide natural and cultural wealth, which is why CATA will promote offers of magnificent sun and beaches on the Caribbean and Pacific Ocean coasts, offering a wide range of relaxation and active tourism activities. .

Likewise, it will highlight the cultural and ethnographic wealth of the region, from Mayan archeology to living cultures, colonial heritage and miscegenation. Finally, it will focus on highlighting the exuberant nature of Central America and the Dominican Republic, with jungles, sea beds, volcanoes and lakes that offer unique experiences.

International tourism is advancing at a good pace towards pre-pandemic levels. For this reason, CATA, through the execution of this strategy, hopes to position the complementary tourist offer of Central America and the Dominican Republic in Europe to contribute to the full consolidation of regional tourism in 2023.