Honduras has a vast capacity to diversify its tourism products beyond cruise tourism, although it requires a commitment to local infrastructure and services, consolidating air connectivity, and addressing the perception of key aspects such as safety and quality of tourism products. This is the main conclusion of a current study, which offers a snapshot of Honduras as of July 2024, carried out by the global tourism intelligence platform Mabrian, part of The Data Appeal Company and Travel2latam as an independent media outlet.
According to estimates from the Honduran Tourism Institute, in 2023 the country received 2.4 million travelers, +24.1% more than the previous year. Of these, 59% arrived in the country as part of a cruise itinerary; 5% were day visitors (or excursionists), and 36% were tourists (that is, they stayed overnight at the destination).
This shows the scope and dependence of Honduras on this segment, a trend that Honduran authorities estimate will grow by 2024: reaching 71% of international visitors to the country. A higher percentage of tourists compared to cruise passengers and day-trippers would translate into more benefits for the destination and a greater and better distributed economic impact, contributing to the sustainable development of Honduran tourism.
Regional dependence, a priority challenge for Honduras
One of the main challenges facing Honduras as a tourist destination is its dependence on its regional source markets, its neighbouring countries and its few long-haul markets, such as Spain and, in particular, the United States. This is demonstrated by both the Balance of Origins Index, which reaches 46.7 out of 100 possible points; and the Product Balance Index (45.6 out of 100 possible).
This situation of Honduras' dependence on specific segments "exposes them to losing market share, income and arrivals if their main issuing markets are affected by phenomena that alter the demand market."
Combined tourism products that extend stays
Focusing the analysis exclusively on international source markets, the Global Tourist Perception Index reaches 46.8 points out of a possible 100, and improves by 8% compared to the same month last year. Travelers rate the accommodation positively, since the Hotel Satisfaction Index reaches 70.3 points out of a possible 100, and improves by 35% compared to the same month last year; and the climate, an aspect highly appreciated by travelers, who rate it with 89.4 points out of a possible 100, a score that increases by 4% compared to the same month in 2023.
The perception and overall satisfaction with the destination, on the other hand, is falling due to the impact of the Tourism Product Satisfaction Index, which is down 20% compared to the same month in 2023; and, to a lesser extent, by the Security Perception Index, which, with an average score of 63.7 points out of a possible 100, is down by around 5% compared to the same month in 2023.
“In addition to taking measures to improve the perception of security in international markets, Honduras faces the challenge of developing competitive tourism products that are aligned with international demand standards, diversifying tourism experiences to attract more travelers who prefer to stay overnight in the country, which represents a broader economic benefit for the destination and local communities,” said Mabrian’s spokesperson.
In fact, the observed data shows that travelers' interests point in this direction.
For international travelers, the main motivation for visiting Honduras during the month of July is family tourism (34.4%), followed by cultural heritage (26.4%), and gastronomy (12.3%). Active satisfaction (which is the combination of nature, well-being and active tourism experiences), is the main motivation for 12.7% of international travelers visiting Honduras; while the remaining 14.2% is divided between outdoor activities (sun and beach) and nightlife.
The results of the Study show that the experiences most valued by travelers are sun and beach tourism, active tourism, and cultural tourism, and these segments can represent an opportunity to diversify and increase overnight stays, which can become a profitable counterpoint to cruise tourism. “The combination of sun and beach experiences, active tourism, and cultural tourism translates into enormous potential for designing vacation tourism products that are indigenous and unique to Honduras, with longer stays and greater spending at the destination.”
Air connectivity strategy, key to diversifying demand
Strengthening air connectivity is a very relevant aspect, and a necessary pillar to increase international arrivals to any destination. This is a significant consideration for Honduras, in light of official data from the Honduran Tourism Institute on access routes to the country. In 2023, 23.2% of all international travelers who visited Honduras arrived by air, mainly from the United States.
Mabrian's data for the month of July 2024 indicate that, of the eleven issuing markets that connect with Honduras, the growth of +6.8% compared to the same month in 2023 stands out, in air seats from the United States, which represents 48% of Honduran international air connectivity.
El Salvador (+48%) and Costa Rica and Panama also stand out, with double the number of seats available compared to July of last year. In addition, in the period analysed, seats on domestic flights increased by 17.6% compared to the same month in 2023. On the other hand, -1% of seats on direct flights from Spain, -70% from Mexico and -27% from Guatemala have been lost.
“Direct air connectivity is one of the most important keys to encouraging the arrival of international visitors, because it contributes to encouraging longer stays,” concludes the Mabrian spokesperson.
Source: Mabrian.