The Central American Tourism Promotion Agency (CATA), within the framework of its Pro Tempore Presidency exercised by Belize, has launched a new marketing strategy aimed at European markets, specifically 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 multi-tourist destination, taking into account new travel trends and market preferences.
Under the slogan “Come and live it”, CATA seeks to highlight the differentiation that Central America and the Dominican Republic have in terms of cultural and natural potential, with the best preserved scenery in the western hemisphere. One of the most biodiverse areas in the world where nature and adventure are fundamental elements in the regional tourism offer. On the other hand, the archaeological component, one of the most emblematic of the planet, along 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, 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 implemented in CATA’s target markets, in order to reach a wider audience and capture their interest in Central America’s tourist attractions. The development of this strategy also includes a strong innovation component to support the region’s tourism MSMEs, promoting digital training to strengthen their capabilities in a constant learning environment.
The European tourism market is characterized by seeking tourist destinations with ample natural and cultural wealth, so CATA will promote the offers of sun and magnificent beaches on the coasts of the Caribbean and the Pacific Ocean, offering a wide range of relaxation and active tourism activities.
It will also highlight the region’s cultural and ethnographic richness, from Mayan archeology to living cultures, colonial heritage and mestizaje. Finally, it will focus on highlighting the exuberant nature of Central America and the Dominican Republic, with jungles, seabeds, volcanoes and lakes that offer unique experiences.
International tourism is advancing at a good pace towards pre-pandemic levels. Therefore, CATA through the execution of this strategy hopes to position the complementary tourism offer of Central America and the Dominican Republic in Europe to contribute to the full consolidation of regional tourism by 2023.