The tourism sector between El Salvador and Guatemala is experiencing significant growth, establishing one of the most robust regional travel markets in Central America and altering tourism patterns throughout the area. In 2025, El Salvador welcomed 4.1 million international visitors, marking continued robust growth in its tourism industry. A substantial segment of these tourists, approximately 1.5 million, hailed from neighboring Guatemala.
Conversely, the flow of Salvadoran tourists to Guatemala is also notable, with over 1.75 million Salvadorans visiting their neighboring country. This exchange underscores the increasing appeal of short cross-border trips and the rise of regional tourism. Unlike traditional tourism, typically reliant on international flights, this surge is largely fueled by road travel. In fact, nearly half of the tourists entering El Salvador did so by land, with Guatemala experiencing even higher levels of overland arrivals.
This burgeoning trend has given rise to what analysts refer to as “exploration tourism,” where travelers embark on brief getaways to explore beaches, mountain towns, cultural sites, and nature destinations. For Guatemalan tourists, the surf beaches of Playa El Tunco, El Sunzal, and El Zonte in El Salvador are favored destinations. Meanwhile, Salvadoran visitors frequently seek out Guatemala’s volcanic regions, hot springs, and mountain attractions.
Contributing to this tourism boom are improved border infrastructure and streamlined migration procedures, which have reduced travel delays between the two countries. The resulting increase in tourism is bolstering economic activity for restaurants, hotels, and local businesses across the border regions. Officials anticipate that overland tourism will continue its upward trajectory through 2026.
This emerging tourism corridor is not only fostering economic growth but also intensifying competition for Costa Rica, whose tourism industry remains largely dependent on long-haul international visitors from North America and Europe. Analysts suggest that Central America is increasingly being marketed and experienced as a connected multi-country destination, prompting tourism operators to create regional travel packages to capitalize on this trend.