The tourism sector between El Salvador and Guatemala is experiencing significant growth, positioning itself as one of the most dynamic travel markets in Central America. In 2025, El Salvador welcomed 4.1 million international tourists, continuing its trend of robust tourism expansion over recent years. Notably, Guatemalan visitors made up a substantial portion of these numbers, with approximately 1.5 million Guatemalans traveling to El Salvador that year.
In a reciprocal trend, more than 1.75 million Salvadorans ventured to Guatemala, underscoring the rising appeal of regional tourism and brief cross-border excursions. Unlike traditional tourism reliant on international air travel, this burgeoning market is largely driven by road trips. Nearly 50% of tourists entering El Salvador did so by land, with Guatemala reporting even higher figures for overland arrivals.
This shift has spurred what experts are calling “exploration tourism,” where travelers seek short trips focused on beaches, cultural sites, mountain towns, and nature spots. For Guatemalan tourists, El Salvador’s surf beaches such as Playa El Tunco, El Sunzal, and El Zonte are favored destinations. Meanwhile, Salvadoran visitors to Guatemala often explore its volcanic regions, hot springs, and mountain attractions.
The surge in tourism is supported by enhanced border infrastructure and streamlined migration procedures, which have effectively reduced travel delays between the two nations. This growing tourism corridor is boosting economic activity, benefiting local businesses, hotels, and restaurants in the border regions. Projections indicate that overland tourism will continue to rise through 2026.
This trend also presents new competition for Costa Rica, which has traditionally relied on long-haul international tourists from North America and Europe. Analysts note that Central America is increasingly being marketed and experienced as a connected, multi-country destination. This has prompted tourism operators to create regional travel packages, further integrating the region’s travel offerings and enhancing its appeal to visitors.
