The Regional Director of UN Tourism for the Americas, Gustavo Santos, affirmed on Friday that Latin America and the Caribbean constitute “the promising territory for the tourism of the future” due to their authenticity, their natural beauty, and their cultural identity.
According to Santos, who was present at the presentation of Guatemala’s Sustainable Tourism Master Plan 2026-2036, Latin America and the Caribbean have enormous potential to become the most attractive region for tourism and experiences globally in the future.
This expectation is based on the region’s unique resources, including its identity, nature, living cultures, and heritage reserves, which are beginning to be sought after by travelers worldwide.
Santos said that the new paradigm that has emerged thanks to advances in Artificial Intelligence (AI) and the omnipresence of digital technology will make the digital and technological commonplace. On the other hand, what will be most desired and aspirational will be the real thing—that is, the distinctive, authentic, and identity-driven experience.
“The real, distinctive, and defining experience in Latin America and the Caribbean is authenticity, nature, and the land itself, with a great opportunity for tourism to become its main driver of development,” the UN Tourism official emphasized.
Santos stated that Central America already exhibits “extraordinary dynamism and remarkable growth in tourism,” making it the fastest-growing subsector in the region, thanks primarily to Guatemala and El Salvador, as well as Panama.
UN Tourism highlights the importance of innovative projects to ensure this positive response is sustained over time. In Guatemala, in particular, tourism revenue increased by 35 percent between 2019 and 2024; moreover, in the most recent year (2023-2024), it experienced a 22 percent growth.
UN Tourism’s message for the region is that the product to offer “is simply being ourselves.” “It’s not about inventing anything, but about ‘being who we are, protecting our natural and cultural heritage,'” explained Gustavo Santos.
IMAGE CREDIT: Santos stated that the Central American region already exhibits “extraordinary dynamism and remarkable growth in tourism.” Photo: Cubavisión Internacional.
[ SOURCE: teleSUR ]
