ANNUAL REPORT 2017 · regional, national, and business strategies for commercial and promotional...

Central America Tourism Agency - CATA - CentroaméricaEdificio SG- SICA, Final Bulevar Cancillería, Distrito El Espino, Ciudad Merliot, Antiguo Cuscatlán.

La Libertad, El Salvador(503) 2248-8800 / 2248 -6923

w w w . c a t a t o u r i s m a g e n c y . o r g • w w w . v i s i t c e n t r o a m e r i c a . c o m

2017REPORTANNUAL

Messagefrom the Central America Tourism Agency’s Secretary General

Dear friends of Central America and the world:

It is a pleasure for the Central America Tourism Agency (CATA) to present its “2017 Annual Report,” which is the result of our annual exercise as an organization promoting and facilitating the commercialization of the Central American multi-destination tourism.

2017 was a year of great challenges and accomplishments. The first Multi-Destination Product Innovation Workshop, held in Managua, Nicaragua in 2016, was the start of the innovation process carried out by the region, consolidated with the results of the “best prospect” studies carried out this year and with the second Workshop on Digital Marketing Innovation held in San José, Costa Rica, in June 2017. With these actions, Central America, under the leadership of CATA, has established the pillars for the reformulation of its regional, national, and business strategies for commercial and promotional management, through the effective use of new tools and strategies of digital and social media marketing.

With the launch of our digital marketing strategy, which included a novel campaign with six video bloggers from Spain, Germany, and the United Kingdom, Europe said: Yes, I like Central America. These incredible young people generated 302 publications about their experiences, and made it clear that Central America made them feel alive. We worked hard shoulder to shoulder with the public and private sectors of the region to put online a new, easy to use web platform, full of important information for the traveler, and in which the private sector is highly benefited by the showcasing of their offer to both the final buyer and the wholesalers.

We strengthened our image as an integrating entity of the commercial and promotional action of Central America. The notoriety that the promotion and dissemination work that the region carries out through its tourism integration entities does not go unnoticed; our work of 2017 made

us worthy of the “2017 Tourism Excellence Award,” an honor given to us in 2018. Similarly, the recognition of the results of our work led us to exhibit it in European forums such as NovaGob in Tenerife, Spain.

The investment that Central America makes through CATA has generated revenue in the form of image that is measurable in publications that result from the press trips we carried out. In 2017, we mobilized 67 European journalists who, to date, have generated 131 publications with a value of one million euros. Likewise, our management of information about Central America and the alliances with European media generated 739 publications, with an advertising value of more than five million euros.

We participated in European tourism fairs such as FITUR, ITB, and WTM, as well as ventured into new markets such as Switzerland and Austria through presentations and roadshows promoting the region. New products such as the “Maya Caribbean” were put on the market; we attracted 101 European wholesalers who participated both in the familiarization trips and as buyers during the CATM fair, held in El Salvador in October 2017.

We hope that this annual report is to your liking and allows you to learn more about our work, describing the positive impact we have on the economic growth through tourism, as well as in strengthening the tourism image of Central America in the main outbound tourism markets in Europe.

Ana Carolina Briones PereyraSecretary General - CATA

Table of Contents

MESSAGE FROM THE CENTRAL AMERICA TOURISM AGENCY’S 1 SECRETARY GENERAL

OUR MISSION 5

OUR VISSION 5

EXECUTIVE SUMMARY 6

2017 ACTIVITIES AND PROGRESS REPORT 8• CATA and the Republic of El Salvador sign Headquarters Agreement 8• Strengthening of CATA’s corporate identity and positioning 8• Development of the II Innovation Workshop on Digital Marketing 10 and Social Media for Central America’s Multi-Destination Products • CATA’s instruments to guarantee its sustainability 12

TOURISM PRODUCTS 14• CATA strengthens its knowledge about priority markets with 15 the implementation of “Best Prospect” studies in its target markets • Knowledge about multi-destination products and current package offers 15• 2017 CATM Fair 16

BRAND POSITIONING 20• Digital Marketing Strategy 21• Central America is promoted to specific segments in priority markets 24

COMMERCIALIZATION 66• Central America Roadshows 67• Familiarization Trips for Wholesalers 67

PRIVATE SECTOR SPEAKS ABOUT CATA 78• Isabel Vargas – President, CANATUR – Costa Rica 2017 79• Iveth Lagos – Manager, JM TOURS - Honduras 79• John Burgos – Executive Director, Belize Tourism Industry Association –BTIA 80• José Antonio Méndez – General Manager, CADISI TOURS - El Salvador 81• Rodrigo Moreno – Commercial Manager, Salvadorean Tours 81• Elisabeth Samayoa – General Manager, BOSA TOURS – Nicaragua 82

OUR MISSION

To contribute to the significant growth of tourism in the region, through international promotion and positioning marketing actions that increase the recognition of Central America as a highly competitive, innovative, and diverse tourism product.

OUR VISION

CATA is the leading agency in the promotion and positioning of Central America as a tourist multi-destination internationally.

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EXECUTIVE SUMMARY

The CATA Board of Directors was chaired from January through June 2017 by Costa Rica, and from July through December by Panamá. The success of CATA’s mission during 2017 rested greatly on the support received from the ministers, and their work teams. The following table summarizes for the most part the actions and accomplishments under the administration of Costa Rica and Panamá:

ACTIONS RESULTSRecovery of the portfolio for the payment of support fees

93.93% recovery of the CATA collection portfolio.

Negotiation of Headquarters Agreement between CATA and the Government of El Salvador

CATA’s Headquarters Agreement subscribed and signed by El Salvador’s Legislative Assembly.

Production and launching of the first multi-destination catalog

Catalogs translated from Spanish to English and German, for a total of 5,000 copies distributed among wholesalers and European public, as well as, Tourism Chambers through FEDECATUR, as a tool for the promotion and commercialization of tourism SMEs in Central America.

2017 Budget execution 99.89% of the annual budget Executed: 83.82% in promotion expenses, and 16.18% in administrative expenses.

II Innovation and Digital Marketing Workshop

50 people trained in digital marketing: 60% of tourism SMEs in the region; 20% of officials in the marketing area of the National Tourism Authorities of the region; and, 20% of Central American trade associations (FEDECATUR).

Five proposals for digital marketing and social media.

Conduction of Best Prospect studies

Central America has updated studies on the best “long haul” tourist prospect in the markets of: Germany, Spain, France, the Netherlands, Italy, and the United Kingdom.

Studies distributed among Chambers, ANT.

Results of studies presented by CATA to business sector.

Results of studies applied in order to improve the actions and promotion strategies according to the particularities of each market by CATA and ANT.

Digital Marketing Strategy Campaign with European video bloggers for a total of 302 publications that caused more than 600,000 views; more than 170,000 interactions in the markets of Germany, Spain and the United Kingdom (up until December 2017), with a reach of more than 400,000 followers.

Campaign: “Central America Makes Me Feel Alive.” This was accomplished with the reinforcement of the video bloggers, resulting in more than four million people reached in Facebook.

New Central America’s website, www.visitcentroamerica.com is a platform adapted to the demands and expectations of the current tourist.

Press trips 60 European journalists mobilized to the region, who made 140 press trips.

133 publications about Central America in European media that have generated an estimated Return on Investment per publication value of € 1,661,506.74, with an estimated audience reach of 67,465,002 Europeans from our target markets.

Presentation of CATA’s experience

Projection of the work of tourist integration carried out by the Central American governments through their tourism integration organizations for the comprehensive development of the region.

6 • Central America Tourism Agency - CATA

ACTIONS RESULTSFamiliarization trips 101 European wholesalers moved to the region, for a total of 188 trips that

have allowed the tourist marketers to get closer to the Central American product and offer.

Portfolio of projects CATA has a portfolio of projects awaiting authorization from the CD-CATA under the new 2018 PPT.

Preliminary draft for the platform of www.visitcentroamerica.com formulated and ready to be presented at future meetings of the 2018 CD-CATA.

Management of public relations in Europe

Management of the alliance with the media, distribution of newsletters and press releases have resulted in 739 publications promoted by CATA, with an estimated publication value of €5,855,288.83, with an estimated audience reach of 425,516,059.

Support to 2017 CATM Fair 125% of overachievement in the projection of media participation for coverage of the 2017 CATM.

Number of European wholesalers projected to participate in CATM was accomplished by 87.5%.

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2017ACTIVITIES ANDPROGRESS REPORT

CATA and the Republic of El Salvador sign Headquarters Agreement

In August 2016, under the mandate of Nicaragua’s Pro Tempore Presidency (PPT), CATA officially opened its regional headquarters. However, it was under the mandate of the PPT-El Salvador1 that the corresponding process was initiated with the Ministry of Foreign Affairs of El Salvador to formalize the Headquarters Agreement that would allow the Agency to obtain the legal status to operate in Central America, as is the case in Spain.

In March 2017, under the mandate of the PPT-Costa Rica, the Headquarters Agreement was signed and sent to El Salvador’s Legislative Assembly for ratification, which took place under the mandate of the PPT-Panamá, thus concluding the process of legal recognition of the CATA subsidiary in Central America.

Strengthening of CATA’s corporate identity and positioning

CATA continues working on strengthening the corporate identity and institutionality of the agency. Today, the Central American and European business sector recognizes CATA as a support institution, which, thanks to its vast experience on the product and multi-destination offer of the region, provides advice and support to strengthen the performance capabilities of regional tourism SMEs in management and commercial innovation, as well as offer to European markets. In the case of European entrepreneurs, CATA is seen as a strategic ally for the execution of specific actions in order to put in the market its multi-destination products and offers to Central America, through joint marketing agreements.

CATA pays great attention and emphasis to the topic of communication and interaction with its stakeholders, so it periodically publishes its newsletters -CATANEWS, Progress Reports, and Informational Notes about its institutional work.

1- PPT CATA’s Board of Directors carried out by por the Republic of El Salvador from July to December, 2015.

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These communication tools are distributed to our databases in Central America and Europe, including Central American diplomatic missions in Europe, diplomatic missions of our target markets in the region, businessmen, media, Central America government institutions, etc.

CATA’S Informational Blog

During the year 2017, 52 institutional Informational Notes were published regarding the results of CATA actions. The notes also included news about the networking actions carried out directly by its Secretary General - with the endorsement of the Pro Tempore Presidency of the CATA Board of Directors ,- for the establishment of inter-institutional alliances, and projection of CATA’s institutional work as a link between the public and private sectors of the region, all for the promotion of Central America as a multi-destination, and its contribution to the cohesion and strengthening of the region’s tourism integration.

The news published by CATA about the campaign with European influencers had a great impact in Europe and in the region, where it was published by two mass media outlets in Guatemala and Costa Rica.

Development of the II Innovation Workshop on Digital Marketing and Social Media for Central America’s Multi-Destination Products

In compliance with CATA Executive Committee’s agreement, point number 7 of the minutes of the CATA Board of Directors XLVII Meeting, on June 26 and 27, the II Workshop on Innovation for Multi-Destination Product, was organized and held in San José, Costa Rica, with the theme: Digital Marketing and Social Media for the Promotion of Multi-Destination Tourism Product.

The workshop had the technical support of the Spanish Association of Scientific Experts in Tourism (AECIT), which appointed two facilitators

and recognized speakers specializing in innovation and marketing. The workshop was attended by 50 tourism professionals from throughout the Central American region, mostly Tourism Operators, technicians from the National Tourism Authorities (ANT), and representatives from the tourism chambers. The workshop had four main objectives: a) understand the offer of differentiating value, multi-destination product or service to prepare innovative packages; b) understand target markets or target digital users; c) understand the mechanisms of relationship with users of multi-destination product or service; and,


d) understand the digital distribution and communication channels for multi-destination packages/product or service. As a result, five digital and social media marketing plan proposals were submitted, which are summarized in the following table:

PROJECT NAME PROPOSAL’S INNOVATIVE NATURE

CAPACITY OF CARRYING OUT PROPOSAL

VIABILITYOF PROPOSAL

FEDECATUR

Development of a plan around all the Chambers whose strategic element would be tourism training.The element of value proposition is a greater number of alliances.

Easy to start up. It is necessary to define more clearly some elements of the plan and how the actions will be coordinated.The potential customers would be in the business segment.

Viable.

FACOT

Revive the project abandoned for three years, and reformulate it as a meeting place between the C.A. operators, being its fundamental pillars: destinations and experts, which would result in the strengthening of the products as a whole.

High. Success will depend on the level of commitment and collaboration that is established between the private and business sectors.

The digital marketing plan is viable. The commitment of collaboration by the private sector is important.

CENTRAL AMERICA 5 SENSES (#C5S)

Design of an offer that is distinguished from others by its clear commitment to tourism experiences, and the combination of differential elements, and whose key message is: “The maximum of C.A. for less.”

High. It requires the coordination of actions that facilitate the integration of the experiential product by the TTOO.

High. The distribution channels, marketing system and relationship with potential customers must be analyzed.

SALE OF EMOTIONS (GROUP 4)

It is innovative, both in the design of the product, and in its digital marketing plan, with an interactive platform, as in the information management.Captive markets: European and North American.Clear message: “Your perfect complement to create emotions in Central America.”

Executable in the medium/short term.The idea is well thought out, but there are some key elements of the plan that could relatively slow down its start-up.

Viable.

PLATFORM “CENTRAL AMERICA IS HAPPINESS” (GROUP 5)

Original idea, whose value proposal is to create a new sales concept for Central America such as “HAPPINESS,” based on the diversity of the seven countries.Very innovative in the proposal of video-marketing. Poses a series of different messages.

Executable in the medium/short term. It will depend on the ability to reach agreements with suppliers and service providers, as well as having the support of the public sector as a facilitator.

Viable. It provides value in different phases of the supply chain, both to suppliers of products and services, and to end customers. Different aspects must be taken into consideration.

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CATA’s instruments to guarantee sustainability

CATA’s Portfolio of Projects

In compliance with CATA’s Board of Directors (CD-CATA by its Spanish acronym) mandate under the PPT-Nicaragua, in order to have a portfolio of projects ready to secure funds to continue the promotion and positioning of Central America in CATA’s target markets in Europe, the Agency formulated project profiles in accordance with the results of the demands arising from the sector during the first Tourism Product Innovation Workshop held in Managua in 2016.

The resulting project profiles were:

Project 1Institutional strengthening: Development of a geo-marketing tool for the promotion of regional tourism development.

Proyect 2Development of multi-destination products:Central American Tourism Packages.

Proyect 3Development of multi-destination products: Central American Tourism Easy Pass (C-TEP).

These profiles must be approved by the CD-CATA so that the Agency, jointly with SITCA and SICA, can start the process of presenting the proposals to the donor community for the procurement of funds for the execution of projects.

Presentation of AECID/OMT projects

The PPT-Costa Rica facilitated an encounter with the Spanish Agency for International Cooperation and Development (AECID) and the UN World Tourism Organization (UNWTO), and presented the work that Central America does through its Promotion Agency in the European market. This was done in order to seek the necessary support from these entities, so that the region continues taking actions to position the Central American multi-destination, and facilitating the commercialization for the tourism MSMEs of the isthmus.

CATA, with the assistance of the PPT-Costa Rica, formulated the project “Strengthening of Intraregional Tourism, Digital Marketing, and Market Access of Central American Tourism MSMEs,” presented by the Secretariat of Central American Tourism Integration (SITCA) before the Fund Spain-SICA (FES-SICA), and is in the application stage.

Project Profile “Platformization of the Visitcentroamerica site with Amadeus”

During the 50th ordinary meeting of the CATA Board of Directors held on September 1st, in Panamá City, the initiative for the preliminary design of the VisitCentroamerica platform was approved.

The objectives of this proposal are: a) strengthen the promotion of Central America as a multi-destination through the use of digital marketing and promotion tools; b) expand the platforms and spaces of tourist companies in the region for access to new markets; c) increase tourism traffic to the region through a novel and innovative promotion and commercialization


system built on a digital platform adjusted to the characteristics of the region; and, d) find means of supporting the financial sustainability of the agency through contributions to facilitate the commercialization of regional offers and services.

The CD-CATA instructed the Agency to proceed with the presentation of a feasibility study that would allow them to have the financial technical data for analysis, and potential approval, during subsequent meetings of said agency.

Timely technical assistance was contracted to prepare the project profile around three scenarios, and with results based on the corresponding financial analyzes. CATA has

complied with this task, and is ready to submit it for consideration of the CD-CATA for review.

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TOURISM PRODUCTS

CATA strengthens its knowledge about priority markets with the conduction of “Best Prospect” studies in its target markets

2017 was a year of research and updating for Central America, in order to expand knowledge on the demands of its target markets, and improve its future strategies and actions to attract more tourists from these countries. Under this premise, during the first semester of 2017, corresponding studies were carried out in the markets of Spain, Germany, and the United Kingdom. In the second semester, the results of the Best Prospect studies corresponding to the Dutch, Italian and French markets were received.

The results of these important research carried out in the European countries mentioned above have been distributed to the Chambers of Tourism of each country, as well as to the marketing areas of each National Tourism Authority (NTA) in Central America.

The primary objective of this distribution is to present new insights into the current behavior of potential multi-destination tourists, allowing each NTA and company to rethink their current intervention strategy for each market, and strengthen the relevant actions according to the case and market.

Knowledge about multi-destination products and current package offers

The FITUR tourism fair was the launching platform of the first Central America Multi-Destination Offer Catalog, which consists of 66 tourist packages promoted by 30 tour operators in the region.

A total of 5,000 catalogs have been distributed in the following fairs: FITUR and ITB; Barcelona roadshow; LATISUR “workshop” in Italy; ELA in London; WTM, 2017 CATM; and, during the presentations that have been made to travel agents, wholesalers, and sent through CATA’s public relations agency in Europe. The

English version of the catalog was launched during the 2017 ITB-Berlin fair, and in the context of the ARGUE roadshow, the German version was launched.

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2017 CATM FairDuring part of 2016, and

throughout 2017, CATA

has been executing an

intense promotion strategy

in Europe in order to

stimulate the participation

of wholesalers and high-

quality, serious media

outlets in the 2017

CATM fair.


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2017ANNUAL17 •

Between July and September 2017, CATA intensified logistical efforts to guarantee availability of seats in airlines for the participation of the wholesalers and media contacted in the previous months.

All promotion and persuasion work carried out by CATA from 2016 WTM, until September 2017 in Germany, Spain, France, the Netherlands, Italy, United Kingdom, Finland, Belgium, Norway, and Sweden allowed Central America to receive 70 wholesalers, and 25 journalists from Europe. The participation of a total of 90 Central American organizations was accomplished, of which 76 were entrepreneurs, that is, 84.44% of the exhibitors.

It is important to note that CATA contributed 47% of the total value of air tickets was for wholesalers, and European media.


Activities carried out during the 2017 CATM Fair

In the context of the 2017 CATM fair, actions were taken to strengthen the capacities of Central American tourism entrepreneurs, as well as to contribute to the participation of European wholesalers. These actions were:

Networking of Central American Entrepreneurs

On the initiative of FEDECATUR, and within the framework of the 2017 CATM fair, a networking event for Central American businessmen participating in the CATM fair took place. CATA, with the aim of strengthening the articulation of multi-destination offers, contributed with the logistics for the development of this action.

Conference for Central American Exhibitors

On October 6, 2017, with the presence of the representative of the PPT-Panamá, CATA held the event “Innovation in Multi-Destination Tourism Product Management”, which consisted in the development of a cycle of conferences aimed at the Central American exhibitors participating in 2017 CATM. The event was broadcasted live on YouTube: https://www.youtube.com/watch?v=y1KXhLF_k1M

CATA, presented its work regarding the positioning of Central America as a high-quality multi-destination in the European markets. On the other hand, the company Euromonitor addressed a master lecture on the opportunities that Central America has as a multi-destination in its target markets, through the development of strategies based on the in-depth knowledge of its “Best Prospect” tourists. Also, the keynote presentation “Tourism Innovation as a Factor of Competitiveness,” was carried out by the Spanish lecturer and innovation expert Juan Miguel Moreno Magaña.

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BRAND POSITIONING

The objective of this component is that, through outreach actions, the Central America brand elevates its notoriety and positions itself as an integrative brand of the region in CATA’s priority European markets.

Digital Marketing Strategy

In June 2017, CATA launched its digital strategy for the promotion and positioning of the region in its European target markets under the slogan “Central America Makes Me Feel Alive.”

At the same time, with the reinforcement of the content generated by the European bloggers’ videos invited by CATA, which were broadcasted in the markets where the influencers came from, the campaign reached more than four million impacts in our target markets.

Digital promotion campaign in priority markets – implementation of technological innovation and organization of trips with vloggers and influencers

Aiming at strengthening the digital marketing campaign “Central America Makes Me Feel Alive” launched in May 2017, technical assistance was offered for the development of a parallel promotional action with large-scale influencers, and audience for CATA’s target European markets.

In 2017 the campaign was divided in two phases. The first phase included Guatemala, Belize and Honduras; the second phase included El Salvador, Nicaragua, Costa Rica, and Panamá.

As a product, each video blogger made a general video of their multi-destination experience, and a video of their visit to each of the countries visited, which have been circulated in their networks and distribution channels.

The campaign, which has an exceptional graphic line, managed to increase its Facebook community by 17%, accurately projecting the fascinating majesty, mystical cultures, and archaeological and natural heritage of the region.

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Up to the date of preparation of this report, the campaign has generated a total of 302 publications, with a reach of 482,506 people in the aforementioned European markets. This has resulted in more than 170,912 interactions, and a total of 680,540 views, for a total EMV (Earned Media Value) estimated at € 1,108,143.72 (one million one hundred eight thousand one hundred forty-three with 72/100 euros) in social networks where the experiences of these influencers have been published.

SOCIALNETWORK No. POST REACH

INTERACTIONSVISITS LIKES SHARES COMMENTS

Instagram 90 Photos 187,000 148,510 2,430

IG STORIES 66 stories 407,090

FACEBOOK 43 posts 116,660 43,750 3,480 442 122

Twitter 62 posts 34,960 1,730 419 14

Blogs 10 posts 5,090 35

YouTube 31 videos 143,886 224,610 11,830 1,900

TOTAL 302 482,506 680,540 165,550 861 4,501


As an additional benefit, the visits of video bloggers to the region generated photographic material and videos in German, Spanish, and English that have been delivered to the National Tourism Authorities for use as support for their promotional actions, as follow:

DETAIL OF MATERIAL SUBMITTED TO CENTRAL AMERICA BY VIDEO BLOGGERS

MK INFLUENCERCENTRAL AMERICAN COUNTRIES

GU BZ SV HN NI CR PA CAFO VI FO VI FO VI FO VI FO VI FO VI FO VI FO VI

AL LOUISE MORGEN 8 1 2 1 3 1 13 1

BACKPACKER SIMON 1 1 2 1 4 2 4 1 11 0

ES ROAD TO WILD 17 4 9 1 7 1 33 2

MOCHILEROS TV 17 1 11 1 4 1 9 1 41 0

UK BACKPACKING BANANAS

132 1 34 1 58 1 224 1

DAN CARTER 17 1 6 1 8 1 10 1 41 1

MOR. EVERETT/JUAN MIGUEL

18 0 64 3 11 0 208 30 31 0 14 11 18 18 364 0

TOTALS 175 6 109 6 46 3 276 33 50 3 30 15 41 21 727 5

Visitcentroamerica’s new web platform

CATA’s Board of Directors approved in April 2017 the proposal to build the web platform of visitcentroamerica, presented by the Spanish company Moreturismo. Among the objectives that the platform will meet are:

• Make Central America known as a vacation multi-destination for the international market. • Provide the visitor, traveler, tourist with the maximum possible information about the multi-destination. • Promote the participation of the TTOO multi-destination experts. • Have an adapted website and full of useful information for tourists.

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In addition to raising awareness, this platform will have the capacity to stimulate that call to action that the countries need, as well as the private sector, to increase interest and visitation in Central America and its destinations. In January 2018, the renewed web platform was made available online. It projects modernity, placing the region as a unique multi-destination, thanks to its great attractions of nature, mysticism, colonial history, and wonderful climate.

Central America is promoted to specific segments in priority markets According to the data provided by the 2017preliminary statistical compendium presented by the Secretariat of Central American Tourism Integration (SITCA), and the 2017 Report of Migration Flow by Continent by the Guatemalan Institute of Migration, Central America, except Honduras, received a total of 1,067,600 European tourists, of which 800,640 came from the European target markets, which is equivalent to 75% of the total European tourists served in Central America in 2017.

DISTRIBUTION OF TOURISTS’ ARRIVALS COMING FROM TARGET MARKETS 2017

Germany19%

United Kingdom17%

Italy10%

The Netherlands10%

France19%

Spain25%


The graph above shows the distribution in percentage terms by country of the total number of tourists arriving in the region in 2017 from Germany, Spain, France, the Netherlands, Italy, and the United Kingdom.

Technical Assistance from PR Agencies in European target markets

In order to continue to project Central America and strengthen its image as a multi-destination in the target markets in Europe, CATA works with the public relations agency ATREVIA in Spain, and its five subsidiaries located in the markets of Germany, France, the Netherlands, Italy, and the United Kingdom.

During 2017, CATA, in coordination with ATREVIA, executed three major strategic actions:

1. Development of actions in each market at the level of media, wholesalers, and general public. 2. Conducting press trips. 3. Participation in promotional events.4. Preparation of a media kit that was translated from Spanish, to German, French, Dutch, Italian, and English. This kit was

updated in June of 2017.

In this chapter, we present the activities developed for each of the defined actions.

GERMANY

Germany represented 14.32% of the total European tourists arriving in Central America2 in 2017. The Germans that arrived in 2017 represented 19.10% of the total of pax coming from our target markets.

The countries of the region that received the largest number of tourists3 from Germany were: Costa Rica with 46.42%; Panamá with 21.57%; Nicaragua with 12.62%; and, Guatemala with 11.34%.

Panama33

Guatemala17.3

Costa Rica71

Belize7.4

Honduras0

El Salvador4.9

Nicaragua19.3

DISTRIBUTION OF GERMAN PAX BY C.A. COUNTRIES - 2017 (in thousands of pax)

2017 RESULTS - GERMANY

Monthly monitoring of publications about Central America (Clippings)

As of December 2017, the Central America Public Relations agency had registered a total of 2,119 press clippings on Central America throughout Europe.

Of this total, Germany had a total of 479 news representing 23% of the total of tourism news that was identified in Europe in 2017.

2- According to the SITCA Statistical Compendium, there is a lack of data on European pax arriving in Honduras in 2017. 3- According to the figures provided by the NTAs, and reflected in the Preliminary Statistical Compendium presented by SITCA.

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RESULTS CLIPPINGS GERMANY 2017Total news on C.A. identified in 2017 479

Total news generated by CATA through its PR agency

67

Advertising value of the notes (Add Value) €1,671,726.00

Estimated audience impact 141,381,464

A 13.99% of the tourism news about Central America occurred in the German market as a result of the information about the region distributed, such as newsletters and press releases, as well as the assistance and direct attention of the media by our agency in Germany.

DISTRIBUTION OF THE RESULTS - NEWS - GERMANY 2017 BY COUNTRY C.A. AND MULTI-DESTINATION PRODUCT

COUNTRY No. NOTES ADD VALUE ESTIMATED AUDIENCE IMPACTGuatemala 13 €161,480.00 33,884,897

Belize 4 €58,369.00 264,167

El Salvador 2 €4,404.00 13,364,882

Honduras 1 €22,517.00 105,915

Nicaragua 7 €46,917.00 77,672,581

Costa Rica 6 €597,748.00 1,005,647

Panama 7 €588,292.00 5,487,313

Regional 27 €191,999.00 9,596,062

TOTAL 67 €1,671,726.00 141,381,464

Press Releases

Germany produced a total of 24 press releases that were distributed to the German database totaling 200 contacts between the trade and the mass media.

The topics reported in the press releases were made in a multi-destination context and, depending on the product, the reference was made to the attractions and offers linked to it by country.

The key messages for the generation of media content were mainly linked to the segments and products of sun and beach, culture, weddings and honeymoon, and nature. However, there were also notes that touched on those issues related to connectivity and Central America as a point for conventions (MICE).

Production of Editorial Articles - Newsletters

Germany produced 12 news bulletins that were distributed to the 200 contacts the agency has in Germany.

The contents of the bulletins featured topics related to the products, and according to the information obtained from each of the countries of the isthmus on the topics addressed. It is important to highlight that each market emphasizes what it considers of greatest interest to its audiences: trade and media, which is basically where the bulletins are distributed, and it is the source from which the stories and publications that the agency manages derive.

In Germany’s case, for the purpose of the bulletins, 119 notes were written about the countries and their offers, and their distribution in 2017 was as follows:


NO. OF NOTES ABOUT C.A.PRODUCTS AND/OR OFFERS IN GERMANY

Costa Rica17 Belize

16

Honduras20

El Salvador18

Panama14

Guatemala19

Nicaragua15

SPAIN

In 2017, Spain4 represented 18.45% of the total European tourists arriving in Central America, equivalent to 25% of the total number of passengers received from our target markets.

The countries of the region that received the largest number of tourists from Spain were: Costa Rica with 35.42%; Panamá with 32.98%; Guatemala with 13.06%; and, Nicaragua with 9.38%.

2017 RESULTS – SPAIN


Up until December 2017, thanks to the monitoring carried out by the PR agency of Central America in Spain, 857 tourism news about the region were identified, of which 161, that is 18.78% of the total of the detailed publications, are the product of direct management of the PR agency of Central

Costa Rica69.8

Belize2

Honduras0

El Salvador16

Panama65

Guatemala25.75

Nicaragua18.5

DISTRIBUTION OF SPANISH PAX BY C.A. COUNTRIES - 2017(IN THOUSANDS OF PAX)

4- Data for Honduras is not integrated in the preliminary 2017 SITCA statistical bulletin.

REPORT

2017ANNUAL27 •

America in Spain. These are the result from the monthly press releases, bulletins written and distributed by the PR agency, as well as direct assistance provided to the media requesting photographs and specific information, managed by CATA’s headquarters in Central America, along with the National Tourism Authorities.

From the total news monitored in the six target markets, those generated in Spain correspond to 40.44% of the total of clippings.

RESULTS CLIPPINGS SPAIN 2017Total news about C.A. identified in Spain, 2017 857

Total news generated by CATA through its PR agency 161

Advertising value of notes (Add Value) €385,087.43


DISTRIBUTION OF RESULTS - NEWS SPAIN 2017 BY C.A. COUNTRYAND MULTI-DESTINATION PRODUCT

COUNTRY No. NOTES ADD VALUE ESTIMATED AUDIENCE IMPACT

Guatemala 10 €23,536.97 1,038,194

Belize 14 €36,361.62 3,205,292

El Salvador 23 €34,847.66 1,437,960

Honduras 18 €28,449.88 460,325

Nicaragua 7 €39,006.66 371,701

Costa Rica 5 €1,328.00 43,521

Panama 7 €128,135.82 1,088,223

Regional 77 €93,420.02 3,347,274

TOTAL 161 €385,087.43 10,992,490

Press Releases

Spain produced a total of 24 press releases that were distributed to the database consisting of 550 contacts between trade, and mass media. There are 214 informational notes about the attractiveness of the countries that are divided as follows:

Costa Rica28

Belize23

Honduras27

El Salvador32

Panama22

Guatemala33

Multi-destination23

Nicaragua26

INFORMATIONAL NOTES ON PRESS RELEASES SPAIN 2017


The topics reported in the press releases were made in a multi-destination context, and depending on the product, the reference was made to the attractions and offers linked to it by country.

The key messages for the generation of media content were mainly linked to the segments and products of sun and beach, culture, weddings and honeymoon, and nature. However, there were also notes that touched on those issues related to connectivity, and Central America as a meeting point (MICE).


Spain developed 12 news bulletins that were distributed among 550 trade contacts and media.

The contents of the bulletins presented topics related to the products, and according to the information obtained from each one of the countries of the isthmus on the topics addressed. It is important to highlight that each market emphasizes what it considers of greatest interest to its audiences: trade and media, which is where the bulletins are distributed, and which is the source from which the stories and publications that the agency manages derive.

In the case of Spain, for the purpose of the bulletins, 74 notes were written about the countries and their offers, and their distribution in 2017 was as follows:

NO. NOTES ABOUT C.A. PRODUCTS AND/OR OFFERS IN SPAIN

Costa Rica20

Belize17

Honduras27

El Salvador24

Panama18 Guatemala

26

Multi-destination10

Nicaragua15

FRANCE

For 2017, France5 represented 14.20% of the total European tourists arriving in Central America, and at the same time the total of French pax represents 18.93% of the total of pax received by the region from our target markets.

The countries of the region that received the largest number of tourists from France were: Costa Rica with 46%; Panamá with 23.74%; Guatemala with 13.91%; and, Nicaragua with 9.56%.

5 Data for Honduras is not integrated in the preliminary 2017 SITCA statistical bulletin.

REPORT

2017ANNUAL29 •

Panama36

Guatemala21.11

Costa Rica69

Belize5.7

Honduras0

El Salvador4.5

Nicaragua14.5

DISTRIBUTION OF FRENCH PAX BY C.A. COUNTRIES - 2017 (IN THOUSANDS OF PAX)

2017 RESULTS - FRANCE


As of December 2017, and thanks to the monitoring work carried out by the Central America Public Relations Agency, 166 tourism news about the region were identified in France, of which 96, that is 57.83% of the total detailed publications, are product of the direct management of the PR agency, resulting from the monthly

press releases, bulletins written and distributed by the PR agency, as well as from the direct assistance provided to the media requesting photographs and specific information, managed from CATA regional headquarters in Central America along with the National Tourism Authorities. The total of tourist news in France represents 7.83% of the total news identified in our target markets.

RESULTS CLIPPINGS FRANCE 2017Total news about C.A. identified in France, 2017 166




DISTRIBUTION OF RESULTS - NEWS - FRANCE 2017 BY C.A. COUNTRYAND MULTI-DESTINATION PRODUCT

COUNTRY No. NOTES ADD VALUE ESTIMATEDAUDIENCE IMPACT

Guatemala 4 €10,250.00 2,329,136

Belize 6 €39,400.00 3,652,661

El Salvador 3 €9,500.00 39,500

Honduras 6 €31,100.00 2,928,603

Nicaragua 3 €16,050.00 18,271,082

Costa Rica 32 €360,450.00 139,861,669

Panama 5 €39,500.00 4,740,689

Regional 37 €161,500.00 24,920,056

TOTAL 96 €667,750.00 196,743,396


Press Releases

France produced a total of 24 press releases that were distributed to the database consisting of 885 contacts divided between trade, and mass media. There are 138 informational notes about the attractions of the countries, divided as follows:

INFORMATIONAL NOTES ON PRESS RELEASES IN FRANCE - 2017

Costa Rica18

Belize13

Honduras17

El Salvador18

Panama12

Guatemala22

Multi-destination20

Nicaragua18


France developed 12 news bulletins that were distributed among 885 contacts that make up the database of France. In the case of France, for the purpose of the bulletins, 74 notes were written about the countries and their offers, and their distribution in 2017 was as follows:

NO. NOTES ABOUT C.A. PRODUCTS AND/OR OFFERS IN FRANCE 2017

Costa Rica8

Belize5

Honduras10

El Salvador10

Panama10

Guatemala13

Multi-destination11

Nicaragua7

REPORT

2017ANNUAL31 •

THE NETHERLANDS

For 2017, the Netherlands6 represented 7.28% of the total European tourists arriving in Central America, and equivalent to 9.70% of the total pax received from our target markets.

The countries of the region that received the largest number of tourists from the Netherlands were: Costa Rica with 38.99%; Panamá with 29.6%; Nicaragua with 13.51%; Guatemala with 11.58%; Belize with 4.76%; and, El Salvador with 1.54%. We do not have figures from Honduras.

Panama23

Guatemala9

Costa Rica30.3

Belize3.7

Honduras0

El Salvador1.2

Nicaragua10.5

DISTRIBUTION OF DUTCH PAX BY C.A. COUNTRIES - 2017(IN THOUSANDS OF PAX)

2017 RESULTS –THE NETHERLANDS


As of December 2017, and thanks to the monitoring work carried out by the Central America Public Relations Agency, 256 news items were identified, of which 193, or 75.39% of the total detailed publications, are the product of the direct management by the PR agency of Central America, and are the result of monthly

press releases, bulletins written and distributed by the PR agency, as well as direct assistance provided to the media requesting photographs and specific information, managed by CATA’s regional headquarters in Central America along with the National Tourism Authorities.

RESULTS CLIPPINGS THE NETHERLANDS - 2017Total news about C.A. identified in The Netherlands, 2017 256


Advertising value of notes (Add value) €928,462.40




DISTRIBUTION OF RESULTS - NEWS – THE NETHERLANDS 2017 BY C.A. COUNTRY AND MULTI-DESTINATION PRODUCT


Guatemala 30 €50,866.00 3,216,055

Belize 11 €64,990.00 2,832,208

El Salvador 1 €1,750.00 80,000

Honduras 3 €18,535.00 336,969

Nicaragua 12 €39,185.00 2,535,000

Costa Rica 65 €154,453.00 2,639,607

Panama 19 €357,419.00 2,240,995

Regional 52 €241,264.00 5,663,299

TOTAL 193 €928,462.40 19,544,093

Press Releases

In the Netherlands 24 press releases were distributed to the database of 971 contacts divided between trade, and mass media. 174 informational notes about the attractions of the countries are counted as follows:

INFORMATIONAL NOTES ON PRESS RELEASES IN THE NETHERLANDS -2017

Costa Rica21

Belize22

Honduras22

El Salvador24

Panama12

Guatemala25

Multi-destination20

Nicaragua23


In the Netherlands, 12 bulletins were developed and distributed on a monthly basis among 971 contacts. At the same time, 103 notes were written about the countries and their offers, and their distribution in 2017 was as follows:

REPORT

2017ANNUAL33 •

NO. NOTES ABOUT C.A. PRODUCTS AND/OR OFFERS IN THE NETHERLANDS - 2017

Costa Rica12 Belize

13

Honduras18

El Salvador14

Panama15

Guatemala16

Nicaragua15

ITALY

For 2017, Italy7 represented 7.66% of the total European tourists arriving in Central America, and is equivalent to 10.21% of the total of pax received from our target markets.

The countries of the region that received the largest number of Italian tourists were: Costa Rica with 35.45%; Panamá with 31.78%; Guatemala with 15.03%; Nicaragua with 9.16%; Belize with 3.78%; and, El Salvador with 4.76%. We do not have data from Honduras.

Costa Rica29

Belize3.1

Honduras0

El Salvador3.9

Panama26

Guatemala12.3

Nicaragua7.5

DISTRIBUTION OF ITALIAN PAX BY C.A. COUNTRIES - 2017(IN THOUSANDS OF PAX)

2017 RESULTS - ITALY


As of December 2017, and thanks to the monitoring work carried out by the Central America Public Relations Agency, in Italy, 263 news items were identified, of which 187, or 71.10% of the total of the detailed publications, are the product of the direct management of the Central



America PR agency, and resulting from the monthly press releases, bulletins written and distributed by the PR agency, as well as direct assistance provided to the media requesting photographs and specific information, managed by CATA’s regional headquarters in Central America along with the National Tourism Authorities.

The Italian tourism news are equivalent to 12.41% of the total of tourism news coming from our target markets identified in 2017, and those managed by our representation in Italy are equivalent to 8.80% of the total regarding news clippings analyzed.

RESULTS CLIPPINGS ITALIA 2017Total news about C.A. identified in Italy, 2017 263


Advertising value of notes (Add value) €2,059,860.00


DISTRIBUTION OF RESULTS - NEWS - ITALY 2017 BY C.A. COUNTRY AND MULTI-DESTINATION PRODUCT


Guatemala 12 €70,000.00 1,758,369

Belize 17 €131,380.00 1,429,140

El Salvador 7 €101,000.00 185,040

Honduras 12 €52,800.00 15,501,700

Nicaragua 4 €34,000.00 264,673

Costa Rica 12 €598,500.00 2,175,836

Panama 5 €213,500.00 79,615

Regional 118 €858,680.00 24,459,493

TOTAL 187 €2,059,860.00 45,853,866

Costa Rica23

Belize22

Honduras26

El Salvador28

Panama16

Guatemala31

Multi-destination19

Nicaragua25

INFORMATIONAL NOTES ON PRESS RELEASES IN ITALY - 2017

Press Releases

In Italy 24 press releases were distributed to the database consisting of 420 contacts divided between trade, and mass media. 190 informational notes about the attractions of the divided countries are counted in the following way:

REPORT

2017ANNUAL35 •


In Italy, 12 bulletins were distributed among its 420 contacts monthly. 134 notes were written about the countries and their offers, and their distribution in 2017 was as follows:

No. NOTES ABOUT C.A. PRODUCTS AND/OR OFFERS IN ITALY - 2017

Costa Rica20 Belize

14

Honduras19

El Salvador23

Panama14

Guatemala20

Nicaragua15

UNITED KINGDOM

For 2017, the United Kingdom8 represented 13.07% of the total European tourists arriving in Central America, and equivalent to 17.42% of the total of pax received from our target markets.

Panama16

Guatemala14.14

Costa Rica76.2

Belize13.4

Honduras0

El Salvador2.3

Nicaragua17.5

DISTRIBUTION OF BRITISH PAX BY C.A. COUNTRIES - 2017(IN THOUSANDS OF PAX) The countries of the region that

received the largest number of Italian tourists were: Costa Rica with 54.60%; Nicaragua with 12.54%; Panamá with 11.40%; Guatemala with 10.31%; Belize with 9.60%, and, El Salvador with 1.64%.

2017 RESULTS –UNITED KINGDOM




As of December 2017, thanks to the monitoring carried out by the Public Relations Agency of Central America, 98 news items were identified, of which 35, or 35.71% of the total of the detailed publications, are the product of the management direct from the PR agency of Central America, and are the result of monthly press releases, bulletins written and distributed by the PR agency, as well as direct assistance provided to the media requesting photographs and specific information by CATA’s regional headquarters in Central America, along with the National Tourism Authorities.

The British tourist news are equivalent to 4.62% of the total tourist news coming from our target markets identified in 2017, and those managed by our representation in Italy are equivalent to 1.70% of the total regarding the news clippings analyzed.

RESULTS CLIPPINGS UNITED KINGDOMTotal news about C.A. identified in the United Kingdom, 2017 98




DISTRIBUTION OF RESULTS - NEWS - UNITED KINGDOM 2017 BY C.A. COUNTRY AND MULTI-DESTINATION PRODUCT


Guatemala 1 €23,220.00 153,163

Belize 0 €0.00 0

El Salvador 4 €4,318.00 1,000,235

Honduras 1 €2,228.00 1300

Nicaragua 0 €0.00 0

Costa Rica 0 €0.00 0

Panama 0 €0.00 0

Regional 29 €112,637.00 9,846,052

TOTAL 35 €142,403.00 11,000,750

Costa Rica22

Belize25

Honduras27

El Salvador19

Panama16

Guatemala33

Multi-destination21

Nicaragua26

INFORMATIONAL NOTES ON PRESS RELEASES IN THE UNITED KINGDOM - 2017

Press Releases

In the United Kingdom, there were 24 that were distributed to the database consisting of 420 contacts divided between trade and mass media. There are 196 informational notes about the attractions of the countries that are divided as follows:

REPORT

2017ANNUAL37 •


In the United Kingdom 12 bulletins were developed and distributed among its 420 contacts monthly. 297 notes were written on the countries and their offers, and their distribution in 2017 was as follows:

NO. NOTES ABOUT C.A. PRODUCTS AND/OR OFFERS IN UNITED KIGNDOM - 2017

Costa Rica20

Belize11

Honduras15

El Salvador15

Panama13

Guatemala13

Nicaragua14

GENERAL SUMMARY OF RESULTS OF CATA’S RELATIONSHIP WITH THE MEDIA IN TARGET MARKETS 2017

MARKETTOTAL CLIPPINGS

IDENTIFIEDGENERATED BY

PR AGENCYNEWS’ ADD VALUE

IN EUROSESTIMATED

AUDIENCE REACHEDGermany 479 67 1,671,726.00 141,381,464

Spain 857 161 385,087.43 10,992,490

France 166 96 667,750.00 196,743,396

The Netherlands 256 193 928,462.40 19,544,093

Italy 263 187 2,059,860.00 45,853,866

United Kingdom 98 35 142,403.00 11,000,750

TOTAL 2,119 739 5,855,288.83 425,516,059

GENERAL SUMMARY OF RESULTS OF CATA’S RELATIONSHIP WITH THE MEDIA IN 2017 TARGET MARKETS BY CENTRAL AMERICAN COUNTRY, AND THE REGION

C.A.COUNTRY

TOTAL CLIPPINGSIDENTIFIED

GENERATED BY PR AGENCY

NEWS’ ADD VALUEIN EUROS

ESTIMATEDAUDIENCE REACHED

Guatemala

2119

70 339,532.97 42,379,814

Belize 52 330,500.62 11,383,486

El Salvador 40 155,819.56 16,107,617

Honduras 41 155,629.88 19,334,812

Nicaragua 33 175,158.66 99,115,037

Costa Rica 120 1,712,479.80 145,726,280

Panama 43 1,326,846.82 13,636,795

Multi-destination 340 1,659,500.42 77,832,236

TOTAL 2,119 739 5,855,288.83 425,516,059


PRESS TRIPS

GERMANY

During the year 2017, Germany generated 33 press trips to Central America for a total of 18 media outlets represented by 14 journalists.

Press trips from Germany were distributed as follows:

PRESS TRIPS - GERMANY 2017

Costa Rica1

Belize5

Honduras0

El Salvador9

Panama5

Guatemala7

Nicaragua6

REPORT

2017ANNUAL39 •

As of December 2017, press trips have generated 38 news items that have an ROI value of € 989,069.00, with an estimated audience reach of 4,271,466 people, distributed as follows:

FEATURED COUNTRY ADD VALUE IN EUROS ESTIMATED AUDIENCE REACHEDGuatemala N/A 20,500

Belize 19,966.00 171,461

El Salvador 435,714.00 2,132,174

Nicaragua 14,721.00 61,119

Panama 40,200.00 863,100

MD:BZ-NI-PA 478,468.00 1,023,102

TOTALES 989,069.00 4,271,456

DATE OF TRIP

DESTI-NATION VISITED

JOURNALIST MEDIUM LINK TO PUBLICATIONOR TITLE

FEA-TURED

COUNTRY30/05/2017 to 07/06/2017

GU -SV

Armgard Seegers K.

Berliner MorgenpostIm Herzen der Maya-Welt: En el corazón del mundo maya

SVClaus Oliver Gerhard

Reise & Preise

Pending

Westdeutsche Zeitung

Touristik Aktuell

SRT Servicio de prensa (70 medios)

Henke Udo Carsten

Darmstädter Echo

Bedrohte Schönheit: Threatened beauty

SV

Allgemeine Zeitung, Mainz

Rüsselsheimer Echo

Wiesbadener Kurier, Wiesbaden

Mitteldeutsche Zeitung, Halle/Saalekreis Götter-Blau und Rote Liste

30/05/2017 to 07/06/2017

Reisen Exclusiv

Rita Hens

Neues-deutschland.de/

https://www.neues-deutschland.de/artikel/1058137.das-erbe-der-mayas.html

GUTravel One

KolonialStädte Mit Viel Charme

Baeber Schaefer

FAZ Pending 2018


DATE OF TRIP



FEA-TURED

COUNTRY03/06/2017 to 14/06/2017

PA-NI-BZ

Susanne Klimann Freelancer

Kölner Stadt-Anzeiger, Köln Norden

Trommeln unterm Palmendach: Tambores debajo de palmas

BZ

Steffan Kieffer

Rhein-Zeitung BO, Koblenz

Nicaragua - (K)ein Paradies für Revoluzzer: Nicaragua - un país para revolucionarios

NI

Bernhard Mogge

Weitreisejournal (On line)

Pending 2018Geniessen und Reisen (B&L Mediengroup

Brita Matzen

Walsroder Zeitung

Paradiesische Vielfalt: Paradisiacal variety

MD: PA-NI-BZ

Aller-Zeitung

Dresdner Neueste Nachrichten

Gelnhäuser Neue Zeitung

Hannoversche Allgemeine Zeitung

Göttinger Tageblatt

Kieler Nachrichten

Leipziger Volkszeitung, Leipzig

03/06/2017 to 14/06/2017

PA-NI-BZ

Lübecker Nachrichten, Hansestadt Lübeck

Märkische Allgemeine, Potsdamer Tageszeitung

Neue Presse Hannover, Stadt

Schaumburger Zeitung, Rinteln

Torgauer Zeitung

Winsener Anzeiger

Rhein-Neckar-Zeitung, Heidelberg

Robin Hartmann

Pending 2018

REPORT

2017ANNUAL41 •

DATE OF TRIP



FEA-TURED

COUNTRY03-12/10/2017

CATM2017: Salvador - C

RicaAndrea Pauly Schwäbische Zeitung

CATM2017: Salvador - C

RicaRamon Schack

SHZ-Magazin Neue Zürcher Zeitung, Tagesanzeiger CH

CATM 2017: El Salvador -

NicaraguaMarko Martin Frau im Spiegel Oh, wie schön ist Panamá PA

CATM 2017: El Salvador - Guatemala

Sabrina Friedrich

Aller-Zeitung

Manchmal ist die Hoffnung indigoblau: Maybe hope is indigo

SV

Dresdner Neueste Nachrichten

Göttinger Tageblatt

Hannoversche Allgemeine Zeitung

Kieler Nachrichten

Leipziger Volkszeitung, Leipzig

Lübecker Nachrichten, Hansestadt Lübeck

Märkische Allgemeine, Potsdamer Tageszeitung

Neue Presse Hannover, Stadt

Schaumburger Zeitung, Rinteln

Torgauer Zeitung

Winsener Anzeiger

SPAIN

During the year 2017, a total of 32 press trips from Spain were attended to by Central America for a total of 19 media outlets, represented by 20 journalists.

Press trips from Spain were distributed as follows:


DISTRIBUTION OF PRESS TRIPS FROM SPAIN - 2017 BY C.A.COUNTRY

Costa Rica1

Belize1

Honduras5

El Salvador15

Panama2

Guatemala5

Nicaragua3

As of December 2017, press trips have generated 21 publications with a R.O.I. with an approximate publication value of €75,012.14, with an audience reach of 3,321,728 people, divided as follows:

FEATUREDCOUNTRY ADD VALUE IN EUROS ESTIMATED

AUDIENCE REACHEDMD: HN-GU 166.80 488

MD: SV-PA 3,000.00 51,000

MD-BZE -NI 11,083.00 86,997

Guatemala 2,750.34 362,147

El Salvador 15,392.69 168,032

Honduras 7,084.33 2,240,103

Nicaragua 9,413.00 163,000,00

Panama 26,121.98 249,961,00

TOTALES 75,012.14 3,321,728

REPORT

2017ANNUAL43 •

DETAIL OF SPANISH MEDIA AND JOURNALISTS IN CENTRAL AMERICA, 2017

DATE DESTINA-TION

JOURNA-LIST MEDIUM LINK TO PUBLICATION FEATURED

COUNTRY

27/04-05/05/2

HN-GU

Carmen Zujeros

Radio Nacional de España. Programa Nómadas

http://www.rtve.es/radio/20170511/norte-honduras-caribe-selva/1544581.shtml

HN

Álvaro Sotohttp://www.rtve.es/alacarta/videos/nomadas/nomadas-guatemala-como-se-hizo/4508665/

GU

Rafael Pola El País

https://elviajero.elpais.com/elviajero/2017/11/21/actualidad/1511282443_622761.html

HN

Elisa Morales Bixby Pending

Berta Jiménez

ALTAIR MAGAZINE

https://www.altairmagazine.com/voces/paraiso-era-esto

MD: HN-GU

18/04 – 26/04/

SV-PA

Carlos Álvaro Capital Madrid

https://www.capitalmadrid.com/2017/6/29/46502/el-salvador-convierte-el-turismo-en-estrategico.html

SV

Rafael Miraña

Gaceta del Turismo

Panamá City

PAThe Great Hub of Business and Tourism of the Caribbean

Panamá’s Casco Antiguo: The Jewel of the City

Eugenio Quesada

Nexotourhttp://www.nexotur.com/noticia/92463/multidestino-en-centroamerica.html

SV-PA

Inma Moscardó

El País/Cinco Días

https://cincodias.elpais.com/cincodias/2017/05/19/fortunas/1495192902_647965.html

PA

https://cincodias.elpais.com/cincodias/2017/09/22/fortunas/1506071158_342267.html

SV

Nahjla Isaac Empresa Exterior

http://empresaexterior.com/not/62178/el-salvador-inversion-en-el-corazon-de-centroamerica-/

SV

http://empresaexterior.com/not/62163/-el-canal-de-panama-es-un-facilitador-del-comerciomundial-

PA


DATE DESTINA-TION


COUNTRY

CATM 03/10 -12/10

SV-BZJorge Jiménez Ríos

Oxígeno

http://www.revistaoxigeno.es/galerias/belice-fotos#imagegallery-154-5a5c90892c944.jpg

BZ

https://twitter.com/Jorgemerios/status/949226498015268874

BZ

SV-CRMaría García Segade

DT Revista Pending

SVMaría López de Jesús

Hostelturhttps://www.hosteltur.com.do/124960_espana-ha-sido-ancla-crecimiento-turistas-salvador.html

SV

SV-NI

Nerea Serrano

Expansión

http://www.expansion.com/directivos/estilo-vida/2017/10/25/59f05b94468aeb05068b45c6.html

NI

Passport to dream MD:BZE -NI

Julio Félix Castro

Yodona Pending

SV-PA

Ángel Martínez B.

De Viajes Panamá, a trip from coast to coast PA

José Carlos Santiago

Expreso

http://www.expreso.info/destinos/descubre/60320_el_salvador_pulgarcito_de_america_destino_fiable

SV

http://www.expreso.info/noticias/agenda_profesional/60173_el_salvador_sede_de_centroamerica_travel_market_catm

SV

Caribbean News Digital

https://www.caribbeannewsdigital.com/noticia/en-marcha-feria-centroamerica-travel-market-2017-en-el-salvador

SV

SV – NI Roberta Dos Santos

Bussiness Report Pending

SV

Ana María Alonso

FreelanceManuel José Bustabad

REPORT

2017ANNUAL45 •

FRANCE

During the year 2017, a total of 18 press trips from France were attended to by Central America, for a total of 13 media outlets represented by nine journalists.

Press trips from France were distributed as follows:

DISTRIBUTION OF PRESS TRIPS FROM FRANCE - 2017 BY C.A. COUNTRY

Costa Rica1

Belice0

Honduras1

El Salvador5

Panama4

Guatemala6

Nicaragua1

As of December 2017, press trips have generated 10 reports with an approximate publication value of €146,400.00, with an estimated audience reach of 7,668,772, divided as follows:

FEATUREDCOUNTRY ADD VALUE IN EUROS ESTIMATED

AUDIENCE REACHEDC.A. Multi-destination 75,000.00 769,063

MD:GU-PA 7,000.00 200,000

Guatemala 43,550.00 1,934,670

El Salvador 7,000.00 190,000

Costa Rica 6,850.00 4,375,039

Panama 7,000.00 200,000

TOTALS 146,400,00 7,668,772


DETAIL OF FRENCH MEDIA AND JOURNALISTS IN CENTRAL AMERICA, 2017

DATE DESTINA-TION


COUNTRY

08/05/2017 -16/05/2017

PA-GU

Genevieve Boy

Dynamic Seniorhttp://dynamic-seniors.eu/guatemala-un-veritable-enchantement/

GU

Catherine Mombreault

Top Parents

http://www.top-parents.fr/voyages-et-vacances/voyages-et-vacances/panamaguatemala.html

PA-GU

http://www.top-parents.fr/voyages-et-vacances/voyages-et-vacances/on-part-au-panama-ou-la-nature-est-reine.html

PA

Cristophe Lepetit

VSD Pending

Catherine Brunet Pellegrino

LUXE MAGAZINE

http://www.luxe-magazine.com/fr/article/8838-bienvenue_au_royaume_des_mayas.html

GU

03/10/2017 -12/10/2017

CATMES-CR

Arnaud Baur Le Parisien

http://www.leparisien.fr/vie-quotidienne/tourisme/le-costa-rica-pays-des-gens-les-plus-heureux-du-monde-03-11-2017-7369812.php

CR

CATMES-SV/GU

David Raynal L’Indigo-mag,

https://www.lindigo-mag.com/Le-Salvador-un-nouvel-acteur-du-tourisme-en-Amerique-centrale_a995.html

SV

CATMSV/HN

Lionel Levy STRATÉGIES Pending

CATMES-SV/GU

Philippe Bourget

LE QUOTIDIEN DU MEDECIN

https://www.lequotidiendumedecin.fr/actualites/article/2017/11/16/guatemala-les-couleurs-aux-sommets_852448

GU

http://www.quotidiendutourisme.com/destination/lamerique-centrale-en-quete-dintegration-au-catm-2017/154314

CA

LE TELEGRAMME

http://www.letelegramme.fr/voyage/autour-du-monde/guatemala-haut-et-en-couleur-01-11-2017-11724898.php

GU

CATMES- SV/NI

Francis Mateo

L’Hôtellerie-Restauration

Le Salvador TerresSV

d’Arts et du Design

REPORT

2017ANNUAL47 •

THE NETHERLANDS

During the year 2017, a total of 11 press trips from the Netherlands were attended to by Central America, for a total of six media outlets, represented by six journalists.

The press trips were distributed as follows:

DISTRIBUTION OF PRESS TRIPS FROM THE NETHERLANDS - 2017 BY C.A. COUNTRY

El Salvador1

Guatemala5

Costa Rica5

As of December 2017, press trips have generated 39 reports with a R.O.I. with an approximate publication value of €109,820.00, with an estimated audience reach of 2,852,247 people, divided as follows:

FEATUREDCOUNTRY

ADD VALUEIN EUROS


Guatemala 48,250.00 1,366,518

El Salvador 7,370.00 65,400

Costa Rica 54,200.00 1,420,329

TOTALS 109,820.00 2,852,247


DATE DESTI-NATION JOURNALIST MEDIUM LINK TO PUBLICATION FEATURED

COUNTRY

29/04/2017 to 07/05/2017

CR-GU

Suzanne Van de Hout

Talkies Magazine Nederland

The country of the Mayas, GUATEMALA GU

COSTA RICA, fifty shades of Green CR

Röell de RamWe are Travellers

https://www.facebook.com/wearetravellers.nl/photos/a.680744742007079.1073741828.492133617534860/1399835463431333/?type=3&theater CR

http://www.wearetravellers.nl/middenamerika/costa-rica/catarata-del-toro-waterval-costa-rica/

https://www.facebook.com/wearetravellers.nl/posts/1401160436632169

CR

http://www.wearetravellers.nl/middenamerika/costa-rica/top-5-costa-rica/

29/04/2017 to 07/05/2017

CR-GU



http://www.wearetravellers.nl/middenamerika/costa-rica/zip-lining-costa-rica-sky-adventures/


http://www.wearetravellers.nl/middenamerika/guatemala/markt-chichicastenango-guatemala-chichi/

GU


http://www.wearetravellers.nl/middenamerika/guatemala/lake-atitlan-guatemala-meer-van-atitlan/


http://www.wearetravellers.nl/middenamerika/costa-rica/droomhotel-el-silencio-in-costa-rica/ CR



http://www.wearetravellers.nl/middenamerika/guatemala/video-minuut-bijzonder-guatemala/ GU



CR

REPORT

2017ANNUAL49 •


COUNTRY

29/04/2017 to 07/05/2017

CR-GU


http://www.wearetravellers.nl/middenamerika/guatemala/guatemala-backpacken/

GUhttps://www.facebook.com/wearetravellers.nl/posts/1516503465097865

http://www.wearetravellers.nl/middenamerika/guatemala/tikal/

Timo de BoerHIKE & Trekking

http://actievevakantieroutes.nl/HIKEtrekking4/categorie/117/costa+rica+de+ultieme+natuurbestemming

CR

Guatemala Pending

Petra Scholtens

Lonely Planet Traveller

As Tarzan in the jungle CR

Petra Scholtens

Lonely Planet Traveller

Visit the Mayas GU

Mechtold Van Wezel

MANIFY

https://www.manify.nl/pura-vida-costa-rica/

CRhttps://www.facebook.com/manify.nl/posts/2205878842847141

https://www.manify.nl/ontdek-costa-rica-stijl-vanuit-luxe-prive-lodge/

29/04-07/05/2017

CR- GUMechtold Van Wezel

MANIFY

https://www.facebook.com/manify.nl/posts/2216676961767329

CR

https://www.manify.nl/guatemala/

GU

https://www.facebook.com/manify.nl/videos/vb.216376195130759/2228327587268933/?type=3&theater


https://www.manify.nl/guatemala-tips/


https://www.instagram.com/p/BTy6CqYBW0C/

https://www.instagram.com/p/BUJb2apBZMz/

https://www.instagram.com/p/BV6z-InFdtH/



COUNTRY

29/04-07/05/2017

CR- GUMechtold Van Wezel

MANIFY

https://www.instagram.com/p/BTo34HIhrxa/

CRhttps://www.instagram.com/p/BTrZus8Bo9M/

03/10/2017-08/10/2017

El Salvador

Arjen Lourens Travel Pro

https://www.travelpro.nl/71299-2/ SV

El Salvador wait for the solution of their violence image

SV

ITALY

During the year 2017, a total of 15 press trips from Italy were attended to by Central Americafor a total of 13 media outlets, represented by six journalists.


DISTRIBUTION OF PRESS TRIPS FROM ITALY - 2017 BY C.A. COUNTRY

Costa Rica4

Belize1

El Salvador2

Guatemala4

Nicaragua4

As of December 2017, press trips have generated nine reports with a R.O.I. with an approximate publication value of €51,400.00, and an estimated audience reach of 4,228,613 people, divided as follows:

REPORT

2017ANNUAL51 •

FEATURED COUNTRY

ADD VALUEIN EUROS


El Salvador 5,000.00 27,000

MD:CR-NI-GU 252,600.00 3,999,690

Costa Rica 12,000.00 9,390

CATA 4,500.00 833

TOTALS 274,100.00 4,036,913


DATE DESTINA-TIONS


COUNTRY

3-15/06CR- NI-

GU

Micaela Zucconi Galli Fonseca

The Travel News IT

https://www.thetravelnews.it/2017/09/il-cuore-verde-del-costarica/

CR

Luiggi Grassia

La Stampa

Rafting in Centroamérica nella foresta del giaguri

MD:CR-NI-GU

http://www.lastampa.it/2017/08/17/societa/viaggi/mondo/rafting-in-centro-america-nella-foresta-dei-giaguari-vB5OCzYoRGZU8L6QKjvLHP/pagina.html

Alessandra Sessa

Donna Moderna

Pending

Elisabetta Colombo

Dentro de casa La Casa Sullabero CR

Martina Strazzari

La Nazione,

Nelle Strade il barroco trionfaMD:CR-NI-

GUIl resto del Carlino

Il Giorno

3-8/10/2017CATM - El Salvador

Domenico Palladino

Webitmag.ithttp://webitmag.it/inizia-san-salvador-il-centro-america-travel-market_131775/

SVGuidaviaggi.It

http://www.guidaviaggi.it/notizie/187406/el-salvador-inizia-l%E2%80%99undicesima-edizione-del-catm

Travel quotidiano

CATM Refletori su El Salvador

Turismo Itinerante IT

Le ultima novetta dei sette paesi MD

UNITED KINGDOM

During the year 2017, a total of 31 press trips from the United Kingdom were attended to by Central America for a total of 14 media outlets, represented by 13 journalists.


REPORT

2017ANNUAL53 •

DISTRIBUTION OF PRESS TRIPS FROM UNITED KINGDOM - 2017, BY C.A. COUNTRY

Costa Rica1

Belize1

Honduras2

El Salvador13

Guatemala9

Nicaragua5


As of December 2017, press trips have generated 14 reports with a R.O.I. with an approximate publication value of €67,105.00, and an estimated audience reach of 45,493,876 people, divided as follows:

FEATURED COUNTRIES

ADD VALUEIN EUROS


Guatemala 5,977.00 2,002,042

El Salvador 3,653.00 606,126

Honduras 38,609.00 615,036

MD: SV –HN 1,700.00 2,202,042

MD:GU-SV-NI 10,134.00 40,047,416

MD:GU-SV 7,032.00 21,214

TOTALS 67,105.00 45,493,876

DATE DESTINATION JOURNALIST MEDIUM LINK TO PUBLICATION COUNTRY

15 to 23/05 GU-SV

Freya Rose Godfrey

Rough Guideshttps://www.roughguides.com/ article/guatemala-city-7-reasons-to-stay-a-while/

GU

Grant Derek Bailey

The London Economic

Pending

Neil Geraghty

The Scotsmanhttps://www.scotsman.com/news/travel-captivating-journey-to-guatemala-and-el-salvador-1-4514858

GU-SV

Phillip SharpBreaking Travel News

http://www.breakingtravelnews.com/focus/article/breaking-travel-news-investigates-off-the-beaten-track-in-guatemala/

GU

30/05-11/06

GU-SV-NI

Katilena Chrystel Dartford

Protraveller Magazine

PendingGlobetroter Magazine

Jaine T. Blackman

OXFORDSHIRE LIVING

Centre of Discovery

GU-SV-NI

Janice Brierley

S-MAGAZINE Sense of wonder

Express

https://www.express.co.uk/travel/beach/865185/Discover-the-turbulent-past-Central-America-travel

Neil Hennessy -Vas

MAN ON THE GROUND

http://neilhennessyvass.com/central-america-a-new-revolution/

Russell Maddicks

Latino Life Magazine

Pending

REPORT

2017ANNUAL55 •

DATE DESTINATION JOURNALIST MEDIUM LINK TO PUBLICATION COUNTRY

17 to23/06/2017

SV-HN Brian Hancill The Spectator

https://www.spectator.co.uk/2018/01/el-salvador-and-honduras-fabulous-scenery-colourful-murals-and-smiling-hospitality/

SV-HN

03/10/2017 to 12/10/2017

CATM El Salvador -

Belice

Deborah Ann Ward

Travel Trade Gazette

PendingCATM – El Salvador - Costa Rica

James Paul Draven

Nat Geo Traveller

03/10/2017 to 12/10/2017

CATM- Salvador

-Honduras

Eleanor Claire Hawkins

Breaking Travel News

http://www.breakingtravelnews.com/focus/article/breaking-travel-news-investigates-central-america-travel-market-el-salvador/

SV

http://www.breakingtravelnews.com/focus/article/breaking-travel-news-investigates-las-verandas-hotel-villas-roatan-honduras/

HN

http://www.breakingtravelnews.com/focus/article/breaking-travel-news-investigates-tourism-in-el-salvador/

SV

http://www.breakingtravelnews.com/focus/article/breaking-travel-news-interview-jose-napoleon-duarte-duran-minister-of-touri/

http://www.breakingtravelnews.com/focus/article/breaking-travel-news-investigates-multi-stop-tourism-in-central-america/

http://www.breakingtravelnews.com/focus/article/breaking-travel-news-investigates-the-beach-house-roatan-honduras/

GENERAL SUMMARY OF PUBLICATIONS RESULTS FOR 2017 PRESS TRIPS

MARKET TOTAL PUBLICATIONS ADD VALUEOF PUBLICATIONS


Germany 38 €989,069.00 4,271,466

Spain 21 €75,012.14 3,321,728

France 10 €146,400.00 7,668,772

The Netherlands 39 €109,820.00 2,852,247

Italy 11 €274,100.00 4,036,913

United Kingdom 14 €67,105.00 45,493,876

TOTAL 133 €1,661,506.14 67,645,002


CATA’S PROMOTIONAL EVENTS

Promotional Roadshows (Presentation of Destination)

ROADSHOW ARGE LATEINAMERIKA

This is one of the most important events that take place in Germany for the German tourist industry specializing in Latin America. The event enjoys great prestige.

Mr. Andreas Gross, General Manager and recognized specialist lecturer in Latin America for the German and European market, was in charge of the presentations about Central America made in Vienna, Austria, Erlangen, Dresden, and Stutgart in Germany. A total of 209 representatives of travel agencies participated in these events.

LATISUR – MILAN, ITALY

CATA participated in LATISUR 2017, the trade fair specializing in the Latin American product for the Italian travel market, aimed at travel professionals. The event was held at the Westin Palace in Milan. CATA made a presentation for wholesalers and media, as well as negotiations in which informative and promotional material, and the multi-destination offer catalog were distributed.

CATA had under its responsibility to establish and seek appointments with wholesalers of interest through the platform provided by LATISUR for that purpose.

FERNWEH FESTIVAL – GERMANY

The Fernweh Festival takes place in the south of Germany. The festival’s format has integrated an adventure, outdoor, and photography travel fair. The exhibitors are Tourist Operators, Tourism Offices, and suppliers of travel products for this segment. Central America participated in this event that took place from November 17-19, 2017.

More than 14,000 Germans from the south of the country visited the Latin America stand, in which our region participated actively providing information, and distributing the multi-destination offer catalog in its German edition. It is important to note that during this fair, focused on the final consumer, Central America and its offer triggered a tremendous interest in Germany.

ELA 2017, UNITED KINGDOM

SCATA participated in ELA 2017, LATAM’s event which targeted the “trade” of the United Kingdom interested in the Latin American product. The event was held at the Canary Wharf Hotel in London, where Central America, represented by the ambassadors of the countries of the isthmus accredited in the United Kingdom, offered a breakfast-presentation in which 21 British wholesalers participated and were distributed information material. CATA attended 32 appointments with wholesalers, and with United Airlines, which was interested in developing promotion actions towards Central America with wholesalers - fam trip.

REPORT

2017ANNUAL57 •

TOURISM FAIRS

Spain: FITUR Fair – Madrid 2017


The International Tourism Fair of Madrid (FITUR) marks the beginning of the season of international tourism fairs in Europe, and is one of the most important fairs in the old continent. The 20179 edition was attended by 9,672 companies from 165 countries, with a total of 245,000 participants, and 755 exhibitors.

The Central American countries participated in this important world meeting, and the ministers of tourism from Guatemala, Hon. Mr. Jorge Mario Chajón; Belize, Hon. Mr. Manuel Heredia Jr. El Salvador, Hon. Mr. José Napoleón Duarte Durán; Honduras, Hon. Mr. Emilio Silvestri; Costa Rica, Hon. Mr. Mauricio Ventura Aragón; and, Panamá, Hon. Mr. Gustavo Him attended the fair. Nicaragua was represented by the Hon. Mr. Ambassador of Nicaragua to the Kingdom of Spain, Mr. César Augusto Zamora Rodríguez.

Similarly, CATA’s Secretary General participated in this fair attending different appointments with wholesalers and media, as coordinated with the PR agency the management of the various activities within the context of this fair.

9 http://www.ifema.es/fitur_01/Prensa/NotasdePrensa/INS_087772

REPORT

2017ANNUAL59 •

1. Management of appointments for the Central American National Tourism Authorities (Ministers and Promotion Directors)

ATREVIA arranged a total of 77 appointments for the seven countries of Central America, which were distributed as follows:

ORGANIZATION TYPE TOTAL GU BZ SV HN NI CR PASybaris Elite World Travel

Trade

3 1 1 1

Pangea Travel Store 5 1 1 1 1 1

TUI - España 4 1 1 1 1

Grupo Eroski 3 1 1 1

Halcón Viajes 2 1 1

E- Dreams Odigeo 6 1 1 1 1 1 1

CATAI TOURS 3 1 1 1

Golf Dreams Euskadi 5 1 1 1 1 1

Plataforma Mi Nube 5 1 1 1 1 1

CODESPA ONG 2 1 1

Deloitte ConsultIng Co. 6 1 1 1 1 1 1

El Mundo en tu Bolsillo

Press

3 1 1

Capital Madrid 1 1

FITUR News 6 1 1 1 1 1 1

Hosteltur Mercadeo 5 1 1 1 1 1

Hosteltur entrevista 3 1 1 1

El País 3 1 1 1

El Boletín 2 1 1

INFOLATAM 1 1

Radio Nacional de España 1 1

BEZ 3 2 1

TXORIENE TV PAÍS VASCO 1 1

AA-SPAIN Airline 4 1 1 1 1

TOTALES 77 16 9 11 11 14 3 13

It is important to note that Costa Rica coordinated its appointments through its PR agency in Spain.

2. Support in the organization of the press conference for the launching of the Caribe Maya product at FITUR

CATA, along with ATREVIA, C.A.’s PR agency in Europe, provided support to Honduras and Guatemala for the launch of their Caribe Maya product, in conjunction with the World-Wide Fund for Nature (WWF), within the context of FITUR.

ATREVIA wrote the press release sent to the Spanish mass media to inform about the event, and convened 360 contacts to the press conference.

In the context of the activity, 20 media outlets that covered the event received a press kit containing high-resolution photographs, a press release of the Caribe Maya product prepared by ATREVIA, and CATA’s press kit.


Furthermore, CATA, along with its PR agency, coordinated the logistics related to the organization of the room where the event took place.

3. Support in the distribution of a press release about the inauguration of Air Europa’s route to San Pedro Sula, Honduras

CATA, with the help of its PR agency in Europe, supported the management of Globalia’s call for the event to launch the new Air Europa route between Madrid and San Pedro Sula, Honduras. Media and segments of interest from the Spanish tourism sector were invited.

4. Support for the invitation to the cocktail reception offered by Central America in 2017 FITUR

In compliance with the cocktail reception assignments of the region within the context of the European fairs, as agreed in September 2016 in Managua, Nicaragua, Costa Rica hosted the inaugural cocktail reception of the Central American pavilion at 2017 FITUR. ATREVIA supported with the invitation, follow-up, and confirmation to the embassies of Central America in Spain, as well as with the event’s photographs.

5. Support for the launch of the “La Montañona” product by El Salvador

CATA, through its PR agency, supported El Salvador in the call to the media and the Spanish tourism sector for the launch of its product “La Montañona.” Likewise, CATA wrote the press release about the event and the product, and distributed to the media.

Publications on Central America within the context of FITUR resulting from CATA’s relationship with media, through its PR agency in Europe

A total of 23 news stories about Central America in the Spanish media were handled by the Central America PR agency within the context of FITUR.

REPORT

2017ANNUAL61 •

MEDIUM HEADLINE TOPIC LINK

América Económica Central America

promotes its innovative multi-destination model at FITUR.

Maya Caribbean Product

http://www.americaeconomica.com/honduras/24203/centroamerica-impulsa-fitura-su-innovador

Emprendedor exitoso

http://revistaemprendedorexitoso.com/centroamerica-impulsa-en-fitur-su-innovador-modelo-multidestino/

INFOLATAMGuatemala undertakes a revolution to become a tourism power.

Guatemalawww.infolatam.com/2017/01/20/guatemala-emprende-una-revolucion-convertirse-potencia-turistica/

BEZCentral America at FITUR.

Multi-destination

https://www.bez.es/164361387/Centroamerica-en-FITUR.html

Hosteltur Air Europa debuts in C.A. and opens the doors of Europe to Honduras.

Connectivity

https://www.hosteltur.com/120019_air-europa-debuta-centroamerica-abre-honduras-puerta-europa.html

Turista Magazine http://www.turistamagazine.com/v2/?p=27124

A21 MXhttp://a21.com.mx/aerolineas/2017/01/19/air-europa-llegara-san-pedro-sula

OK Diario

Air Europa strengthens internal bet with opening of a new route to Honduras.

https://okdiario.com/economia/2017/01/18/air-europa-refuerza-apuesta-internacional-apertura-nueva-ruta-honduras-678131

Sabemos Digital

Air Europa continues its international expansion with a new route to Honduras.

Connectivity

http://sabemos.es/2017/01/19/air-europa-continua-expansion-internacional-una-nueva-ruta-honduras_31695/

Fly News Es.Air Europa presents its new route to SAP, Honduras, at FITUR.

http://fly-news.es/aviacion-comercial/aerolineas/air-europa-presenta-en-fitur-nueva-ruta-san-pedro-sula-honduras/

Agencia EFE

A greener FITUR raises the curtain after a record year for Spanish tourism.

https://www.efe.com/efe/espana/economia/el-fitur-mas-verde-sube-telon-tras-un-ano-record-para-turismo-espanol/10003-3151858#

Expansión

Globalia expects to close 2016 with satisfactory results, although not spectacular.

http://www.expansion.com/empresas/transporte/2017/01/21/588345c722601d33408b45b9.html

Agenttravel

Air Europa presents the flight between MAD and SAP at FITUR.

http://www.agenttravel.es/noticia-026096_Air-Europa-presenta-en-Fitur-el-vuelo-entre-Madrid-y-San-Pedro-Sula--Honduras-.html

Meet inAir Europa’s new route to Honduras.

http://www.meet-in.es/air-europa-nueva-ruta-honduras-acuerdo-aerolineas-argentinas/

Ecoticias

Caribe. Sustainable tourism in the Caribbean of Honduras and Guatemala.

Maya Caribbean

https://www.ecoticias.com/eco-america/131648/Caribe-Turismo-sostenible-Caribe-de-Honduras-Guatemala


MEDIUM HEADLINE TOPIC LINKRadio Nacional de España

Interview with Minister Silvestri.

Hondurashttp://mvod.lvlt.rtve.es/resources/TE_SEPAREN/mp3/3/1/1484839648313.mp3

Blog por conocerThe Caribe Maya program of Guatemala receives an award.

Maya Caribbean/Guatemala

https://www.porconocer.com/guatemala/el-programa-caribe-maya-de-guatemala-recibe-un-premio.html

Capital Madrid

“Belize has maximum interest in Spanish investment in hotels and air connectivity.”

Belizehttps://www.capitalmadrid.com/2017/1/26/44996/belice-tiene-maximo-interes-en-inversion-espanola-en-hoteles-y-conexion-aerea.html

The DiplomatGuatemala and Honduras present Caribe Maya

Maya Caribbean

http://thediplomatinspain.com/guatemala-y-honduras-presentan-caribe-maya-turismo-cultural-y-sostenible/

ExpansiónAC will grow four times more than South America.

Economyhttp://www.expansion.com/latinoamerica/iberoamericana-empresarial/2017/01/23/5885462c22601dc3208b457c.html

El PaísHow to go on vacation to L.A. without going bankrupt.

Connectivityhttps://elpais.com/economia/2017/01/27/actualidad/1485517109_537014.html

América Económica

Panamá sees an opportunity in infrastructure.

Panamahttp://www.americaeconomica.com/panama/24228/panama-ve-una-oportunidad-en-infraestructuras.html

Expreso Costa Rica PPT of CCT Central America

http://expreso.info/noticias/agenda_profesional/56195_costa_rica_presidencia_ protempore_del_consejo_centroamericano_de_turismo

El Economistas América. Com

El Salvador believes that tourism is a way to bring peace to the world.

El Salvador

http://www.eleconomistaamerica.com/turismo-eAm/noticias/8103142/01/17/El-Salvador-cree-que-el-turismo-es-una-forma-de-llevar-la-paz-al-mundo.html

Germany: ITB–Berlin Fair

The 51st edition of the Berlin International Fair (2017 ITB), the leading trade fair of the world tourism industry, had the participation of ten thousand exhibitors from 184 countries on five continents, who had the opportunity to interact with 110,00010 professional visitors, and 1,000 high-level buyers, and promote their products to an estimated 160,000 potential tourists, of which 97%11 were German and 3% international.

10 https://www.itb-berlin.de/en/ITBBerlin/FactsFigures/11 https://www.itb-berlin.de/media/itb/itb_dl_en/ITB_Analysis_Exhibitors_Visitors_Survey.pdf

REPORT

2017ANNUAL63 •

With the support of the PR agency, the following activities were coordinated:

1. Central America Cocktail Reception

A total of 77 invitations were sent, of which 19 wholesalers, 10

representatives of the embassies of Panamá, El

Salvador, Bolivia, 35 media representatives, and 13

bloggers were confirmed.

The reception was offered by the Tourism Authority of Panamá, represented by its Vice Minister Mrs. Jennifer Champsaur.

The Central America cocktail reception was also hosted by the Minister of Tourism of Costa Rica, and the Guatemalan Vice-Minister of Tourism. The Ministers of Honduras and El Salvador were represented by their promotion officials. Nicaragua was represented by its ambassador in Germany.


2. Appointments for the tourism authorities of Central America (highest authorities and promotion directors)

The media, trade and others requested a total of 24 appointments as follows:

ORGANIZATION TYPE CATA GU BZ SV HN NI CR PABlog Geh Mal Reisen Press X X X

GEO Plan Trade X X

Die Welt / Wel am Sonntag Press X

Susanne Kilimann X X X X

Iberia/ Brithish Airways Rep. Airline X

Martin Wein Press X X X

G-Adventures Trade X

Lufthansa Airline X

DIE ZEIT Press X X X X

Touristik Aktuell Trade X

Outdoor Press X

Zeit Reisen Trade X

Diamir Trade X X X X

Sporcheck Other X

Touristik Aktuell

Press

X X X X

WDR 2 X

Barbara Uhr X X

Travel P.

Other

X

Cabertising X

Arge Latein Amerika X X

Mum on the brink X

Geo Special Press X X X

PUBLICATIONS ABOUT CENTRAL AMERICA IN THE CONTEXT OF ITB, RESULTING FROM THE RELATIONSHIP

OF CATA WITH MEDIA THROUGH ITS PR AGENCY IN GERMANY

MEDIUM HEADLINE TOPIC LINKFVW “La cifra del día: 5.8 %” Press release on CATA

at ITBDistributed in ITB, page 3, circulation: 25,000 copies

B.Z. am Sonntag Nachhaltiger Tourismus in Zentralamerika

Berlin’s regional newspaper B.Z., April 22, circulation: 139,219 copies

Relationship with the Communications MediaThe PR agency handles the media in Europe managed by CATA. Throughout the year, CATA has worked on the construction of solid relationships between Central America and the European media, which has allowed us to strengthen them, and promote a more positive and friendly image as a multi-destination region.

Press Kit The press kit developed at the end of 2016 was updated to be used during the European fairs through the first semester of 2017. The last update was made for 2017 WTM with the image of the “Central America Makes Me Feel Alive” campaign.

REPORT

2017ANNUAL65 •

COMMERCIALIZATION

The marketing actions are aimed at promoting Central America as a region suitable for multi-destination in the priority European markets.

Central America Roadshows

In addition to the roadshows in which CATA participated in Germany, and Austria with ARGE, in March 2017, the agency organized the “Central American Roadshow” in Barcelona, Spain, carried out within the context of the ITB in Berlin. Fourteen Central American receptive operators participated in this promotional and commercialization event of the multi-destination product, as well as representatives of the National Tourism Authorities of the countries of the region.

Familiarization Trips for Wholesalers

During 2017, 188 familiarization trips were made, and 101 wholesalers were received from the target markets, and from the markets of Belgium, Finland, Sweden and Denmark.

MARKET WHOLESALERS TRIPSGermany 14 27

Belgium 1 2

Denmark 2 4

Spain 26 45

France 13 26

Finland 2 3

The Netherlands 13 26

Italy 14 26

United Kingdom 14 27

Sweden 2 2

TOTALS 101 188

REPORT

2017ANNUAL67 •

The familiarization trips were divided as follows:

Familiarization Trips - Germany 2017

El Salvador represented 41% of the Germans familiarization trips - largely due to the 2017 CATM fair - followed by Honduras, and Panamá.

WHOLESALER NAME DATES OF TRIP

No. PART

DESTINATIONS VISITED TOTAL

BZ SL HN NI CR PAERLEBE – FERNREISEN

16/05/2017-24/05/2017

1 1 1 2

ATAMBO TOURS 1 1 1 2

CHILI REISEN 1 1 1 2

CONO SUR REISEBÜRO

CATM 03/10/2017-12/10/2017

2 2 2 4

TRAVEL - TO - NATURE GMBH 1 1 1 2

IKARUS TOURS GMBH 1 1 1 2

WINDROSE FINEST TRAVEL 1 1 1 2

A&E ERLEBNIS REISEN GMBH 1 1 1 2

LATIN TRAVELS GBR. 1 1 1 2

DIAMIR ERLEBNISREISEN GMBH 1 1 1 2

PAPAYA TOURS GMBH 1 1 1 2

AVENTOURA GMBH 1 1 1 2

TRAMSOL 1 1 1

TOTALES 14 5 2 11 3 1 2 3 2719% 7% 41% 11% 4% 7% 11% 100%


Familiarization Trips – Other European Countries

WHOLESALERNAME

NORDIC COUNTRY /

EUROPE

No. PART

DESTINATIONS VISITEDTOTALS

GU BZ SL HN NI CR PA

VÄRLDENS RESOR /TOURS OF THE WORLD Sweden

1 1 1

AFRO CARIBBEAN 1 1 1

C&C TRAVELDenmark

1 1 1 2

PRODUCTION TRAVEL 1 1 1 2

LABASTI BVBA / YUGENTOURS Belgium 1 1 1 2

Aventura Tour OperatorFinland

1 1 1 2

CWT Finland Oy (Kaleva Travel) 1 1 1

TOTALS 7 1 0 5 2 1 2 0 119% 0% 45% 18% 9% 18% 0%

REPORT

2017ANNUAL69 •

Familiarization Trips – Spain

The most visited destinations by Spanish wholesalers in 2017 were El Salvador, Guatemala, and Panamá.

WHOLESALER DATES OF TRIP

No. PART

DESTINATIONS VISITEDTOTAL

GU BZ SL HN NI CR PAIXION TRAVEL

03/05/2017 to 10/05/2017

1 1 1 2

CINCO ESTRELLAS CLUB 1 1 1 2

NEGO SERVICIOS 1 1 1 2

AVASA 1 1 1 2

AA-SPAIN 1 1 1 2

TUI SPAIN 1 1 1 2

ATLANTIDA VIATGES 1 1 1 2

TOUR MUNDIAL (VIAJES EL CORTE INGLÉS)

1 1 1 2

MG TOURS 1 1 1 2

TRIPANDO TRAVEL 1 1 1 2

NUEVAS RUTAS 1 1 1 2

PANGE THE TRAVEL STORE 1 1 1 2

INTERNATIONAL QUETZAL TOURS

1 1 1 2

TRIP ADVISOR/VIATOR 1 1 1

WORLD TRAVEL BITAKORA 1 1 1 2

EL MUNDO YOUR WAY 1 1 1 2

AUCAN TRAVELING EXPERIENCE

1 1 1

CATAI/GRUPO BARCELÓ 1 1 1

PULLMANTUR CRUCEROS 1 1 1

TUI SPAIN 1 1 1

MG TOURS 1 1 1 2

NAUTALIA VIAJES 1 1 1 2

PRESSTOUR VIAJES 1 1 1 2

LOGITRAVEL GROUP 1 1 1 2

POLITOURS 1 1 1

EUROPAMUNDO VACACIONES

1 1 1

TOTALS 26 14 0 16 1 3 1 10 4531% 0% 36% 2% 7% 2% 22% 100%


Familiarization Trips – France

The country that was most visited by the French was Honduras, followed by El Salvador, Panamá, and Nicaragua.

WHOLESALER NAME DATES OF TRIP No. PART


GU BZ SL HN NI CR PA

ARTS ET VIE21/01/2017- 04/02/2017

2 2 2 4

PRET A PARTIR

10/05/2017- 18/05/2017

1 1 1 2

ALMA LATINA 1 1 1 2

PRIM TEMPS VOYAGES 1 1 1 2

PRET A PARTIR HPL 1 1 1 2

CONTINENT INSOLITES05/05/2017-21/05/2017

1 1 1 1 3

JETSET VOYAGES17/06/2017-23/06/2017

1 1 1 2

ANAPIA VOYAGES

03/10/2017-12/10/2017

1 1 1 2

PONANT 1 1 1 2

NOMADE AVENTURE 1 1 1 2

CUBA COLOR 1 1 1

MONDE AUTHENTIQUE 1 1 1 2

TOTAL 13 2 1 6 7 3 2 5 268% 4% 23% 27% 12% 8% 19% 100%

Familiarization Trips – The Netherlands

Fifty percent of wholesalers from the Netherlands visited El Salvador. The second most visited destination was Costa Rica, with 23%.

REPORT

2017ANNUAL71 •

WHOLESALER NAME DATES OF TRIP No. PART


GU BZ ES HN NI CR PARiksja Travel

28/04/2017 to 06/05/2017

1 1 1 2

Avontuur.nl (Shoestring & Koning Aap)

1 1 1 2

Treasury Travel 1 1 1 2

Otravo (WTC.nl, Vliegtickets.nl, Schipholtickets.nl)

1 1 1 2

Unico Travel

03/10/2017-12/10/2017

1 1 1 2

Avila Reizen 1 1 1 2

Olaf Reizen 1 1 1 2

Selva Travel 1 1 1 2

ITG Companies 1 1 1 2

Sawadee Reizen 1 1 1 2

LAS Travel (Latijns Amerika Specialist)

1 1 1 2

Sapa Pana Travel 1 1 1 2

Outsight Travel 1 1 1 2

TOTALS 13 1 2 13 2 1 6 1 264% 8% 50% 8% 4% 23% 4% 100%

Familiarization Trips – Italy

In the case of Italy, the largest number of wholesaler trips went to El Salvador - due to the 2017 CATM fair, followed by Nicaragua, and Costa Rica.


NAME OF WHOLESALER DATE OF TRIP No. PART

DESTINATIONS VISITED TOTAL

GU BZ SV HN NI CR PATODRA TOUR OPERATOR

07/06/2015 to 15/06/2017

1 1 1 2

MASTRO VIAGGITORE S.R.L.

1 1 1 2

I VIAGGI DI MAURIZIO LEVI SRL

1 1 1 2

ETNIA 1 1 1 2

KONRAD TRAVEL

03/10/2017-12/10/2017

1 1 1 2

VUELA TO 1 1 1 2

IL VIAGGIO SRL 1 1 1 2

COMBOTOUR TOUR OPERATOR

1 1 1 2

NICO TOUR OPERATOR di Viaggigiovani.it Srl

1 1 1 2

BRASIL WORLD 1 1 1 2

BOSCOLO TOURS SpA 1 1 1 2

NBTS VIAGGI 1 1 1

ARALDO VIAGGI 1 1 1

ANTICHI SPLENDORI 1 1 1 2

TOTALS 14 1 2 9 2 7 5 0 264% 8% 35% 8% 27% 19% 0% 100%

REPORT

2017ANNUAL73 •

Familiarization Trips – United Kingdom

El Salvador, largely due to the 2017CATM fair, was the most visited destination by British wholesalers, with 33%, followed by Honduras with 26%, and Panamá with 19%.

NAME OF WHOLESALER DATE OF TRIP No. PART


GU BZ SV HN NI CR PASTEPPES TRAVEL

12/06/2017-20/06/2017

1 1 1 2

EXSUS TRAVEL 1 1 1 2

DRAGOMAN 1 1 1 2

TUCAN TRAVEL 1 1 1 2

KE ADVENTURE TRAVEL

CATM 2017 OCTOBER

1 1 1 2

LIVE - TRAVEL 1 1 1 2

QUINTESSENTIAL TRAVEL

1 1 1

INCREDIBLE TOURS LTD. 1 1 1 2

SEVEN SENSES TOURS 1 1 1 2

THOSE TRAVEL GUYS 1 1 1 2

TITAN TRAVEL 1 1 1 2

THE EXPLORATIONS COMPANY

1 1 1 2

GEODYSSEY 1 1 1 2

PIONEER EXPEDITIONS 1 0 1 1 2

TOTALS 14 0 0 9 7 3 3 5 270% 0% 33% 26% 11% 11% 19%


E-Learning Seminars

SPAIN

Under the slogan “Central America, An Exceptional Multi-destination,” the Central America Tourism Agency (CATA,) carried out, in March 2017, three webinars targeting Spanish travel agents, as well as agents from other European, and Latin American countries.

The webinars, in which nearly 400 professionals participated, were conducted in real time through the platform of the renowned Spanish company Hosteltur.

The main purpose of the training about the region was to familiarize participants with Central

America, as well as to present in detail the possibilities of intraregional and Spanish air connectivity; and, to show the multi-destination offers in their cultural, sun and beach, nature, and honeymoon dimensions, as it is presented in the catalog of multi-destination offers launched by CATA within the context of 2017 FITUR.

COOPERATIVE CAMPAIGNS WITH TOUR OPERATORS

Co-marketing CATA / AA-Spain

FAMILIARIZATION TRIPS

In 2017, under the agreement with AA-Spain, a familiarization trip was carried out with eight Spanish top agents, who visited Guatemala and Panamá. The second trip agreed under the agreement has been rescheduled for April 2018 to Nicaragua and Costa Rica. CATA conducted a survey with the agents that participated in the May 2017 trip. While 100% of the respondents indicated that they already sold the destinations, 75% indicated that the trip allowed them to get to know new products in both destinations, and increase the number of nights in their programs. Likewise, they were 100% satisfied that they got the opportunity to see the destinations personally.

Co-marketing Italian wholesalers

For the first semester of 2017, cooperative co-promotion agreements were signed with the Italian wholesalers Il Viaggio and Tour 2000. These agreements have integrated a training component targeting AAVV about the Central American multi-destination product.

Thanks to this alliance, nine webinars dedicated to Central America have been conducted, as well as six seminars/trainings in different Italian cities, which have enabled more than 1,200

REPORT

2017ANNUAL75 •

Italian travel agents to be trained on Central America, and its multi-destination offer. Likewise, these companies have launched 86 new offers for Central America, with which they hope to increase the flow of Italian tourists to the region in more than 60 groups during 2018.

WHOLESALER ACTION RESULTSTour 2000 Italia Presentation-training about

C.A. in the city of BergamoParticipation of 29 Travel Agents

Presentation-training about C.A. in the city of Cuneo

Participation of 48 Travel Agents

The visit of a group to the El Salvador-Honduras-Nicaragua circuit is in the planning stage

Presentation-training about C.A. in the city of Trento


Presentation-training about C.A. in the city of Udine


The visit of a group to the circuit El Salvador-Honduras–Nicaragua is in planning stage

Quality Group/Brasil World

Seminar about Central America in Naples


Seminar in Bologna Participation of 50 Travel Agents

9 webinars for travel agents on Central America

1,200 travel agents trained on the Central American multi-destination product

Press releases about seminars published in specialized media for the Italian tourism sector

http://www.travelnostop.com/news/tour-operator/brasil-world-centroamerica-adv_410680

http://www.lagenziadiviaggi.it/quality-group-seminari-sul-centroamerica-brasil-world/

http://www.travelquotidiano.com/tour_operator/brasil-world-a-bologna-e-napoli-con-il-centro-america/tqid-299265

http://www.advtraining.it/news/62222-focus-centro-america-con-brasil-world

Co-marketing DIAMIR wholesaler - Germany

Several promotional actions were carried out together with wholesalers. In Germany for example, the prestigious DIAMIR agency launched a newsletter dedicated to the Coffee Route of several countries in the region. The bulletin was sent to a database of 5,000 customers, and had an opening rate of 77.6% of the recipients.

ACTIONS BY THE COUNTRIES IN THE CONTEXT OF THE EUROPEAN TOURIST FAIRS

As we have described extensively in the technical assistance section, during the first semester of 2017, Central America participated in the International Tourism Fair in Spain, and the ITB Fair in Berlin, Germany.

In this section, we will refer in broad terms to actions that were carried out by the countries during these fairs, in order to strengthen the tourist integration of the region.


During FITUR, as PPT, Costa Rica hosted the Central American cocktail reception at its stand. Various media, international organizations and Central American businessmen participated in the event, a space in which the PPT-Costa Rica took the opportunity to highlight and project Central America as one of the best vacation options on the planet.

The PPT-Costa Rica, as well as the ministers attending FITUR, developed a tight promotion agenda for Central America, attending 76 meetings to jointly push and finalize agreements with recognized wholesalers, airlines, and cooperation agencies. Interviews were also given to mass communications media to promote the Central American multi-destination.

The PPT-Costa Rica was present at the ITB in Berlin. The Central America cocktail reception of was offered by Panamá. To this media event, wholesalers, agencies, and embassies accredited in Germany were invited. The PPT-Costa Rica attended meetings that will contribute to establish commercial alliances and agreements with organizations.

The PPT-Panamá, in follow-up to the agreements taken by the CD-CATA in September 2016, enabled a space for the development of the negotiation activities with wholesalers, and for meetings between CATA and the media in order to strengthen its actions of brand positioning, and promotion of the region within the context of the WTM 2017 fair in London, United Kingdom.

During the fair, the official opening of the Central American pavilion was celebrated with a cocktail reception offered by Nicaragua in its stand. As PPT, Panamá supported the efforts made through CATA in order to guarantee the success of the Central American event, guaranteeing the presence of wholesalers in the regional event, as well as means to cover this isthmus tourism fair.

CATA enjoyed the support of the PPT-Panamá, which provided the space, and the ideal conditions to receive the wholesalers, and British media in general, as well as to strengthen the relationships established with those who visited the region in October within the framework of the CATM

REPORT

2017ANNUAL77 •

PRIVATE SECTOR SPEAKS ABOUT CATA

With the support provided to the private sector in innovation, promotion and commercial management, CATA has proven to be a proactive organization, open to suggestions, which contributes very professionally to the process of tourism integration of the region.

We consider that the innovative tools used by CATA to project Central America as a multi-destination in the digital world (through innovative promotion actions such as those carried out by influencers, and work of reengineering carried out with the renewal of the web platform) have been very useful, but have been promoted very little. Possibly because you need a greater level of commitment on the part of the National Tourism Authorities in coordination with the Chambers of Tourism of each country.

The work of CATA must be strengthened with external resources to increase its capacity to influence our target markets, which will contribute to increasing opportunities for the commercialization of our regional entrepreneurs’ multi-destination offers.

Costa Rica’s National Chamber of Tourism wishes to especially congratulate Mrs. Carolina Briones, CATA’s Secretary General, for the work done, her commitment, and professionalism. We trust that the opportunities for interaction between CATA and the Chamber’s Presidencies will be more frequent in 2018 than in previous years.

CATA’s handling of the multi-destination marketing and promotion is excellent. This greatly supports the work of companies, which like JM TOURS Honduras, have been working for a long time in the sale and operation of multi-destination programs in Central America.

I believe that this not only supports our promotion in Europe. Ever since the catalog of multi-destination offers was presented in FITUR, I have received the request of a South American wholesaler to whom we are already selling a 15-day multi-destination program combining four countries.

JM Tours Honduras values that the digital marketing strategy implemented by CATA, besides being of great support, is a great contribution, since it is a window that allows us to get into the cyber world, facilitating Internet users and agencies to be able to find more information about the region, and the Central American companies, and thus, be able to guide them about Central America, its offers, and products.

I really liked the work of tourism integration developed by CATA in the region. I think it has had a lot of impact. During the marketing workshop that took place in Costa Rica in 2017, we were able to learn and consolidate more knowledge and commercial relationships between

Isabel VargasPresident, CANATUR

Costa Rica 2017

Iveth LagosManager, JM TOURS

Honduras

REPORT

2017ANNUAL79 •

homologous companies that sell the region. I would like to add that, along with my colleague from Guatemala, applying the knowledge acquired in the aforementioned workshop, we designed a program that we launched during FITUR that we have called “With the Five Senses,” a circuit that includes Honduras, and Guatemala.

I would like to recommend that CATA continue to carry out more workshops aimed at strengthening the commercialization of the multi-destination, and that we all work with CATA towards the same purpose. We hope that you send us monthly summaries of the work that CATA does, so we are aware about CATA’s marketing plan, and link our business efforts towards the same goals and objectives in order to strengthen each other.

The work and effort of the CATA team must be recognized. Belize has seen a 17.5% increase in arrivals from the European market in 2017. The marketing campaigns of the Central Government of Belize, combined with CATA’s initiatives to market Belize and other countries of the region in the European market, are yielding these positive results.

The marketing strategy implemented by CATA for the development of online platforms to market and promote the Central American countries, and increase the distribution and accessibility of information to potential European travelers can only be described as a great idea.

The integration and association of countries in order to offer multi-destination packages, through the multi-destination offer catalog developed by CATA, has allowed Belize hotels, tour operators, and transportation companies to think beyond their borders, and seek to partner with each other to develop those packages. The interest of the private sector has awakened, and will continue to grow in 2018.

CATA must receive continuous support to maintain the high-quality work produced, and the adequate management of resources to achieve the goals and objectives approved by the member countries. CATA should consider providing additional support to each country, by offering platforms to establish partnerships for the development of more multi-destination packages.

John BurgosExecutive Director, Belize Tourism

Industry Association –BTIABelize


The support received by CATA as a private sector in the area of tour operation has been of great help, since it has allowed us to innovate our multi-destination products with the different training sessions and multimedia knowledge. The studies carried out by CATA on likes and preferences of the European market in the travel sector have also allowed us to segment our products, reaching a more precise target market.

I believe that the current digital strategy developed by CATA for the projection of Central America as a multi-destination is focused on benefiting the operator through the sale of the different multi-destination products that they offer, based on a market segmentation guided by the digital marketing studies presented.

From my point of view, the work carried out by CATA regarding the integration of the tourism sector based on multi-destination products is considered very good, since the operators have been able to make alliances with other Central American colleagues to offer tourism products and services, each one in its country of origin, resulting in a product packaged and offered to the European market as one.

Lastly, I would like to say that as operators we have the opportunity to have an agency such as CATA that supports us through market studies, roadshows, fairs, etc., to promote our destinations in the European market, with the sole purpose of increasing environmentally-friendly sustainable tourism.

I think that little by little we are consolidating as a single region. The work developed by CATA, in coordination with the governments of each country, has been very important for the integration of the tourism sector of the Central American region, as well as the thrust it provides to entrepreneurs in the areas of innovation, commercialization, marketing and digital promotion, oriented to multi-destination.

As a result, we have been eliminating those actions that have not given us value, and have adopted new ones that are giving us good results in our commercial efforts. The work has been good, and we are aware that we have a long way to go. Let’s keep it up!

We believe that digital strategies are of great importance if we want to position ourselves as a destination, and region, in the field of international tourism. The promotional, and outreach actions with influencers, as well as the revitalization of the CATA website, have been accurate actions. I hope that, in the future, the digital strategy of the region will focus more on promotion with influencers than on the typical familiarization trips (Fam Trips) that have been carried out for a long time, without an exponential result towards the final consumer.

Rodrigo MorenoCommercial Manager, Salvadoran Tours

El Salvador

José Antonio MéndezGeneral Manager, CADISI TOURS

El Salvador

REPORT

2017ANNUAL81 •

We would like to reiterate our recognition of the work of CATA, and as entrepreneurs, we suggest incorporating more actions aimed at the final consumer, in order to generate the desire and interest to have a multi-destination experience when visiting Central America. If the demand grows, undoubtedly the wholesalers and agencies will see the urgency of including us in their offers and sale catalogs, and will invest in getting to know us better.

CATA has been more than a channel for Central America, it has been an agent that looks after the sustainable growth of the region, ensuring that both, suppliers and travelers, benefit from quality experiences. Its innovation while promoting Central America as a region, instead of promoting individual countries, has resulted in unity and greater impact in the markets, allowing a highly attractive product offer due to its cultural variety.

Based on the innovation of offering Central America as a single product, the arrival of influencers under this innovation has been of greater impact. The influencers came with high expectations of discovering not a country, but a tropical region. In addition, having the backing of a web platform gives more weight to the post-influencers effect, since it provides travelers with security and ease of contacting directly with the provider.

I recognize that the integrationist work carried out by CATA with the Central American tourism sector has been an arduous task overtime, and today we can see the results of entrepreneurs united with a region mentality, and not a single country mentality. I am sure that in a short time, we will see economic benefits of the professional effort undertaken by CATA, and assimilated by the entrepreneurs.

As Central American entrepreneurs, we still have much to improve, restructure, align, but as long as we keep updating and working together, we will be able to make Central America a destination of high demand.

CATA’s reason of being is excellent, but the results could have not been possible without the staff that works for and with CATA. Not only are they qualified people, but they are passionate about what they do. That has made the advance of CATA truly possible.

Elisabeth SamayoaGeneral Manager, BOSA TOURS

Nicaragua


Central America Tourism Agency - CATA - CentroaméricaEdificio SG- SICA, Final Bulevar Cancillería, Distrito El Espino, Ciudad Merliot, Antiguo Cuscatlán.

La Libertad, El Salvador(503) 2248-8800 / 2248 -6923

w w w . c a t a t o u r i s m a g e n c y . o r g • w w w . v i s i t c e n t r o a m e r i c a . c o m

2017REPORTANNUAL

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