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November 21/ 2003
- Press Releases

Central America Unites for the First Time in Bid To Win UK Tourists to the Region

The countries of Belize, Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua and Panama have joined forces for the first time to promote the uniqueness of Central America under one umbrella at this year’s World Travel Market.

The Central American Tourism Agency (CATA) union will collectively promote the region to include holidays offering culture, history, nature and adventure in a move to raise the profile of the region to tour operators, travel agents and UK holidaymakers.

“This is the first time the countries of Central America have collectively joined forces to promote the region as a single brand in building awareness to the international tourist. Through collectively pooIing resources, we will be able to jump start tourism to the region so that it becomes a fundamental axis of sustainable development in the region. Tourism development will therefore be carefully regulated to appeal to the more discerning holidaymaker,” said Mr Javier Vega, executive president of Europe, Central American Tourism Agency.

“The region has so much to offer the European holidaymaker but little is known of what our member countries has to offer. It is our intention through CATA to address that perception and imbalance by putting Central America firmly on the tourism map for quality tourism and the holiday experience of a lifetime ,” he added.

Currently Central America attracts 4,930,000 visitors a year with only 18 per cent originating from Europe. Through the instigation of the CATA propelled promotional campaigns being launched in Europe during 2004, the consortium hopes to increase this to 25 per cent by 2006.

Central America has a wide range of cultural groups, eco-systems and tourism activities including the Maya ruins, national parks, cloud forests in addition to beaches, islands and fascinating cities with deep rooted history, culture and tradition. Despite the region only accounting for 0.4 per cent of the exposed surface of the earth, Central America contains nearly 8 per cent of the world’s bio-diversity.

The Central American Tourism Agency will be exhibiting on stand LA 2080 and will be hosting a press and UK travel industry briefing with seven tourism ministers from the region on Tuesday, 11th November at 3.30pm on the central stage in South Hall, Excel.

November 2003
For further media information, please contact:
Russell Stenhouse/Andrew Ward/Alexis Roper
Millennium Public Relations
Tel: 020 8605 2211
Email: CATA@millennium-pr.com


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