El Salvador continues to climb the ladder in specialized indexes and publications on tourism, destinations and country image, an achievement to which the work of the Ministry of Foreign Affairs has contributed, through its Diplomatic and Consular Network, which promotes strategies and actions to strengthen the image of our country.
This is how El Salvador reached the 82nd position, out of 175 countries, in the Global Soft Power 2025 Index, a specialized ranking carried out by Brand Finance, a leading global brand evaluation company.
The index, which calls El Salvador “a rising star”, also recognized that our country is” one of the fastest growing national brands worldwide, climbing 35 positions in the global ranking”.
According to Brand Finance, the firm compiles the Global Soft Power Index from a survey of more than 170,000 people in over 100 countries to gather data on global perceptions of the 193 member states of the United Nations.
“Thanks to the breadth of the survey, the Index is the world’s most comprehensive study of nation brand perceptions, providing a detailed analysis of the evolving status of Soft Power as nations face significant global changes and challenges,” adds Brand Finance.
In view of this, the Minister of Foreign Affairs, Alexandra Hill, assures that, in this promotion, the Foreign Ministry has contributed from the Diplomatic and Consular Network and the Directorates of Economic Relations; and Cultural, Gastronomic and Sports Promotion.
“It reflects the country’s continuous efforts and strategic actions to strengthen its global positioning. This promotion is indicative of the progress made in various areas, such as security, economic promotion of the country, international cooperation and the projection of the country’s image, among others; aspects in which we have been working in a coordinated manner through its national, public and private institutions, as well as through the network of embassies and consulates around the world,” she said.
In order to continue advancing in this index, El Salvador will continue its efforts to promote and boost tourism and promote culture, as well as to strengthen its digital infrastructure, improve its international trade relations and foster cooperation on relevant global issues, such as sustainability and innovation.
“It is essential to continue to expand the country’s international presence through participation in multilateral fora and the establishment of new strategic alliances, which would contribute to an even more positive projection of the country in the soft power indices in the future,” Foreign Minister Hill stressed.
Among the specialized fairs in which the country has been present, the following stand out: Travel and Tourism Exhibition Montreal 2024, in Canada; Travel Market in Qatar; Visit Latin-American in Belgium; Global Market place DC 2024, in New York and Central America’s Most Vibrant Country, in Japan; among many others.
In addition, so far this year, our country has been featured in the UK’s Latin American Travel Association and in Wanderlust, both UK magazines, as well as in Norway’s Green Travel List.
And during 2024, our country was featured in more than 36 publications in media such as: Raia Diplomática, from Spain; HORECA Trend, from Turkey; Travel Jingles from India; Latin American Travel Association from the United Kingdom, various media in Beijing, People’s Republic of China.
Similarly, the Directorate of Cultural, Gastronomic and Sports Promotion promotes cultural diplomacy, a key tool for projecting the country’s new image and consolidating its identity on the global stage.
“Cultural diplomacy allows us to promote a positive and renewed image of El Salvador, reinforcing its identity and tradition,” said Foreign Minister Hill.
She also pointed out that Salvadoran culture is a channel for mutual understanding, allowing other countries to learn about their history from a new narrative, far removed from the image of violence of the past.
To this end, Foreign Minister Hill indicated that the institution she heads, promotes the “El Salvador Reborn” initiative, which promotes art, music, literature and traditions to generate a dialogue beyond politics, positioning the country as a reference for creativity and resilience.
“Under the leadership of President Nayib Bukele, El Salvador has transcended the perception of insecurity of the past and has positioned itself as a country with stability, opportunities and a strengthened cultural identity,” she said.
Under this same initiative, various concerts, exhibitions and a hundred cultural events have also been held to strengthen the presence and influence of El Salvador in the world.
In addition, the Office of the First Lady’s Festival of Traditions has been held in Los Angeles and Honduras, highlighting the national identity through its customs and celebrations.
The recreation rooms of the diplomatic and consular representations also have the 16 book collections “Tree of Life”, an editorial initiative of the Office of the First Lady, which promotes Salvadoran literature and its role in the education of new generations.