This article was originally published in the Brand Finance Global Soft Power Index 2026
Valdez Vigil
Minister of Tourism,
El Salvador
The current international recognition for El Salvador is the product of a deliberate process of structural transformation that has been driven by the Salvadoran State as it strives to redefine El Salvador’s position on the world stage. From a strategic and political standpoint, the Government of El Salvador recognizes that the global perception of the country doesn’t change simply by redesigning graphics and symbols, but rather through firm decision-making, cohesive public policy, and tangible results. In this context, the strides El Salvador has made in terms of security, governance, economic development and a commitment to growing tourism have been a decisive part of shaping a new national narrative and driving El Salvador’s rise in the Global Soft Power Index.
El Salvador’s national brand strategy is not circumscribed to a logo or singular communications strategy; it is a State policy oriented around a strategic repositioning of the country on an international scale.
As part of this positive recognition, El Salvador’s current strong international reputation has a direct influence on the country’s efforts to attract investment, grow the tourism industry, strengthen cooperation and deepen strategic alliances. The Country Brand strategy is built through policy decisions, structural reforms, and concrete results to back up the new national narrative.
El Salvador has actively promoted the growth of strategic sectors such as tourism, infrastructure, innovation, and digital economies, sending a clear message of openness and modernization. This vision seeks to diversify the economy, drive competition, and position El Salvador as a trusted partner in an increasingly dynamic and competitive international environment.
In the case of tourism, El Salvador exceeded its projections in 2025, receiving 4.1 million international visitors and 3.635 billion dollars in foreign currency revenue. This represents a 4% increase in total visitors and a 7% increase in foreign currency revenue compared to 2024. The sustained growth curve for this sector continues to trend upward each year. These results position El Salvador as the country with the top tourism results in the Americas, according to the UN Tourism World Tourism Barometer.
Beyond economic results and tourism performance, the strength of the Country Brand can be seen in El Salvador’s international reputation and the perception of trust, key elements of soft power. The structural transformations driven by the State, such as improved security and governance, have created an enabling environment for investment and international cooperation, further strengthening El Salvador’s position as a trustworthy strategic partner in the region and around the world.
El Salvador’s projection outward is complemented by active and strategic diplomatic efforts to strengthen alliances, attract business opportunities, and promote investment, culture, and tourism. Through these strategic efforts, the Country Brand is a public policy instrument that directly connects State actions with outcomes for the country’s reputation, investment, and tourism, bringing together a cogent narrative about the country and its future.
The impact of these policies can be seen in the 2026 edition of the Global Soft Power Index developed by Brand Finance, where El Salvador now ranks 76th globally, and sits in the top 10 in Latin America.
This achievement is not just an indicator for the success of the country’s strategies; it further cements international recognition for the structural transformations and State vision that have helped El Salvador reposition itself on the global map.
Looking to the future, El Salvador will continue to bolster its image through comprehensive policy-making to strengthen innovation, sustainable development, security, and competitiveness. These actions will help the country to continue its rise through the national rankings, while projecting a solid, trustworthy, and attractive image for investors, tourists, and strategic partners the world over.
