From ancient civilisations to birdwatching adventures: Central America’s allure at ITB Berlin 2025
ITB Berlin News spoke with Boris Iraheta, General Secretary of the Central America Tourism Agency (CATA), about promoting the Maya World, the pivotal role of indigenous communities, and how Central America is captivating birdwatching enthusiasts and showcasing fresh tourism innovations at ITB Berlin 2025.
How is CATA promoting the Maya World as a must-see destination for cultural and archaeological tourism?
Central America is home to one of the most important cultural heritages of humanity: the vestiges of the Mayan civilization. This millenary legacy extends throughout Guatemala, Belize, Honduras and El Salvador, countries that preserve archaeological sites of great historical value that offer travellers a unique window into the history, culture and traditions of this ancient civilization. In this context, the Maya World has established itself as one of the star tourism
products that captivates the attention of modern explorers and travellers interested in authentic cultural experiences.
Aware of the growing international interest in this type of tourism, and recognising the special fascination of the German market for products linked to culture and nature, the Central American Tourism Promotion Agency (CATA) has intensified its efforts to position the Maya World as a must-visit destination. As part of our strategy, we are highlighting this valuable
product during ITB Berlin 2025, taking advantage of the global forum that this fair represents to strengthen the promotion of the region’s offerings to tour operators, specialised media and potential travellers.
In line with this commitment to continue conquering European markets, CATA is evaluating new opportunities to participate in specific activities in key German cities such as Hamburg, Leipzig, Erfurt and Hannover in order to reinforce the positioning of Mundo Maya, as part of Central America, as destinations that offer a unique combination of history, culture and nature, adapted to the expectations of the German traveller.
What role do indigenous communities play in shaping tourism experiences in Central America?
Indigenous communities play a fundamental and multifaceted role in the configuration of tourism experiences in Central America. They are the guardians of ancestral knowledge, protectors of natural resources and protagonists in the construction of sustainable tourism. Central America is the sum of ancient civilizations, home to more than 65 indigenous peoples, whose communities occupy about 40% of the land and marine territory of the isthmus. These areas are vital because they safeguard approximately 60% of the region’s natural ecosystems and biodiversity, making them key allies for environmental conservation and ecotourism development.
The cultural richness of the region is nourished by the fusion of indigenous, African and European traditions, which translates into a diverse tourism offer. Visitors to Central America have the opportunity to immerse themselves in unique experiences that integrate the living history of peoples such as the Lenca, Tolupan, Maya-Chortís, Payas, Tawahkas, Misquitos, Sumos, Ramas, Ulwas, Marribios, Chorotegas, Nicaraos, Sutiaba, Matagalpas, Chontal, Guatusos, Emberá, Quitirrisí, Maleku, Bribri, Talamancas, Nagate, Kunas, among others.
These peoples not only preserve their millenary traditions, but are also the hosts that guide travellers through environments of extraordinary natural beauty and historical value. Examples include the Ngäbe-Buglé and Guna Yala Comarca in Panama; Corn Island and the Autonomous Region of the Northern and Southern Caribbean Coast in Nicaragua; and the Maya-Chortí communities in Copán, Honduras.
Another case is the extensive territory of the Moskitia where there are six indigenous peoples: Pech, Tawahka, Nahua, Tolupán, Miskito and Garífuna, the first four in the area of the Río Plátano Reserve and its periphery, the Garífunas in the coastal areas and the Miskitos in the extensive plains that extend between the borders of Honduras and Nicaragua.
CATA has integrated the role of indigenous peoples into its promotional strategies, promoting an approach that values respect for their customs and the empowerment of their communities.
These peoples not only open the doors of their territories, but also manage the access and admission of visitors, ensuring that tourism becomes a development tool that directly benefits their local economies. This self-management also ensures the preservation of their environment and the continuity of their traditional practices.
In addition, community-based tourism allows travellers to enjoy authentic local cuisine, participate in handicraft workshops, witness ancestral rituals and delve into stories that transcend generations. These experiences strengthen the sense of regional identity and position Central America as a destination where tourism is also an act of recognition and
appreciation of cultural diversity.
In short, the participation of these communities in the tourism industry not only enriches the supply of authentic experiences for visitors, but also boosts social and economic development from a focus on sustainability and respect for their ancestral territories.
Why is ornithological tourism growing in the region and what makes Central America stand out for enthusiasts?
Ornithological tourism is experiencing remarkable growth in Central America, and this is mainly due to the extraordinary biodiversity that characterises our region. As a biological bridge between North and South America, it is estimated that Central America is home to more than 1,000 species of birds, according to the National Audubon Society, including endemic and migratory species.
What makes Central America stand out for birdwatchers is precisely this diversity of habitats in a compact territory. From tropical rainforests and cloud forests to mangrove swamps, Caribbean and Pacific coasts, as well as high plateaus and volcanoes, the region offers scenarios that allow the observation of iconic birds such as the quetzal, the iris-billed toucan and the scarlet macaw, the emerald hummingbird, the palm cigua or the harpy eagle, to name a few.
In addition, a fundamental aspect that enhances the value of birdwatching in Central America is the role of local communities and guides. These people have not only been custodians of these natural spaces for generations, but are also key players in the preservation of knowledge about the species, their behavior and migratory cycles. In countries such as Guatemala, Honduras and Panama, several clubs are leading community tourism projects focused on bird watching, offering visitors unique experiences that integrate wildlife observation, guided walks and the possibility of learning about traditions linked to nature.
From CATA, we are promoting this offer with key initiatives such as the Central America Big Day, whose first event will be held on 15 March, 2025. This event not only seeks to mobilise bird enthusiasts, but also to make visible the richness of species in the region through the official account of Central America in the eBird platform. This tool will become an international showcase that will position the region as a preferred destination for ornithological tourism.
In addition, we will be participating in the Global BirdFair 2025, with the objective of facilitating the connection between Central American tour operators and the specialised global market. This international presence will allow us to strengthen commercial networks and consolidate tourism packages oriented to birdwatching.
What tourism innovations will Central America be presenting to ITB Berlin visitors at your stand this year?
We arrived at ITB Berlin 2025 with an innovative proposal in itself, given that many of the destinations are still unknown to German tourists. This year, we are presenting visitors with an offer that combines experiences in the Caribbean and the Pacific, adventure, nature, archeology, culture and gastronomy, consolidating Central America as a destination with a
complementary offer.
As part of our actions in the framework of ITB Berlin, we will celebrate the Central America Media and Trade Awards, a space created to recognise the work of tour operators, journalists and media in the German market, which during 2024 have contributed significantly to position Central America as a tourist destination among German travellers. This recognition seeks to strengthen alliances with our strategic partners in Germany, a key market for the region, and to generate new promotion and marketing opportunities.
