Growth LAB — Orange Tourism, El Salvador

ITC (UN/WTO) · Ilamatepec Project · European Union. 37 tourism companies · 12 months of organic growth, local SEO, OTAs, customer journeys, AI and a trade mission to the Adventure Travel World Summit 2026.

2025International Trade Centre (ITC) · European Union in El Salvador · Ilamatepec ProjectEl Salvador

In-person workshop of the Ilamatepec Project's Growth Lab in El Salvador with companies from the tourism sector

Tourism companies supported

12 months

Organic and brand growth

ATWS 2026

International trade mission

01 · Context

The Challenge

Connecting tourism supply with European demand: 37 Salvadoran tourism companies needed to prepare their digital presence, sales channels, and experiences to compete for European adventure and orange tourism demand.

Two cohorts at different stages: 23 teams had already been working on the program for several months, and another 12 were joining as a new cohort, with very heterogeneous levels of digital maturity, SEO adoption, OTA usage, and marketing and sales discipline.

Building a brand beyond the algorithm: The challenge was not to produce viral social media content, but to establish marketing and sales operational habits that sustain the growth of the team, business, and brand over time, integrating AI as another channel of influence rather than an end in itself.

02 · Design

The Solution

In-person and remote Growth Lab within the Ilamatepec Project, funded by the European Union in El Salvador and executed by the International Trade Centre (ITC). An intensive 12-month program combining in-person workshops, practical clinics, one-on-one mentoring, and a masterclass on influence in the age of AI, articulated with two complementary project components: strategic alliances and audiovisual content.

01
In-person growth workshop with both cohorts: customer journey mapping for new teams and clinics on experience and process friction for more advanced teams.
02
Optimization of transactional websites with a focus on SEO, user experience, content, and visible analytics to increase sales in international markets.
03
Improved positioning on OTAs like Booking and Tripadvisor, with review of listings, images, policies, and reputation.
04
Launch of newsletters, integration of sales channels, automation, and CRM utilization for teams with greater digital maturity.
05
Masterclass on influence in the age of AI at the Closing Ceremony of the initial training phase in brand development and digital marketing, positioning AI as another channel of influence within a long-term brand strategy.
06
Preparation for the trade mission to the Adventure Travel World Summit 2026, articulating the Salvadoran offering with international adventure tourism buyers.

03 · Participation

My Role

Lead Consultant and Growth Lab Facilitator. I designed the 12-month program, facilitated the in-person growth workshop with the 37 companies from both cohorts, delivered the masterclass on influence in the age of AI at the Closing Ceremony, and conducted practical clinics, one-on-one mentoring, and continuous support in SEO, OTAs, customer journey, content, and marketing and sales operational discipline.

Lead consultant · Growth Lab facilitator