Honduras has great potential to diversify its tourism beyond cruises, by enhancing infrastructure and tourist experiences, as well as increasing air connectivity, according to a study performed by our team. Although 59% of tourists arrived on cruises in 2023, the positive perception of lodging and climate can contribute to attracting more visitors and increasing overnight stays and spending in the country.
Honduras’ capacity to diversify its tourism products beyond cruise tourism is quite broad, although it requires a commitment to local infrastructure and services, consolidating air connectivity, and addressing the perception of key aspects such as safety and quality of tourism products. This is the main conclusion of a snapshot study of Honduras as of July 2024, carried out by our consultants’ team.
According to estimates by the Honduran Institute of Tourism, in 2023 the country received 2.4 million travellers, +24.1% more than the previous year. Of these, 59% arrived in the country as part of a cruise itinerary; 5% were day visitors (or excursionists), and 36% were tourists (meaning they stayed overnight at the destination).
This shows the scope and dependence of Honduras on cruise tourism, a trend that the Honduran authorities estimate will grow in 2024: reaching 71% share of the international visitors to the country. A higher percentage of tourists compared to cruise passengers and excursionists would translate into more benefits for the destination and a larger and better distributed economic impact, which contributes to the sustainable development of Honduran tourism.
Regional dependence, a priority challenge for Honduras
One of the main challenges for Honduras as destination lies in its dependence on its regional inbound markets, its neighbouring countries and its few long-haul markets, such as Spain and, especially, the United States. This is demonstrated by both the Balance of Origins Index, which reaches 46.7 out of 100 possible points; and the Balance of Product Index (45.6 out of 100 possible).
According to Carlos Cendra, partner and director of Marketing and Communication at Mabrian, Honduras’ dependence on specific segments “exposes the country to a loss in market share, income, and arrivals if its main source markets are affected by any events that alter demand behaviour.”
Combined tourist products that lengthen stays
Focusing the analysis exclusively on international source markets, the Global Tourist Perception Index reaches 46.8 points out of 100 possible, and improves by 8% compared to the same month last year. Travellers positively rate accommodation, as Hondura’s Hotel Satisfaction Index reaches 70.3 points out of a possible 100, improving by 35% compared to the same month last year. Climate perception is a highly regarded by travellers, reaching 89.4 points out of a possible 100, a score that increases by 4% compared to the same month in 2023.
The perception and overall satisfaction with the destination, on the other hand, is falling due to the impact of the Tourism Product Satisfaction Index, which is down 20% compared to the same month in 2023; and, to a lesser extent, by the Security Perception Index, which, with an average score of 63.7 points out of a possible 100, is down by about 5% compared to the same month in 2023.
“In addition to taking measures to address the perception of security in international markets, Honduras faces the challenge of developing competitive tourism products aligned with the standards of international demand, diversifying tourism experiences to attract more travellers who prefer to stay overnight in the country, which represents a broader economic benefit for the destination and local communities,” says Mabrian’s expert.
In fact, our data shows that travellers’ interests point in this direction. For international travellers, the main motivation for visiting Honduras during the month of July is family tourism (34.4%), followed by cultural heritage (26.4%), and gastronomy (12.3%). Active wellness (the combination of nature, wellness and active tourism experiences) is the main driver for 12.7% of international travellers visiting Honduras; while the remaining 14.2% is divided between outdoor activities (sun & beach) and nightlife.
Our figures show that the experiences most valued by travellers are sun & beach tourism, active tourism, cultural tourism, and; as Cendra indicates, these segments can represent an opportunity to diversify and increase overnight stays, which can become a profitable counterpoint to cruise tourism. “The combination of sun & beach experiences, active tourism and cultural tourism translates into enormous potential to design indigenous and unique vacation tourism products for Honduras, with longer stays and greater spending at the destination.”
The air connectivity strategy, key to diversifying demand
Strengthening air connectivity is a very relevant aspect, and a necessary pillar to increase international arrivals to any destination. This is a significant consideration for Honduras, in light of official data from the Honduran Tourism Institute on access routes to the country. In 2023, 23.2% of all international travellers who visited Honduras arrived by plane, mainly from the United States.
Our data for the month of July 2024 indicate that, of the eleven source markets that connect with Honduras, the growth of +6.8% compared to the same month in 2023 stands out, in air seats from the United States, which represents 48% of Honduran international air connectivity. Other highlights are El Salvador (+48%), or Costa Rica and Panama, which double the seats’ availability compared to July last year. In addition, during the period analysed, seats on domestic flights increased by 17.6% compared to the same month in 2023. On the other hand, -1% of seats on direct flights from Spain, -70% from Mexico and -27% from Guatemala have been lost.
“Direct air connectivity is one of the most important factors to boosting the arrival of international visitors, because it contributes to promoting longer stays,” concludes Mabrian’s spokesperson.
