The Ministry of Tourism of El Salvador launched a new promotional strategy for the country through a brand inspired by the works of Fernando Llort, often dubbed as El Salvador's National Artist.
The newly designed brand is intended to promote tourist destinations alongside the Surf City branding concept, in an effort to boost tourism and showcase everything the country has to offer, such as colorful towns, beaches, archaeological sites, and handicrafts.
The design was created through an agreement with Arbol de Dios, an institution founded in 1981 by Llort which main purpose is to project the art from El Salvador with professionalism and high quality standards.
Morena Valdez, Minister of Tourism, launched the brand on October 7, 2020, at at the El Salvador’s International Airport, San Óscar Arnulfo Romero y Galdámez.
