Centroamérica, tan pequeña ... tan grande”. La patrimonialización de la identidad cultural en la oferta centroamericana

[Autom. eng. transl.] The present work intends to analyze the tourist image offered by the Central American countries through the promotion carried out by the official institutions, with particular attention to the words that define the strengthening of the identity of the territory as a tourist space. The potentialities of the tourist phenomenon do not pass only through the safeguarding of the natural heritage but, and above all, through the reinterpretation and affirmation of the historical, cultural and traditional heritage itself in a process of patrimonialization of cultural identity. The strategies used to stimulate the imaginary and interest of the potential user towards the Central American natural and cultural space as “multidestine” will be analyzed, as well as towards each of the countries that make up the area: Guatemala, El Salvador, Honduras, Nicaragua, Costa Rica and Panama Since the launch of the Central America brand, in 2002, tourism in the region has had positive repercussions. The brand has already achieved a fundamental objective: to show the strength of the area in the tourism market as a “multidestine” that assures variety in continuity. Objective also achieved thanks to an efficient tourist promotion capable of positively conditioning the image of the destination built by potential visitors.