Guatemala and El Salvador are consolidating their position as two key destinations for the expansion of Spanish companies, offering an environment of growth and opportunity in the heart of Central America. In a webinar organized by the Madrid Chamber of Commerce, experts from the Spanish Economic and Commercial Office (OFECOME) in Guatemala, the Spanish Chamber of Commerce in El Salvador, and executives from companies with a presence in the region analyzed the keys to successfully entering these markets, highlighting the need for an integrated regional strategy and the potential in sectors such as renewable energy and industry.
Guatemala: The economic giant of the region
Guatemala is not only the most populous country in Central America, but also its main economic engine. Isabel Jáñez Ramos, Market Analyst at OFECOME Guatemala, highlighted the size of the Guatemalan market as one of its greatest strengths. "It is a country with the largest market in Central America, representing more than 30% of the regional GDP and with more than 18 million inhabitants," stated Jáñez Ramos. According to projections discussed at the event, the country's GDP is expected to reach US$124.000 billion by 2025, with a per capita income that has improved in recent years, solidifying its position as a highly attractive market for investment.
El Salvador: A scenario of transformation and opportunities
Meanwhile, El Salvador is undergoing a profound transformation that is positioning it as an increasingly attractive destination for foreign investment. Boris Quintanilla, President of the Spanish Chamber of Commerce in El Salvador, highlighted the country's current situation. "El Salvador is experiencing a very interesting period of transformation, overcoming problems from previous decades, and today it is becoming a magnet for foreign investment," Quintanilla explained. This new context opens the door to projects in multiple sectors for companies seeking an evolving business environment.
The key to success: An integrated logistics vision
To succeed in the region, experts warned against a fragmented approach. The strategy cannot be limited to a single country but must consider Central America as an interconnected market. Pablo Arauzo Scandella, International Trade Consultant at Maresa Logística, pointed out that one of the most common mistakes is thinking "country by country." According to Arauzo Scandella, "From a commercial standpoint, Guatemala and El Salvador make sense as a single market, but from an operational perspective, the logic must be much more integrated." The key question for companies, he added, must evolve: "It stops being 'where do I sell' and starts being 'where do I import, where do I store, and from where do I distribute so I can grow later.'"
Success stories: From renewable energy to the food industry
The viability of these strategies is reflected in the success stories of Spanish companies already established in the region. Rodrigo Zibara, Business Developer for Latin America at Enhol, shared his company's experience in the renewable energy sector in Guatemala, where they have found a favorable environment for growth. Meanwhile, Miguel Ángel Peñalba, representative of Grupo Calvo (now Nauterra) in El Salvador, illustrated the importance of long-term commitment. Peñalba highlighted the company's efforts to "create a professional work culture where there was no industrial culture," offering benefits such as transportation, meals, and internal promotion opportunities. "It is very important for us that the second generations of the families who started 25 years ago are now working in the company, but in much more senior positions," he concluded, demonstrating that investment in local talent is a fundamental pillar of success.
Key Questions and Answers
What are the main advantages of investing in Guatemala for a Spanish company?
Guatemala offers the largest market in Central America, representing over 30% of the region's GDP with more than 18 million inhabitants. Its economy is growing and presents established opportunities in sectors such as renewable energy and industry.
What mistakes should companies avoid when expanding into Guatemala and El Salvador?
The most common mistake is analyzing each country in isolation. Experts recommend adopting an integrated regional strategy, considering logistics, warehousing, and distribution together to optimize operations and facilitate growth throughout Central America.
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