The sea at Herzliya Marina was calm that summer evening, almost flat, the kind of flat that surfers don't love. But inside the yacht club, among tables topped with photographs of pristine beaches and curling waves from a faraway corner of Central America, a different kind of excitement was in the air. It was the excitement of an entire country trying to tell its story anew. El Salvador, a nation still associated in the Israeli mind mostly with crime and safety concerns for tourists, chose this time to present itself through its waves: as a sought after, safe, and welcoming surf destination.
That was the setting for the launch event "The Perfect Waves: A Surfing Experience in El Salvador," held by the Embassy of El Salvador in Israel and the Herzliya Municipality, through its Municipal Company for Tourism Development. The evening was designed to present the tourism potential of the Central American nation to an Israeli audience of tourism professionals, surfers, and media representatives. Among those present were the Ambassador of El Salvador to Israel, Héctor Enrique Salaverría Landaverde, Herzliya Deputy Mayor Gal Yitzhaki, and additional guests from the worlds of diplomacy, tourism, and sports.
Upon arrival, guests were welcomed at the embassy's reception table by Alexandra Molina, head of the consulate, who wore traditional Salvadoran dress and handed out branded gift bags from the government's flagship project "Surf City," containing water bottles, hats, shirts, and bracelets.
The Ambassador's Address: From a Story of Violence to a Tourism Success
The formal program opened with a welcome in Hebrew from the deputy head of mission and chief of protocol, Rafael Castro. He was followed on stage by Ambassador Salaverría, who also opened in Hebrew before continuing his remarks in English. He described the transformation El Salvador has undergone in recent years, from a country once known mainly for high crime rates to one that now presents itself as among the safest in the world. He attributed the change to the security policies of President Nayib Bukele, noting that by the end of 2025 the country recorded a record of more than 4.5 million visitors.
The ambassador went on to present "Surf City" as a flagship government project involving major investment in infrastructure, connectivity, and local communities along the Pacific coast. According to him, the country offers consistent waves and warm water at well known beaches such as Punta Roca and El Sunzal, and hosts recognized international competitions, including World Surf League events and Olympic qualifying rounds. The ambassador also noted that UN Tourism selected El Salvador to host World Tourism Day in 2026.
The ambassador described surfing as an "international language" that connects cultures, and drew a comparison between the coast of El Salvador and Herzliya as a city that hosts international sporting events, among them the Maccabiah. In a personal gesture, he thanked two senior Israeli surfers, Lior Bunis and Gabriel Bolubik, and shared with a smile that Bunis had been his very first surf coach in Israel. It was a small detail that turned into the warmest moment of the evening, a reminder that behind diplomatic protocol there is usually also a personal story. Toward the end of his remarks, the ambassador thanked the embassy staff, the Municipal Company for Tourism Development, and Georgina Litvak, who led the organization of the evening. The formal program closed with a screening of a video showcasing the landscapes of "Surf City."
Expert Panel: Two Israeli Surf Coaches on El Salvador
Later in the evening came a panel discussion in Hebrew featuring the ambassador alongside two internationally recognized Israeli surfers: Gabi Bolubik, an Olympic surf coach, and Lior Bunis, a competitive surf coach. The two shared personal and professional experiences from their many visits to El Salvador and explained why the country now positions itself at the forefront of the global surfing industry.
Among the points the coaches raised: the exceptional quality of the waves, well developed tourism infrastructure, and logistical convenience. They noted that the main surf sites are only about a 40 minute drive from the international airport. They also spoke about what lies beyond the sport itself, rivers, forests, and opportunities for rafting and trekking, alongside a rich local cuisine. Both coaches pointed to the sense of security in the country and the warmth Salvadoran residents show toward Israelis.
At the diplomatic high point of the evening, Ambassador Salaverría personally presented a plaque of appreciation and a gift to Bolubik and Bunis, in recognition of their years of professional contribution to strengthening sports and tourism ties between the two countries.
Pupusas and Traditional Refreshments
After the formal program, protocol gave way to a set table: fresh fruit, savory and sweet pastries, and soft drinks, alongside the dish most closely identified with Salvadoran cuisine, the pupusa. This corn dough pancake, filled with cheese or with black beans and cheese, is served with a lightly pickled cabbage salad known as curtido and a rich tomato sauce. Its simple, homey flavor drew considerable interest from the guests, as though reminding them that this distant country has a cuisine of its own, not only waves.
The event drew a diverse crowd from the worlds of tourism, media, and Israel's surfing community, among them Yossi Abadi, Honorary Consul of El Salvador in Israel; Roy Rozenak, Honorary Consul of Kosovo in Israel; Yosef Livne, former Israeli Ambassador to El Salvador; Dov Kalman, founder of the Israeli tourism company Terranova; Dana Oren Yanai, Deputy Mayor of Herzliya; Miri Berger, CEO of the Israel Latin America Chamber of Commerce; Ronit Ovadia, CEO of Herzliya's Municipal Company for Tourism Development; and Roseta Rivka Pardo, CEO of Sal Global Ltd.