The LATAM Touring \u2018Equation Has Changed\u2019: Move Concerts CEO Phil Rodriguez On The Development Of Central America<\/a><\/p>\nGuns N\u2019 Roses visited El Salvador and Costa Rica last year, grossing a total of $4,726,975, according to Pollstar Boxoffice, and Ed Sheeran also included the region in his routing. The English singer-songwriter performed in Guatemala and Costa Rica in May and came away with a gross of $4,392,205 across both shows.<\/p>\n
\u201cCosta Rica is probably the most mature live entertainment market in Central America today,\u201d says Phil Rodriguez, CEO of Move Concerts, which promotes concerts across the region. \u201cIt has a relatively strong economy, a sizable middle and upper-middle class, good consumer purchasing power, strong brand participation and, most importantly, an audience that has developed the habit of buying tickets for major international shows.<\/p>\n
![\"ROGER](\"https:\/\/www.newsbeep.com\/us\/wp-content\/uploads\/2026\/11\/ROGER-WATERS3-1-scaled.jpg\")
Much like their neighbors in the South, Central America loves its rock stars. Move Concerts promoted a show with Roger Waters (above) at Estadio Nacional in Costa Rica in 2023, moving more than 32,000 tickets and grossing nearly $3 million, according to Pollstar Boxoffice. (Photo by Gerson Campos)<\/p>\n
\u201cCosta Rica has also demonstrated that it can support stadium-level business,\u201d Rodriguez adds. \u201cOur two Bad Bunny shows at Estadio Nacional in December 2025 sold approximately 115,000 tickets in less than four hours, generating close to $12 million in gross ticket sales. Those are numbers that would be significant in almost any market in Latin America.\u201d<\/p>\n
Shakira also showed what is possible in the region with five concerts at San Salvador\u2019s Estadio Jorge Magico Gonz\u00e1lez in February, moving a whopping 129,389 tickets and grossing $15,488,500.<\/p>\n
It\u2019s an impressive haul and feat considering her large production, planting a flag for every other international act, regardless of genre, to see, showing them the added stop can be a lucrative one.<\/p>\n
\u201cThere is a growing market of reliable promoters with real capital, solid ticketing systems, access to more venues, and an understanding of the operations of international touring teams that have allowed more artists the opportunity to successfully add these Central American markets to their routes,\u201d says Jacob Fox, an agent at WME, which represents Shakira.<\/p>\n
Shakira\u2019s success and the economic impact of such events also show government officials how the live music industry can positively affect people and local businesses, sparking innovation and creation.<\/p>\n
Central America\u2019s potential in the live music business may soon be realized with the development of Arena Gallo, a 14,500-capacity space in Guatemala\u2019s Ciudad Cayal\u00e1 designed to meet the modern standards of live entertainment.<\/p>\n
The reportedly $90 million, 90,000-square-foot arena, spearheaded by live entertainment company Asa Promotions and developers ZACSA Studio and Factor, is an ambitious project inspired by the growth of the Guatemalan economy as well as the growing demand for live entertainment.<\/p>\n
The design is inspired by the cultural identity and geography, incorporating some of the volcanoes, lakes and other natural textures Guatemalans take great pride in. Arena Gallo promises to be a world-class venue with stellar acoustic engineering and the modern amenities that fans across the globe have grown accustomed to when it comes to the live experience.<\/p>\n
Such features in an indoor venue will entice artists to seriously consider Guatemala because it fills a void shared by all Central American nations.<\/p>\n
\u201cThe big tours and Anglo artists often ignore Central America,\u201d Javier Arz\u00fa, CEO of Asa Promotions, tells Pollstar. \u201cThey may include Costa Rica\u2019s Estadio Nacional or a large park. The problem with Guatemala and Central America at large is that we\u2019ve had to improvise when it comes to venues in open spaces, without built-in restrooms, food trucks, etcetera. It\u2019s all been so archaic. But promoters in this region have also been resilient warriors, in a sense, in building this [business] out of nothing. Now will have the opportunity to change that and put Guatemala on the map along with Mexico City and Bogot\u00e1.\u201d<\/p>\n
Similar to some of their South American neighbors, the seven countries that make up Central America lack infrastructure, which is mostly made up of small venues and soccer stadiums. The lack of options makes it difficult for international acts to consider a stop with rising touring and travel costs, but an arena can change that. Just
look at Santiago, Chile, and Bogot\u00e1, Colombia: the Movistar Arena in each market proved to be transformative for not only their cities but their countries and all of South America. It sparked a movement, especially in Colombia, a rapidly growing ecosystem that saw the opening of Vive Claro, a versatile stadium in Bogot\u00e1, last year and will soon have DAVIarena in Medell\u00edn.<\/p>\n
\u201cIt\u2019s going to be spectacular because the audience isn\u2019t used to suites, lounges or premium seating,\u201d says Arz\u00fa, who has promoted shows all over Central America. \u201cAll of that is going to revolutionize the market\u2014and of course, who doesn\u2019t love going to a venue with premium seating and a club lounge where you can grab a drink before and after the show? The experience of a comfortable, air-conditioned, soundproof seat \u2026 believe me, we are going to change the history of events in Guatemala.\u201d<\/p>\n
Wesley Cullen, managing director of Latin America for Oak View Group (OVG), Pollstar\u2019s parent company, is well aware of the power an arena can wield in a country. She was the first general manager of the Coliseo de Puerto Rico, a venue that transformed the island and became a significant step in a local artist\u2019s career, a stage they aspired to reach. Cullen believes Arena Gallo, like the Coliseo, can be the catalyst for Guatemala and the entire region. It\u2019s why OVG jumped into the project as a consultant.<\/p>\n
\u201cTours need routing, and this will be one great stop,\u201d Cullen tells Pollstar. \u201cThere are more artists going and doing shows in the region than we realize already. The fans deserve modern spaces and all the amenities that we enjoy in other regions. With the growth of Colombia and South America, it all comes together. You can have great routing through the region, especially with additional development that\u2019s happening in Mexico.\u201d<\/p>\n
Bruno Del Granado, a former Creative Artists Agency agent who now executive produces Ricky Martin\u2019s music, adds, \u201cI remember Colombia when you either played in a stadium or you played some rinky dink venue. Now, Bogot\u00e1 has multiple arenas thanks to Movistar. Another example is Chile\u2019s Movistar Arena. When they opened over 10, 15 years ago, suddenly you have more avenues to expose your music and then every other country says, \u2018Well, now we want an arena.\u2019 Peru wants an arena; Paraguay wants an arena; everybody seems to want an arena. We\u2019re seeing that now, and I think this one in Guatemala will be a catalyst for Central America and also for Latin America, because Latin America still lacks the arena concept that the U.S. has. But the potential is there because Latin fans love live music.\u201d<\/p>\n
![\"badBunnyIMG](\"https:\/\/www.newsbeep.com\/us\/wp-content\/uploads\/2026\/11\/badBunnyIMG_5604-scaled.jpg\")
Latin stars like Bad Bunny (above) are showing international acts what is possible in Central America and how countries like Costa Rica, Panama and Honduras are capable of large, elaborate productions. (Photo by Sergio Cespedes)<\/p>\n
Young fans, especially, love live music, a notion that rings true all over the world as Gen Z and Gen Alpha seek more authentic experiences in a digital world. The median age in most Central American countries is below 30: Guatemala\u2019s and Honduras\u2019 is 24, Nicaragua\u2019s is 26, Belize\u2019s is 27 and El Salvador\u2019s is 28.<\/p>\n
\u201cYou don\u2019t see that in the world,\u201d Cullen says. \u201cIt\u2019s this secret you don\u2019t tell. What I learned when I\u2019ve been visiting is there are indeed companies going and doing great business there because they have education, and a great number of people are bilingual.\u201d<\/p>\n
One modern arena is enough to draw an international act, and it\u2019s also enough to entice a booker to consider nearby markets like Costa Rica and El Salvador to make it a worthwhile trip.<\/p>\n
\u201cIf you\u2019re a Ricky Martin and you don\u2019t want to go to the 4,000-cap venues, but you want to go to something a little bit bigger, and the stadium unfortunately hosts soccer matches and is booked because of the Iron Maidens of the world, it\u2019s going to be hard,\u201d Del Granado says. \u201cYou also have the weather to contend with. If you\u2019re in Argentina in the winter, it\u2019s impossible. You could do a stadium show, but it\u2019s too cold. It\u2019s just a pain in the butt, and the same when you get up farther north. For an artist who has a modern arena-style, it is the most perfect setting for them.\u201d<\/p>\n
It\u2019s also an extra incentive for tourists to visit the region, which is already one of the top destinations for international visitors. The World Travel & Tourism Council reported in May that Central and South America\u2019s travel and tourism sector is \u201con track to grow faster than the global average this year, with international spending projected to more than double the worldwide rate\u2014a dynamic that signals significant opportunity for advisors with clients eyeing the region.\u201d<\/p>\n
The Council forecasts regional travel and tourism GDP will see an uptick of 4.1% this year, outpacing the global average of 3.2%. In Central America, Guatemala\u2019s travel and tourism GDP is forecast to grow 6.1%, with international visitor spending rising 9.3%. Panama is projected to grow 8.4 %, with international visitor spending up 8.9 %.<\/p>\n
\u201cCentral and South America continues to emerge as one of the world\u2019s most dynamic travel and tourism regions, with strong domestic demand, rising international spending, and growing traveler confidence supporting growth across many markets,\u201d Gloria Guevara, president and CEO of the WTTC, said in a statement. \u201cCountries such as Ecuador, Bolivia, Guatemala, Panama, Argentina, Colombia, Brazil, and Venezuela are demonstrating the enormous potential of the sector when supported by investment, connectivity, and long-term strategic focus. The region has a real opportunity to strengthen its global competitiveness and secure sustained long-term growth.\u201d<\/p>\n
That growth is driven by international investments and the increasing spending power of locals, but every country differs when it comes to how that money is spent. Notable global stars like Taylor Swift or Bad Bunny will have no problem selling tickets just about anywhere\u2014and there\u2019s a demand for popular acts like Bruno Mars, John Mayer, Coldplay and Iron Maiden\u2014but music taste varies in the region.<\/p>\n
\u201cHistorically, it has been massive commercial names and Latin artists selling tickets in Central America, but more recently you see artists such as Foster the People, Incubus, or even Boy Harsher going to countries like Guatemala and El Salvador and selling out shows similar in size to their business in Mexico or other countries with robust concert markets,\u201d Fox says. \u201cThe mid-level international artists with name recognition have viable businesses selling thousands of tickets in these markets right now.\u201d<\/p>\n
FTC Live\u2019s Dominguez says that regional Mexican is growing in popularity in some of the countries, especially those closest to Mexico, and there\u2019s a niche electronic music fan base that is growing.<\/p>\n
\u201cI always bother my Mexican friends and tell them that Guatemala is practically a Mexican state because everything that hits in Mexico hits in Guatemala, and with the same force. Here, you have El Buki [Marco Antonio Sol\u00eds], Alejandro Fern\u00e1ndez, Grupo Firme, Grupo Frontera and any other similar act putting up the same numbers as in other markets with sold-out shows,\u201d says Arz\u00fa, who was born and raised in Guatemala.<\/p>\n
Live Nation and AEG Presents via C\u00e1rdenas Marketing Network have a large presence in the region, but they also sometimes lean on local promoters like Move Concerts, Asa Promotions, En Vivo Producciones and FTC Live to realize an artist\u2019s vision in the region. Cullen says that every tour stop, regardless of size, within Central America is proving itself to not only artists but also production teams, who greatly benefit from the modernization of venues in the region.<\/p>\n
\u201cLittle things can lead to big things sometimes, right? I always like to remind people that we not forget the value of everyone working on production,\u201d Cullen says. \u201cWe all love the artists. They drive our business along with their fans, but the artists may or may not have a chance to experience a city or country beyond the hotel or venue. But productions will be back. I\u2019d like to think that some of the success of El Coliseo [de Puerto Rico] was because of how well we took care of productions. And they\u2019ll do the same in Guatemala.\u201d<\/p>\n
El Salvador is doing its part, as well, in driving the business. The construction of the new Estadio Nacional de El Salvador in the nation\u2019s capital is nearly complete, and it will also be a gamechanger for the region as the most modern and highest-capacity stadium, which can accommodate 50,000 fans.<\/p>\n
Arena Gallo and Estadio Nacional de El Salvador are proof that Central America can and will continue to grow and narrow the gap between itself and its American neighbors.<\/p>\n
![\"NodalGettyImages](\"https:\/\/www.newsbeep.com\/us\/wp-content\/uploads\/2026\/11\/NodalGettyImages-2269297876-scaled.jpg\")
The rise of regional Mexican isn\u2019t exclusive to the U.S. and South America. Artists such as Christian Nodal, pictured performing at Picnic Festival in Heredia, Costa Rica, are adding tour stops in Central American nations like Guatemala and Panama. (Photo by Manuel Arnoldo Robert Batalla \/ Getty Images)<\/p>\n
But artists like Bad Bunny\u2014who not only exhibits Puerto Rican pride but also promotes Latin culture across the globe\u2014are also doing their part to give the countries much-needed visibility, changing everyone\u2019s perception of the entire Americas.<\/p>\n
\u201cThe best example was the Super Bowl Halftime Show when Bad Bunny at the end said, \u2018God bless America,\u2019 and he name-checked every country with millions watching,\u201d Del Granado says. \u201cThose who studied in Spanish-language schools have been taught that America encompasses North, South and Central, of course. That visibility has certainly helped.\u201d<\/p>\n
What has also helped is industry people educating themselves about the region and passing that on to others.<\/p>\n
\u201cEducating our colleagues and clients of both the successes and challenges in these markets, how they fit into a routing, which artists have market potential, and then ultimately successfully delivering great shows with the right partners,\u201d Fox says about how agents can help develop the region. \u201cThose success stories build momentum.\u00a0 The market demand for more content is there. Agents with hands-on experience in the region are the catalyst to make the shows a reality right now.\u201d<\/p>\n
With the growing popularity of Latin music and rising interest in visiting Latin America, Central America is in a prime position for a boom similar to the one its neighbors to the north and south experienced post-COVID. Arz\u00fa believes the region is ready and can\u2019t help but take great pride in being a part of the movement.<\/p>\n
\u201cIt\u2019s everyone\u2019s dream, isn\u2019t it? To help your country. Ultimately, few manage to create jobs and foster development that we can contribute to from our own niche,\u201d Arz\u00fa says. \u201cI\u2019m very happy and proud to be able to support that growth.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Arena Gallo (above), a 14,500-cap venue, is in development and slated to open in 2027 in Cayal\u00e1, Guatemala.…\n","protected":false},"author":2,"featured_media":913922,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[28,112],"class_list":["post-913921","post","type-post","status-publish","format-standard","has-post-thumbnail","category-markets","tag-business","tag-markets"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/913921","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=913921"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/913921\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/913922"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=913921"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=913921"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=913921"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
![\"Arena](\"https:\/\/www.newsbeep.com\/us\/wp-content\/uploads\/2026\/11\/Arena-Gallo-2-scaled.jpeg\")
Arena Gallo (above), a 14,500-cap venue, is in development and slated to open in 2027 in Cayal\u00e1, Guatemala. The region has many stadiums and smaller venues but lacks arenas with more than 10,000 seats. (Courtesy Asa Promotions)<\/p>\n