Our Approach
At LatAm Intersect PR, we have developed a tropicalization strategy that is particularly sensitive to the Honduran market, recognizing the unique challenges and the complex sociopolitical reality of the country. Our approach considers both the market’s growth potential and the need to navigate carefully through the local media and communication environment, prioritizing the safety and effectiveness of the strategies implemented.
Economic and Social Overview
Honduras presents a developing economy with significant structural challenges. In 2024, the country shows signs of economic recovery, registering a growth of 4.4% in the first half, according to data from the Central Bank of Honduras (BCH). This growth is mainly driven by the sectors of:
- Financial intermediation, insurance, and pension funds (15.1%)
- Private construction (11.3%)
- Electricity and water (8.7%)
- Commerce (5.7%)
- Hospitality and restaurants (5%)
With a GDP of 31,647 million euros in 2023, Honduras ranks 102nd in the global economy. The country maintains public debt controlled at 44.95% of GDP, demonstrating fiscal discipline amid economic challenges.
Digital Landscape and Media
The Honduran digital landscape presents a gradual but significant transformation. As of June 2024, approximately 4.9 million people had internet access, representing 54.8% of the population over five years old. Of this total, 86.9% report daily use, indicating significant digital engagement among connected users.
Characteristics of the Digital Market
- Strong disparity between urban and rural areas in internet access
- Increasing penetration of mobile devices
- Expansion of telecommunications (growth of 4.1%)
- Gradual development of digital infrastructure
Media and Communication Environment
The media landscape in Honduras presents particular characteristics that require special attention:
Media Structure
- Concentration of ownership of major media outlets
- Significant influence of economic and political groups
- Presence of three main newspapers: La Prensa, El Heraldo, and La Tribuna
- Growing importance of independent digital media
The media market faces significant challenges that impact communication strategies:
- High concentration of media ownership
- Political interference in journalistic coverage
- Security issues for media professionals
- Limitations on access to information
The complex environment of Honduras requires a carefully planned approach. We recommend:
- Developing communication strategies adapted to local realities
- Focusing on secure and reliable digital channels
- Building relationships with local stakeholders
- Paying special attention to communication security
- Being sensitive to social and political issues
The key to success in the Honduran market lies in the ability to develop strategies that balance effectiveness with sensitivity to the local context, always prioritizing safety and building lasting relationships with local stakeholders.
