Through the USAID/Honduras Transforming Market Systems IDIQ, SEGURA created a Tourism, Arts & Entertainment Action Plan to develop and guide future programming in these sub-sectors. SEGURA recommended a far-reaching, systemic approach to boost Honduras’ tourism potential through four key objectives: better collaboration between public and private stakeholders to market Honduras to international tourists; public-private alliances to develop new, integrated tourism product offerings; more innovation in product and service offerings to attract higher market segments; and the identification and training of more diverse and well-qualified technical and managerial staff to improve tourism enterprises.