Guatemala presents its MICE proposal at IBTM World Barcelona
Within the framework of IBTM World 2025 in Barcelona, we spoke with Ana Evelyn Valdez, head of the Promotion and Advertising Department of INGUAT, who shared Guatemala's presence at the event, the relevance of the MICE segment for the country, and the projects being promoted to strengthen this industry
What new developments are you presenting this year, and what is the composition of the delegation?
We are here with a group of businesspeople who see the MICE segment as an opportunity to showcase what Guatemala can offer. Our country occupies a strategic position in the region: we are in the center, which facilitates access from both the north and the south
In addition, we have a stable climate year-round, which contributes to a pleasant experience for convention or event participants. We represent Guatemala with its cultural richness, its gastronomy, and the authenticity of its destinations—qualities that are well-suited to both event-related activities and incentive trips. Our delegation includes hotels, tour operators, and suppliers who can design complete experiences for groups and congresses.
How important is the MICE segment for Guatemalan tourism?
I believe the MICE segment is strategic. It generally mobilizes well-organized groups with defined itineraries, allowing us to offer carefully curated experiences. Even though these experiences are designed, authenticity is always present in Guatemala: our culture, our towns, and our identity are very much alive.
Something we greatly value is that those who participate in MICE trips often become multipliers. They return to their countries with a positive experience and often come back to Guatemala with family or friends or recommend the destination to others. That's why it's a segment we pay special attention to.
Are there any infrastructure developments or investments related to the segment?
A convention center is being developed in a very central location in the near future. We've already seen some progress and renderings of the project, and there's a lot of excitement in Guatemala because it will include sports areas and a space specifically designed for conferences and exhibitions, something fundamental for continued growth in this industry.
Are there any incentives or programs to support organizers and agents interested in bringing groups to the country?
Our primary support is facilitating connections between organizers and industry partners, in addition to the Convention Bureau operating in Guatemala. Importantly, the country offers a stable economy and high-quality services at affordable prices for international visitors. This combination is often a natural incentive for those organizing groups or events.