Guatemala renews its tourism image and commits to sustainability with a 10-year plan

At FITUR, Travel2latam spoke with Julia Barrera, Marketing Executive of the Guatemalan Tourism Institute (INGUAT), who shared the main new developments for the international market, the results achieved in 2025, and the strategic plans that will shape the future of tourism in Guatemala.

What are the main new products that Guatemala is presenting this year for the international market?

We are innovating in the image we project as a country. At international trade fairs in recent years, we have begun to showcase not only our tourist destinations, but also our intangible traditions, such as the kite festival, which is part of our cultural heritage.

This year we're reinforcing that identity with a proposal that combines visual technology, history, and the present to showcase Guatemala's richness to the world. It's a blend of our Mayan culture, our vibrant colors, and the value of Guatemalan textiles, which are playing a vital role today.

In addition, we are promoting a project that directly involves Guatemalan artisans dedicated to the production of textiles, which we want to promote both at international fairs and cultural festivals.

Which strategic markets are you prioritizing for 2026, especially in Europe and Latin America?

In 2025, we achieved 11% growth in tourism compared to 2024, even surpassing that figure before the year's end. This result is thanks to the collaborative work between the public and private sectors, and the hospitality of our people.

Our main markets continue to be El Salvador, due to its proximity, and the United States. Canada has also become strategic thanks to a new direct air connection.

In Europe, Spain is currently our main source market, followed by France, Germany, the United Kingdom and Italy, in addition to other European countries that are showing a growing interest in Guatemala.

How has air connectivity evolved and what new routes are expected?

During the last year we achieved new connecting routes, such as the direct flight to Canada, and also the arrival of airlines from Colombia, a key market for us.

Our CEO continues negotiations with various companies to further expand connectivity. This work will continue in earnest in 2026, as greater connectivity is essential to facilitating tourist arrivals to the country.

What role do travel agents and tour operators play in promoting Guatemala?

We work very closely with the Guatemalan Chamber of Tourism and the entire sector. We recognize that they are the ones who most promote the industry, from agencies and hotels to tour operators.

At FITUR, for example, we have the participation of 26 Guatemalan businesspeople who, in just three days of the fair, have been constantly generating contacts and opportunities. Their role is key to positioning our destinations in international markets.

To wrap up, what new development or plan would you like to highlight?

In December, with the support of UN Tourism, we presented our new Sustainable Tourism Master Plan for the next 10 years. The previous plan had ended in 2025, so it was necessary to update our roadmap.

This new plan was built in a participatory manner, with workshops in all departments of the country, involving entrepreneurs, universities, communities, indigenous leaders and actors from the public and private sectors.

In addition to updating our tourism products, the plan incorporates more active participation from community-based tourism, promoting responsible and sustainable experiences. It also recognizes new tourism segments that Guatemala will begin to position internationally in the coming months.