Guatemala projects a high influx of Salvadorans for Holy Week 2026

In that context, the Guatemalan Tourism Institute (INGUAT) presented its Holy Week strategy on March 18 to media outlets and content creators, highlighting its commitment to attracting international visitors, especially from the Salvadoran market.

Under the campaign “Holy Week is a pause” and the message “Experience Guatemala. Travel, discover, connect,” the country seeks to position itself as a nearby, diverse, and accessible destination, while also reinforcing its commitment to safety and visitor services. To this end, tourist routes, information centers, and a 24-hour assistance system have been established, accessible by dialing 1500 or +502 1500 from abroad.

During the season, travelers will find information kiosks at key locations such as Cayalá City, the Palace of Culture, Antigua Guatemala, Panajachel, Petén, Quetzaltenango, and Esquipulas. At these kiosks, they can obtain everything from activity recommendations to support in case of any emergency.

The country's tourism offerings combine nature, culture, and tradition. Lake Atitlán, surrounded by imposing volcanoes and towns brimming with character, is a must-see destination for those seeking relaxation and cultural immersion. Adding to this is Alta Verapaz, ideal for adventure lovers, with its lush landscapes, caves, and unique natural wealth.

In terms of security, INGUAT will implement special operations at the main border crossings, including Valle Nuevo, Pedro de Alvarado, San Cristóbal, and La Ermita. Additionally, "safe escort" caravans will be activated at designated times, facilitating the transport of tourists to various destinations throughout the country.

These actions are complemented by the implementation of the National Prevention System during Holy Week, which brings together more than 35 institutions to provide timely assistance and ensure a safe experience throughout the territory.

By 2026, Guatemala projects receiving around 150,000 international tourists during the season, of which about 80,000 would be Salvadorans, generating estimated revenues of $100 million.

According to data from the Central American Tourism Promotion Agency (CATA), the intraregional market accounts for approximately 30% of the total visitors to the region. In this context, El Salvador is positioned as the main source market for tourists to Guatemala, reinforcing its strategic importance for these types of campaigns.

Given the high demand, authorities recommend planning your trip in advance, as several destinations are registering near-full occupancy levels.

With a proposal that combines tradition, hospitality and authentic experiences, Guatemala positions itself as one of the best options in the region to experience a different Holy Week.

Source: Visit Centroamérica.