Guatemala is investing in new tourist routes and strengthening its position in international markets

What's new for Guatemala in this market?
We continue working to strengthen the country's narrative as an increasingly well-known destination, yet one that still represents a great discovery for many travelers. Guatemala is distinguished by its cultural and natural diversity, its connection to the past, and roots that stretch back more than 3,000 years. We have 25 linguistic groups, reflecting the richness and depth of the experiences we offer.

What are you working on in terms of tourism product development?
We are developing a project, not yet officially announced, related to the creation of tourist trails in a region of the country. It's a proposal inspired by routes like the Camino de Santiago or the Jesuit Missions, which integrate nature, culture, history, and spirituality. We've already made progress with local stakeholders and expect to have the first section ready soon.

What kind of experiences can visitors have in Guatemala today?
It's a very complete destination within a short distance. On a seven- to ten-day trip, you can explore the Pacific coast, venture into the jungle, climb volcanoes, enjoy world-class cuisine, and connect with both colonial history and contemporary Guatemala.

How do you address the issue of air connectivity?
While we don't have specific meetings with airlines at this trade show, we maintain a constant dialogue through our own programs. We are in contact with companies that operate in South America, Europe, and North America, and we see interest in continuing to expand connections, even in the current context.

What are the main source markets today?
El Salvador remains the main one, but we are seeing significant growth in long-haul markets. There is an increase in visitors from Japan and other Asian countries, as well as from Canada. Since Air Canada began its seasonal operations, we have also seen a 29% increase in arrivals from Europe, thanks to new connections via that country.

What opportunities do you see in terms of future connectivity?
There is potential to continue developing routes, both with Europe and with key hubs in South America. Connectivity will be key to sustaining the destination's growth.

How is investment progressing in the tourism sector?
The country needs more infrastructure and greater hotel capacity, but the sustained growth in visitor arrivals and economic impact is generating increased interest from investors. This makes it easier to position Guatemala as an attractive destination for new investments.