Guatemala presents a new global strategy to boost destination awareness and increase visitor numbers

Guatemala, the most populous country in Central America, has launched a new international strategy to increase awareness of the destination and the number of visitors from key markets such as the United Kingdom, Canada, the United States, Mexico, Spain, and the rest of continental Europe.

To this end, the Guatemalan Tourism Institute (INGUAT) has appointed Alfabétiko as its new agency in Spain. It will work hand in hand with the UK-based agency, The PC Agency—coordinator for these key markets—to implement this new tourism marketing and promotion plan. This strategy seeks to showcase its lesser-known regions: from the Caribbean coast to the highlands of Quetzaltenango.

In 2024, more than three million international visitors chose Guatemala for their leisure and business trips, a 15% increase compared to 2023 figures. The landscapes, the friendly people, the cuisine, the culture, and the unique accommodations are some of the reasons why tourists have chosen to visit this Central American destination. Furthermore, to meet the growing demand, several airlines have announced new flights to Guatemala City, the entry point for discovering this exciting destination.

“The fact that we are receiving more and more international visitors demonstrates how attractive Guatemala is to foreigners. We look forward to showing them the dynamism of our country, our culture, and the friendliness of its people. We want them to discover why Guatemala is a must-see in Central America,” said Harris Whitbeck, Guatemalan Minister of Tourism and Director General of INGUAT.

Known as "the land of eternal spring," its mild climate, with average daytime temperatures of 27 degrees Celsius, allows you to comfortably discover all the country's hidden treasures, from cosmopolitan Guatemala City to dazzling Antigua, declared a World Heritage Site and a prime icon of colonial Hispanic heritage. And then, passing through Petén, a region where you can discover Mayan archaeological sites surrounded by jungle, such as Tikal National Park, protected by UNESCO since 1979.

The Pacific coast, for its part, is ideal for enjoying more than 300 kilometers of volcanic beaches and nature reserves home to crocodiles, iguanas, and sea turtles. The more adventurous will discover that the Guatemalan highlands are ideal for zip-lining, hiking, and enjoying natural beauty like Lake Atitlán, the deepest in Central America.

Culture lovers will find colorful markets, restaurants, churches, and craft shops in the picturesque Mayan towns of Santiago Atitlán and San Pedro La Laguna. Not to mention the regional cuisine, where corn and rice predominate, as well as some of the finest coffee and chocolate in the Americas. 

Source: INGUAT / Alfbetiko.net