Guatemala showcases its diversity as a comprehensive destination for events and tourism experiences

What does participating in a new edition of FIEXPO Latin America mean to INGUAT?

For us, being here means opening our country's doors to the world, especially to such an important segment as meetings, incentives, conferences, and exhibitions. Proof of this is the number of Guatemalan businesspeople who join us, all interested in offering their services and showcasing the hospitality that characterizes us.

Our booth aims to reflect a representative sample of what Guatemala has to offer. For example, we brought a barista who offers Guatemalan coffee, a chocolate maker from Quetzaltenango—a key region for cacao—and chefs who will be hosting food tastings during the event.

What is it like to organize an event or convention in Guatemala?

The experience begins with our solid infrastructure. From Guatemala City, which offers convention centers and hotels suitable for forums and conferences, to nearby locations like Antigua Guatemala. Although it is a colonial city, it boasts large-capacity venues, ideal for hosting memorable events in unique settings.

What is the current tourism situation in Guatemala, and how do you plan to close out the year?

Our annual goal is always to increase tourist arrivals. However, more than numbers, each visitor is an opportunity to showcase Guatemala. We're closing out the first half of the year well, with better numbers than last year, and we're aiming to surpass 3 million tourists.

We focus on offering experiences ranging from adventure, romance, and cultural exploration to business travel and meetings. Guatemala has so much to offer to diverse audiences, and we want to continue positioning that diversity in the minds and hearts of travelers, not only on the continent but globally.

What are the strategic markets for Guatemala?

Our key markets include the United States, Mexico, Central America—a key and nearby region for multi-destination travel—South America, Europe, and Canada. Each represents unique opportunities to connect with different types of tourists, based on their interests and cultures.

Speaking of tourism legacy and sustainability, what actions is INGUAT promoting together with the country's production chain?

We're working hard with the communities. At the booth, you can see how we're highlighting women textile workers, chocolate makers, and artisans, who represent the soul of our regions. We want tourism to reach the entire country, beyond traditional destinations like Antigua and Petén.

Significant investments, worth more than 40 million quetzales, are underway through our Product Development Department. With this, we seek to improve local infrastructure, such as viewing platforms at lakes and tourist areas, using recyclable and sustainable materials.

How has tourism grown recently?

Between 2023 and 2024, we experienced a 15% growth. We went from 2 million to 3.3 million tourists. Our goal for 2027 is to continue significantly increasing these numbers, strengthening strategic markets, and reinforcing sustainability at every step.