Guatemala, the most populous country in Central America, an emergent destination, known for its Mayan culture, diverse landscapes, a relevant biodiversity, colourful markets, offering diverse tourism experiences from exploring ancient ruins and volcanoes to enjoying colonial towns, adventure and vibrant cultural experiences has embarked on a new global strategy to increase awareness of the destination and its number of visitors.
The tourism sector is undergoing a revival in the Latin American country, blending its rich cultural heritage with world - class hospitality, Guatemala is actively working on creating new tourist proposals, improvements in connectivity and infrastructure, implementing innovative strategies and launching initiatives showing a strong recovery and it is a significant contributor to Guatemala's economy generating revenue and employment opportunities.
Continuing the brilliant momentum, INGUAT, the Guatemalan Institute of Tourism has appointed Alfabétiko as its new agency in Spain, which will work hand in and with PC - Agency - coordinator in UK for these key markets in order to carry out this new tourism marketing and promotion plan.
Alfabétiko is part of the renowned worldwide network of lifestyle agencies TLN, Travel Lifestyle Network, a platform of communication, public relations and marketing agencies that will allow people to work effectively in any market of the word.
The company based in Barcelona works to connect unknown experiences with people who are looking for new connections, creating relationships that are long - lasting, reciprocal and with positive impact between brands and individuals.
This new global strategy seeks to publicize Guatemala's lesser known regions from the Caribbean coast to the highlands of Quetzalenango showcasing the beauty and appeal of the entire territory.
In 2024, more than 3.0 million international visitors chose Guatemala for their leisure and business trips, an increase of 15% over 2023 figures. This remarkable performance is linked to the unique landscapes, the rich culture, the gastronomy, the friendliness of its people, the excellent accommodations that are some of the reasons why several tourists have chosen to visit this Central American destination.
In addition to meet the growing demand, several airlines have announced new flights to Guatemala City, the entry point to discover this exciting destination.
Guatemala's Minister of Tourism and Director General of INGUAT, Harris Whitbeck said that the fact the country is receiving more and more international visitors shows how attractive is being for travellers coming from abroad and Guatemala is looking forward to showing tourists its dynamism, culture and friendliness of its people showcasing them to discover why Guatemala is a must - see in Central America.
Guatemala is known as "the country of "eternal spring", its mild climate with average daytime temperatures of 27 degrees Celsius allows visitors to comfortably discover all the treasures the country hides, from the cosmopolitan Guatemala City, to the dazzling Antigua, declared a World Heritage Site and the main icon of the colonial Hispanic heritage highlighted by picturesque cobblestone streets and a vibrant atmosphere.
Passing through Petén, a region where travellers can discover Mayan archaeological sites surrounded by jungle, such as the Tikal National National Park, protected by UNESCO since 1979, international visitors can enjoy unique landscapes and a rich historical and cultural heritage.
For its part, the Pacific coast is ideal for enjoying more than 300 kilometres of volcanic beaches or nature reserves that are homes to crocodiles, iguanas and sea turtles.
The more adventurous can discover that the highlands of Guatemala are ideal for ziplining, hiking and enjoying natural beauties such as Lake Atitlán, the deepest in Central America, perfect for kayaking and relaxation.
Culture lovers will find in the picturesque Mayan villages of San Pedro La Laguna and Santiago Atitlán, colourful markets, traditional restaurants, historic churches and handicraft shops, not forgetting the regional gastronomy, in which corn and rice predominate, as well as some of the best coffees and chocolates in the Americas.
Visitors can enjoy further authentic experiences in Chichicastenango, a quintessential Mayan village with a bustling market known for its textiles and crafts or in Livingston, a unique Garifuna - influenced town accessible by boat, offering a distinct cultural experience.
With all these attractions and more Guatemala's tourism sector is experiencing a very positive outlook, with projections indicating continued growth in both international and domestic tourism and the country thanks to its notable performances is consolidating itself as a regional and international leading destination.
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