The Guatemalan Institute of Tourism (INGUAT) has invited private sector organizations to join efforts to promote the country at FITUR 2023, an international tourism fair held in Madrid from January 18 to 22. As a result, several companies, business chambers, and associations responded to INGUAT's call, aiming to showcase Guatemala's tourism offerings and its potential for investment and trade.
The Guatemalan delegation consists of 21 companies, including tour operators, wholesalers, hoteliers, airlines, and others. The group is also supported by the Guatemalan Exporters Association (AGEXPORT), with participation from the Sustainable Tourism Commission and the Viajes GT product; the National Coffee Association (ANACAFÉ), which promotes the "Guatemalan Coffees" brand; and TAG Airlines, Guatemala’s flag carrier seeking to improve air connectivity.
Joint efforts led to various promotional strategies both inside and outside the fairgrounds. These included destination presentations, tastings of Guatemalan coffee and cuisine, cultural activities featuring performances by INGUAT’s Folkloric Ballet and Marimba group, as well as the Garifuna group “Hawani Garinagu.”
In December 2022, cooperation agreements were signed between these entities and INGUAT. Other collaborators include Licores Nacionales de Guatemala with its Ron Zacapa brand; Chef Sergio Díaz with his SUBLIME brand; the Guatemalan Chamber of Tourism (CAMTUR); and Avianca.
FITUR is recognized as one of the most important international tourism fairs worldwide due to its broad agenda and reach. It has been held continuously for over forty years. This year marks a milestone for Guatemala as it becomes the first Central American nation to participate as a partner country at FITUR—a status that significantly expands opportunities for promoting "Destination Guatemala."
Anayansy Carolina Rodríguez, Director at INGUAT, stated: "Guatemala is making history by becoming the first Central American nation to participate as a partner country at FITUR. This condition greatly expands our reach in promoting Destination Guatemala: Amazing and Unstoppable."
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