Guatemala is taking part in the ITB tourism fair in Berlin, Germany, as part of its efforts to promote itself as a travel destination. The participation is led by the Instituto Guatemalteco de Turismo (INGUAT), with support from the Guatemalan Embassy in Germany and eight tourism sector businesses: Maya Trails, STP Guatemala, Mayan Gateway, Martsam Travel, Clark Tours, Tikal Go, Maya Sky, and Expedición Panamundo.
The Guatemalan stand at ITB features a modern design showcasing the country's tourist attractions. It serves as a space for business meetings between local entrepreneurs and international stakeholders. The event also includes performances by INGUAT's Folkloric Ballet highlighting 3,000 years of cultural heritage and coffee tastings provided by Guatemalan Coffees.
"ITB has become an important trade fair for the global travel industry over time. It also serves as Germany's central forum for communication and marketing," according to organizers.
In 2022, Guatemala received 17,350 visitors from Germany. These tourists stayed an average of 11.31 days and spent about $119.32 per day on average. Their visits contributed roughly $23.41 million to Guatemala's economy that year. Overall European tourism to Guatemala reached 122,196 visitors in 2022.
Berlin hosts ITB every March since its inception in 1966 and it remains one of the most significant events for Guatemala’s tourism sector because Europe is considered a key market under Guatemala’s Sustainable Tourism Master Plan 2015-2025.
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