Guatemala participated as a partner country at the opening of FITUR 2023, aiming to promote itself as a unique destination with vibrant culture. The event included Guatemalan and Spanish businesspeople, investors, and officials.
For the first time, Guatemala took on the role of partner country at the 43rd edition of FITUR. The opening ceremony was attended by the King and Queen of Spain, regional ministers, the Secretary-General of the World Tourism Organization, and Guatemala’s President Alejandro Giammattei.
The five-day event is designed to foster opportunities for business agreements among entrepreneurs and to promote tourism offerings from Guatemala. Three days are reserved for business networking through FITUR’s platform, while the remaining two days open the fair to the general public.
Guatemala’s stand covers 198 square meters and features contemporary architectural design that aims to modernize the country's image while honoring its roots. The space allows 21 Guatemalan business representatives to meet with international counterparts. There are also areas for culinary demonstrations and cultural interaction with visitors. Cultural performances include music by Marimba and Ballet Folklórico del INGUAT as well as a show by Garífuna group “Hawani Garinagu.”
Visitors can experience virtual reality attractions showcasing major Guatemalan tourist destinations such as Antigua Guatemala, Tikal, and Holy Week in Guatemala—recently recognized by UNESCO as Intangible Cultural Heritage.
The event will also host international agreement signings, including Guatemala's accession to the International Code for the Protection of Tourists in a ceremony attended by Zurab Pololikashvili, Secretary-General of the World Tourism Organization.
Bilateral meetings will address issues related to connectivity and investment in Guatemala. Regional tourism authorities will hold discussions about joint actions.
Simultaneously, promotional activities featuring Guatemalan cultural displays will take place throughout Madrid’s main streets.
This marks Guatemala’s first participation as a partner country at FITUR. The milestone was made possible through collaboration between public and private sectors—including organizations such as AGEXPORT (with Viajes Gt), ANACAFÉ (with Guatemalan Coffees), Licores Nacionales de Guatemala (with Ron Zacapa), TAG Airlines, and various government ministries. This cooperation is expected to broaden exposure for Guatemala during FITUR.
The delegation is led by Instituto Guatemalteco de Turismo (INGUAT) and includes 21 entrepreneurs representing tour operators, hotels, airlines, among others.
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