Guatemala is set to be the partner country at FITUR 2023, one of the leading international tourism fairs, which will take place in Madrid, Spain from January 18 to 22. This marks the first time a Central American nation has been chosen as the focal point of this event.
The Guatemalan Tourism Institute (INGUAT), with support from President Alejandro Giammattei, aims to position Guatemala as a major destination in the Americas through its participation at FITUR. “Being a partner country is an excellent opportunity to showcase our strengths and high potential,” stated INGUAT representatives.
The country’s presence at FITUR will highlight its cultural heritage, gastronomy, archaeological sites, and diverse tourism offerings. Guatemala plans to promote eleven tourism segments including culture and gastronomy, meetings, weddings and honeymoons, cruises, language travel, entertainment, adventure, nature experiences, sports such as sailfish fishing, volunteering opportunities, and health and wellness tourism.
Key destinations featured will include Guatemala City; La Antigua Guatemala; Lake Atitlán; Tikal National Park; Chichicastenango; Pacaya Volcano; Quiriguá Archaeological Park; Río Dulce National Park; Semuc Champey Natural Monument; Tak´Alik Ab´Aj Archaeological Park; and Semana Santa in Guatemala—which was recently recognized by UNESCO as Intangible Cultural Heritage of Humanity.
A delegation led by INGUAT will attend with backing from organizations such as AGEXPORT (Guatemalan Exporters Association), ANACAFÉ (National Coffee Association) with Guatemalan Coffees brand, TAG Airlines—the national airline—Ron Zacapa rum producers, and ministries covering Culture, Foreign Affairs and Economy. The group includes 21 business representatives from tour operators to hotels and airlines.
Guatemala’s stand at FITUR (No. E314 in Pavilion 3) will feature information about its main tourist destinations along with culinary demonstrations by chef Sergio Díaz. Activities planned include official inaugurations on January 18th attended by ministers of tourism from across the Americas for an official photograph within the Guatemala stand. Destination presentations are scheduled for January 19th and 20th. Daily activities include tastings of Guatemalan coffee between 10:00 am–4:00 pm and culinary demonstrations from noon to 2:00 pm. There will also be cultural performances throughout the week along with tastings of traditional drinks made using modern techniques.
According to INGUAT’s Market Research Department data for 2022: Guatemala received over 1.84 million international visitors—a recovery rate of about 72% compared to pre-pandemic levels in 2019—generating $1.08 billion in revenue or approximately an 86% recovery in foreign exchange earnings compared to that year. Spanish tourists accounted for nearly 19,900 arrivals with an average stay exceeding eleven days and a daily expenditure above $119 each—contributing $27 million to the national economy. Overall European arrivals reached more than 122,000 visitors during the same period.
“Guatemala Asombrosa e imparable” (“Amazing and unstoppable Guatemala”) seeks through this platform not only greater visibility but increased investment opportunities within its growing tourism sector.
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