Guatemala’s participation as a Partner Country at the 43rd International Tourism Fair (FITUR) in Madrid has resulted in positive outcomes, according to the Instituto Guatemalteco de Turismo (INGUAT). The event, which is one of the largest tourism fairs globally, recorded an attendance of 222,000 people, with 136,000 professionals and 86,000 members of the public. This represented an increase of nearly double compared to the previous year. Over 8,500 companies from 131 countries participated in FITUR 2023.
The Guatemalan delegation included 21 business representatives who engaged in more than 500 confirmed business meetings. Industry professionals noted: “Guatemala awakened worldwide interest by being seen on the front line.” Another participant commented: “Definitely by being Guatemala’s main partner, exposure and knowledge of the country increases among companies that send tourists to Guatemala, as well as for potential travelers who attend the fairground over the weekend.”
During FITUR, INGUAT signed several agreements. These included joining the International Code for Tourist Protection promoted by the World Tourism Organization (UNWTO), which provides minimum standards for tourist protection during emergencies and outlines consumer rights for tourists after COVID-19. INGUAT also witnessed a partnership between the Federation of Central American Tourism Chambers and the Secretariat of Social Tourism Organization aimed at supporting micro and small tourism businesses through tools for sector recovery. Additionally, a cooperation agreement between IBERIA and Tag Airlines was formalized to enhance commercial ties and strengthen connectivity.
Guatemala’s stand covered an area of 198 square meters with a contemporary architectural design that reflected both modern aspirations and traditional roots. It received recognition as best stand in the "Countries and Regions" category at FITUR 2023.
Activities at Guatemala’s stand included coffee tastings by Guatemalan Coffees, samplings of Guatemalan rum, culinary demonstrations led by Chef Sergio Díaz—reaching about 9,000 attendees—and virtual reality experiences introducing approximately 1,500 visitors to major destinations within Guatemala. Attendees remarked: “The best technological experience of my life,” while another said: “Now I prefer visiting Guatemala over Mexico.”
There were also 76 cultural presentations inside and outside IFEMA: these included performances by Marimba groups (22), Ballet Folklórico del INGUAT (37), and Hawani Garinagu—a Garífuna group—(17).
For five days during FITUR, images promoting Guatemala were displayed at IFEMA's entrance and throughout key locations in Madrid such as Gran Vía via screens and billboards. Seventy-five taxis and ten buses featured promotional materials highlighting Guatemala's attractions to international visitors; this campaign reached an estimated audience of eighteen million people.
Cultural demonstrations featuring Marimba music, Ballet Folklórico del INGUAT dances, and Garífuna rhythms took place at venues including Centro Comercial Príncipe Pío, Platea Madrid entertainment center, and Plaza Santo Domingo.
Guatemala invested US$347,771 in its participation at FITUR. The return on investment through media coverage was estimated at US$7.62 million. Digital impact reached more than three million people online. For this year, international tourism projections are set at approximately two million two hundred thousand non-resident visitors—a projected increase of nineteen percent compared to last year.
This marked Guatemala’s first time participating as a Partner Country—a milestone made possible through collaboration between public institutions such as ministries responsible for culture, foreign affairs, economy; private entities like AGEXPORT (with Viajes Gt), ANACAFÉ (with Guatemalan Coffees), Licores Nacionales de Guatemala (with Ron Zacapa), TAG Airlines; Avianca; among others.
Further details can be found on https://prensa.gob.gt/comunicado/resultados-positivos-de-la-participacion-de-guatemala-en-fitur-2023
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