The Guatemalan Institute of Tourism (INGUAT) has announced its action plan for the 2023 Holy Week, a period recognized as one of the busiest seasons for tourism in Guatemala. The plan outlines measures aimed at ensuring information, safety, and support for both domestic and international tourists during this important religious and recreational holiday.
According to INGUAT, the institution's objectives include coordinating institutional actions to provide assistance and information at key tourist destinations, supervising regulated tourism services such as lodging and guides, collecting statistical data on visitor flows, promoting tourist attractions through various media channels, and collaborating with other organizations to ensure the security of travelers.
Ahead of Holy Week, INGUAT will carry out five commercial missions in El Salvador, New York, Los Angeles, Costa Rica, and Mérida (Mexico). The institute will also organize three familiarization tours involving tour operators from El Salvador and travel agencies from the United States. Additionally, destination presentations are planned for over 300 travel agencies across El Salvador, Costa Rica, Mexico, and the United States. Three business roundtables will bring together tour operators from El Salvador with entrepreneurs from Izabal, Sololá, and Quetzaltenango.
A campaign titled “Disfruta tu tierra” (“Enjoy Your Land”) is being promoted to encourage visits to both natural attractions and religious sites. This campaign will be distributed via digital platforms as well as radio, print media, and television. International promotional messages target potential tourists in countries including El Salvador ("Ven y descubre Guatemala Asombrosa e imparable"), Spain ("Ven y descubre Guatemala Asombrosa e imparable"), Costa Rica ("Guatemala turismo con color"), Dominican Republic ("Guatemala mi nuevo destino"), United States/Mexico/Canada ("Guatemala es otro mundo"), with an emphasis on natural destinations.
Promotional activities are also scheduled in shopping centers in Guatemala City and El Salvador. Media representatives from several countries have been invited to visit major destinations such as Santa Rosa, Sololá, Izabal, and Quetzaltenango.
During Holy Week itself (April 1-9), INGUAT regional offices will promote clean and safe environments at tourist sites. Information materials will be provided to service providers for distribution among visitors. Commemorative events—including talks and virtual exhibitions about traditions and gastronomy—will take place in partnership with local brotherhoods in Sacatepéquez, Quetzaltenango, Totonicapán, and San Marcos.
INGUAT is part of SINAPRESE (National Prevention System for Holy Week) through its Department of Tourist Assistance. The department coordinates efforts to assist tourists along major routes and at popular destinations. It will also offer entry requirement information at border points while providing secure accompaniment between Valle Nuevo border crossing and Guatemala City alongside the Tourism Security Division.
Six information kiosks will operate in locations including Guatemala City; Antigua Guatemala; Panajachel; Petén; Quetzaltenango; and Esquipulas. Twelve additional tourist information offices will serve visitors daily from 8:00 a.m. to 5:00 p.m.
Sites managed by INGUAT—such as Castillo de San Felipe de Lara in Izabal; Museo de Estanzuela in Zacapa; and the Artisan Market in Guatemala City—will remain open throughout Holy Week.
Tourism authorities expect approximately 3.4 million visitors during this period—3.27 million residents (domestic tourism) generating Q2.06 billion ($266 million), plus 130 thousand non-resident visitors contributing Q636 million ($82 million). This represents a projected increase of 20% compared to 2022 figures—and a recovery reaching 95% of pre-pandemic levels recorded in 2019.
As part of its offerings for Holy Week participants:
"The Semana Santa is one of the most beautiful religious activities in the world," INGUAT stated regarding UNESCO’s recent recognition of Guatemalan Holy Week as Intangible Cultural Heritage of Humanity.
"In view of the importance of Semana Santa," said INGUAT officials,
"for the third consecutive year we make available to nationals and foreigners the digital guide 'El Pregón,' which contains a compilation of historical data on different processions taking place in: Ciudad de Guatemala; La Antigua Guatemala; Quetzaltenango; Totonicapán; Alta Verapaz."
The guide includes schedules for processions during Lent/Holy Week; directories for museums/parks/restaurants/tourist services; galleries featuring sacred photography/artwork; stories/legends from around Guatemala; links to local brotherhoods’ websites; cultural event listings—and can be downloaded via QR codes or directly from www.inguat.gob.gt.
For more details on INGUAT’s plan—including photographs/videos/presentations—visit https://prensa.gob.gt/comunicado/inguat-presento-su-plan-de-acciones-para-la-semana-santa-2023
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