The Guatemalan Institute of Tourism (INGUAT) has announced its action plan for the 2023 Holy Week, a period recognized as one of the busiest times for tourism in Guatemala. The institution’s strategy aims to ensure information, attention, and safety for both domestic and international tourists.
According to INGUAT, key objectives include providing information and assistance at major tourist destinations, supervising hospitality services regulated by the institute, collecting statistical data on visitor movements, promoting attractions through various media channels, and coordinating with other institutions to offer security and support to travelers.
As part of pre-Holy Week activities, INGUAT will organize five commercial missions to El Salvador, New York, Los Angeles, Costa Rica, and Mérida in Mexico. Three familiarization tours are planned for tour operators from El Salvador and travel agencies from the United States. Destination presentations will target over 300 travel agencies across El Salvador, Costa Rica, Mexico, and the United States. Additionally, three business roundtables will connect tour operators from El Salvador with entrepreneurs from Izabal, Sololá, and Quetzaltenango.
To encourage visits to local attractions during Holy Week—a season known for both religious observance and leisure travel—INGUAT is running a campaign called “Disfruta tu tierra.” This initiative promotes destinations alongside their religious significance through digital channels as well as radio, print media, and television.
International promotional efforts include tailored messages such as “Ven y descubre Guatemala Asombrosa e imparable” for audiences in El Salvador and Spain; “Guatemala turismo con color” in Costa Rica; “Guatemala mi nuevo destino” in the Dominican Republic; and “Guatemala es otro mundo” focused on natural destinations for potential visitors from the United States, Mexico, and Canada.
Promotional events are also scheduled at shopping centers in Guatemala City and El Salvador. Press trips will bring national journalists as well as media representatives from countries including the United States, Mexico, Costa Rica, El Salvador, and the Dominican Republic to key tourist sites like Santa Rosa, Sololá, Izabal, and Quetzaltenango.
During Holy Week itself (“Semana Mayor”), regional offices will promote cleanliness at destinations while distributing tourist information to service providers. INGUAT will collaborate with local brotherhoods (“hermandades”) on commemorative activities that highlight traditional customs in Sacatepéquez, Quetzaltenango,Totonicapán,and San Marcos.
INGUAT is also part of SINAPRESE (National Prevention System for Holy Week), coordinating efforts via its Department of Tourist Assistance to support travelers along main routes. Information about entry requirements will be provided at border crossings while joint patrols with police ensure secure passage between Valle Nuevo border point and Guatemala City.
Tourist assistance kiosks will operate in six locations: Guatemala City,A ntigua Guatemala,P anajachel,P etén,Q uetzaltenango,and Esquipulas—with twelve more offices open daily from 8:00 a.m. to 5:00 p.m.
Attractions managed by INGUAT—including Castillo de San Felipe de Lara in Izabal,M useo de Estanzuela in Zacapa,and Mercado de Artesanías in Guatemala City—will remain open throughout this period.
Based on these actions,“a movement of 3.4 million tourists is expected between April 1stand 9th , generating economic activity estimated at over Q2.6 billion,” according to institutional projections.“This represents a projected increase of 20% compared to 2022and recovery reaching95%of pre-pandemic levels recordedin2019.”
Holy Week has recently been declared Intangible Cultural Heritage by UNESCO.The digital guide“El Pregón,” now offered by INGUAT for a third consecutive year,is available online or via QR codes featured on regional posters .The guide includes schedules of processions,museum directories,galleries,historical notes,cultural agendas,and tourism service listings relevanttoCiudad de Guatemala,L a Antigua Guatemala,Q uetzaltenango,T otonicapán,and Alta Verapaz .
“The Holy Week is one of the most beautiful religious activities in the world,recently declared Intangible Cultural Heritage of Humanity by UNESCO.Without doubt,this religious festival isof general interest,in which all five senses awaken.Thousands move each year either outof devotion or curiosity,to experience firsthand themystique behind this grand celebration.”
Holy Week posters designedfor2023 draw inspirationfrom historic typographic works.Once central pieces indomestic altars,their artistic design features iconsrepresenting regionslike Ciudad de Guatemala(with Señor Sepultado del Templo de la Recolección),La Antigua(the imageof Jesús Nazareno de La Merced),Quetzaltenango(Jesús Nazareno Justo Juez),Alta Verapaz(Jesús Nazareno dela Reseña),and Totonicapán(Hermandad de Jesúsde las Tres Caídas).
More details about INGUAT’s plan can be found athttps://prensa.gob.gt/comunicado/inguat-presento-su-plan-de-acciones-para-la-semana-santa-2023
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