Guatemala is participating in the 44th edition of the International Tourism Fair (FITUR) in Madrid, Spain. The event marks an important gathering for tourism professionals worldwide. Guatemala is represented by the Instituto Guatemalteco de Turismo (INGUAT) and a delegation of 22 businesspeople from the tourism sector. Their main goal is to promote Guatemala as a memorable destination, with a focus on archaeological, religious, and gastronomic tourism.
The Guatemalan delegation is led by Harris Whitbeck, director general of INGUAT. During his presentation at the event, Whitbeck emphasized the importance of tourism for the country under President Bernardo Arévalo's administration. He stated that efforts would be made to increase visitor numbers and position Guatemala as one of Latin America's favorite destinations.
"The sustainable tourism will be the engine of development for all communities.(...) Guatemala is living a crucial moment. This situation demands greater commitment and work from us. These winds of change will be reflected in work plans to get to know Guatemala in a different way, offering a renewed experience for those who have visited before and new experiences for first-time travelers," said Whitbeck during his inaugural speech.
From January 24 to 28 at the Madrid fairgrounds, several activities are scheduled to showcase Guatemala. The agenda includes an information counter about tourist options, tastings of coffee and rum, traditional Guatemalan dishes, ballet performances by INGUAT honoring national dances, and virtual reality experiences that allow visitors to explore tourist attractions.
FITUR serves as an annual meeting point for global tourism professionals and is recognized as a leading fair for both inbound and outbound markets in Ibero-America. It offers opportunities for brand promotion, destination marketing, product launches, networking, and staying informed about industry trends.
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