Guatemala is embarking on a new international strategy to raise further awareness and boost visitor numbers, after a record-breaking year in 2024.
Over 3 million international visitors chose Guatemala for leisure and business travel in 2024, a 15% increase on the numbers in 2023. Tourism revenues exceeded USD2 billion as visitors discovered the incredible scenery, the friendly people, delicious food, breathtaking culture and unique accommodation.
To serve the growing demand, several airlines have recently announced new or additional flights to Guatemala City, as the capital remains an exciting entry point into this astonishing Central American destination.
The PC Agency team will be building further awareness of Guatemala among media and travel trade around the world, especially in key markets including the USA, the United Kingdom and Europe and promoting lesser-known routes, such as the Guatemala Caribbean region and the Highlands of Quetzaltenango.
Paul Charles, CEO of The PC Agency, said: “Everyone has to visit Guatemala at some point in their lives. From the remarkable Mayan culture to the breathtaking lakes, beaches and volcanoes, a journey to Guatemala is the most memorable adventure you will ever experience. We’re looking forward to building further awareness and excitement among the travel trade and wider community.”
Harris Whitbeck, Tourism Minister of Guatemala and Director-General of INGUAT, added: “As we welcome more international visitors to Guatemala, we are focused on telling more people worldwide about our dynamic country, our culture, our design prowess and our remarkable people. We’re looking forward to showcasing the very best we have to offer, to prove why Guatemala is a must-visit in Central America.”
Known as “El País de la Eterna Primavera” or “The land of eternal spring”, the weather is mild all-year round, with average daytime temperatures of 80 degrees Fahrenheit whatever the month. However, there are 360 microclimates in Guatemala with the hottest places, such as the coastal areas or Petén, reaching well over 86 degrees Fahrenheit.
The most popular areas to visit include the capital Guatemala City; the UNESCO heritage town and former capital Antigua; Lake Atitlán, which is the deepest lake in Central America; Tikal National Park; and the impressive Mayan masterpieces in Quiriguá.
The Pacific coastline, to the west, is an ideal area to enjoy more than 300 kilometres of volcanic and black sand beaches, perfect for watersports including surfing; or nature reserves which are home to crocodiles, iguanas and sea turtles.
The region of Izabal has diverse attractions including Quirigua Archaeological Park, Lake Izabal, Finca Paraiso, Puerto Barrios, Rio Dulce National Park and Las Escobas.
A must-visit is Petén, displaying the most dramatic of Mayan culture. It has two Biosphere Reserves, seven National Parks, five wildlife refuges and four protected biotopes. Visitors can discover Mayan archaeological sites surrounded by a jungle that has protected the stonework, including Tikal National Park, protected by UNESCO in 1979.
For the most adventurous, waterfalls and natural pools abound in the Verapaces region. The areas of Alta Verapaz and Baja Verapaz have lush forests with ecosystems that are typical of dry forests, as well as tropical rainforests which nurture a variety of fauna, such as the Resplendent Quetzal, and flora such as the White Nun. There are more than 800 species of orchids. There are also mountain climbs, walks along the Quetzal Biotope trails and rafting along the rapids of the Cahabón River.
Or the Guatemalan Highlands enable visitors to zipline, hike and enjoy natural beauty such as Lake Atitlán. The Lake is one of the most magical places to visit in Guatemala. You can take a ferry to the picturesque Mayan villages of Santiago Atitlán and San Pedro La Laguna, with their colourful markets, restaurants, churches and shops. Alternatively, take in the jaw-dropping volcanoes, such as Atitlán, Tolimán and San Pedro, which sit on the lake’s southern shores.
Guatemala has 37 officially-recognised volcanoes that can be visited and also hiked. Most are dormant, but eight are active and four have the most activity. Visitors can spend the night camping in the volcanoes to reach the summit before sunrise and some national parks offer packages that include transport, food and a guide.
Guatemala also has a remarkable eco-system with over 1,246 species of birds, mammals and reptiles.
The regional culinary scene is yet another reason to visit, whether choosing savoury, spicy or sweet tamales which are made with corn and rice; or fiambre, a traditional dish containing cold meats and vegetables. Guatemala is also home to some of the best quality coffee and chocolate in the Americas, with visitors failing to leave the country without having sampled both of these essential items. Guatemala created the world’s first chocolate bar.
