The country has been overshadowed by its central American neighbours because of a turbulent political past, but Harris Whitbeck, director general of the Guatemala Tourism Institute, said the time was right for it to have a higher profile.
“We can’t deny it has had a reputation for a country where incidents have occurred in the past,” he said, admitting: “We need to change the narrative."
Whitbeck argued the country had a “blank slate” and could lean on facets neighbouring countries did not have. These include 23 different ethnic groups, each with their own language.
Each also had their own way of dressing and their own cuisine, which meant the country’s spicy food and colourful textiles were a key attraction.
“That distinguishes us from other countries like Costa Rica – we have the volcanoes and nature, but we have this as well,” he said. “Peru became famous because of its gastronomy 25 years ago; I believe Guatemala has the same potential.”
He added Tikal, in northern Guatemala, was known as the seat of Mayan culture. “It was the New York of its time – aerial surveys have discovered literally thousands of sites beneath the tree canopy.”
Whitbeck said a seven-day trip would be enough to see the country’s major attractions, while neighbouring Belize offered a beach option. December is peak season in Guatemala, while the rainy season is May to October. However, he added the country had a temperate climate.
Last year, Guatemala attracted around 16,000 UK visitors. There are no direct flights, but easy access is provided via the US or with Air Canada’s new Montreal-Guatemala City route. “There is big potential there for the UK visitor who may not wish to connect through the US,” said Whitbeck.
He added there would be more UK marketing from Guatemala in 2026, including agent fam trips.
