With jungles sheltering ancient Mayan temples and the quiet charm of Antigua’s colonial streets, Guatemala continues to surprise and captivate. On June 17, this Central American destination was named Best International Destination 2025 at the Condé Nast Traveler Readers’ Choice Awards—a recognition made all the more meaningful because it comes directly from thousands of travelers around the world.
A destination that wins hearts through authenticity
What sets Guatemala apart is not only its spectacular geography, but the way its people have preserved and shared their cultural heritage. A multi-ethnic, multicultural, and multilingual nation where Mayan, Xinka, Garifuna, and Ladino communities coexist, Guatemala offers a wealth of experiences expressed through its cuisine, crafts, and popular celebrations.
From active volcanoes and ancient lakes to dense jungles that protect archaeological wonders such as Tikal—a UNESCO World Heritage Site—the country abounds with marvels. Among them: Semuc Champey, with its turquoise pools tucked into the jungle, and Lake Atitlán, surrounded by villages where ancestral traditions still thrive.
Our article: Lake Atitlán in Guatemala – A Reflection of Volcanoes and a Mayan Cradle
A commitment to responsible tourism
“This award is a recognition of our people, our traditions, and our commitment to responsible and humane tourism,” said Harris Whitbeck, Director General of the Guatemalan Tourism Institute (INGUAT), during the awards ceremony in Madrid.
In his speech, he emphasized that the distinction reflects a continued effort to position Guatemala as a destination that values sustainability, respects local communities, and protects its natural and cultural assets.
As part of this vision, INGUAT has increased Guatemala’s presence on the international stage, with notable appearances at the Ibero-American Design Biennial and fashion weeks in Madrid and Berlin, highlighting the country’s creative diversity. It has also ramped up promotional efforts in key markets such as the United States, Spain, France, and Germany.
Guatemala on the world map
This award comes at a pivotal moment for the region. In 2024, Guatemala welcomed over three million visitors, a 15% increase compared to the previous year—consolidating its place among Latin America’s leading tourism destinations.
More than just a trophy, this recognition places Guatemala on the global travel radar as a country that combines authenticity, sustainability, and creativity. It’s no longer just about attracting more visitors, but about welcoming conscious travelers in search of meaningful experiences, vibrant cultures, and landscapes still wrapped in mystery.
This momentum confirms Guatemala’s growing role on the international tourism scene. In a world that often feels increasingly standardized, authenticity still stirs the soul. Guatemala now asserts itself as a gateway to a Latin America rich in sincere, distinctive, and ever-evolving experiences.
Photos: INGUAT / Shutterstock
