At FITUR Madrid 2026, Guatemala chose to go beyond simple tourism promotion. Its presence was built around clearly defined priorities: concrete environmental commitments and the enhancement of its identity.
An agreement to strengthen the protection of Lake Atitlán
Among the key announcements of this edition was the signing of the “Pacto por un Atitlán Transparente”, bringing together the Ministry of Environment and Natural Resources (MARN), INGUAT and the Guatemalan Chamber of Tourism (Camtur). This agreement aims to reduce pollution in Lake Atitlán in order to preserve its biodiversity and encourage more responsible tourism practices.
This exceptional site, which represents both a major natural heritage, an identity symbol and an economic pillar for local communities, will benefit from coordinated public and private actions designed to integrate more demanding environmental criteria into the tourism management of the area.
Un stand primé pour sa proposition immersive
The country received the Best Stand Award from the fair’s organisers, recognising a proposal that combined cultural identity, technological innovation and an immersive experience.
Audiovisual projections referencing the Mayan worldview, interactive spaces and the promotion of local products helped capture visitors’ attention while conveying a coherent and contemporary vision of the destination.
“ The stand expresses a living, dynamic culture that is open and constantly evolving. It also showcases a contemporary, modern Guatemala looking towards the future ” said Harris Whitbeck, Director General of INGUAT.
A sector-wide recognition for sustainability
Beyond visual impact, FITUR 2026 also highlighted substantive initiatives. Camtur received the Excelencias Turísticas Award 2025, Green category, for its Climate Action Strategy for Tourism. The award recognised a programme comprising 102 actions structured around governance, public–private collaboration, financing and the reduction of the tourism sector’s environmental footprint in the country.
During FITUR Madrid 2026, Guatemala delivered a clear reading of its future tourism directions, based on concrete commitments and a clearly defined strategy. This approach comes at a favourable time: in 2025, the country welcomed more than 3.36 million international visitors, an increase of 10.6% compared to 2024.
These results reflect a dynamic in which growth goes hand in hand with a genuine effort to structure the sector, particularly around sustainability and territorial management — a trajectory worth monitoring closely, especially within the framework of the Sustainable Tourism Master Plan 2026–2036.
Photo: INGUAT
