Guatemala gears up for Viaje GT 2025, the forum linking sustainability, inn

Guatemala gears up for Viaje GT 2025, the forum linking sustainability, innovation, and development

26-10-25

At this important event, Antonio Santos del Valle, President of the Tourism and Society Think Tank, will participate.

Guatemala is consolidating its position as a competitive destination in Latin America thanks to steady growth in international tourism, driven mainly by markets in Central America, the United States, and Europe. In a global context of recovery, the country’s indicators confirm the sector’s dynamism as a generator of foreign exchange, jobs, and investment, positioning it as a strategic lever for more sustainable and inclusive development.

According to recent regional data, Guatemala’s service exports reached US$2,289.6 million in the second quarter of 2024, with the “travel” category accounting for 34.8% of the total. This trend has translated into sustained growth in international arrivals throughout 2025, particularly from neighboring Central American countries and from the two main mid- and long-haul source markets: the United States and leading European markets. The takeaway is clear: when access is easy, air connectivity improves, and destinations strengthen their value proposition with sustainability standards, the decision to travel speeds up.

The Bank of Guatemala, for its part, reports that between January and August 2025 total exports reached US$10,692.8 million, 7.9% more than in the same period the previous year. Within that performance, tourism has solidified itself as an exporter of experiences: it does not sell a physical product, but rather memorable stays that activate value chains across lodging, gastronomy, transportation, handicrafts, culture, and nature. The sum of these links explains why well-managed tourism multiplies employment, energizes territories, and projects the country brand internationally.

Aware of this moment of opportunity, AGEXPORT’s Sustainable Tourism Commission (COMITURS) underscores the need for companies to raise their competitiveness on three fronts: innovation, digitalization, and sustainability. Today’s demand rewards destinations that combine authenticity with environmental and social responsibility; suppliers who use data to make decisions; and managers who turn plans into measurable, on-the-ground results. Hence, in 2025 the sector’s conversation is shifting from isolated promotion to holistic destination management, with public–private governance, verifiable standards, and clear impact metrics.

Within this growth ecosystem, Guatemala is finalizing details for Viaje GT 2025, a forum that will connect sustainability, innovation, and development with a concrete objective: accelerating the execution of strategies that make destinations more competitive and resilient through 2036. The event will take place on October 28, starting at 8:00 a.m., at Infinia Event Center, with an agenda that blends keynotes, panels, and networking spaces. Organized by COMITURS, it is backed by the European Union’s Decent Work Program, INGUAT, Socodevi, the Government of Canada, BAC, FUSO, Alamo, Open Marketing CORP, Universidad del Valle de Guatemala, Ristrepo, Limpiola, among other partners. Registration is free and capacity is limited—an added incentive for early participation from Guatemala’s tourism business community.

The program will bring together national and international experts with extensive experience in innovation, governance, and sustainability. Featured speakers include Camilo Makon (Argentina) and Antonio Santos del Valle (Tourism & Society Think Tank, Spain), who will present methodologies to move from planning to action in destinations aspiring to compete globally without giving up their cultural identity or the conservation of natural heritage. A key moment will be the discussion “From Strategy to Action – The Engine That Will Move the Master Plan Forward,” moderated by Hugo Maul, focused on showing how to translate national roadmaps into concrete projects with tangible effects on communities and ecosystems.

Sector voices have been clear. For COMITURS leadership at AGEXPORT, Guatemala is living “a pivotal moment” to capitalize on global demand for authentic and responsible experiences. Innovation, they note, is no longer an accessory but the mechanism that redefines how destinations are managed, promoted, and experienced: from the smart use of data to the creation of partnerships that expand market reach, improve resource efficiency, and foster social inclusion. When integrated into institutional and business strategy, this approach strengthens traveler confidence, increases average length of stay, and improves visitor spending—crucial variables for boosting tourism productivity.

With indicators trending upward, a work agenda centered on quality, and the momentum of a forum like Viaje GT 2025, Guatemala is sending a clear signal to international markets: it is ready to compete with a distinctive value proposition rooted in sustainability, innovation, and hospitality. The call goes out to entrepreneurs, partners, and sector representatives to join this shared roadmap, where every visitor counts, every experience leaves a mark, and every responsible decision helps build the future of Guatemalan tourism.

Date: October 28, 2025

Venue: Infinia Event Center, AGEXPORT

Free event: Limited capacity

Registration: https://forms.gle/xSupmPP3f3UHYexGA

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