Guatemala partner nation at FITUR

Fitur 2023, to be organised by IFEMA MADRID at Trade Fair Centre in Madrid from 18 to 22 January, will be one of the most powerful and strategic editions showing the strength of tourism ecosystem.

TT Bureau

Guatemala will take part as the partner country at Fitur 2023. The Central American country, under its new brand, ‘Guatemala. Amazing and unstoppable’, which encompasses the industries of tourism, economy, investment and culture, invites you at the international tourism fair to get to know the country from a Guatemalan culture viewpoint, with the essence of its typical textiles, the shell of time and the vibrant and dynamic colours of a developing society. With the Country Brand, Guatemala pays homage to the richness and traditions that characterise the country, as well as the ancestral wisdom, the historical cultural heritage and the biodiversity of its forests, volcanoes and rivers.

Guatemala is one of the most diverse countries in the world, being one of the main natural destinations that stands out for its pre-Hispanic Mayan heritage, where its past is mixed with its present. This natural, cultural and historical heritage can be discovered in every corner of the country, making it the ideal destination for leisure holidays and business trips.

The destination offers many activities, since the qualities of the territory generate a wealth for the development of tourism in this country, where there are mountains, 37 official volcanoes, rivers, lakes and lagoons that are the perfect setting for adventure and nature activities, surrounded by communities that enrich the trips by showing their culture. In addition to this, Guatemalan culture stands out mainly because of the quality of its people, always friendly and helpful, making any trip a fabulous experience.

New features

This edition of Fitur 2023 will also be one of the most powerful and strategic, showing the strength of the tourism ecosystem in the world, through the participation of companies, countries and destinations and 10 large sections that will allow professionals to learn about and discover the business opportunities offered by these segments in communication with tourism activity. Among them, FITUR Techy will offer a full programme of debates and conferences under the title “Journey to the Centre of Tourism” to talk about technology and sustainability and address issues such as the role of Artificial Intelligence, Circular Economy and Digital Twins in the tourism sector.