Guatemala seeks collaboration with UK tour operators to boost tourism through familiarisation trips next year, elevating its status as a ‘hidden gem’ in Central America.
The country is engaging with UK operators at the World Travel Market to explore possibilities for educational tours.
These efforts align with the new government’s strategy to enhance the nation’s global tourism profile.
Guatemala aims to significantly increase UK tourist numbers, which stood at 20,000 last year.
A comprehensive promotional campaign is underway, including advertising in London’s public transport systems during the World Travel Market.
In a forward-thinking initiative, Guatemala is reaching out to UK tour operators to organise familiarisation trips for travel agents, aiming to promote the country as a prime tourist destination. Currently in discussion with various operators, Guatemala is assessing the best times and group sizes for these trips, ensuring optimal engagement with the UK travel industry.
Anna Valdez, heading the promotions at Inguat, the national tourist board, expressed a keen interest in these educational visits, stating the necessity of attracting the right agents. Valdez acknowledged past promotional efforts were not as vigorous compared to neighbouring countries but expressed optimism under the new government’s approach initiated in early 2024.
Valdez remarked, ‘Guatemala has it all,’ highlighting the country’s unique offerings such as world heritage sites, colonial cities, a vibrant textile heritage, and the chance for exhilarating natural experiences like volcano climbing. The promotional endeavour aims to reshape Guatemala’s image and attract more UK tourists than the 20,000 recorded last year.
In support of these efforts, a widespread advertising campaign named ‘A World To Explore’ is currently being executed. It targets London commuters through digital signage in key locations such as Canary Wharf and Stratford, coinciding with the World Travel Market. This campaign is part of a broader strategy to boost Guatemala’s visibility and highlight its diverse attractions.
Through strategic engagement with UK tour operators and a significant marketing push, Guatemala aims to elevate its status within the tourism sector, turning it into a sought-after destination for UK travellers.
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Publish date : 2024-11-06 14:47:00
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