Guatemala Takes Steps Forward As A Global Hub For Business Events

José María Aguilar Villatoro (pictured left) with Jesús Parrado and Jesús Guerrero from HQ Magazine

 

Guatemala is a country that inspires curiosity and wonder. Its Mayan heritage, traditions and landscapes have attracted travellers for decades. Now, the country is determined to build on its reputation by becoming a key player in the meetings and events industry. At IBTM World 2024 in Barcelona, Guatemala made its case as a destination where modern infrastructure meets cultural authenticity.

 

During the event, we spoke to José María Aguilar Villatoro, Head of Research at the Guatemala Tourism Institute (INGUAT), and Rodolfo Milesi, Founder of Branding Latin America, both of whom highlighted the country's strategic positioning. "We are close to major markets such as the United States and Mexico, which makes us an accessible hub for international travellers," explained Aguilar Villatoro. He pointed out that Guatemala's advantage lies in its geographical proximity and ability to combine modern facilities with exceptional cultural depth.

 

Guatemala City, the country’s capital, is at the forefront of these efforts. It has hotels and venues capable of hosting events for up to 1,200 delegates. With short flights from cities like Miami and Mexico City, the capital is easily accessible and a hub for other key locations. A 45-minute drive away is Antigua Guatemala, a UNESCO World Heritage Site offering a striking blend of heritage architecture and contemporary style. Aguilar Villatoro noted that Antigua has become a favourite for corporate retreats and incentive trips.

 

The country’s MICE strategy also involves catering to industries with the highest impact. Aguilar Villatoro highlighted that the country sees significant interest in hosting medical congresses, which are currently the leading segment, followed by finance and banking events. These meetings attract high-spending delegates and create opportunities for professional exchange and partnerships. The focus on these industries reflects Guatemala’s ability to tailor its offerings to meet the specific needs of international organisers.

 

Collaboration has also played a vital role in Guatemala’s success. The country works closely with the International Congress and Convention Association (ICCA) to improve its offerings and meet global standards. Aguilar Villatoro explained that ICCA’s recent roadshow in the country will improve Guatemala’s MICE sector and has provided valuable insights for growth. He also emphasised the economic impact of this segment, noting that business travellers spend significantly more than leisure tourists. “This industry benefits the entire value chain, from hotels to local artisans,” he said.

 

Sustainability has become another defining aspect of Guatemala’s approach to the MICE industry. INGUAT's Q Seal of Quality ensures that tourism providers meet high environmental and social responsibility standards. This includes accessibility for people with or without impairments, a key pillar of Guatemala’s strategy to ensure that events are inclusive. Emphasising the importance of creating spaces that are accessible to all, Aguilar Villatoro explained that venues certified under the Q Seal don’t just have to install ramps and lifts. “They are designed to provide truly inclusive environments,” he said, pointing to innovations such as walker-friendly floors, specially equipped bathrooms and thoughtful design that prioritises ease of movement for all attendees.

 

The country has also begun preparing for larger-scale events. A redevelopment project for Parque de la Industria in Guatemala City is set to transform the site into a fully equipped convention centre in the next three to four years. “This initiative has been years in the making, and with the collaboration of the private sector and the city government, it is finally moving forward,” Aguilar Villatoro explained. In the meantime, Guatemala’s hotels and multipurpose venues continue to accommodate the growing demand for conferences, congresses, and exhibitions.

 

Beyond its infrastructure, Guatemala stands out for its cultural integration into the event experience. Meeting planners can incorporate unique activities into their programmes. Aguilar Villatoro highlighted how these elements provide attendees with a deeper connection to the destination. “We want people to leave Guatemala with more than memories of their meetings. We want them to experience who we are as a country,” he said.

 

Connectivity remains one of Guatemala’s strongest assets. The country has direct flights to cities across the United States and Central America, and a daily flight to Madrid with Iberia links it to Europe. Aguilar Villatoro pointed out that Guatemala’s competitive airfares further enhance its appeal, making it an affordable yet high-quality option for international organisers. Short domestic flights to destinations like Tikal, one of the major sites of Mayan civilisation, allow attendees to explore iconic sites without logistical hurdles within the country.

 

Data back Guatemala’s efforts to tailor its message to global audiences. At IBTM, INGUAT presented a new big data platform that tracks travel behaviour and visitor preferences. This tool provides actionable insights, from analysing connectivity trends to understanding how travellers perceive safety and value.

 

IBTM World 2024 allowed Guatemala to share its vision and MICE strategies. Nine Guatemalan businesses joined the delegation, working alongside the Guatemala Convention Bureau and INGUAT to engage with industry leaders and showcase the country’s potential. Milesi, who helped promote the initiative, spoke about the importance of being present at global events. “These platforms allow Guatemala to demonstrate its ability to host professional and memorable events,” he said.

 

With ambitious infrastructure projects underway, a strategic focus on high-value industries and an ongoing commitment to delivering authentic and memorable events, Guatemala is ready to take its place as a global MICE destination powerhouse. For organisers looking for more than a venue, Guatemala promises a destination where connections are made, legacies are built, and the spirit of a nation becomes part of every delegate's experience.