Guatemala is establishing itself as an emerging experiential destination for travel agents to sell through community-led experiences
The country is pushing the message that its offerings extend far beyond just sightseeing following a period of increased visitor growth.
Improved air connectivity via a direct flight between Montreal and Guatemala City saw tourist numbers rise, with almost 19,000 UK visitors visiting the country in 2026 by September.
Harris Whitbeck, Director-General of the Guatemala Tourism Institute (INGUAT), said, “For many years, very little was known about Guatemala as a tourist destination, so we’ve been working hard the last couple of years on creating a new narrative about the country and changing that.”
INGUAT are now pushing further with the development of adventure trails and community partnerships.
‘The Path of Time’ is a hiking trail concept that connects Mayan history with present-day culture and nature, with its first 20km expected to launch in November.
The community-led adventure gives walkers the chance to build connections with the community, with local families sharing how they weave their textiles, cooking food for them, and come into contact with Mayan spiritual guides.
“For the Mayans, time runs in a spiral, so the idea is that when you walk on the path of time, you can connect to ancient history,” said Harris.
“When you’re walking in the present, the belief is that it puts you into a meditative state which makes the future better.”
INGUAT is set to continue developing these trails with local communities, which in turn is hoped to attract more airlines and hotel investment.
Harris said, “We offer agents an exciting new product that they can bring to their guests.
“Travellers today are looking for new experiences; they’re looking for more experiential visits. They’re looking for authenticity, and Guatemala presents that.”
