Guatemala is planning UK familiarisation trips to boost its reputation as a “hidden gem.”

• The destination is collaborating with UK operators for educational tours.
• Initial planning involves discussions at the World Travel Market.
• Guatemala has launched an advertising campaign in London to support its initiative.
• Current government efforts aim to increase tourism numbers from the UK.

Guatemala is keen to elevate its status as a notable travel destination by organising familiarisation trips for UK travel agents in 2025. The initiative is driven by the desire to promote Guatemala as the “hidden gem” of Central America, an identity that the country is actively building with the help of UK tour operators.

These familiarisation trips, or ‘fam trips,’ are currently in the initial stages of planning, as Guatemala seeks collaboration with UK operators. Discussions are set to unfold during the World Travel Market, where the country’s representatives will engage with potential partners to gauge interest and feedback on the proposed educational tours.

Anna Valdez, head of promotions and advertising at Inguat, the Guatemalan tourist board, underscores the importance of these trips. “We are interested in fam trips and are open to them. We are looking for interested tour operators,” said Valdez. The primary focus is on determining optimal timing and the number of participating agents, based on feedback from operators.

Guatemala’s efforts reflect a broader strategy to improve its visibility under a new government that took office in early 2024. Historically, Guatemala has not marketed itself as effectively as its neighbours, resulting in 20,000 UK visitors annually. Valdez expressed a commitment to changing that narrative, stating, “Guatemala has it all but other countries have positioned themselves well and we have not been as efficient.”

In line with these plans, Guatemala has initiated a 14-day advertising campaign in London. This activity, titled ‘A World To Explore,’ features promotional videos at Canary Wharf and large posters at Stratford station. This campaign coincides with the World Travel Market, aiming to capture the attention of potential visitors and increase interest in educational trips to the region.

Guatemala’s proactive strategy aims to boost its tourism appeal by collaborating with UK operators for familiarisation trips.