Sometimes dreams come true before we are fully prepared to receive them. That is exactly what has happened with the news that today fills all of Guatemala with pride: we have been chosen as the Best International Destination in the world for 2025, according to the demanding readers of Condé Nast Traveler, one of the most influential magazines in global luxury tourism, culture, and lifestyle. It was not a political jury or a purchased award. It was the free vote of thousands of travelers from all over the world. They chose us for who we are: authentic, rich in history and landscapes, kind, warm, and profoundly human.
This recognition is not accidental. Nor is it improvised. It is the result of a silent yet determined strategy that has begun to transform Guatemala’s narrative in international markets. Much of this is due to the renewing vision of the current director of INGUAT, Harris Whitbeck, who, without increasing the budget, has managed to multiply the impact and reach of our country brand. Whitbeck has relied on the power of data, the analysis of global trends, and cultural storytelling as key elements to differentiate Guatemala. And he has proven that intelligence can be more powerful than abundance.
For the first time, Guatemala has taken a leading role in spaces where previously only tourism powerhouses appeared: the Ibero-American Design Biennial in Madrid, fashion weeks in Berlin and Paris, and the upcoming World Expo in Osaka. In each of these forums, the proposal was coherent and elegant: to show the world a nation that offers not only natural beauty, but also a transformative experience. A land where history lives, where the soul of indigenous civilizations still vibrates in the stones and in the people, where nature has not been tamed but generously offers itself to those who honor it.
The results can be seen in the numbers. In 2024, Guatemala received nearly three million international tourists, growth close to 13% compared to the previous year. But if this number impresses us, it should also concern us. Because while we celebrate three million visitors, El Salvador — our smaller neighbor — already welcomed 3.9 million visitors, Colombia reached 6.7 million, Costa Rica surpassed US$5 billion in tourism revenue with fewer visitors than us, and Mexico, with its 42 million visitors, competes among the ten most visited countries in the world.
The data should not discourage us, but awaken us. Because if these countries have managed to attract millions of visitors with less natural wealth than ours, with less living history, with less cultural diversity, then the message is clear: demand already exists; we simply need to captivate it. The market is there, thirsty for authentic and sustainable experiences. Guatemala can become, if we decide it, the center of regional — and perhaps global — tourism. But it is not enough to be good. We must be prepared to welcome those who want to discover us.
And this is where the list of our limitations appears. Road infrastructure is deficient not only toward Antigua Guatemala, but also toward Lake Atitlán, Chichicastenango, the Pacific coast, and the forgotten jewel of the Guatemalan Caribbean: Livingston and the Amatique Bay. During peak season, hotel occupancy in key destinations reaches 100%, driving away tourists seeking comfort and flexibility. In many towns, the lack of basic services, connectivity, signage, or safe routes limits the growth of new tourism circuits. And nationally, we still have not promoted an open skies policy that facilitates the entry of international airlines and lowers travel costs.
Added to all this is the absence of a tourism promotion law that encourages investment. While El Salvador and Costa Rica have provided tax exemptions, tourism-oriented land, and legal protection for foreign investors, Guatemala remains tied to fragmented, outdated, or nonexistent legislation in key areas. The result is visible: we have not yet succeeded in attracting the major luxury hotel chains or consolidating partnerships with global groups. And it is not due to a lack of capacity. Conglomerates such as CMI, Castillo Hermanos, Cementos Progreso, Banco Industrial, and even IRTRA possess the structure, capital, and vision to replicate in Guatemala what Grupo Poma achieved in El Salvador with the JW Marriott Hotel San Salvador. What is missing is a clear invitation, a stable legal environment, and determined public policy.
We could, for example, envision a new international airport north of the city, with safe approach routes in the area of San Raymundo or in the west near Sumpango, connecting directly with the country’s main tourism hubs. Or revive the CABEI study evaluating a private highway between the capital and Antigua, perhaps in partnership with VAS or another operator experienced in modern infrastructure. Or develop a tourism corridor with luxury glamping stations on volcanoes, lakes, and ecological reserves, as already exists in Colombia, Mexico, and Argentina. Or promote sport fishing on the Pacific coast and whale watching as part of a specialized offering for high-value markets.
Today, in Antigua Guatemala, hundreds of couples from Europe and United States come to marry surrounded by history and poetry. Luxury wedding tourism has become one of the silent engines of the local economy. But we are reaching the limits of our capacity. If we do not expand the offer, if we do not create new experiences, if we do not raise standards, growth will stop and other countries will take the lead.
Tourism is not only a source of foreign currency. It is a generator of rural employment, productive linkages, and national pride. It is a way of showing the world that Guatemala is not violence or poverty, but talent, beauty, and living culture. But for this to happen, we need to act together. The government must lead, Congress must legislate, the private sector must invest, and citizens must believe in what we have. INGUAT has demonstrated that with vision, data, and intelligence, it is possible to change the country’s international perception. Now we also need to change its reality.
If we have been capable of reaching the very top without being fully prepared, imagine what we could achieve if we truly were. Guatemala is already the best destination in the world. Now it is time to make it the most unforgettable one.
