San Pedro Sula, Honduras – At the 21st edition of the Central America Travel Market (CATM 2025), the region’s most important B2B tourism fair, Guatemala is actively participating, presenting its offerings to wholesalers, tour operators, and tourism professionals from around the world — including representatives from Europe, the United States, India, and various countries in the Middle East. This business-oriented event, focused on networking and generating strategic partnerships, has established itself as a key international platform to promote Guatemalan tourism in new markets.

Julia Barrera, Marketing Executive at INGUAT, highlighted the wide range of experiences the country is presenting at this edition:

“We bring our coffee, our chocolate, even the art and color of our giant kites. Today we are accompanied by artisans who come to showcase this unique technique, declared a World Heritage,” she said.

The Guatemalan space at CATM 2025 has become one of the most visited, thanks to its vibrant artisan displays, local products, and a gastronomic proposal that invites attendees to taste the country’s flavors.

“We have a chef here to show a little of all that visitors can enjoy in our country,” added Barrera.

During the two-day fair, Guatemala aims to strengthen commercial partnerships and consolidate its positioning as a comprehensive destination in Central America.

“We hope these business meetings will be very fruitful and that our entrepreneurs can create important alliances,” the executive said.

Regarding visitor profiles, Barrera explained that the regional market, especially El Salvador, represents a priority group for Guatemala, as do international markets such as the United States, Mexico, and Europe, which each year contribute a significant number of visitors.

Guatemala offers a diversity of routes for all types of travelers, from cultural and gastronomic experiences to nature adventures.

“Guatemala is a destination that has it all. If visitors have about five days, they can travel from Guatemala City and Antigua to Lake Atitlán, or combine archaeological sites with unique experiences full of color and hospitality,” she highlighted.

Finally, Barrera emphasized the importance of working together as a region to strengthen Central American tourism:

“At INGUAT, we are working in coordination with tourism ministries from different countries, not only through CATA but also with entrepreneurs, to promote Central America as a multi-destination. Each country has a lot to offer, and together we represent a very attractive proposition for travelers from around the world.”