Guatemala will use the occasion to launch a new campaign, centred around a new brand that Guatemala will present at Fitur 2023
Under the new brand “Guatemala. Amazing and unstoppable” the Central American country will be a Fitur 23 Partner at one of the most important editions of the Fitur 2023, the leading international tourism fair, which sees a huge section of Latin America. Organised by IFEMA in Spanish capital Madrid, Fitur 2023 will be held from January 18-22 at the Spanish capital’s Trade Fair Centre, and in a context marked by the acceleration of world tourism activity.
According to a press statement, Guatemala will use the occasion to launch a new campaign, centred around a new brand that Guatemala will present at Fitur 2023 and which encompasses the industries of tourism, economy, investment and culture for the first time and invites trade partners to get to know the country from a Guatemalan culture viewpoint, with the essence of its typical textiles, the shell of time and the vibrant and dynamic colours of a developing society.
The statement adds that with this campaign, Guatemala pays homage to the richness and traditions that characterise the country, as well as the ancestral wisdom, the historical cultural heritage and the biodiversity of its forests, volcanoes and rivers.
Guatemala is one of the most diverse countries in the world, being one of the main natural destinations that stands out for its pre-Hispanic Mayan heritage, where its past is mixed with its present. This natural, cultural and historical heritage can be discovered in every corner of the country, making it the ideal destination for leisure holidays and business trips. The destination offers many activities, since the qualities of the territory generate a wealth for the development of tourism in this country, where there are mountains, 37 volcanoes, rivers, lakes and lagoons that are the perfect setting for adventure and nature activities, surrounded by communities that enrich the trips by showing their culture.
In addition to this, Guatemalan culture stands out mainly because of the quality of its people, always friendly and helpful, making any trip a fabulous experience.
Among the destinations that Guatemala will present at Fitur 2023 is the most cosmopolitan city in Central America, Guatemala City, Antigua Guatemala, the main icon of the Hispanic colonial heritage and declared a World Heritage Site by UNESCO, Petén, the perfect destination for discovering the Mayan World, its findings and ancient history and Altiplano, the region where the living Mayan culture can be appreciated through its people, traditions and customs. Other destinations that will be promoted at FITUR include Izabal, a Caribbean full of Garifuna culture, extraordinary gastronomy and music and Las Verapaces, noted for its great natural wealth or Pacific, which offers volcanic sand beaches perfect for surfing and theme parks of internationally renowned prestige.
The statement adds that Fitur 2023 will also be one of the most powerful and strategic, showing the strength of the tourism ecosystem in the world, through the participation of companies, countries and destinations and 10 large sections that will allow professionals to learn about and discover the business opportunities offered by these segments in communication with tourism activity. The statement says that among them, and as a novelty, Fitur Sports, which in collaboration with the Spanish Association of Manufacturers and Distributors of Sporting Goods will highlight the potential of sports tourism as a driver of sustainable tourism development.
In addition, there is Fitur Cruises dedicated to “blue tourism”, which is enhanced with a large programme of proposals and B2B and B2C activities designed to promote the meeting of the cruise industry with ports, tourist destinations and the public, and Fitur Mice, which offers its agenda of professional meetings for meeting tourism, expanding its scope for the corporate and associative buyer.
