UN Priorities:
Priority 1 – Enhance competitiveness: robust tourism statistics and UN standards, data and market intelligence, rethink destination positioning and product development.
Priority 4 – Boost investment & scale up innovation: access to finance, accelerate the uptake of new business models.
No poverty
Decent Work and Economic Growth
sustainable cities and communities
Partnerships for the goals
Context
Air connectivity is an essential pillar for tourism development, yet one of the main challenges facing air connectivity in any destination is the lack of direct flights to key markets. In this context, UN Tourism and the Guatemalan Tourism Institute (INGUAT) have joined forces to implement a project to address this challenge. This alliance will enhance the country’s competitiveness in the global market, attracting new air routes and improving existing ones in the short and medium term.
Within the framework of the project and as its final activity, INGUAT organized a high-level Round Table with the participation of UN Tourism, leading airlines, aviation authorities and industry experts. The meeting held on 8 December in the historic city of Antigua Guatemala, served to consolidate Guatemala’s positioning as a competitive and accessible destination at both regional and international levels.
Highlights:
The Round Table gathered representatives from Southwest Airlines, Air Canada, Avianca, Flair Airlines, Viva, Volaris, WestJet, Wingo, United Airlines, TAG Airlines, as well as members of airline associations, the Guatemalan Chamber of Tourism (CAMTUR), the Guatemalan Association of Exporters (AGEXPORT), and the Convention Bureau.
Opening the event, Harris Whitbeck, Director General of INGUAT, highlighted that air connectivity has always been a priority since the beginning of his mandate, “One of our efforts was to reach out to new airlines as well as those already operating in the country to provide them with inputs that would help them make decisions on frequency and routes. We truly believe in the power of connectivity to transform tourism, to accelerate economic development, and to open opportunities that would not exists without access that is solid, reliable and competitive.”, he pointed out.
The Round Table´s agenda included presentations on economic and aviation outlooks in Guatemala. Daniela Hurtarte of ProGuatemala presented Guatemala as a strategic destination and on its robust economy, and the reasons why to invest in Guatemala right now. Fernando Suriano, Vice-Minister of Transport, gave a presentation on “Reconstructing Take-off”. Aviation Expert Julian Gelvez analyzed the current state of the aviation industry, while Carlos Steiger of AGEXPORT, provided key numbers on air cargo transport.
From UN Tourism, Gustavo Santos, Director for the Americas, shared key data supporting the potential of tourism growth in Guatemala. Jaime Mayaki, Director of International Cooperation, highlighted the importance of the Sustainable Tourism Master Plan developed for the country by UN Tourism for the period 2026-2036 as an reliable source for airlines to make sound and strategic decisions
The event concluded with two thematic panels on “Latin American Market: Growth Potential and Strategies for Developing an Underserved Market” and “United States and Canada: Trends and Opportunities for Air Connectivity to the Region”, moderated by Aviation Expert, Nicolás Gurwicz.
As a complementary activity to the Roundtable with airlines, a FAM Trip was conducted on December 9 and 10, 2025, to offer airline executives a firsthand experience of Guatemala’s tourism product. While the Roundtable provided an opportunity to present technical data, market analysis, and strategic perspectives, this trip aimed to foster a closer, more experiential connection with the destination, showcasing Guatemala’s appeal and potential as a market, a tourist destination, and a reliable partner for route development.
