New flights and strategy power Guatemala’s ambitious tourism expansion
Tourism is surging in Guatemala, with arrivals reaching 1.6 million visitors in the first half of 2025, an 8% year-on-year rise. The USA is the second-largest source market for tourism, accounting for just over 45% of inbound travelers. Guatemala is accelerating promotion in the USA, showcasing a rare blend of affordability and depth, where ancient Mayan civilizations, immersive jungle retreats, the serene shores of Lake Atitlán and striking volcanic terrain combine to deliver high-impact travel experiences.
Connectivity is rising in step with demand, with JetBlue launching new daily flights between Fort Lauderdale and Guatemala City in April 2025. Looking ahead, the country’s Sustainable Tourism Master Plan 2026–2036 aims to elevate tourism as a strategic growth engine built on four pillars: stronger governance, product diversification, mainstreamed sustainability and sharper international positioning. The program targets nearly doubling international arrivals from about 2.4 million in 2024 to between 4.6 million and 4.7 million by 2036, alongside an estimated 290% increase in tourism revenues.