DUBAI: Guatemala’s participation for the second consecutive year in the Arabian Travel Market (ATM) in Dubai prioritises improving the Central American country’s air connectivity with the UAE to boost its tourism sector.
In statements to the Emirates News Agency (WAM), Guatemala’s Minister of Tourism, Harris Whitbeck, stated that the ATM is an opportunity “to hold more solid conversations with the airlines, as there is a previous area connectivity agreement” between the two countries “that has yet to be ratified by Guatemala”.
Whitbeck highlighted that the UAE airlines’ interest in the Latin American market is evident through the current Emirates flight operating between Dubai and Mexico City, as well as the upcoming route between Dubai and Bogotá, the capital of Colombia, scheduled to commence on 3rd June.
The Guatemalan pavilion at the ATM presents various opportunities for adventure tourism, fishing, and cultural experiences. The Guatemalan Institute of Tourism provides comprehensive information about t
he country to attract more visitors from the region. Additionally, a skilled chef prepares traditional dishes that have been cooked for over 2,000 years using ingredients like cocoa and cardamom.
‘Guatemala is a country to be explored because it is home to many worlds’, the Minister said. Moreover, “I think there is a lot of affinity between what Guatemala has to offer as a destination and what the visitor from the region is looking for”.
He pointed out that visitors from the UAE are well-traveled individuals with higher purchasing power compared to visitors from other countries. They have already explored Europe, Asia, and major Latin American cities, and are now seeking more adventure, which Guatemala is perfectly positioned to provide.
The Tourism Minister described Guatemala as a destination that boasts volcanoes, black sand beaches, lakes, mountains, the world’s largest population of sailfish, and archaeological sites with a history spanning 3,000 years. This combination of history, adventure, culture
, and gastronomy makes Guatemala a highly appealing destination.
The Guatemalan Ministry of Tourism is currently collaborating with Big Data programmes to enhance its understanding of the market, visitors, and their habits. This initiative aims to segment the market more effectively and target marketing strategies accordingly.
‘We also have to do a lot of work on developing new destinations, and we’re going to do that with the local communities,’ Whitbeck said, emphasising the importance of empowering communities with compelling narratives. He highlighted the need to engage with these communities, allowing them to share their stories and express how they wish to be portrayed and what experiences they can offer. The aim is to provide support to ensure that their offerings, as well as those of the country, are more authentic and substantial.
The Minister also mentioned the search for support from countries like the UAE to enhance Guatemala’s tourism infrastructure. “We need more hotels, more roads, more airp
orts, and that is why we are here; we want to start conversations so that potential investors in tourism infrastructure get to know us,” he concluded.
As part of his visit, Whitbeck will hold meetings with local authorities and companies in the tourism sector ‘to showcase Guatemala’s great wealth and build bridges to understand more about Emirati culture’.
In 2023, Guatemala received 2.6 million foreign tourists, mainly from neighbouring countries in Central America and the United States.
Source: Emirates News Agency