When a destination suddenly becomes popular with visitors and the media, it’s common for pundits to suggest the destination “is having its moment in the sun.”
Harris Whitbeck, the Guatemalan Tourism Minister, says he doesn’t want his country to have a moment, but a long-term relationship.
Whitbeck, the former Latin American bureau chief for CNN and now a senior official in the Guatemalan government, told a meeting of travel trade and media that his country is thrilled to have more flights from Canada.
In December, Air Canada will launch direct flights to Guatemala City (GUA) from YYZ, with one flight per week. The airline has also extended its season YUL-GUA service to year-round, with three flights per week.
Guatemala, which sits directly south of Mexico and has a large Pacific Ocean coastline and a small patch of land along the Caribbean, is famous for its Mayan ruins, artistic weaving, active volcanoes and strong Indigenous centres.
Lake Atitlan in central Guatemala is surrounded by three volcanoes and is a major draw, as is the handsome colonial city of Antigua, which is only an hour or two from GUA.
The Maya Biosphere Reserve in northern Guatemala (sandwiched between Mexico and Belize) is the second-largest rainforest in the Americas and contains thousands of Mayan ruins.
While it’s not known as a beach destination, there are fine beaches to be found on both of Guatemala’s coastlines.
Guatemala tourism grew 11% last year, compared to 5% for global tourism as a whole. Officials expect the new flights to help boost Canadian arrivals to 60,000 next year, a 22% increase over 2026, Whitbeck said at a posh reception in downtown Toronto on 26OCT, 2026.
Sustainability is a big part of Guatemala’s tourism push. Officials said there’s a strong commitment to protect the landscapes, sacred places and cultural heritage that make the country special.
Shabnam Esfahani, specialty sales manager for Air Canada, thanked advisors and the travel trade for their continuing partnership.
“Guatemala offers an incredible combination of culture, history, adventure and warm hospitality, making it a destination that can be enjoyed throughout the year,” she said.
Esfahani said flights from Canada are on the Airbus A333, with a variety of seating choices, including Signature Class. The flight from Toronto to Guatemala City is about five hours.
Guatemala is known for its boutique hotels, Whitbeck said, but there are also brands such as Hilton, Hyatt, Westin and Wyndham. Villa Bokéh in Antigua is part of the Leading Hotels of the World group, while Casa Palopó on Lake Atitlan is a Relais and Chateaux property.
Whitbeck conceded that Guatemala has a perception issue surrounding crime. But he said areas visited by tourists are quite safe.
Transportation is also a thorny problem that the government is trying to address with new roads and infrastructure.
Most people in tourist areas speak at least some English, he added.
Whitbeck said he encourages advisors and consumers to check out Visitguatemala.gt for more information.
