Putting Guatemala on the Map

A Multi-Market Trade, PR and Digital Campaign for INGUAT

The Brief

In May 2025, The PC Agency was appointed by the Guatemala Tourism Institute (INGUAT) to raise the profile of Guatemala as a compelling and credible tourism destination across key international markets. The remit spanned the UK, Germany, Spain, France, the Netherlands, Italy, the USA, Canada and Mexico, with activity tailored to both established and emerging source markets.

The overarching objective was to drive increased visitor arrivals by challenging long-held misconceptions around the destination, while elevating awareness of Guatemala’s rich cultural heritage, dramatic and diverse landscapes, and deep-rooted Mayan history. A core focus was to engage and educate both the travel trade and international media, positioning Guatemala as a destination of depth, authenticity and standout experiences.

The Strategy & Results

Trade Marketing

A comprehensive trade marketing programme was developed to educate, inspire and activate travel agents and tour operators across all nine markets.

Key activity included:

• Crafted and distributed 28 trade newsletters across nine markets, sharing practical sales tools, destination updates and itinerary inspiration to encourage increased bookings to Guatemala

• Conducted 60 trade meetings, uncovering opportunities for partnerships, fam trips and joint promotional activity

• Hosted 10 tour operators on two fam trips, showcasing Guatemala’s key highlights

  • Partnered with Air Canada on a pan-European fam trip to spotlight the ease of connecting to their new Montreal–Guatemala City route from Europe

  • Hosted tour operators from leading travel brands including Audley Travel, Voyageurs du Monde and Studiosus Reisen

• Delivered two destination workshop events in the UK and Mexico, securing 91 trade and media attendees to meet INGUAT partners and learn more about Guatemala

• Coordinated three joint marketing campaigns with leading tour operators:

  • UK: Journey Latin America

  • Germany: Gebeco

  • Spain: Grupo Ávoris

• Led a content partnership with Wanderlust, including:

  • A dedicated “Off the Page” podcast episode

  • A double-page advertorial in Wanderlust: The Origin List

  • A contra marketing campaign with specialist operator Latin Routes to extend reach across owned channels

• Secured 48 trade meetings at major international tradeshows for the INGUAT trade and marketing teams, including IBTM Americas (Mexico) and WTM London

PR Activity

PR activity focused on repositioning Guatemala within the global media landscape, highlighting depth, diversity and credibility as a must-visit destination.

Key activity included:

• Hosted nine media on individual and group press trips from the UK, Germany and Spain

  • Participating journalists represented top-tier titles including National Geographic Traveller Germany, Reach Plc and Country & Town House

• Distributed 66 targeted press releases, spotlighting Guatemala’s unique selling points

  • Editorial themes included hidden gems, wellness travel and cultural festivals

• Conducted 38 media meetings to strengthen relationships and build long-term awareness of Guatemala as a travel destination

• Generated 283 pieces of coverage across leading international titles including Travel + Leisure, Lonely Planet and Country & Town House

  • Total reach achieved: 248,269,760

• Provided PR support for INGUAT at WTM 2025, securing:

  • 15 media meetings

  • Six interview opportunities for Harris Whitbeck, Director-General of INGUAT

  • Coverage with outlets including TTG, The Independent and Travel Industry Today

Digital Marketing

Digital activity supported both trade and consumer engagement, ensuring consistent brand presentation and ongoing destination inspiration across markets.

Key activity included:

• Designed and developed a bespoke newsletter template, inspired by what Guatemala is known for: bold colour, rich culture and standout experiences

• Created and distributed monthly trade and consumer newsletters to French, Spanish, Italian, Canadian, the Netherlands, UK and US markets throughout 2025.

• Newsletter themes included:

  • Guatemala’s top natural wonders

  • Lesser-known destinations

  • Wellness and restorative travel experiences

• Achieved an average open rate of 50.2% across all markets, significantly outperforming the industry benchmark.