Inside Guatemala’s Plan to Be Central America’s Next Long-Haul Destination

Guatemala has posted three consecutive years of sustained tourism growth, and the man running its destination strategy says the next unlock is more European air service.

Speaking exclusively to Skift, Harris Whitbeck – a former CNN Latin America bureau chief now serving as Guatemala’s tourism minister – confirmed final-stage negotiations are underway with a major European carrier. Precise details of the new service are expected to be announced in the coming weeks.

He said other long-haul operators are also interested in serving the Central American country, with talks ongoing. Guatemala currently has just one nonstop European route – a daily Iberia service from Madrid to the capital’s La Aurora International Airport.

“Direct flights are usually a game changer for destinations,” Whitbeck said. “[The airlines] see the potential in Guatemala. They see the numbers. They see the great marketing effort we’ve been putting in. The writing’s on the wall