by Jen Mallia
Last updated: 1:50 PM ET, Wed September 2, 2026
Guatemala is looking to raise its profile among Canadian travellers with a multi-pronged approach aimed at travel trade and media. To help with this, the Guatemalan Tourism Institute (INGUAT) has enlisted Duval Communications. "To promote Guatemala in Canada, we were looking for an agency with knowledge of the market, creative capabilities and strong relationships within the tourism industry,” says Harris Whitbeck, General Director of INGUAT.
“Guatemala offers authentic experiences, meaningful encounters, and a wide diversity of destinations that still have significant potential for positioning among Canadian travellers. Duval Communication’s proposal responds to these objectives and to the need to develop a comprehensive communications strategy.”
(Photo Credit: Duval Communications)Still relatively undiscovered by many Canadian travellers and travel advisors, Guatemala offers an exceptional diversity of experiences. Duval highlights the UNESCO World Heritage city of Antigua Guatemala, the breathtaking shores of Lake Atitlán, the ancient Mayan city of Tikal, active volcanoes, vibrant Indigenous traditions, colourful markets and world-class outdoor adventures as showpieces of the country that will particularly appeal to travellers looking to venture beyond the traditional sun destination.
“Quebec and Canadian travellers are increasingly seeking destinations that combine authenticity, originality and convenient air access," said Gwendoline Duval, President of Duval Communication. "Guatemala has all the ingredients to become one of the most exciting emerging destinations for the Canadian market. Our mission is to inspire the travel industry, equip travel advisors with the knowledge they need, and ultimately position Guatemala as a must-visit destination for Quebec and Canadian travellers."
Lift to Guatemala from Canada is on the upswing, with a seasonal flight on Air Canada from Montreal that launched in 2025 expected to transition to year-round operation in 2027. A weekly flight from Toronto will debut on Dec. 1, 2026. Additionally, the Canadian Transportation Agency has approved Air Transat's and Flair licence applications to operate scheduled service between Canada and Guatemala, paving the way for expanded air connectivity.
To help advisors learn more about this under the radar destination, Duval is introducing a new Facebook group. Travel advisors are invited to join the bilingual group, Visit Guatemala Canada | B2B, to connect with industry professionals, ask questions about the destination, and access valuable sales tools and updates.
The organization will also be hosting on-line training Sept, 10th at 1.30 pm ET, providing industry professionals with an overview of Guatemala's tourism offerings, product updates, itinerary ideas and information about the seasonal direct flight from Montreal. Interested advisors can register here.
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