Specialist tour operator Journey Latin America is delighted to announce a significant rise in demand for holidays to Central America — with Guatemala emerging as one of 2026's fastest‑growing Central American destinations.

Long beloved by backpackers for its affordability, adventure and culture — from smouldering volcanoes to vibrant chicken buses — Guatemala has traditionally flown under the radar for luxury travellers. That is now rapidly changing as discerning visitors increasingly seek out both its iconic sights and hidden gems. With a surge in demand fuelled by MICHELIN recognition, high‑profile media exposure, and renewed traveller curiosity, Guatemala is stepping confidently into the spotlight.

MICHELIN Keys Mark a Landmark Moment

In October, the MICHELIN Guide awarded Guatemala its first-ever MICHELIN Keys, recognising four hotels for exceptional quality and guest experience. For a destination not traditionally associated with luxury tourism or high‑end dining, this marks a transformative shift in its global reputation.

Guatemala's culinary scene is rising to prominence too, with three Guatemala City restaurants — Sublime, Mercado 24 and Diacá — now celebrated among the region's best.

The newly awarded MICHELIN Key properties include:

• Casa Palopó — a boutique gem overlooking Lake Atitlán's volcanic skyline.
• Villa Bokéh — an elegant estate near UNESCO-listed Antigua, fast becoming a favourite among design‑minded travellers.
• Posada del Angel — an intimate, characterful retreat in the heart of Antigua.
• La Lancha — film director Francis Ford Coppola's eco‑luxury hideaway near Tikal.

Together, these properties redefine Guatemala's luxury identity: sophisticated yet rooted in authenticity, culture and a deep sense of place.

 Media Spotlight Helps Drive Demand

Ben Line, Head of Sales at Journey Latin America, comments: “The recent BBC series Celebrity Race Across the World has shone a spotlight on the region, with many clients referencing the programme. High‑profile moments — including Her Royal Highness the Duchess of Edinburgh's recent visit to Guatemala and Tikal National Park — have further boosted awareness and inspired fresh enquiries. Travellers are increasingly discovering just how diverse Guatemala is. The colonial elegance of Antigua, with its cobbled streets and volcanic backdrop, continues to charm, while the serene beauty of Lake Atitlán, surrounded by traditional Mayan villages, offers a peaceful escape. Tikal's soaring jungle temples remain a standout for culture‑seekers.

What's exciting is the rising interest in Guatemala's hidden gems — the atmospheric Ceibal ruins, the turquoise terraces of Semuc Champey, and the dramatic limestone caves of Lanquín. Clients are looking for destinations that blend authenticity, adventure and depth, and Guatemala delivers this in abundance.”

A Shift in Traveller Behaviour

Costa Rica has long been a firm favourite among Journey Latin America's clients, with demand booming since 2022. As availability tightened, the company placed greater emphasis on highlighting alternative Central American destinations — and travellers have responded with enthusiasm.

In the last quarter of 2025, bookings to Central America have risen by 7% overall, while Guatemala bookings have surged by 12%. The first two weeks of January have started strong for Guatemala with bookings up 125% Year to Date, signalling growing confidence and desire for richer, more off‑the‑beaten‑track experiences.

Guatemala Holidays with Journey Latin America

To meet soaring demand, Journey Latin America has expanded its portfolio with a range of immersive itineraries, including:

• Quetzal: The Best of Mexico and Guatemala — 13 days from £3,999pp
  Small group journey combining ancient Mayan cities, remote sites, lush limestone caves and turquoise pools.
• Easter in Guatemala (Semana Santa) — 8 days from £2,150pp
  Experience the world‑famous Holy Week celebrations in atmospheric Antigua.
• Signature Guatemala: Mountains, Markets & Mayan Ruins — 12 days from £3,200pp
  A comprehensive adventure through highland markets, cultural heartlands and ancient temples.
• Luxury Guatemala & Belize: Tikal and the Caribbean — 15 days from £5,400pp
  Includes stays at MICHELIN Key‑awarded properties: Villa Bokéh, Casa Palopó and La Lancha.

All holidays include domestic flights, transfers, high‑quality B&B accommodation and curated excursions led by expert local guides. International flights are additional.

 For further Information on Guatemala visit journeylatinamerica.com or call Journey Latin America on 020 3553 9647.