BAC Launches INVERTUR 2026 to Boost Tourism Investment in Guatemala
INVERTUR 2026 will bring together 300 tourism industry participants and 50+ international guests to promote investment and sustainable growth in Guatemala.
INVERTUR 2026 will bring together key players from Guatemala’s tourism industry and more than 50 international guests to explore investment opportunities, strengthen business connections and promote sustainable tourism development. Organized with the support of BAC, the forum aims to position Guatemala as a competitive destination for domestic and international investment.
INVERTUR 2026 to Address Guatemala’s Tourism Growth Potential
The forum will welcome 300 participants representing different segments of the country’s tourism value chain. Its agenda will focus on strategic topics including national vision, growth enablers, traveler demand, sustainability, risk management and air connectivity.
The event comes at a significant stage for Guatemala’s tourism industry. Estimates for 2026 project approximately 29.1 million domestic tourism trips, generating an economic impact of US$6.875 billion. International arrivals are expected to reach 3.75 million visitors, contributing approximately US$1.54 billion in foreign currency revenue.
Together, domestic and international tourism activity is expected to contribute around 5.6% of Guatemala’s gross domestic product (GDP). Against this backdrop, INVERTUR 2026 aims to serve as a platform for knowledge exchange and business development, helping position the country as a high-value destination with global competitiveness.
BAC Seeks to Strengthen Tourism Investment and Innovation
BAC views the forum as part of its commitment to supporting Guatemala’s tourism industry through financial services, business connections and technological innovation.
“BAC believes in reimagining banking to generate prosperity in the communities we serve. INVERTUR 2026 reflects our commitment to strengthening Guatemala’s position as an attractive destination for domestic and international investment,” said Juan Maldonado, Vice President of Institutional Relations and Corporate Governance at BAC Guatemala.
He explained that the bank aims to become a leading financial partner for sustainable tourism by facilitating valuable connections, promoting technological innovation and supporting projects that generate employment and long-term economic growth.
Through the initiative, BAC seeks to help turn tourism entrepreneurs’ visions into investment projects that are viable, profitable and sustainable for the country.
International Tourism Organizations and Hotel Brands to Participate
Unlike forums focused primarily on presentations, INVERTUR 2026 will combine keynote conferences with dedicated networking opportunities and business relationship-building sessions.
The event will feature organizations and brands from across the international tourism industry, including:
- UN Tourism
- World Travel & Tourism Council (WTTC)
- International Air Transport Association (IATA)
- Expedia
- Ambridge Hospitality
- Marriott International
- TUI Hotels & Resorts
- Meliá Hotels International
- Accor Hotels
- Alton
- OxoHotel
- Hilton
- Key 33 Hotels Management
Their participation will bring together perspectives from tourism organizations, airlines, hospitality companies and other industry stakeholders to discuss opportunities for Guatemala’s tourism sector.
INVERTUR 2026 Agenda Highlights Tourism Strategy and Connectivity
The program will feature presentations and discussions on the factors shaping tourism investment, destination competitiveness and traveler behavior.
Among the scheduled presentations are:
- “Tourism as a Driver of Sustainable Economic and Financial Development in Guatemala” — Juan Maldonado, BAC Guatemala.
- “Global Tourism Outlook and Opportunities for Guatemala” — Esteban Velásquez, WTTC.
- “Guatemala as a High-Value Destination: National Strategy for Positioning, Sustainability and Tourism Investment Attraction” — Harris Whitbeck, Director General of INGUAT.
- “The Science of the Passion for Travel: What Motivates Travelers to Book in the Age of AI” — Guillermo Alfaro, Expedia.
- “Behind the Big Brands: How International Hotel Franchises Drive Investment, Growth and Competitiveness in Tourist Destinations” — Andrés Madrigal of Marriott International and Luis René Sánchez of Ambridge Hospitality.
- “Connectivity, Competitiveness and Growth: Keys to Positioning Guatemala on the Global Tourism Map” — Peter Cerdá, IATA.
- Airline panel discussion featuring Air France, Discover Airlines, Avianca, Iberojet, BermudAir and Volaris.
- “Co-Creating the Future of Sustainable Tourism in Guatemala” — Eric Campos, Executive President of BAC Guatemala.
These sessions will address the role of financial services, global tourism trends, destination positioning, traveler preferences, hotel investment and air connectivity in the development of Guatemala’s tourism industry.
Free Registration Open to Tourism Industry Participants
INVERTUR 2026 is a free event designed for participants across the tourism value chain. Interested attendees must register through E-ticket using the official registration link.
Registration: INVERTUR 2026 Registration
For the complete agenda and additional event information, BAC has also provided an official landing page.
Event information: INVERTUR 2026 Official Website
With INVERTUR 2026, BAC reinforces its role as a strategic partner for Guatemala’s tourism industry, seeking to connect businesses, encourage investment and support projects that contribute to the country’s long-term economic development.
