Guatemala’s Holy Week Drives US$142M in Spending Amid Changing Tourist Trends

Holy Week Guatemala continues to position itself as a key tourism driver, showing a shift in visitor composition toward long-haul travelers with higher spending capacity, despite a decline in total arrivals.

Higher spending and longer stays mark the season

According to data highlighted by Prensa Libre and the Instituto Guatemalteco de Turismo, this year’s performance reflects a stronger presence of visitors from strategic markets in Europe, Asia, and North America.

These travelers stayed longer and significantly increased their spending. Tourist expenditure rose from nearly US$1 million during Holy Week 2025 to US$142 million in the most recent period.

Growth in key international markets

The report also pointed to notable growth in arrivals from long-haul markets, including:

• Japan (+81%)
• Netherlands (+56%)
• United Kingdom (+43%)
• Canada (+43%)

This trend reinforces the country’s appeal among higher-value international tourists.

Decline in regional arrivals impacts total figures

Despite these gains, total international arrivals decreased by 15%, dropping from 148,409 to 126,565 visitors during the latest Holy Week period.

The Instituto Guatemalteco de Turismo attributed this decline primarily to fewer travelers from nearby countries such as Panama and El Salvador.

Domestic tourism growth falls short of expectations

The tourism authority had projected five million domestic trips for Holy Week 2026. While this target was not reached, internal tourism still grew by 9%, totaling 4,243,706 trips.

Top destinations across the country

The most visited destinations during the period included:

• Antigua Guatemala (Sacatepéquez)
• Guatemala City
• Lake Atitlán (Sololá)
• Pacific coast beaches

Other key destinations were Quetzaltenango, Petén, Cobán (Alta Verapaz), Izabal, Retalhuleu, Chichicastenango, Esquipulas, and Huehuetenango.

International tourism maintains steady growth

Beyond Holy Week, international tourism showed consistent growth. According to the Instituto Guatemalteco de Turismo, the country recorded:

• 299,298 visitors by the end of March (+6%)
• 304,118 visitors in January (+9%)
• 245,946 visitors in February (+7%)

The institution emphasized the sustained preference for Guatemala among travelers from the United States, Europe, and Canada. These visitors not only stay longer but also contribute more significantly to the tourism economy.