Guatemala Tourism taps Duval Communication to grow Canadian market

The Guatemalan Tourism Institute (INGUAT) has appointed Duval Communication as its official public relations and travel trade representative in Canada, as the destination looks to build its profile among Canadian travellers and capitalize on expanding air connectivity.

The partnership will focus particularly on the Quebec market while supporting Guatemala’s broader growth in Canada following the launch of seasonal direct service from Montreal.

Now entering its second consecutive season, the Montreal–Guatemala City route has demonstrated strong market potential, according to INGUAT. The upcoming launch of direct service from Toronto is expected to further that momentum and make Guatemala more accessible to Canadians.

"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. 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,” said Harris Whitbeck, general director of INGUAT, in a press release.

Under the mandate, Duval Communication will implement a strategy combining media relations and travel trade representation.

"Quebec and Canadian travellers are increasingly seeking destinations that combine authenticity, originality and convenient air access," said Gwendoline Duval, president of Duval Communication, in a statement.

"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."

Building awareness among travel advisors

While still relatively undiscovered by many Canadians, Guatemala offers a diverse range of cultural, nature and adventure experiences.

Highlights include the UNESCO World Heritage city of Antigua Guatemala, Lake Atitlán and the ancient Mayan city of Tikal, along with active volcanoes, Indigenous traditions, colourful markets and outdoor adventures.

Travel advisors are also being invited to join the new bilingual Visit Guatemala Canada | B2B Facebook group, where they can connect with industry professionals, ask destination questions and access sales tools and updates.

To kick off the collaboration, a travel advisor webinar will take place Sept. 10 at 1:30 p.m. The session will provide an overview of Guatemala’s tourism offerings, product updates, itinerary ideas and information about direct air service from Montreal.

More flights from Canada

Air access between Canada and Guatemala is continuing to expand.

Air Canada currently operates between two and four weekly flights from Montreal.

The airline will also launch a new weekly nonstop flight between Toronto Pearson and Guatemala City on Dec. 1, 2026.

Meanwhile, the Canadian Transportation Agency has approved licence applications from Air Transat and Flair Airlines to operate scheduled service between Canada and Guatemala, potentially paving the way for additional connectivity.

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