The Instituto Guatemalteco de Turismo (INGUAT), Guatemalan Institute of Tourism, has launched its new global multi-channel marketing campaign, in partnership with social-first agency, SAMY Alliance, as the country competes to be the next go-to tourist destination for travelers worldwide.

The campaign, the creative concept of which was provided by INGUAT, kicked off with a cinematic 9-episode streaming show on social platforms and on the official INGUAT website featuring content creators, real travelers, and diverse figures from the local community. The result is a truly authentic and personal experience, set to enthral and inspire would-be travelers.

Each episode will focus on a different aspect of the traveler experience, covering local cultures and customs, nature, adventure, health and wellness, gastronomy, and more. Viewers will be introduced to breathtaking landscapes - from lush jungles and volcanic peaks to coastal views - while highlighting the incredible diversity of Guatemala’s flora and fauna.

This approach was led by SAMY Alliance’s strategic methodology, “Culture Current”, which helps brands build cultural capital by offering actionable insights, strategic direction, and creative solutions tailored to resonate in today’s ever-evolving cultural landscape. The agency has also called upon its vast travel knowledge, having worked with Copa Airlines, Royal Caribbean, and multiple brands under the Marriott Hotels umbrella.

Alongside the locally-driven digital video content will be hundreds of out-of-home activations throughout the Americas and Europe covering train stations, airports, and billboards. Each activation will be tailored to the targeted country - such as the US, the UK, Spain, Mexico, and Japan - going beyond mere translation, to better amplify Guatemala's key tourist areas and showcase its community, cultural richness, and natural beauty.

The content will be also championed as teaser content in travel magazines and digital travel media whilst also being adapted and distributed as 30 and 10-second clips through social channels and connected TV.

The campaign will also highlight the full spectrum of Guatemala’s tourism segments, including culture, nature, adventure, health and wellness, MICE (Meetings, Incentives, Conferences, and Exhibitions), destination weddings and honeymoons, cruises, language learning, and gastronomy.

The campaign will be running throughout 2025.

Luisa Fernanda Rodríguez, Marketing Director, INGUAT, said: “Guatemala is a destination that has it all... nature, adventure, history, a spectacular climate, great cultural richness... and above all unique people. Visiting Guatemala is a journey that transforms you, because you find authentic and profound experiences in every corner. And this new campaign reflects it... each chapter, each production, reveals a little of what Guatemala is and at the same time, leaves you with the sensation of wanting to discover and live it for yourself. So we hope you enjoy this campaign and come visit us soon. Guatemala is ready to welcome you with open arms.”

Hernán Cerdeiro, Chief Creative Officer, Americas at SAMY Alliance, added: “Guatemala is undeniably breathtaking. However, there’s currently limited understanding of the country around the world.

“Guatemala deserves more than just an ad to truly understand its unique culture and astounding beauty. A nine-part streaming show at the center of this campaign to fully immerse an audience allows for a better understanding of this country.

“This campaign will not only promote Guatemala’s tourism but also drive economic growth, and foster sustainable development.

“By positioning Guatemala as an unforgettable destination, we aim to attract international visitors, support local businesses, and contribute to the country’s continued economic success”.