In February, Camilo and Evaluna celebrated their wedding vow renewal in an intimate ceremony held at Villa Bokéh in Antigua Guatemala. Marcos Sáenz, executive chef at the venue, described the event as familiar, simple, and special, bringing together about 18 people who enjoyed a four-course menu accompanied by Guatemalan coffee. The renowned couple has visited the country on other occasions and considered it the ideal place to celebrate their love. “Guatemala is definitely a trendy destination,” says Pamela Morales, wedding planner at Crea Evento.

 By 2027, each wedding in Guatemala is expected to generate approximately US$470,000 in economic revenue, according to Claudia Coronado, head of the Inguat Operations and Marketing Department. In addition, Anita Beteta, president of the Chamber of Tourism's Wedding and Honeymoon Guild, says that the goal is to quadruple this segment internationally by 2033. Beteta adds that, specifically in Guatemala, the economic impact could increase by 50% over the next five years, provided there is investment.

 Coronado explains that a wedding with 100 guests generates an approximate economic impact of US$70,000. Added to this are related expenses, such as accommodation, transportation, and souvenirs, which range from US$1,200 to US$1,800 per guest.

 Morales points out that all destination weddings involve greater investment, as they include expenses for hotels, restaurants, and bars, and they usually last more than one day. On average, according to data from the wedding planner, a wedding of this type lasts around three days.

 The strongest market for this type of wedding, according to Beteta, is in the United States and Canada. However, there have also been weddings involving Salvadorans, Hondurans, and Mexicans.

 Economic impact

“The destination wedding market is valued at approximately US$39.2 billion. This market refers exclusively to couples who marry outside the United States, Canada, and Mexico,” says Anita Beteta.

 Claudia Coronado mentions that in 2015, there were around 100 destination weddings and honeymoons. Ten years later, the figure has risen to between 300 and 360 weddings per year. “That's almost one destination and luxury wedding per day,” Coronado compares. In addition, the head of the Inguat's Operations and Marketing Department indicates that in Antigua Guatemala, some 350 weddings are celebrated each year, while in Atitlán, around 120 take place.

 The minimum cost for a destination wedding in Guatemala is approximately US$30,000, according to Estuardo Reyna, a wedding planner for national and international weddings. This type of celebration requires the participation of more vendors than a conventional wedding. Reyna explains that photography, video, decoration, makeup, hairstyling, lighting, music, DJ, and transportation services are needed, not only for the couple but also for the guests.

 “Now it's not just about ‘I do,’ but also about how to give my guests a complete experience. That's where Guatemala fits like a glove,” says Guillermo Durán, co-founder of Artista de Café, the coffee shop that served drinks during Camilo and Evaluna's vow renewal.

 Ricardo Valenzuela, photographer at Auguro Weddings, points out that couples usually travel to Guatemala about three times before their wedding to get to know the place, meet with the organizers, and get to know the vendors. Valenzuela adds that 90% of the destination weddings they cover are for couples from two different countries. His goal, he explains, is for family members to not only travel for the wedding, but to consider Guatemala as a destination to visit more often.

 “This segment has the opportunity to generate equitable economic benefits for other destinations,” says Beteta, who explains that the goal is that if the wedding is held in Antigua, a visit to Lake Atitlán will also be promoted, or if the destination is Petén, visitors will also visit Tikal.

 Guatemala's strengths as a wedding destination

Guatemala has an excellent location, as well as a stable and welcoming climate. These are some of the country's positive aspects, according to Anita Beteta.

 “I think the location we're in is fabulous. It's quite easy to come to Guatemala,” says Estuardo Reyna, who points out that the flights are short, making the country an attractive destination.

 Ana Lucía Contreras, Human Resources Manager at the Hotel Museo Casa Santo Domingo, says that the facility offers award-winning cuisine, natural surroundings, and an attractive destination in the colonial city. “Ultimately, these are the attractions for couples looking for a place to celebrate their wedding,” says Contreras. She adds that Santo Domingo del Cerro has established itself as an icon in the organization of luxury weddings.

 Contreras also highlights that the venue has quality and sustainability certifications and assures that many other venues in the Antigua Guatemala region maintain high standards. “Lately, I feel that Antigua has been elevated in status,” says Daniel López Pérez, a photographer specializing in luxury weddings, who indicates that a more exclusive profile has been achieved in this type of event.

 Ricardo Valenzuela, from Auguro Weddings, states that, of the 100 destination weddings they have covered, approximately 25 belong to guests from previous weddings who return in search of the same experience. This, he points out, shows that Guatemala's positioning as a wedding destination is well established and moving in the right direction.

 What needs to be improved?

Marcos Sáenz points out that, in order to strengthen this sector in the country, it is necessary to promote Guatemala and position it in the “eye of the storm,” so that its ability to offer venues and welcome important personalities is recognized. He assures that the country already has favorable nature and climate, and delves into Guatemala's potential to project itself as an ideal destination for weddings.

 “Our landscapes, volcanoes, and lakes are being heavily promoted, which is of course important and a great help, but we could also promote destination weddings and honeymoons, which also fall within this segment,” says Reyna.

 Claudia Coronado identifies traffic and security as among the country's challenges. However, she assures that inter-institutional actions are being taken to strengthen security, although she clarifies that traffic is outside the jurisdiction of Inguat.

 Along the same lines, Beteta adds the challenges of road and air travel: “I think this is a common denominator for destination weddings as well as any other type of tourism segment.” On the other hand, Ricardo Valenzuela believes that better road infrastructure would allow couples to travel to more destinations, not just Antigua Guatemala. Valenzuela says they have worked with couples who land at 3 p.m. and don't make it to Antigua on time.

The most popular destinations

According to Anita Beteta, the destinations identified for destination weddings in Guatemala are: Antigua Guatemala; Lake Atitlán; the southern coast; Izabal; Petén; and Guatemala City. "Guatemala has the perfect settings. We're not just talking about Antigua Guatemala. There are places like Tikal, the volcanoes," affirms Claudia Coronado, who points out that many people are also looking for options that include adventure. Other couples opt for Alta Verapaz, attracted by the orchids, Coronado adds.

 Daniel López points out that destination wedding photographs always seek to incorporate the surroundings, architecture, and landscape.

 Ricardo Valenzuela says that the most popular destination is Antigua Guatemala. However, he mentions that Petén, with its lakes and rivers, is also attractive, although the costs of suppliers tend to be higher due to the distance.

 Valenzuela also mentions that Monterrico has begun to position itself as a new wedding destination. “The sand isn't the typical Caribbean brown, the waves are a little bigger, and the sea is more active than in the Caribbean. It's also nice for the bride and groom to experience that kind of atmosphere,” he says.

 Antigua, “at full capacity”

Anita Beteta points out that it is important to start considering other areas of the country as potential destination weddings. “Sometimes, a wedding can occupy up to 80 rooms, which is already a large number,” says Beteta, adding that it is necessary to take a good count of the different destinations to know the capacity of each one.

 Beteta also suggests that more destinations could be identified and training could begin or new spaces could be developed, as there are “spectacular” places throughout the country that could serve as ideal settings. Among them, she mentions Chimaltenango, an area that could benefit from infrastructure improvements to attract adventurous couples.

 Pamela Morales points out that Antigua Guatemala is close to reaching maximum capacity. “We need more hotels and more rooms to accommodate more people,” she says. The wedding planner also emphasizes the need for greater investment and for more hoteliers to take an interest in this destination.

 Along the same lines, Estuardo Reyna highlights that a key aspect is having more professionals in the field of destination weddings, as the so-called “low season” is beginning to disappear.

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