On August 9, 2025, the ancient stones of Iximché, the storied former capital of the Kaqchikel Maya kingdom in Tecpán, Chimaltenango, echoed with a distinctly modern message: inclusion, respect, and a new vision for indigenous tourism. At the heart of this gathering was the official presentation of the Indigenous Tourism Challenge for Latin America and the Caribbean 2025, an initiative that, according to Prensa Latina, represents a fundamental shift in how tourism intersects with indigenous heritage across the region.
Leading the ceremony was President Bernardo Arévalo, whose words and actions underscored the day’s significance—both as a celebration of the International Day of Indigenous Peoples and as a call to redefine the narrative of tourism in Guatemala and beyond. The challenge, promoted by the United Nations World Tourism Organization (UNWTO) and funded by the Development Bank of Latin America (CAF), was coordinated in partnership with the Guatemalan Institute of Tourism (Inguat). Together, these organizations set out to restore the protagonism of indigenous peoples within a tourism model that is, at its core, both inclusive and sustainable.
Standing before a crowd that included international dignitaries and local leaders, President Arévalo did not mince words about the need for change. As quoted by AGN, he declared, "It is an act of justice and a show of respect and admiration for the legacy of the Maya, Xinca, and Garífuna peoples of Guatemala." He went on to explain that this initiative marks a departure from the traditional tourism narrative, which has too often reduced indigenous people, their knowledge, and their cultures to mere objects of consumption.
Instead, Arévalo argued for a tourism industry that recognizes, elevates, and partners with indigenous communities. "Tourism should not be built on indigenous cultures, but with them, from them, and for them. This is the path we have chosen, and we walk it with the conviction that we can show the world a way where inclusion and justice are not the exception, but the rule," he stated, according to AGN. These words resonated deeply at Iximché, a site that, as the president reminded attendees, was once a vibrant center for Maya ancestors and remains a symbol of enduring indigenous presence.
The event’s symbolism was further amplified by its timing and location. As Prensa Latina reported, the ceremony took place nearly 80 kilometers from Guatemala City, at a place steeped in history. The president described the occasion as a "symbolic ceremony on different levels," emphasizing that visitors to Guatemala have the privilege of experiencing a profound history. He extended an invitation to the world, saying, "We are open to invite the world to come and travel the country with us."
The challenge itself, known officially as the Tourism Tech Adventure of the Indigenous Tourism Challenge for Latin America and the Caribbean, is more than a competition. It is a deliberate step toward a tourism sector that values and disseminates indigenous culture, not as a commodity, but as a living, evolving legacy. The initiative seeks to empower indigenous communities to take the lead in shaping tourism experiences, ensuring that development is not only economically beneficial but also respectful of cultural identity and environmental sustainability.
Central to this new approach is the ongoing effort by Inguat and the Guatemalan government to establish a tourism development model that does not marginalize or erase indigenous legacies. Instead, as President Arévalo highlighted, the model is designed to value indigenous history and recognize its vital importance to the nation. According to AGN, these efforts are a direct response to centuries of exclusion and are intended to dignify the stories, traditions, and contributions of the Maya, Xinca, and Garífuna peoples.
Guatemala’s commitment to this inclusive vision has not gone unnoticed on the international stage. In a further sign of progress, the country was recently elected to assume the vice presidency of the Regional Commission for the Americas of UNWTO. This recognition, as reported by both AGN and Prensa Latina, positions Guatemala as a leader in the movement to honor ancestral knowledge and promote pride in cultural diversity. The president expressed that this new role demonstrates Guatemala’s transformation and its willingness to show the world a path where justice and inclusion are central to tourism.
The highlight of the event was the announcement of the winners of the Indigenous Tourism Challenge 2025. The top honor went to the Atiptalla Project from Peru, a community-driven initiative that champions local textiles and gastronomy, with women at the helm. This project, according to Prensa Latina, stood out for its commitment to empowering women and fostering community cohesion through sustainable tourism. Among the finalists was Guatemala’s own KYAQ K’IX Ecological Park, which offers visitors a unique connection to nature and the Maya worldview and spirituality. Also recognized was Panama’s Embera Nepono project, which focuses on preserving culture and language.
These projects exemplify the spirit of the challenge: tourism that is not extractive but collaborative, not superficial but deeply rooted in the lived experiences and aspirations of indigenous peoples. By spotlighting such initiatives, the challenge aims to inspire similar efforts across Latin America and the Caribbean, encouraging governments, organizations, and travelers alike to rethink what it means to engage with indigenous heritage.
Throughout the ceremony, President Arévalo repeatedly acknowledged the pivotal role of indigenous peoples in shaping Guatemala’s identity and future. He praised the ongoing struggle of Inguat and his administration to build a tourism sector that respects, rather than exploits, indigenous contributions. As he put it, "This challenge represents a change in the traditional narrative of tourism that has considered indigenous people, their knowledge, and their cultures as objects of consumption."
For Guatemala, the path ahead is clear but not without challenges. The commitment to inclusion and sustainability requires not only policy changes but also a shift in attitudes—among industry leaders, government officials, and travelers themselves. Yet, as the events at Iximché demonstrated, there is a growing consensus that tourism can—and should—be a force for justice, respect, and shared prosperity.
In the shadow of ancient temples and under the watchful gaze of ancestors, Guatemala took a decisive step toward a future where indigenous voices are not just heard but lead the way. The Indigenous Tourism Challenge 2025 may have crowned its winners, but the real victory lies in the promise of a tourism industry transformed by dignity, partnership, and pride in cultural heritage.