The Benjamin Hotel in Herzliya awoke yesterday to the scent of freshly brewed coffee. The Embassy of Guatemala in Israel chose this venue to launch its “Sunrise of Guatemala” event. A festive reception dedicated to the most sacred product in the homeland of the Maya: coffee. Dozens of businesspeople engaged in trade with Guatemala, members of the diplomatic corps, and journalists attended the event.
The Hebrew meaning of the name “Guatemala” is “place of many trees,” and in this case, most of them are coffee trees. Anyone familiar with the world of coffee knows that Guatemala holds a place of honor. It is a small country with a big personality, producing some of the finest coffee varieties on the planet. No less.
Ambassador Ava Atzum Arévalo de Moscoso opened the event with welcoming remarks: “Our goal,” she said, “is to deepen the economic and business ties between Israel and Guatemala. We are a small country, but rich in landscapes, diverse climates, and volcanic soil. All of these create coffee that is appreciated around the world.”
Throughout the event, guests were introduced to eight coffee-growing regions, representing a selection of the 18 varieties cultivated in the country. Every cup offered a miniature geographical journey: from the volcanic soils of Acatenango, through the colonial streets of Antigua, to the villages surrounding Lake Atitlán.
A barista station was set up in the lobby, serving all the different types of coffee. Guatemalan coffee enjoys a strong international reputation and has earned numerous awards in global competitions such as the Cup of Excellence. Many of the world’s leading baristas prefer Guatemalan beans. Coffee that has effectively become one of the national symbols of Guatemala. After the informational segment, the ambassador invited guests not only to taste but also to begin importing. “We want to see Guatemalan coffee in cafés and shops across Israel,” she said.
Standing beside her was the embassy’s economic attaché, Ritha Chech, who reminded the audience that in 2022 the two countries signed a trade agreement (TLC), but its implementation was suspended following the war that broke out on October 7. Now, Guatemala hopes to activate the agreement’s commercial advantages.
The economic attaché added that Guatemala imports agricultural technology from Israel. Israeli experts operate an agricultural farm in Guatemala that also trains local farmers. Chech revealed: “There are 27 lone soldiers from Guatemala serving in the IDF, so we kept a low profile. Now we can resume economic and tourism activity, and we want to bring tourists from Israel.”
Guatemala: The Hidden Gem Israelis Rarely Know
Despite the warm friendship between the two countries, Guatemala remains almost absent from Israelis’ travel maps. A pity, because those who do visit discover a country that feels like a journey back in time. Only a handful of Israelis know how colorful and emotionally stirring Guatemala truly is. It is a place where ancient Maya heritage meets dramatic volcanic landscapes, vibrant markets, and postcard-like villages.
In Guatemala City itself stands “Israel Square,” featuring a massive three-story-high sculpture of a Star of David. A touching tribute to the bond between the nations. From there, it is a short step to the heart of Guatemalan culture.
Beyond Guatemala City and its museums, Antigua Guatemala is widely regarded as the most beautiful colonial city in Central America, as if plucked from an old travel chronicle. Colorful stone houses, cobblestone streets, timeless churches, and a volcano towering above like a guardian. It is the starting point for most travelers, and rightly so.
Tikal, one of the largest and most spectacular Maya archaeological sites in the world, lies deep inside a lush rainforest. Towering pyramids rise from the jungle. A silent testament to one of history’s greatest civilizations. Howler monkeys echo in the distance, and the air feels ancient, as if the story unfolding here has been going on for 1,500 years. There is no other place like it.
Lake Atitlán, framed by three volcanoes and lined with traditional Maya villages, offers a completely different rhythm of life: slower, gentler, deeply soulful.
And these are only a few of the many attractions.
The embassy team hopes to make all this beauty more accessible to Israeli travelers. We will continue following and reporting on their tourism initiatives.
Mrs. Ritha Chech revealed they aim to promote direct flights between Israel and Guatemala. It is not yet clear whether discussions are underway with Guatemala’s national carrier Avianca or with Israeli airlines, but the desire is strong. The La Aurora International Airport in Guatemala City serves as a major hub in Central America and could become a convenient gateway for the many Israelis traveling throughout South America.
The Jewish Community in Guatemala
Guatemala City is home to a small Jewish community of fewer than a thousand people. The Jewish community offers a kosher mini-market, two kosher restaurants (at the Chabad House and in the community’s new building), and two synagogues. The Ashkenazi Shaarei Binyamin and the Sephardi Magen David.
Guatemala was among the 33 countries that voted in favor of Israel at the UN 'Partition Plan' in 1947, and full diplomatic relations were established with Israel from the moment our state was founded. In 2018, Guatemalan President Jimmy Morales ordered the relocation of his country’s embassy from Tel Aviv to Jerusalem, and personally led the delegation to inaugurate the new embassy.
“Sunrise of Guatemala” was not merely a coffee celebration. It was a statement: Guatemala seeks a closer relationship with Israel, in business, tourism, and culture.
