Antigua is one of the most popular tourist destinations in Guatemala. Vistors come for the ruins of colonial churches, stunning views of the three surrounding volcanoes and well-preserved Baroque architecture. The city lies in the highlands of Guatemala and is one of the coffee producing regions of the country.

The primary industries of the city are tourism and language teaching. Antigua is a very popular place for students from Europe and North America to learn through Spanish immersion courses. As a center of tourism, Antigua has bus services to many other parts of the country including to beaches, lakes and ancient pyramids.

Listed as a UNESCO World Heritage Site, Antigua is more tranquil and safer than neighboring Guatemala City. There are also more activities for tourists so many cruise ships passing Guatemala offer trips into the city. Foreign presence is increased by the reasonably large retirement community of natives of the U.S. and various European countries.

Antigua is also highly notable for its extravagant religious celebrations during Lent, Holy Week and Easter. For example, every Sunday of Lent a different local parish will sponsor a procession through the streets that includes decorated carpets made from sawdust, flowers, fruits and vegetables.