From a small lakeside town to a big dream — this is the story behind Xaman Tours.
Meet José
Rooted in Guatemala, Built with Purpose
I was born in Santa Catarina, a very small town in Guatemala. When I was 11 years old, I moved to Antigua, searching for something more. Where I grew up, opportunities were limited, and deep down I felt I was meant to build a different future for myself. I come from an Indigenous community and a family with very humble beginnings, which taught me early on the value of hard work, resilience, and learning.
In Antigua, my world expanded. I attended a Spanish school owned by my family, which allowed me to meet people from many different cultures and backgrounds. To support myself and learn English, I worked half days as a handyman. Sharing languages and connecting with people from around the world sparked a deep passion for communication and learning. Today, I speak three languages, with Kaqchikel as my native language.
Challenges That
Shaped the Journey
As a teenager, my family became separated across Guatemala, and I lived alone with my older sister. It was a difficult and lonely time, but it also strengthened my determination. I knew I wanted to make my family proud and that giving up was not an option.
At 17, I moved to the United States to study English, living there for five years in both California and Colorado. Being surrounded by nature and adventure sports reminded me of home and opened my eyes to new possibilities. I knew then that tourism and adventure were where my heart was.
At 19, I opened my first business. I tried three times, and none of them worked. At 22, I was involved in a serious car accident and spent all of my life savings on recovery. For two years, I struggled with depression and uncertainty, trying to find my way forward.
Finding Purpose &
Building Xaman Tours
Eventually, I was offered an opportunity to work with an ATV company in Antigua. That experience revived my spirit and taught me the ins and outs of the tourism business. While I learned a lot, I knew I still wanted to build something of my own - something that truly reflected my values.
I wanted to give back to local communities and create opportunities for others, just like the ones that had changed my life- creating an environment where people can learn, grow, and support one another.
That vision is what led to Xaman Tours. We work as a family, and this family-first approach is what truly sets us apart.
Turning Vision Into Growth
I started Xaman Tours when I was 28 years old, and just months before opening, I found out I was going to be a father. I invested all of my savings into the business, driven by the desire to create a better life for my son, Noah, who became my greatest motivation and inspiration.
I chose San Pedro because I saw an opportunity - a side of the lake ready for something new, something that could benefit both locals and travelers. I believed that if I planted the seed, it would grow. With years of experience, determination, and a deep love for Lake Atitlán, I was ready for the challenge.
What began as a single location in San Pedro grew quickly. In just a few short years, Xaman Tours expanded to a second office in San Juan, allowing us to reach more travelers and create new opportunities for local guides and families along the lake.
Today, my dream is to expand Xaman Tours across Guatemala, creating opportunities that allow locals to stay, work, and grow within their own communities.
When I first started, I was completely on my own. Hearing guests say that their tour with us was the best experience they had at the lake — or even in all of Guatemala — gave me the strength to keep going. What began as a big dream has become a reality, and now I get to share a piece of it with every person who rides with us.
SHARING THE EXPERIENCEI look forward to welcoming you to Lake Atitlán — not just as a guest, but as part of our story.
- José Matzar, Founder of Xaman Tours