It may be possible to arrange a tour of the Gallo brewery by calling ahead.
You can spend hours in and around the Mercado de la Democracia in the commercial center of Xela. It is where the locals shop for most of their needs.
Any concert is worth attending in the Municipal Theater. It is beautiful inside.
Evening marimba concerts are often given on the steps of the Municipalidad on the west side of Parque Centro America.
Walk around town. In the side streets, you'll often come upon a master giving guitar lessons or a group of men practicing Marimba.
Go to a football game: Xelaju M. C. vs anyone. The crowd is animated and the fireworks alone can be worth the price of admission. Don't pay extra for the high priced seats, they remove you from much of the fun. Try to sit in the corner near the band. A "Xelaju M. C." flag to wave costs Q10. Grilled sausages are less. No alcohol permitted in the stadium.
Fireworks! If it's your birthday, or you just feel like it, spend a couple of Quetzals for a big string of firecrackers. You'll normally hear them any evening or early morning. Yeah bring your ear plugs they usually sound off about 4 am. I understand they are called God Bombs and are used to wake God so He will hear your prayer. It definately wakes the dogs who bark till the roosters wake and cook a doodle doo until they figure out it is not dawn. Ear plugs.
Weekend nights are also an option, you will find night clubs in all the center, from the Central Park, to the Theatre, for 30 quetzales you can get in anywhere and drink something. Also in some seasons the "14A" is closed to the traffic because of some music festival, concerts, street art exhibitions etc.
the high country
Totonicapan Near Quetzaltenango, you have to visit the principal town Totonicapan in the departament of the same name. Known for its hand woven textiles and his potteries.
San Francisco El Alto Friday this is the site of the Central America's largest market. If you can buy it in Guatemala, you can buy it here, although there is very little aimed specifically at tourists. If you can, drop by the cathedral and see if someone will take you up on the roof for a bird's-eye view of what's going on.
If you go here be on the look out for pick pockets. A man hit my shoulder from behind almost knocking me down and I had all my money in both my front pockets taken...including change! I knew about pick pockets being there so I had money in my money belt for the bus ride back to Xela. It is a great market with animals for sale on Fridays...I saw all the old Singer Sewing Machines America has dumped for sale at this market. Also if you have a camera keep in in your hand since a swish of the knife will cut a strap and you will not even know it till you start to take a photo.
Momostenango: Wednesday & Sunday: Market. This curious "Riscos de Oro", rock formation produced by erosion.
San Cristobal Totonicapan Church and Convent of the XVII.
must see
Zunil is 9 km from Quetzaltenango. Monday is market day. Located on the Samala river and on the main highway leading down the coast, Zunil's people wear attractive clothes made by hand using traditional techniques featuring intricate designs and bright colors. This picturesque town is the center for the worship of "Maximon" or "San Simon" a life-sized mannequin endowed with occult power: Just 8 km from town on the slopes of the inactive Zunil volcano would have found the beautiful "Las Georginas" thermal springs, equipped with restaurant and bungalows. They were destroyed by tropical storm Agatha in May 2010, but they reopened on Mar. 1, 2011. Unfortunately, they have implemented a dual admission policy charging foreigners twice what they charge locals.
destinations
The "Quetzaltecos" villages of Quiche and Mam origins, have small places with impressive colonial style churches where the tourist will see the regional handcrafts displayed on market days.
Salcajá: 9 km from Quetzaltenango. Market day: Tuesday. local festival the 25th of August. Here was constructed the church of San Jacinto, the first of the religious constructions of the region and a beautiful example of colonial architecture. Also famous for its hand-woven "jaspe " materials and unique alcoholic beverages known as "caldo de fruta" " and "rompopo" .
San Juan Ostuncalco 12 km from Quetzaltenango. Situated in a valley of the mountainous region, it is the commercial centre for the Mam-speaking villages which border the departament. Here you may acquire musicals instruments, wicker furniture as well as lovely hand woven materials.
Almolonga 5 km from Quetzaltenango. Market on Wednesday and Saturday. Annual festival the 26th-29th of June. Known for its variety of vegetables which are cultivated on the smell farms which surround the village. You will also enjoy thermal springs such as "Las aguas amargas" and "El rosario" .
Cantel 10 km from Quetzaltenango. Visit the interesting cooperative for handmade blown glass. Chojolom, a small K'iche' archaeological site is located on a hill just outside the village. For a guide, ask at the Municipal offices, in a temporary location in a sidestreet to the right of the Catholic church.
Olintepeque : 7 Km from Quetzaltenango. The place where according to legend, the famous Maya-Quiche prince Tecún Uman died in battle against Pedro de Alvarado in 1524.
San Andres Xecul : 7 km from Quetzaltenango, in the direction of the "Cuatro Caminos" highway junction, with a colonial-style whose facade is both colorful and picturesque.