 PROFILE |
When considering the impressive evolution of the tourism activity throughout the world with revenues surpassing those of oil exports, automobiles and electronic equipment, the importance as an employment generator and income provider, its favorable impact on the conservation of the natural and cultural patrimony and the high potential Guatemala has in becoming an international quality destination, to face its poverty and deterioration of its resources as well as the Government facing budgetary restrictions, a national strategy for the sustainable development of the tourism sector is justified as an important option for the economic, social and cultural environment.
The National Tourism Strategy incorporates a series of elements extracted from various studies conducted different national, regional and international organizations in an effort to provide a framework for mutual and complimentary execution between the private and public sector with technical and financial support for the international community.
The National Tourism Strategy-NTS-presents an integral balanced and long-term vision of the national tourism sector. It respects the different ethnical groups that cohabit in the country and allows for equitable participation in the benefits from tourism by supporting small and medium enterprises, promotes the culture and conservation of the environment. For the NTS, tourism is a privileged industry within the productive activity of the country and it recognizes it as a national project to be supported by the State as a whole.
The format of the National Tourism Strategy consisted of three important activities: investigation, analysis and decision making to define the objectives, strategies and actions to be taken.
A validation process took place by sending it to various organizations in the private and public sector, International Organizations and to persons related to the subject who made their observations and comments. These were than integrated into the matrix to be analyzed and later included.
To execute the strategy, specific projects and activities, goals and policies will be defined and financial resources will be assigned from diverse sources mentioned in the study.
A periodic evaluation of the accomplishments of the different activities described in the strategy will take place. The sectors situation, measurement of results and goals reached will be evaluated and if necessary, corrective measures will be put into place to improve and bring it up to date.
Provided that human and financial resources are limited, this strategy will prioritize its efforts and development of products and marketing activities to certain destinations and specific markets.
The criteria to be used to prioritize will be applied to specific geographic locations where, according to the marketing research, the best possibility exist of obtaining, in the least amount of time the highest financial and social return on investment.
The national tourism Strategy will convey our society to implement short, medium and long term actions with a tendency to fortify and develop the tourism sector. The national territory will be prioritized into three levels, according to its tourism functions, consolidation, diversity of products and existing and future markets.
The priorities on the supply side are 1.) Short term and mature results in the strengthening and consolidation of tourism destinations and products as well as the diversity of the attractions offered. The development of new products in the area near traditional destinations. 2.) Medium term results that reinforce those destinations with incipient levels of development. 3.) Long term efforts with a final result of enabling the most under utilized destinations and, little by little, incorporating all areas of the country with favorable tourism conditions.
On the demand side, by focusing on segmentation and micro-segmentation of the market, the proposal is to continue consolidating the positioning of the traditional priority markets of North America-United States and Mexico, Europe-United Kingdom, France, Spain, Germany and Italy, and Central America. To continue penetrating and consolidating potential markets in South America-Brazil, Chile, Argentina, Europe-Switzerland, Belgium, Holland-and Canada, as well as approaching new potential markets such as Japan, China and the Russian Federation.
We seek to capture a more specialized and less massive tourism that is respectful and careful of the cultural and natural patrimony of the country visited.
It is considered that the following strategies and actions to be taken will contribute tot he consolidation and development of the tourism sector in the country, guaranteeing the protection of the patrimony, the improvement of living conditions in the communities and the profitability of entrepreneurial initiatives.
| INSTITUTIONAL DEVELOPMENT AND STRENGHTENING |
 STRATEGY |
To facilitate the development and strengthening of the institutions related to tourism activities by decentralizing the administrative and financial activities of the tourism public sector. Initiate conversations, discussions and coordination between the various groups in the local tourism cluster.
| ACTIVITIES |
Reorganize and modernize the institutional structure
Modernize and modify the INGUAT Organic Law
Support the modernization of the Guatemalan Tourism Chamber
Create Local Tourism Committees
Participation of key sectors of the local community to formulate, and execute, by ample participation and consensus in the development of the tourism plan for the communities.
| INTER-INSTITUTIONAL COORDINATION |
| STRATEGY |
To expedite the formulation of policies, coordination and execution of programs and projects of the different institutions within the organizational structure of the public sector. This is indispensable for the development and strengthening of the tourism activity in the country.
| ACTIVITIES |
Create the National Tourism Committee
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| CONSOLIDATION OF TRADITIONAL TOURISM DESTINATIONS AND DEVELOPMENT OF NEW DESTINATIONS |
| STRATEGY |
To encourage the consolidation of the most visited destinations and create new ones.
| ACTIVITIES |
Encourage the development of a program to help tourists establish a Security System
Tourist protection
Hygiene and security standards
Develop a program to promote investments in the tourism sector
Prepare a portfolio of projects
Update the Tourism Investment Promotion law
Create a fund for the investment and development of tourism
Outline a program directed to sponsor the sustainable development of the tourism sector
Planning
Quality of service and interaction with the society and environment certification to companies
Empower the Mundo Maya Program and other regional initiatives
| TOURIST INFORMATION SYSTEM |
| STRATEGY |
To develop a permanent system of investigation and analysis of demand and supply, a statistics system that complies with known international standards and a program to broadcast the information.
| ACTITIVITIES |
Perform integral and effective investigations of the market: supply and demand
Improve the quality of the statistics system
Promote a program to publish the tourism information system
| THE CULTURE OF TOURISM AND EDUCATION |
| STRATEGY |
To promote the culture of tourism and improve the quality and coverage of tourism education in the country.
| ACTIVITIES |
Cooperate in the development of an adequate tourism education program
Promote the execution of an integral tourism training program
Develop a tourism sensitization program
| MARKETING |
| STRATEGY |
To emphasize the positive aspects, minimize and resolve the country's disadvantages as a tourist destination and develop an adequate market mix.
| ACTIVITIES |
Create a composite promotion fund as an instrument to promote Guatemala's image
Design, produce and distribute promotional material, traditional and electronic
Develop and execute an internal and regional tourism promotional plan
Develop a plan for adventure and special interest groups
Carry out the tourism plan for conventions, congresses and incentive groups Develop and execute a marketing plan for the cruise ship segment
| GROWTH GOALS |
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By executing this strategy, it is expected that during the first year, the rate of growth of international tourists visiting the country will be of 5-6%. During the second year it could reach 7-8%. During the third year the growth should be of 9-10% considering the development of new destinations nearby the existing ones and the consolidation of these. During the fourth year, a 12% growth is expected and during the fifth year, a growth of 14% is possible due tot he development of destinations that are presently showing an incipient growth. Also, the diversity of the tourism offer, the increase in tourism infrastructure and support services and the selective actions taken in the promotion and commercialization of the destinations and its products will achieve these goals. |
