What is the tourism strategy for Guatemala?
In the area of investment we are still preparing ourselves to have the ability to promote Guatemala. We are focusing on promotion of investment, the creation of an investment fund and tourism development and the preparation of a portfolio of projects. Furthermore it is an integral plan that not only occupies the promotion of investment but it is the focus inside a specific area that interests us a lot. The plan has 6 big pillars which is the development and institutional modernization, inter-institutional coordination, the consolidation of traditional tourist destinations so that they are not degraded and continue to be visited such as (Antigua, Panajachel, Chichicastenango), an information system for tourists, creation of cultural tourism and to strengthen the education and marketing of tourism.
What does this country in this region offer that is known worldwide and that is comparable with other countries in the zone?
We have a strong position in cultural tourism not only for the vestiges or archeological sites that exist but also that Guatemala has around 22 Mayan origin groups as well as the Garifona population from the Caribbean. This country is a mosaic of races: there are different intensities from the pure Indian to the European prototype. Our Indians have an extraordinary manual capability. Their colors are also very identifiable to Guatemala. It is the combination of nature and culture that differentiates the country from other countries in the region.
We know from annual statistics as well as from our research that the country has grown and that it is promoting tourism, what percentage increase do you expect to grow in the next five years?
The goal of growth in the first year is between 5% and 6%, the second year is between 7% and 8%, the third year is between 9% and 10%, the fourth year is around 12% and the fifth year about 15%. We are obliged to create a satellite account for tourism that is incorporation with the tourism activity within the national accounts of the country. The idea is that one can measure all of the economic overspill that was caused by tourism in the different sectors. In regards to the growth, we have had an a 117.8 million of dollars in revenues which is about 34% more than last year.
In regards to the investment in tourism, where is the strategy and what mediums and forms are you using to improve the image?
There is an integral vision in this strategy as
generally the institution has focused on the marketing
of tourism. This strategy is used as a precise measurement
for the support of the development of tourism and
to create a business climate so that one gives this
development the chance to consolidate and create
still more for the tourist. Within the strategy,
there are various levels of action. The idea is
to work in local committees of tourism with the
receptive committees of tourism so that they can
begin to evolve. There is some support from small
and medium size businesses because this is the form
they begin to benefit. At the same time there is
a transference of knowledge to improve the level
of life but with caution to not affect their traditions
or customs. The other level is the National Committee
of Tourism that for the first time is established
in Guatemala. It is a special cabinet of government
chosen by the President of the Republic where the
tourism sector can channel its necessities and receive
support from the central government. |
What can you tell me about the potential for investment and the communication that you have with the European Community, United States and the world in general?
I think that the European market is an important market for the Guatemalan product and we view it as a very powerful market economically and academically. They are people that travel to learn. We believe that we have products that are attractive to a specialized market. We are not interested in a massive market but rather a specialized one that can appreciate the cultural and natural patriotism. Therefore the marketing plan is more directed to a specific micro segments and niches. We believe that we have a comparative advantage in developing a a specialized product for the different segments. We are also hoping for business tourism such as congresses, conventions and incentives. We think that Guatemala could be an incentive destination because it reunites the qualities of an exotic destination that can be very attractive to the professional. Guatemala has developed a high quality hospitality infrastructure of which 13 international chains fully operate.
What are the advantages that Guatemala has for an investor?
I believe that Guatemala has a level of infrastructure that facilitates the investor, such as highways and tourist attractions.
What goals do you have as director of INGUAT?
I think that the largest goal would be the execution of this tourism strategy because I have collaborated and worked hard on this. To position Guatemala as a tourist destination of international quality and to also convert the tourism sector as an instrument of economic, social, environmental and cultural development of the country.
Do you continue to have an interest in the United States and European markets?
We continue to consolidate certain markets that are already established as priorities such as the United States, Mexico, Europe, the United Kingdom, Italy and central America.
What message would you give to our readers?
I invite them to visit Guatemala not only as tourists but also as investors. Guatemala has its doors open to them and has a lot to offer in tourism as well as investment. |
