Interview with Juan Pablo Nieto
Guatemala Coordinator
Juan Pablo Nieto
Guatemala Coordinator
Juan Pablo Nieto Cotera is a Guatemalan professional with experience in strategic studies and marketing. He was Vice Minister of Tourism of Guatemala and Director of Tourism Product Development on two occasions. He has played key roles in the Chamber of Tourism of Guatemala and has participated in consultancies, university professorships and international conferences.
Of particular note is his work in the creation of the Guatemala Sustainable Tourism Master Plan 2015-2025 and its implementation. Currently, he is a representative of the Tourism and Society Think Tank in Guatemala, consultant in marketing and public policy, and representative of US Media Consulting Group in Central America and the Caribbean.
He also leads the design of the Regional Tourism Policy for SICA and coordinates tourism reactivation projects financed by IDB-Lab. His career includes planning, monitoring and evaluation in various institutions, as well as executive management in private sector organizations.
Could you describe your role and perspective as National Coordinator in the Global Network of Religious and Spiritual Tourism Destinations?
To be a liaison between the tourism community and religious institutions and spiritual leaders at the national level in order to create spaces for meeting and collaboration in the implementation of Guatemala's Religious Tourism Strategy. As well as a facilitator for the exchange with other members of the network.
What do you consider to be the importance of religious and spiritual tourism in your country?
Guatemala has an inheritance of the Mayan worldview with particular cultural and spiritual manifestations that led to a syncretism with the Catholic religion. This added with the contributions of the Colony, have built an invaluable wealth in religious manifestations mostly Catholic, such as Holy Week, which is Intangible Heritage of Humanity. In addition, there is a growing number of neo-Pentecostal churches that make Protestantism the second most important religious denomination. Making this millenary culture known to the world and sharing it with visitors is a task to safeguard this heritage.
What are some of the most popular destinations in your country for religious and spiritual tourism and why do they attract so many visitors?
Guatemala City, Antigua Guatemala, Chichicastenango, Esquipulas, Chiantla, Mayan ceremonial centers throughout the country.
How does religious and spiritual tourism impact the local economy?
Holy Week alone generates an enormous economic mobilization. Antigua Guatemala becomes the main place of visitation for nationals and foreigners that surpasses its capacity. Other manifestations such as the Day of the Dead with its particular gastronomy, the prayers of patron saint festivities in all municipalities of the country and Christmas parties are moments of high demand for services. Esquipulas is the number one destination for national overnight stays and is the Central American Capital of Faith, receiving visitors from Central America and Mexico.
What are the main challenges facing religious and spiritual tourism in your country?
The religious authorities' understanding of their complementarity. The fear is to turn faith into a product, however, there are tour operators and managers that carry out the activity with the greatest respect. The country is ready for this exchange, the Catholic Church must favor that the experiences are spiritual, cultural and faith enhancing.
What measures are being taken to ensure that religious tourism is sustainable and respects both local communities and the environment?
A National Religious Tourism Strategy was generated that allows for dialogue among stakeholders, which together with the measures suggested by UNESCO, will serve as a basis for prolonging the appreciation and safeguarding of traditions and customs.
How do you think religious and spiritual tourism is evolving in terms of new technologies or innovative practices?
Not much really on the experiential side. In the administration and management of event logistics we already see the use of GPS to verify where the processions are going and live communications.
Could you highlight any important event or festivity related to religious tourism in your country?
Holy Week.
Is there a personal experience or story you can share that illustrates the impact of religious or spiritual tourism?
In my country it was customary more in the past for all families to make a pilgrimage to Esquipulas once a year or to visit Brother Pedro in Antigua. This was encouraged by the grandmothers and were important family events. I particularly liked the part about visiting the temples, but as a child I was overwhelmed and bored by the trip and the heat in the lines to venerate the image or the Saint. But I do remember that this involved the organization of the trip by bus or vehicle, carrying food or buying it on the way, staying overnight in a lodge and consuming religious souvenirs and typical sweets of the place. Those pilgrimages marked my childhood and the sense of love through physical effort to visit a temple.
How do you collaborate with other international delegates to promote religious and spiritual tourism?
At the moment we are waiting to start the exchange.
What is your vision for the development of religious and spiritual tourism in your country?
I believe that with the right vision and the unity of the actors it can become one of the most important motivations to visit the country. Not only in the religious sense, but also culturally, as is Santiago de Compostela.
What message would you like to send to those who are considering visiting religious and spiritual sites in your country?
That they do it with the utmost respect and awareness that for the local people it is a way of life, it is their livelihood. That the visitor comes to be nourished by the knowledge of the practices and culture and that if one comes with a little faith, one can leave a little transformed.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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