Erzi Espinoza

Director of tourism product development at the Guatemalan Tourism Institute (INGUAT)

What are the main challenges facing the Guatemalan Tourism Institute in the creation of sustainable tourism products, and how are they being addressed to ensure long-term success?

In Guatemala we are betting on sustainable and regenerative tourism, since we want to conserve and protect the elements of our culture, as well as rescue ancestral techniques and aspects that have been lost with generational changes.

The challenge is great and requires working with communities and indigenous peoples to listen to and learn from their worldview. This requires organization and active participation of all actors and implies that, in addition to preserving and rescuing traditions and customs, they are also provided with training support, so that, while maintaining techniques and elements of culture, innovation is incorporated both in product development and in promotion and marketing. 

How do local communities integrate into the development of new tourism products, and what impact has this collaboration had on the diversification of Guatemala's tourism offering?

We are working on improving the organization and active participation of communities, through the strengthening of the departmental tourism committees, which allow them to get involved in the definition of priorities and roadmaps. The director leads listening tours that are being carried out in the territories, to learn about their needs and ideas, as well as to propose priorities to reorient the programs run by Inguat. This dynamic of collaboration has allowed us to identify new products to diversify the tourism offering. For example, we are working on an initiative to implement a Museum in the community of Uaxactún, Flores, Petén, which arose precisely in the meetings with the community, to take advantage of the potential of this important center of Mayan culture.

Regarding cultural and heritage tourism, as well as religious tourism, what initiatives are being implemented to promote and preserve the historical and cultural wealth of Guatemala while developing tourism products?

Guatemala has a rich, ancient culture that remains alive and can be appreciated in different manifestations and practices throughout the country.

In religious tourism, it is important to highlight that Holy Week in Guatemala is an intangible heritage of humanity and we also have the sanctuary city of the Basilica of Our Lord of Esquipulas, recognized as the Central American capital of Faith, among other religious and spiritual destinations and activities that take place in the country and that have the potential to continue developing associated products, which has been considered in the national strategy for religious tourism, with different actions that this year are being implemented in coordination with the tourism sector. An example of this has been the organization of the first national congress on religious and spiritual tourism that took place a few days ago.

How are you adapting tourism products to respond to current market trends, such as the increase in responsible tourism, well-being and personalized experiences?

We are working on cultural and nature tourism at the rural and community level, involving community organization activities, opening spaces for participation and listening, training and support with inputs to community associations. With the organized tourism sector, we also promote better responsible tourism practices, through training and promoting their incorporation into the “Sello Q” quality badge program, which also includes the “Green Q Seal” aimed at archaeological sites, parks and protected areas.

What role does technology play in the creation and promotion of new tourism products in Guatemala, and how are digital tools being used to improve the offer and accessibility?

Technology is a cross-cutting element in the different actions of the tourism sector. We are taking advantage of it for the generation and analysis of big data, which allows us to understand the current expectations of visitors from countries that already know us, as well as from other markets that we can attract to the country. To improve the offer and accessibility, we are working on the technology component as part of the methodology for smart tourist destinations. We have started the application in the city of Antigua Guatemala, to take advantage of the advantages offered by the destination and to make it a model for the development of other smart destinations in the country.

Which sectors of Guatemalan tourism are seeing the greatest growth in terms of product development, and how are these sectors being leveraged to maximize economic impact?

We are seeing interest in further development of the cultural and natural sector, to take advantage of the country's comparative advantages over other destinations. In this regard, priority has been given to rural and community tourism, adventure tourism, gastronomy, crafts and textiles, and religious tourism in coordination with the stakeholders in the tourism sector. There is also interest in the development of private infrastructure for the development of events and conventions, which is driving the MICE segment and other related ones. To take advantage of the impact of this growth, we want to continue working on partnerships, the generation of alliances and productive chains, so that the economic impact reaches all stakeholders.

How is the development of tourism products contributing to environmental sustainability in Guatemala, and what specific examples of sustainable tourism products can you share as a model to follow?

The development of sustainable tourism products is a key approach to promote environmental conservation and support local communities. Among the most notable contributions is the Q seal, which is a distinctive mark that recognizes tourism companies that meet high standards of quality and sustainability in their operations, including practices that minimize environmental impact and promote conservation. Inguat was accredited a few months ago as a certifying entity for tourism quality, according to the international standard ISO 17020.

What strategies are you using to promote domestic tourism and how does the development of tourism products influence the incentive for Guatemalans to discover more of their own country?

We have launched the domestic tourism program “I explore my country” through which tourist destinations are promoted nationwide, focusing on traditional and non-traditional destinations, with a focus on rural and community experiences. The program works by promoting not only the destinations but also by supporting through a free website so that products and services of the tourism sector are offered, announcing offers and benefits for national visitors, reinforcing the campaign in the months of less visitation, in order to encourage and increase visits and overnight stays in the destinations.

We know that you have started collaboration with the Tourism and Society Think Tank, how do you think we can advance in strengthening the relationship and collaboration with our institution?

We are taking advantage of the knowledge and experience of the professionals of the Tourism and Society Think Tank to be part of our events and to make our tourist destinations known to the entire network of professionals, companies and associated services. We consider that what we have developed together to promote the country as a destination for cocoa tourism and the first national congress on religious and spiritual tourism, which was very successful and allowed us to generate ideas for future collaborations in training and support, other events to be developed in Guatemala such as the possibility of having a presence in spaces at an international level so that Guatemala can promote itself as a tourist destination, has been a great start.

Finally, how do you see the future of tourism in Guatemala in the coming years, and what role will the development of tourism products play in maintaining the country's competitiveness at an international level?

The director of Inguat, Harris Whitbeck, is promoting a plan called Inguat 2.0 that considers the country's potential in offering a combination of three thousand years of history and the living culture of 22 Mayan ethnic groups, plus the Garifuna and Xinca culture, 4 active volcanoes out of 37 that the country has, more than 30% of the national territory declared as a protected area and impressive biodiversity. This indicates that the country's competitive level can be raised.

The role of the development of tourism products is key and for this the plan prioritizes projects focused on the textile and artisan tradition, as well as gastronomy and rural and community experiences, among others. In addition, the update of the public policy on sustainable tourism is being finalized, which also entails the update of the master plan for tourism, in which other priority programs and projects will be defined for the coming years.

We would like to thank you, Ms. Espinoza, for sharing your valuable insight into tourism development in Guatemala. Your reflections on sustainability, innovation and collaboration with local communities are inspiring and highlight Inguat's commitment to inclusive tourism that respects the country's cultural and natural heritage. From the Tourism and Society Think Tank, we reiterate our support for the efforts of the Guatemalan Tourism Institute and we are delighted to continue collaborating on future projects that strengthen Guatemala's position as a benchmark destination internationally.

Thank you for your time and for the opportunity to contribute to the development of tourism in your country.