Guatemala unveils innovative tourism strategy for the next 100 days

04-03-24

Harris Whitbeck, in his role as director, together with Ericka Guillermo, deputy director of the Guatemalan Tourism Institute (INGUAT), have outlined a bold strategy for the next 100 days, with the vision of catapulting Guatemala among the three most preeminent tourist destinations in Latin America, aspiring to make it the most unforgettable destination in the region. This strategy is part of the broader efforts of President Bernardo Arévalo's government, which sees tourism not only as a fundamental pillar for the country's economic development, but also as a vital tool for attracting investment, promoting the creation of quality jobs, boosting the service sector and, above all, fostering an environment of prosperity in the communities that revolve around tourism.

In presenting this strategic vision, INGUAT leaders underscored how these initiatives align perfectly with the institute's strategic plan for the period 2024-2028. 

This strategic plan places particular emphasis on promoting strategic alliances with local communities, municipal governments, entrepreneurs, tour operators, and joint public-private projects, all with the goal of substantially improving the country's tourism infrastructure, including airports and highways. In addition, emphasis was placed on the importance of maintaining constant dialogue and cooperation with all stakeholders in the tourism sector.

A crucial aspect of this strategy is Guatemala's leadership in the World Network of Religious Tourism Destinations and the World Network of Cocoa and Cocoa Derivatives Destinations. These two areas represent unique opportunities to highlight the country's cultural and natural wealth, offering tourism experiences that go beyond conventional visits. Active participation in these networks not only reinforces Guatemala's position as a tourism destination of international relevance, but also underscores its commitment to promoting sustainable and culturally enriching tourism.

Harris Whitbeck stressed the importance of adopting a proactive and efficient communication approach to attract more tourists and increase average spending per visit. "Our strategy is designed to make Guatemala not only a tourist destination, but a memorable experience," he said during the press conference.

For her part, Ericka Guillermo emphasized that the implementation of these strategies will be supported by five fundamental institutional pillars: effective management, intensive promotion, offering highly competitive services, fostering strong public-private partnerships, and developing first-class infrastructure. These pillars are the cornerstone on which INGUAT hopes to build a bright tourism future for Guatemala, positioning it as an undisputed leader in the Latin American tourism landscape.

The initiatives within INGUAT's strategy are aligned with the 2024-2028 strategic plan, which underscores the importance of partnerships with communities and local governments, entrepreneurs, and the private sector to improve tourism infrastructure. It also stresses the need for continuous dialogue and cooperation with all sectors involved in tourism.