The Guatemala Tourist Commission (INGUAT), a governmental entity dedicated to the worldwide promotion of tourism, will launch for the first time an aggressive marketing campaign to position itself as a world-class tourist destination….
The Guatemala Tourist Commission (INGUAT), a governmental entity dedicated to the worldwide promotion of tourism, will launch for the first time an aggressive marketing campaign to position itself as a world-class tourist destination. The campaign will promote Guatemala as the soul of the Mayan World, with its exuberant natural beauty and cultural diversity.
Support from the country`s new government as well as improvements to the country`s tourism infrastructure has made it a priority to reintroduce Guatemala to the U.S. traveler as a premier tourist destination offering visitors a wide array of activities.
Tourism has contributed greatly to Guatemala`s economy and remains first place among export products, immediately following coffee exports. With a 2.5 percent annual growth rate during the last four years, opportunities within the tourism sector represent the main focus for the complete restructuring plan of INGUAT. Presently operating under the leadership of INGUAT`s new director, Alejandro Sinibaldi, the agency will take on the task of making Guatemala a first-class tourism destination. Guatemala is known for some of the most stunning Mayan archeological sites but few people know of the ecological beauty of our rain-forest and countryside. I am confident the strategies we will be implementing will prove Guatemala truly is a world-class destination, said Mr. Sinibaldi.
As part of INGUAT`s restructuring, new objectives have been created for the successful promotion of Guatemala around the world. INGUAT`s goals are to increase income through tourism so as to reach an annual income of US$700 million; to increase the average stay of tourists to at least eight days, versus the average 6.8 day stay registered in 2003; and to increase the flow of tourism to Guatemala year round.
According to Mr. Sinibaldi, new tourist attractions have emerged and are now being promoted. For this reason, and with the objective of broadening tourism opportunities in the country, seven tourism sectors have been identified in Guatemala and will be promoted worldwide:
- A Different Caribbean
- Living Indigenous Highlands
- The Mayan World Adventure
- The Pacific Coast
- Modern and Colonial Guatemala
- Discovering Guatemala
- Natural Paradise
Mr. Sinibaldi, along with Willy Kaltschmitt, Presidential Commissioner of Tourism, work jointly with public and private sectors inside and outside of Guatemala to effectively implement The National Tourism Strategy (ENT), a governmental guideline for developing a sustainable tourism plan. One of the key objectives of this plan is to increase the flow of tourism to Guatemala in order to facilitate access to the country. As a result, important partnerships are being created with North American, European and Asian airlines.
In addition to airlines, INGUAT will also target the cruise line industry to encourage traffic to Guatemala`s seaports. Significant investments have been made in the country`s seaports to provide the necessary infrastructure to accommodate cruise lines and its passengers.
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