This February 29, the authorities of the Guatemalan Tourism Institute (Inguat) presented the work plan and strategic lines for the next 100 days, with the aim of positioning Guatemala as one of the three most prominent destinations in Latin America and the most memorable of the region.
The director of Inguat, Harris Whitbeck, and the deputy director of the entity, Ericka Guillermo, were present at the event, who pointed out that the work plan for the next 100 days focuses on sustainable tourism.
In the presentation, emphasis was placed on the value of tourism as the main axis of the Government of President Bernardo Arévalo as one of the engines of the country’s economic development.
It was expressed that tourism is crucial to attract investment, generate quality employment, boost the service sector and create conditions that promote the prosperity of communities that depend on tourism.
The Inguat authorities indicated that this strategy is in line with the strategic plan for the period 2024-2028 which “emphasizes the promotion of alliances with communities and local governments, entrepreneurs, tourism operators and public-private initiatives to improve infrastructure, including airports. and roads,” reads a statement published by Inguat.
Reference is also made to continuous dialogue and cooperation with all sectors involved in tourism.
Whitbeck pointed out that the approach that will be given to tourism will be through communication. “We seek to increase the number of tourists and the average cost of visits,” he explained during the press conference.
5 pillars
Ericka Guillermo pointed out that the actions implemented by Inguat are based on five institutional pillars: management, promotion, competitive services, public-private alliances and infrastructure.
According to Inguat, among the most relevant aspects of the work plan, the following are emphasized:
Institutional Strengthening: The validation and approval of the National Tourism Policy 2024-2034 has been prioritized to guarantee a solid and future-oriented framework.
Tourism Sustainability: Adherence to the Global Sustainable Tourism Council is sought and the consolidation and development of sustainable tourism products is promoted, including the integration of Guatemala into the World Network of Religious and Cocoa Tourism. In addition, a Market Intelligence System will be launched to improve decision making. Development of Specific Strategies: The promotion of sustainable tourism is contemplated through textile design and the adoption of the Smart Tourist Destination methodology in Antigua Guatemala. Likewise, a tourism investment guide will be established with the support of UN Tourism.
Tourist Security: A National Tourist Security Program will be implemented to guarantee the protection and well-being of visitors.
In addition, the launch and promotion of the new Gastronomy tourism segment is announced, recognizing the culinary wealth of the country. It is also planned to establish a work plan with the consular corps worldwide to strengthen the positioning of Guatemala as a safe and attractive tourist destination.
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