The director of the Guatemalan Institute of Tourism (Inguat), Harris Whitbeck, declared that the country brand is an issue that has aroused many passions, because while many people support it, others do not.
It was decided to carry out a brand audit, reviewing the formation process and some 4 thousand documents related to the subject have been found, which are being analyzed and in the meantime, their use has been suspended.
Other images are currently being used such as the Inguat tourism brand (represented by a volcano, a lake and a pyramid), the shield used by the Government of Guatemala and designs based on textiles or the murals of Santa Catarina Palopó, Sololá.
The contract awarded to design and implement the country brand launched in 2022 had an amount of Q6.8 million and consists of a logo that symbolizes a stylized G in purple, fuchsia and pink colors, plus the slogan “Amazing and Unstoppable Guatemala.”
“Given that there has been so much controversy around the issue, we decided to do a technical audit or a brand audit, which is the most appropriate term,” said the official, indicating that at this time the process by which the tender was reached is not being audited. or hire whoever did it, but they are focusing on the brand itself.
However, he said, Inguat’s responsibility is to ensure that it is a brand that truly fulfills the functions of a country brand. For this reason, the brand architecture is being audited, what inputs led to the design of this brand scaffolding, opinion polls and other aspects that require a very detailed analysis.
This review is carried out by an internal and external team of marketing and communication experts, who must inform the Inguat authorities what can be rescued.
“We are very aware that the brand cost more than 6 million and we do not want to throw that money away, but we do want to ensure that the result really meets our needs,” since in his opinion, a visual brand that requires a verbal explanation , it can be better.
Several steps
Asked if a process is going to be carried out to listen to the sectors and if to date they have detected aspects that can be changed, Whitbeck explained that after reviewing the aforementioned documents and reaching technical conclusions, the steps to follow will be decided. .
However, he said that it should be taken into account that this study began to be carried out in 2018 and “the Guatemala of 2024 is very different from that of 2018.” In addition, a brand must be updated and that must be taken into account.
The director of Inguat said that for this government inclusion is very important, and for example “for us in Inguat, the issue of community tourism is very important and we have to be sure that all sectors are taken into account when to design a brand that speaks of Guatemala.”
It is estimated that the review process may take 30 to 60 days, since they are not going to rush “to take very technical and solid steps to get to something that really works.”
He added that for now, “there are other elements that we can use to talk about Guatemala” and exemplified that for the International Tourism Berlin (ITB) fair in Germany 2024. In this, white and light blue backgrounds were used with textile designs and the name of Guatemala, as well as another one with textile designs but in various colors.
Industry opinions
Asked about this, the former director of Inguat, Jorge Mario Chajón, said that “unfortunately the country brand is an issue that has become politicized and it has not been possible to achieve a process in which all Guatemalans agree and with results.”
Although there has been an investigation process for several years, that process is not seen by people and consists of a brand validation that has not been widely exposed, he added.
Separately, Rolando Schweikert Rozotto, president of the Guatemalan Chamber of Tourism (Camtur) said that they respect Inguat’s decision and that they observed the stand used at the ITB, which received very good comments.
He considers that there is a positive change because “people are no longer asking what will happen in Guatemala, when referring to political problems, but rather they are asking what the market can offer or contribute.”
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