Page 94 - STRATEGY Magazine (G)

The Mesoamerican Mystique
Could Guatemala become a favored destination for tourism in Latin Amer- ica? Pedro Duchez, the former director of INGUAT (Instituto Guatemalteco de Turismo, the national tourism agency), thinks so. In fact, Duchez believes that Guatemala’s unique landmarks, rich history, and living indigenous culture are the perfect combination for bolstering tourism in the country’s growing econo- my. Speaking on growth in the tourism industry, he said, “We are growing faster than other Central American countries. We’re growing faster than Colombia, and we need to keep doing that.”
Since Guatemala has unique activi- ties and points of interest for travelers, tourism professionals have developed marketing strategies to attract the type of tourists that will enjoy visiting this diverse and fascinating Central Ameri- can nation. The strategic plan is meant to target the people who will appreciate
what Guatemala has to offer—whether that be surfing, sport fishing, explor-
ing the vibrant (and still living) Maya culture, or taking advantage of the many other cultural and natural treasures. Building on public and private resources, this industry is looking for foreign inves- tors to help the nation become a thriving tourist destination. Guatemalan officials are expecting future growth, especially since they are forging plans to invest in infrastructure and develop more attrac- tions.
SURFING, SPORT FISHING, AND SIGHTSEEING
When it comes to things to do and places to see, Guatemala definitely does not fall short. Whether it is surfers lured to the big waves on the country’s Pacific coast or fishermen drawn to the shellfish- and marlin-populated waters of the Atlan- tic, many tourists visit Guatemala for
its waters. Others come for immersion into the culture and language, to tour the country’s historic sites and cultural points of interest. And while some cruise lines may anchor on Guatemala’s shores as a mere stopover, the country beckons tourists to come again. “Twenty-five percent of cruise passengers come back to the country by air,” adds Duchez.
MAYAN MAGNETISM
The height of Maya civilization was achieved in Tikal, according to Duchez, and even though the ancient people were spread across several present-day coun- tries, “Guatemala is the real home to
the Maya civilization.” Like many other indigenous populations, Maya culture and history are the subject of intriguing mysticism and folklore. Interestingly, while many people believe that the Maya people vanished from the face of the earth, the truth is quite different. A mix
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SPECIAL REPORT
Guatemala has potential for aggressively expanding its tourism industry, and the country is welcoming private investments. With a limited budget, it is important to target the types of tourists who can appreciate what this unique region can offer.