Guatemala: Guatemala Tourism Profile

Guatemala seeks to sustain tourism increase over the long-term

In June 2012, Guatemalan president Otto Perez Molina introduced the National Policy for Sustainable Tourism Development 2012-2022 in response to the country’s rapidly growing and evolving tourism industry. The policy contained a lot of goals, inclunding reaching 2.8 million visitors by 2022 and raising foreign exchange earnings by 8% annually. The policy as well focused on the development of a Ministry of Tourism and its coordination with key tourism stakeholders, particularly the Guatemalan Institute of Tourism (INGUAT). According to the director of INGUAT, the plan will “present a positive image of the country and tell the world that Guatemala is much additional that what has been said in the completed and that we are ready to welcome visitors with open arms.”

The end of the Mayan Schedule draws a record number of tourists to Guatemala

The 1,300 year old Mayan Long Count schedule completed its current cycle or “ended” in the 13th Baktun, calculated to be December 21, 2012. This event led to multiple theories that suggested the world would end on that date. As a result, tourism in Guatemala experienced a rebirth in late 2012 and early 2013 as visitors flocked to significant Mayan sites, the majority prominent of which was the UNNESCO World Heritage Site Tikal, near the town of Petén. Initially, the government announced that the site was to host a large celebration with musical acts such as U2 and Elton John, but local organisations fought against the plan, which they deemed to be inappropriate. As a result, the site hosted traditional Mayan ceremonies and celebrations. Surrounding areas reported 95% occupancy rates while experts estimate that at least 7,000 people visited the site on December 21 compared to an average of approximately 260 visitors per day in 2011. However, despite positive tourism increase for the region as a result of the large volume of visitors, a negative consequence was irreparable damage to some of Tikal’s most famous pyramids.

Potential visitors reluctant to travel to Guatemala due to threat of violence

Guatemala is considered to be one of the majority violent nations in Latin America with a murder rate of 34.5 per 100,000 residents in 2012. Robberies, muggings and carjacking are as well common crimes in the country. Furthermore, violent bus attacks are common as gangs extort bus operators and passengers for “protection” money. The violence, concentrated in Guatemala City and the country’s borders with Honduras, is largely a result of gang activity combined with the increasing presence of drug traffickers. Tourists are not immune to violent crime and have been victims of armed robbery and even murder. Rural roads can be particularly dangerous for visitors at night due to the threat of carjacking. The threat of violence continues to be a key deterrent for potential tourists.

Guatemala stakes its place online

In September 2012, INGUAT began its initial foray into online advertising, marketing Guatemala via sites like Expedia, Travelocity, TripAdvisor and Kayak. In 2013, the government in conjunction with INGUAT launched a new Strategic Marketing Plan 2013-2017, which emphasised the further utilisation of the internet to reach potential visitors. One resulting strategy included working in conjunction with Google to raise the country’s advertising and search engine presence. According to INGUAT, the strategy has been a success; Guatemala’s online marketing was available on additional than 23 platforms and reached over 15 nations by July 2013.

Government invests in new marketing campaign

Crisis in Honduras affects arrivals from Honduras

Authorities promote domestic tourism