In this context, Travel2latam spoke with Anna Evelyn Valdez, Head of Promotion and Advertising at INGUAT, the Guatemalan Tourism Institute.
How is the tourist influx in Guatemala currently?
Fortunately, we are growing in the number of tourists arriving in Guatemala, which makes us very happy. The number of people who visit the markets is also getting stronger and we are making efforts to open new markets as well. We are happy to see how the influx of tourists is growing.
What is the connectivity situation?
We recognize that air connectivity is a first and main step to be able to attract more tourists. In this regard, specific efforts are also being made to open Guatemala as a destination with direct flights. Currently we have approximately 16 airlines with which we work, and we continue working to be able to increase the number. In addition, due to Guatemala's geographical position, it is easy to make connections. We are in the center of America, and the distances are really short when making connections, for example to Mexico it takes an hour and twenty minutes, and sometimes even less.
Our geographical position allows us to offer better connectivity and now we are making things structurally stronger to increase connectivity. For example, the airport is undergoing renovations, they are fixing it. It is very important, because we had very bad luck with some contracts in the previous government, and right now many renovations are being done to be able to provide a better service to our tourists.
What type of hotel infrastructure do you offer and which cities stand out the most in terms of this offer?
When we talk about hotel infrastructure, I am pleased and proud to say that in Guatemala you have a variety of options for lodging. You have hotels that offer you not only quality service but also special and truly spectacular places. So, the experience you live as a guest in these hotels that can be small, like a boutique hotel, all give you a wonderful experience.
What tourism products do they offer or develop?
In Guatemala, we have, thank God, a natural diversity that is found in both flora and fauna. Our geographical position allows us to have more than 360 microclimates, and that gives us a lot of diversity, it gives us a natural wealth, but also a cultural one, because our Mayan origins follow a living culture through the indigenous communities that live in Guatemala.
Guatemala can offer you richness in all tourist segments. If people are interested in a cultural, historical experience, we have it. In addition, the city is very representative of the Mayans and offers archaeological experiences, a millennial wealth throughout Guatemala.
The cradle of the Mayan civilization is in Takalik Abaj , which is in the south, in the southwest of Guatemala, and which was recognized by UNESCO last year as a World Heritage Site for the cultural and historical wealth that it represents. In Guatemala we have four declared World Heritage Sites.
What are the natural markets that visit them?
The regional ones, our Central American brothers of course, we all visit each other and we love each other very much. Then, the United States is one of the markets that most visits Guatemala. North America is the region that brings the most visitors to Guatemala. South America is growing a lot. Canada is also growing to a lesser extent, as is Mexico.
What is the situation for Guatemala from the MICE point of view?
Our industries that carry out the most MICE activities are obviously the pharmaceutical and technology industries. Even religious congresses seek us out as a destination. And I could tell you that there are several events that are important and that are from various industries, that is, they are always looking for us from different places to be able to carry out these conventions, exhibitions and incentive trips.
I think that one of the strengths that Guatemala offers for the MICE segment is that you can quickly convert your convention, your exhibition or your congress, and strengthen it with an incentive trip, because there are so many beautiful places and you don't have to go far. You can choose the pre or post convention experience, without having to leave or travel long distances. So you do your event, but you do an experience in the afternoon/evening.
Volcanoes are also highly sought after these days. There are experiences of seeing volcanoes up close or climbing them, and there are also tours, for example, to coffee farms and special experiences. There is one person who offers the experience of cooking pizza on the volcano using the heat of the lava.
Experience is what many tourists are looking for now. In addition, community tourism is something we are promoting a lot, which is precisely how you can experience how honey is made, where it comes from, and what the history is like. Tourism where you can paint a wooden mask, which is traditional for Guatemala, learn about the history and wealth that this requires, but also have your own experience. Or, for example, learn how wonderful looms and fabrics are made.
These are experiences that transform you because they enrich you and help you understand the ancient vision and worldview of these indigenous peoples. In itself, the experience transforms you.