Guatemala presents strategy for international promotion

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Guatemala presents strategy for international promotion
Wed September 02, 2020

Through an inter-institutional agreement, government institutions strengthen actions to promote the country's tourism and commercial potential


With the signing of an inter-institutional agreement between the Ministry of Foreign Relations (MINEX), the Ministry of Economy (MINECO) and the Guatemalan Institute of Tourism (INGUAT), the Government of Guatemala announced this day the official launch of the Network of Commercial Counselors as part of a joint strategy to advance in the promotion and positioning of the image of Guatemala internationally.

In accordance with the provisions of the General Government Policy, the foreign policy strategy was reoriented to integrate, in addition to diplomatic issues, commercial, tourism and investment matters. According to the Guatemalan Foreign Minister, Pedro Brolo, the strategy focuses on taking full advantage of diplomatic representations abroad, to provide support services for the internationalization of companies, promote exports, attract investment and position the country as a destination. tourism of the first order, through actions of Commercial Diplomacy.

Guatemala already has Commercial Counseling offices in 11 countries: the United States, Mexico, El Salvador, Canada, the Dominican Republic, Colombia, Chile, Spain, the Netherlands, Germany and Korea. The authorities announced that they are working on the opening of new offices to boost attractive markets such as Italy, Belgium, the United Kingdom and the United Arab Emirates.

In this regard, the Minister of Economy, Antonio Malouf, said that this project will be a fundamental element in advancing the economic recovery plan. "Our efforts are oriented towards the economic recovery of the country, through the generation of sources of employment, attraction of investment and the promotion of Guatemalan products internationally" he added

Government authorities affirmed that inter-institutional coordination between public and private institutions is key to the success of the project. Together they will prioritize actions aimed at:

The promotion of international trade.
Detect business opportunities.
Monitoring of product admissibility processes.
Attraction of foreign direct investment.
The promotion of Guatemala as a tourist destination.
Support in international fairs.
Strengthen the market intelligence management system.

For his part, Mynor Cordón, INGUAT General Director, stated “This agreement allows highlighting the importance of tourism as a transversal contributor to the economy, fostering the development and promotion of multi-destination itineraries and it will be through a technical table that efforts will be they will coordinate to continue working to develop the best promotion and marketing strategies for Guatemala as an international tourist destination, focused on strategic and opportunity markets ”.

To guarantee better results and better follow-up to the commercial councils of Guatemala abroad, the Commercial Information Management System was implemented, which will allow the follow-up of the results in the areas of action and incidence abroad. In addition, it will help to quickly visualize the evolution of the assigned goals and the prioritization of the markets. This digital tool will also provide strategic information for decision-making based on performance indicators and capacity of the exportable supply.

As part of the intelligence work on markets abroad, Foreign Minister Brolo added, “We have created an interactive map that will provide information for the different economic actors on the potential of the target markets for Guatemala in the different prioritized commercial and tourist segments. ”.

In recent months, as a result of this joint work, 27 profiles of potential investors from Germany, Australia, Canada, Colombia, Korea, Spain, Mexico, the United States and the Dominican Republic have been identified. The investment sectors that have shown the most interest are: Manufacturing, services, textiles and clothing, renewable energy, telecommunications, construction and infrastructure, logistics, agriculture and forestry.

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