Guatemala Profile Lo Res
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Atitlán, Guatemala Consulting Practicum
Guatemala profile
Some basic information • Total area 108,889 sq. Km (42,058 sq. Mi) • In between the size of Tennessee and Louisiana (33 and 34 in US size rank) • Population: over 13 Million • Median age of total population (yrs): 18.2
Economics • • • •
GDP per capita (PPP US$): 4,802 GDP growth (annual %): 4.6 Inflation, GDP deflator (annual %): 6.2 Unemployment (% of total labor force): 3.4
Development • Life expectancy at birth (years): 69.0 • Human Development Index (Rank 1 177): 118 • Internet users (per 100 people): 10.2
Culture • 25 different ethnic groups and languages
Tourism Arrival of tourists and expenditure 1.8 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0
# of visitors (Million) Tourism expenditure (Million U$)
2005
2006
2007
Most visited destinations
Going to Atitlán
Before you go…
Who is who? • Border between three major ethnic groups: K’iche’, Kaqchikel and Tz’utujil • Tourism development since the 60’s: effects? • Important area of coffee and vegetable production • One of the largest markets in the highlands • Several municipalities
Tourism Commission • Formed in 2007 • Part of the Departmental Development Commission (CODEDE), headed by the Governor • Recognized and supported by INGUAT (Ministry of Tourism) • Guided by the Tourism Development Plan prepared in 2007 by INGUAT and GDT
Some relevant members of the Commission • Municipalities and mancomunities • NGO’s • Tourism business associations (hotels, restaurants, private reserves) • Municipal protected areas What does Counterpart do in • Local tourism committees Guatemala? • Counterpart International • Del Valle University
• USAID Strategic Objetive SO2: Open, Diversified & Expanding Economies
• S02 Intermediate Results: • IR 2.2: “more competitive market-oriented private enterprises” • IR 2.3: “broader access to financial markets and services”.
• • • • • • • • •
ACOFOP Ak´ Tenamit Alianza Verde – RA AGEXPORT Anacafé Asociación Balam ATS Banco de la República Fundación Solar
• • • • • • • •
FUNDESA INTECAP INGUAT National Geographic Pavo Project - IEWMS Programa de Desarrollo Competitivo del Turismo Cultural SANK U.S. Dept. of the Interior
Program Activities:
Capacity Building for Tourism Organizations.
Access to Credit & Financial Services.
Tourism Certification – Good Management Practices
Marketing & Promotion
Development & Marketing of Handicraft Products
Post- Stan Storm Tourism Recovery Activities
What the commission has asked GWU – Del Valle practicum to do Based on the Tourism Development Plan: •
• • • •
An analysis of the current positioning and projected image of the Atitlan region in national and international markets. Should include an analysis of main competing destinations in terms of product. Draft a briefing / concept that can be used to validate and modify the image currently being developed to promote the Atitlan region. Marketing plan for Atitlan as a destination targeted at national and select priority international markets. Develop a strategy and basic support materials for communications in case of a crisis situation such as a natural disaster or social unrest. Design/implement workshops for Del Valle – Highlands students personnel
What do we have to work from? • Diagnostic documents from the Tourism Development Plan – Actual tourist demand for Atitlán – Potential demand – Incidence of Stan tropical storm on tourism in Atitlán (current and projected).
• Image briefing ideas workshops • Previous work from the Tourism Commission www.turismoatitlan.150m.com
How is Atitlán? • • • • •
3 hour drive from Guatemala City Lots of sun, lots of walking Weather changes fast with altitude Bottom of the lake’s basin 70-80ºF Top of the mountains (probable lodging) can get down to 40ºF • Diversity • One of the main handicrafts centers
The lake • 5,000 feet above sea level • 50 square mile surface area • Up to 1,000 feet deep
Lodging • Del Valle University – Highlands Campus • 6,400 feet above sea level • Shared dorms with shared baths (hot water, sheets change, cleanup service) • Wireless internet • Security • Meeting room
So, what is Atitlán really like?
Rony Mejía [email protected] Skype Id: ronny.mejia Mario del Cid [email protected]
Guatemala profile
Some basic information • Total area 108,889 sq. Km (42,058 sq. Mi) • In between the size of Tennessee and Louisiana (33 and 34 in US size rank) • Population: over 13 Million • Median age of total population (yrs): 18.2
Economics • • • •
GDP per capita (PPP US$): 4,802 GDP growth (annual %): 4.6 Inflation, GDP deflator (annual %): 6.2 Unemployment (% of total labor force): 3.4
Development • Life expectancy at birth (years): 69.0 • Human Development Index (Rank 1 177): 118 • Internet users (per 100 people): 10.2
Culture • 25 different ethnic groups and languages
Tourism Arrival of tourists and expenditure 1.8 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0
# of visitors (Million) Tourism expenditure (Million U$)
2005
2006
2007
Most visited destinations
Going to Atitlán
Before you go…
Who is who? • Border between three major ethnic groups: K’iche’, Kaqchikel and Tz’utujil • Tourism development since the 60’s: effects? • Important area of coffee and vegetable production • One of the largest markets in the highlands • Several municipalities
Tourism Commission • Formed in 2007 • Part of the Departmental Development Commission (CODEDE), headed by the Governor • Recognized and supported by INGUAT (Ministry of Tourism) • Guided by the Tourism Development Plan prepared in 2007 by INGUAT and GDT
Some relevant members of the Commission • Municipalities and mancomunities • NGO’s • Tourism business associations (hotels, restaurants, private reserves) • Municipal protected areas What does Counterpart do in • Local tourism committees Guatemala? • Counterpart International • Del Valle University
• USAID Strategic Objetive SO2: Open, Diversified & Expanding Economies
• S02 Intermediate Results: • IR 2.2: “more competitive market-oriented private enterprises” • IR 2.3: “broader access to financial markets and services”.
• • • • • • • • •
ACOFOP Ak´ Tenamit Alianza Verde – RA AGEXPORT Anacafé Asociación Balam ATS Banco de la República Fundación Solar
• • • • • • • •
FUNDESA INTECAP INGUAT National Geographic Pavo Project - IEWMS Programa de Desarrollo Competitivo del Turismo Cultural SANK U.S. Dept. of the Interior
Program Activities:
Capacity Building for Tourism Organizations.
Access to Credit & Financial Services.
Tourism Certification – Good Management Practices
Marketing & Promotion
Development & Marketing of Handicraft Products
Post- Stan Storm Tourism Recovery Activities
What the commission has asked GWU – Del Valle practicum to do Based on the Tourism Development Plan: •
• • • •
An analysis of the current positioning and projected image of the Atitlan region in national and international markets. Should include an analysis of main competing destinations in terms of product. Draft a briefing / concept that can be used to validate and modify the image currently being developed to promote the Atitlan region. Marketing plan for Atitlan as a destination targeted at national and select priority international markets. Develop a strategy and basic support materials for communications in case of a crisis situation such as a natural disaster or social unrest. Design/implement workshops for Del Valle – Highlands students personnel
What do we have to work from? • Diagnostic documents from the Tourism Development Plan – Actual tourist demand for Atitlán – Potential demand – Incidence of Stan tropical storm on tourism in Atitlán (current and projected).
• Image briefing ideas workshops • Previous work from the Tourism Commission www.turismoatitlan.150m.com
How is Atitlán? • • • • •
3 hour drive from Guatemala City Lots of sun, lots of walking Weather changes fast with altitude Bottom of the lake’s basin 70-80ºF Top of the mountains (probable lodging) can get down to 40ºF • Diversity • One of the main handicrafts centers
The lake • 5,000 feet above sea level • 50 square mile surface area • Up to 1,000 feet deep
Lodging • Del Valle University – Highlands Campus • 6,400 feet above sea level • Shared dorms with shared baths (hot water, sheets change, cleanup service) • Wireless internet • Security • Meeting room
So, what is Atitlán really like?
Rony Mejía [email protected] Skype Id: ronny.mejia Mario del Cid [email protected]
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