Country Brand Project Expectations

With the strategic development of the Guatemala Country Brand, there are expectations in the business sector to jointly promote investments, exports and tourism.

Thursday, July 11, 2019

The contract for the strategic development service of Marca País Guatemala was awarded at the beginning of the year, when Regional de Comunicaciones S.A. won the contest organized by the Guatemalan Institute of Tourism (INGUAT).

Jorge Mario Chajón, director of Inguat, detailed in a statement that the objective will be to create a strategy for the new identity of the country brand, to generate greater investment, exports, attract more tourism and improve political relations with other countries.

According to the tender specifications, the service consists of strategically developing a differential, strong, credible, sustainable and inspiring brand.

Juan Carlos Zapata, executive director of Fundesa, explained to Prensalibre.com that "... The country brand is important to unify the image of investment promotion, exports and tourism. This helps to standardize the way it communicates graphically and how we project ourselves abroad'."

Paola Álvarez, manager of Promotion and Market Development at Agexport, said that "... The brand strategy is a promise to those who are not familiar with Guatemala, so it must be transparent and real, built on bases based on national DNA, inclusive, descriptive of our potential and our current situation, is the vehicle that aims to bring all those who do not know us to what we really are."

The development of the brand will be done in a period of six months, when in the next few weeks the contract comes into effect.

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Guatemala: $5 million for Tourism Promotion

June 2018

To encourage the arrival of more tourists, the Inguat will be investing the funds in a new advertising campaign, which will target the markets of North America, South America and Europe.

With the aim of reactivating the flow of tourists into the country, which suffered a slowdown after the disasters caused by the eruption of the Volcán de Fuego, the Guatemalan Tourism Institute (Inguat) will be implementing a campaign that will have a reach of 120 million people in the markets of the United States, Canada, Mexico, Colombia, Germany, France, Italy and the United Kingdom.

Tourism in Guatemala: Growth Projected in 2018

February 2018

Authorities estimate that this year the number of visitors that will come to the country will be 2.2 million, 4% more than the flow of tourists registered last year.

Following an 11% tourist increase between 2016 and 2017, representatives from the Guatemalan Institute of Tourism (Inguat) project that this year the number of visitors will reach 2 million 197 thousand, a figure that is 4% more than the 2 million 119 thousand reported last year.

Guatemala: Tourism Promotion Plans 2017

June 2017

Throughout the rest of the year Guatemala will take part in 39 tourist fairs in Europe, South America and the United States.

The aim of the Guatemalan Tourism Institute (Inguat) is to strengthen marketing and promotion of the country as a tourist destination in the markets that traditionally have been the main emitters of tourists to Guatemala.

Guatemala to Invest $12 Million in Tourism Promotion

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Inguat, Guatemala's tourism authority, unveiled a $12 million promotion plan which includes advertising both in the country and abroad, as well participating in trade fairs.

This plan breaks in $5,2 million for advertising the country abroad, $1,95 million for domestic advertising, $1,17 million for assistance and touristic information (including the "Safe Guatemala" campaign), $1,56 million to participate in international fairs, among other expenses.

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