Estuardo Molina. Chief of Marketing in Guatemala’s Tourism Ministry
<b>Q- Mr. Molina, how do you assess the going of Guatemala’s tourism so far this year? </b>
A- In Guatemala, tourism has gradually become one of the country’s main income sources. This year has been the best the country has ever had because the travel industry is now a national priority. High-ranking officials in the administration have put tourism development high on their list of top priorities and have contributed to its expansion in the world market.
<b>Q- As to Guatemala’s new investment policy overseas, especially in North America, Latin America and Central America, and of course, in Europe, what can you tell us about it? </b>
A- There’s a marketing plan designed and focused on top-priority markets. There’s a person in charge of the plan’s follow-up and execution in the European market, and another one dealing directly with the U.S., Canada and Japan. We count on delegates in all those nations. There’s a similar effort going on in Central America and the Caribbean, and, of course, in Mexico, as part of a target market.
In the case of Cuba, we’ve come to this Convention full of enthusiasm because we want to boost a plan called Mayan Beach, which is a joint effort between Guatemala and Cuba whereby we can promote both countries as a multi-destination in the European and Canadian markets. We think Cuba has lots of natural beauties and many sun-and-sand resources. Guatemala, for its part, has Tikal –the heart of the Mayan World- that treasures a colonial past similar to Antigua Guatemala, a place that UNESCO declared Heritage of Mankind as it did to Old Havana. In that respect, I believe we can tie both cities in some kind of cultural and historic brotherly bond because the two of them have many values to offer.
<b> Q- Are there any specific projects as far as multi-destination is concerned? </b>
A- Basically the Mayan Beach, an initiative in which we’ll be adding together the strengths of both Cuba and Guatemala in terms of nature, history, archeology and the Mayan civilization. Somehow, the addition of those values could help us get a promotional leg up in the European and Canadian markets.
<b>Q- What can you tell us about the nonpermanent fair that’s taking place in Guatemala for the first time ever to help advertise Central America? </b>
A- This is a joint effort now underway with Central America. We’ve created the Central American trademark and planned the Central American Travel Market, whose first edition will take place in Guatemala come October. This is no doubt a major endeavor aimed at promoting the region’s countries as a multi-destination choice in Europe, the U.S. and, you know, all over the world.
<b> Q- Can you mention some of the initiatives or new things now ready to go into effect? </b>
A- What we want to do is strengthen the initiative of a joint Central American promotion because we’ve been working on this particular endeavor for the last couple of years and because we believe that, as small nations that we are from a geographical standpoint, there’s nothing better for us than beefing up this regional image, given that air distances are pretty short. We’re just at a stone’s throw from one another and, at the same time, each and every country and city have tourist charms and strengths of their own. I think that, above all, the strengthening of a joint promotional effort is the right approach to follow.
<b> Q- It’s clear that Guatemala has gone a long way lately in buttressing its tourist ties with Cuba. What can you say about this topic? </b>
A- You’ve just hit the nail in the head. Besides being a brotherly nation to us, it should also be a partner and an ally as far as tourism is concerned. This country overwhelms visitors with so much natural beauty, for crying out loud! On the other hand, we do have some charms of our own to add to Cuba’s. I’m sure whoever travels to Cuba or Guatemala is going to be really pleased because he or she is going to find the combination of both destinations as the right thing to do.
