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 # of visitors (Million)
1
0.8 Tourism expenditure
0.6 (Million U$)
0.4
0.2
0
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 • FUNDESA
• Ak´ Tenamit • INTECAP
• Alianza Verde – RA • INGUAT
• AGEXPORT • National Geographic
• Anacafé • Pavo Project - IEWMS
• Asociación Balam • Programa de Desarrollo Competitivo
del Turismo Cultural
• ATS
• SANK
• Banco de la República
• U.S. Dept. of the Interior
• Fundación Solar
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
rmejia@counterpart.org
Skype Id: ronny.mejia

Mario del Cid

mariodelcid@counterpart.org