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Febrero 2006
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Como parte de la Consultora para el Diagnstico Nacional de
Sitios para la Observacin de Aves, se realiz una Investigacin
Cualitativo del Mercado de Observadores de Aves, a travs de
Tour Operadores y Periodistas Especializados para determinar
criterios en la eleccin de un pas, de un sitio y otros aspectos
adicionales, que enriquecen la seleccin de reas geogrficas y
sitios para el desarrollo del producto.
El resultado de la consulta cualitativa se presenta mediante
grficas a color que representan la opinin de un grupo
homogneo de personas entrevistadas: operadores de
aviturismo y periodistas especializados en aves.
INTRODUCCI
INTRODUCCI

N
N
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OBJETIVO DE ESTA INVESTIGACI
OBJETIVO DE ESTA INVESTIGACI

N DE MERCADO
N DE MERCADO
Conocer la opinin de especialistas en relacin a:
Principal competencia de Guatemala, para observacin de aves,
a nivel de Amrica.
Criterios para elegir un pas para observacin de aves
Caractersticas que debe tener un gua de turismo especializado en aves
Atractivos que complementan el viaje de un observador de aves
Mejores estrategias de promocin y mercadeo para ese segmento
de mercado.
Factores a privilegiar en el desarrollo del pas para el aviturismo
Aspectos a mejorar en Guatemala para el aviturismo
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La metodologa utilizada fue la entrevista escrita, a travs de un cuestionario estructurado
_revisado y aprobado por la Terna de la Mesa de Aviturismo_, enviado por medio
electrnico a personas calificadas, de acuerdo a la base de datos de dicha Mesa.
El Estudio se realiz del 18 de enero al 28 de febrero de 2006 para lo cual se abri en
gmail la cuenta birdwatchingresearch, lugar en que se recibi la informacin y donde
quedan archivadas las respuestas.
La muestra fue de 60: tour operadores y periodistas, a los cuales se envi el cuestionario.
Se obtuvo respuesta de 16 de ellos (26.6%): 9 tour operadores, 5 periodistas y 2
respuestas negativas.
A pesar de tratarse de una muestra pequea, las respuestas evidencian la homogeneidad
del grupo. Otro elemento que le aade valor a las respuestas es el hecho de que entre los
entrevistados hay personas cuya opinin es muy preciada en el medio Observador de
Aves: Jason Berry, ex operador de turismo de aves y conferencista del Encuentro
(Conservation International), Bill Thompson III (Editor de Birdwatchers Digest) , Beth
Clark (de Bird Times Journalist), Wings (Tour operadora con 34 aos de antigedad)
METODOLOG
METODOLOG

A
A
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La Investigacin de Mercado de BIRDWATCHERS se centr
en DOS grupos importantes para el tema
Grupo Uno: Operadores de Turismo Especializado en
Aves, de Estados Unidos y Reino Unido.
Grupo Dos: Periodistas de Medios Escritos importantes
en el Aviturismo, y fotgrafos
GRUPO OBJETIVO
GRUPO OBJETIVO
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TOUR OPERADORES
TOUR OPERADORES
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WINGS Will Russell will@wingsbird.com
BIRDFINDERS Stephen Vaughan Ashby birdfinders@compuserve.com
FIELD GUIDES Peggy Watson Alvaro Jaramillo chucao@coastside.net
SIEMER & HAND TRAVEL Mae Cheung maec@siemerhand.com
EAGLE EYE Cam travel@eagle-eye.com
VENTURE BIRDING AND
NATURE TOURS Simn Thompson simont@charter.net
NATURE TREK Andy Tucker andy@naturetrek.co.uk
CONSERVATION
INTERNATIONAL Jason Berry, Ex Tour Operator jgbrc@yahoo.com
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PERIODISTAS
PERIODISTAS
ESPECIALIZADOS
ESPECIALIZADOS
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Bill Thompson III BIRD WATCHERS DIGEST
will@wingsbird.com
Beth Clark BIRDTIMES JOURNALIST
wclark33@aol.com
Howard Youth BIRD WATCHERS DIGEST lll
howard.youth@starpower.net
David Koeppel Photography and video
dkoep@earthlink.net
Don DesJardin Photography and video
birdpix@pacbell.net
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From your experience in bird watching
tourism which country around the world you
consider to be the best suited for bird
watching?
A nivel internacional se menciona Costa Rica, pero no se nombra a Mxico o Belice.
Keni a
Espaa
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From your experience in bird watching
tourism which country from North to South
America you consider to be the best suited for
bird watching?
Si Costa Rica es nuestra mayor competencia, debemos pensar en ofrecer un producto diferente, que
Costa Rica no tenga.
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Why?
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Please number
the important criteria
for selecting a
bird watching
location?
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Important
Important
criteria
criteria
?
?
1. Security
2. Abundance of species
3. . Endemic birds
4. Interesting species
5. Easy access
Beth Clark
1. Abundance of species
2. Security.
3. Complementary attractions
4. Easy access .
5. Hotels fullfit expectations
Venture birding
1. interesting species
2. Security
3. Endemic birds
4. Rates of flights
5. Easy access
Howard Youth
1. Abundance of birds
2. Security
3. Easy access
4. Interesting species.
5. Hotels fullfit expectations
Bill Thomson III
1. Interesting species
2. Endemic birds
3. Security.
4. Abundance of species
5. Easy access
Birdfinders
1. Abundance of species
2. Security
3. Endemic birds
4. Interesting species
5. Bird research
Mae Chueng
Abundance of species
Endemic birds
Interesting species .
Easy access
Wings, Will
Interesting species
Rates of flights
Low prices
Guides
Nature Trek
1. Security
2. Abundance of species.
3. Endemic birds .
4. Interesting species.
5. Proximity to your country
Peggy Watson
1. Security
2. Abundance of species
3. Endemic birds
4. Interesting species
5. Low prices
Don DesJardin
1. Endemic birds
2. Security
3. Interesting species
4. Abundance of species
5. Easy access
Alvaro Jaramillo
1. Security
2. Interesting species
3. Easy access.
4. Hotels fullfit expectations
5. Abundance of species
David Koeppel
1. Security
2. Endemic birds.
3. Abundance of species.
4. Proximity to your country
Jason Berry
1. Easy access
2. Interesting species .
3. Abundance of species.
4. Endemic birds .
5. Proximity to your country
Eagle Eye
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SECURI TY
I N THE
COUNTRYAbundance
of bi r d
speci es
Exi st ence of
at t r act i ve or
i nt er est i ng
speci es
Exi st ence of
endemi c
bi r ds
Easy access
t o pl aces of
obser vat i on
Establecer una estrategia para cambiar la percepcin de inseguridad de Guatemala.
Basar el producto en abundancia, especies interesantes y endmicas que nos distingan de Costa Rica.
Hacer nfasis en los sitios, sobre la importancia de la facilidad de acceso.
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To you professional criteria, what
characteristics should a country
have in order to be considered an
ideal destination for bird watchers?
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Importante que el producto pueda hacer nfasis en aves que no se puedan ver en otras partes
Que la experiencia del aviturista sea nica
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Good bird and other wildlife/lots of birds/Abundance of bird spe Good bird and other wildlife/lots of birds/Abundance of bird species/Birds/Interesting cies/Birds/Interesting
birds/Birds, lot of them/good birds/Large number of bird/High bi birds/Birds, lot of them/good birds/Large number of bird/High bird diversity, high bird rd diversity, high bird
endemism/diversity of bird species endemism/diversity of bird species
Safety,healthy Safety,healthy, politically stable country for foreign visitors, safe , politically stable country for foreign visitors, safe
environment/ Safe, low crime rate/ Safe/Safe/Security/Safety/ sa environment/ Safe, low crime rate/ Safe/Safe/Security/Safety/ safe fe
for travel for travel
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Infrastructure / good roads, established infrastructure of desti Infrastructure / good roads, established infrastructure of destinations/ Good infrastructure/Easy travel/Good roads or domestic nations/ Good infrastructure/Easy travel/Good roads or domestic
flight network/Good infrastructure/Good infrastructure, easy tra flight network/Good infrastructure/Good infrastructure, easy travel/ good facilities and infrastructure vel/ good facilities and infrastructure
Country has commitment to conservation/Large number of protected Country has commitment to conservation/Large number of protected areas/variety areas/variety ofsites ofsites, destinations and habitats/Good , destinations and habitats/Good
habitat and range of well habitat and range of well- -managed national parks/Good habitat/Birding sites in pleasant ar managed national parks/Good habitat/Birding sites in pleasant areas away from development, scenic eas away from development, scenic
areas/ wide selection of natural habitats areas/ wide selection of natural habitats
Confortable Confortable lodges in lodges in birdy birdy areas/ areas/ecolodges ecolodges geared up for birders/adequate hotels/Good reasonable priced ac geared up for birders/adequate hotels/Good reasonable priced accommodations commodations
that cater to birders/ Clean, affordable accommodations that cater to birders/ Clean, affordable accommodations
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Knowledgeable guides, Bilingual guides, tour leaders/expert Engl Knowledgeable guides, Bilingual guides, tour leaders/expert English ish- -speaking guides/local guides/ Competent guides speaking guides/local guides/ Competent guides
Good natural areas/ National parks or other venues to offer easy Good natural areas/ National parks or other venues to offer easy accessibility for bird watchers/Good accessible nature parks & accessibility for bird watchers/Good accessible nature parks &
reserves reserves
Historic/archeological/cultural offerings/interesting culture/ A Historic/archeological/cultural offerings/interesting culture/ Access to cultural areas ccess to cultural areas
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Direct flights from several US cities/Reasonable airfares and go Direct flights from several US cities/Reasonable airfares and good in country transportation od in country transportation
Good Good birdwatching birdwatching information (books, site description)/ information (books, site description)/ Birding Birding spots spots, , printed printed materials materials: Check : Check list list, , maps maps of of birding birding sites sites, ,
contacts contacts list list, , guide guide books books, , excellent excellent outreach outreach, , communication communication to to birding birding community community
Dependable transportation (van or mini bus) with drivers and/or Dependable transportation (van or mini bus) with drivers and/or guides guides
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What type of complementary tourist
attractions do bird watchers choose
the most?
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Complementary
Complementary
attractions
attractions
?
?
1. Nature
2. Endemic species
3. General fauna
4. Flora
5. Cultural activities
Beth Clark
1. Nature
2. Flora.
3. Cultural activities
4. Endemic species
5. Rural tourism
Venture birding
1. Nature
2. Endemic species
3. General fauna
4. Flora
5. Indigenous people life
Howard Youth
1. Endemic species
2. Nature
3. Flora
4. General fauna
5. History
Bill Thomson III
1. Endemic species
2.General fauna
3. Nature.
4. History
Birdfinders
1. Endemic species
2. Nature
3. General fauna
4. Flora
5. Archeology
Mae Chueng
Nature
Flora
Endemic species
General fauna
Wings, Will
1. Nature
2. General fauna
3. Flora
4. Rural tourism
5. Adventure
Nature Trek
1. Cultural activities
2. General fauna
3. Flora.
4. Nature
5. History
Peggy Watson
1. Nature
2. General fauna
3. Endemic species
4. Archeology
5. Flora
Don DesJardin
1. Endemic species
2. General fauna
3. Nature
4. Flora
5. Beaches
Alvaro Jaramillo
1. Flora
2. Endemic species
3. Nature
4. General fauna
5. Cultural activities
David Koeppel
1. Endemic species
Nature
3. General fauna
4. Flora
5. Archeology
Jason Berry
1. Endemic species
2. General fauna
3. Nature
4. Flora
5. Archeology
Eagle Eye
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El endemismo en la naturaleza es atractivo para los birdwatchers. Unicamente hasta la quinta opcin
eligen algo distinto a Naturaleza, y es cultura: Historia, arqueologa.
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What characteristics should have a
person to be an excellent tour guide
for Birdwatchers?
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Good with birds / Knowledge of ALL bird species in area / Good with birds / Knowledge of ALL bird species in area / Knowlegeable Knowlegeable / Expert birdsong / Expert birdsong
identification skills/ Knowledge of bird species in the area/ kn identification skills/ Knowledge of bird species in the area/ knowledge of the birds in the area/ owledge of the birds in the area/
Knowledge of birds, sight, ear and habitat / Excellent bird iden Knowledge of birds, sight, ear and habitat / Excellent bird identification skills/ Knowledgeable/ Good tification skills/ Knowledgeable/ Good
knowledge of bird ID by sight and sound/ Showing people where bi knowledge of bird ID by sight and sound/ Showing people where birds are, finding birds / rds are, finding birds /
Knowledge of avifauna /Familiarity with language, geography and Knowledge of avifauna /Familiarity with language, geography and culture / Knowledgeable, culture / Knowledgeable,
prepared / Focused on having client see bird / prepared / Focused on having client see bird / Hability Hability to find birds for clients / Expert bird to find birds for clients / Expert bird
identification and site knowledge identification and site knowledge
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Friendly Friendly, helpful / Good interpersonal skills/ , helpful / Good interpersonal skills/ Patient Patient/ Personable and funny/ Good social skills/ / Personable and funny/ Good social skills/
People skills, sense of humor / Enjoy what he does/ Excellent p People skills, sense of humor / Enjoy what he does/ Excellent people skills / eople skills / Patient Patient/ / Patient Patient, ,
Friendly Friendly / Very people orientated, sense of humor and a / Very people orientated, sense of humor and a lot of patience lot of patience / people skills, kind, / people skills, kind, friendly friendly, ,
can manage personalities / can manage personalities /Patient Patient with clientele, with clientele, personability personability, alertness / , alertness / Patient Patient
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Good teacher/ Enthusiasm / Good teacher/ Good communicator/ Tea Good teacher/ Enthusiasm / Good teacher/ Good communicator/ Teaching about birds, ching about birds,
biology, conversation / Ability to involve other aspects of natu biology, conversation / Ability to involve other aspects of nature in the teaching /Ability to re in the teaching /Ability to
communicate & instruct /energetic communicate & instruct /energetic
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Good with organization / good organizational / Knows how to ma Good with organization / good organizational / Knows how to manage a group nage a group
safely/ Organizational skills / Good organizer/ Capable in handl safely/ Organizational skills / Good organizer/ Capable in handling people ing people
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Multilingual (at least English speaking), Multilingual (at least English speaking),
Bi Bi- -lingual / lingual /
Fluent in the language of the client / Fluent in the language of the client /
A basic knowledge of English A basic knowledge of English
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Rounded in natural history / A basic knowledge of flora and fau Rounded in natural history / A basic knowledge of flora and fauna / Ability to na / Ability to
involve other aspects of nature involve other aspects of nature
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Able to discuss other issues like politics, history, culture / A Able to discuss other issues like politics, history, culture / Ability to talk about other bility to talk about other
subjects, not just birds/ Understand environmental problems of G subjects, not just birds/ Understand environmental problems of Guatemala uatemala
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Able to make hard decisions, operated under pressure, take care Able to make hard decisions, operated under pressure, take care of any problems of any problems
that arise / security conscious that arise / security conscious
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Years of experience birding and leading birding tours / Expert b Years of experience birding and leading birding tours / Expert birder irder
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Knowledge of local culture / a basic knowledge of Mayan history Knowledge of local culture / a basic knowledge of Mayan history would be would be helful helful
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Well equipped (optics, field guides, food, water, emergency kit Well equipped (optics, field guides, food, water, emergency kit, etc) , etc)
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Which
Which
characteristics
characteristics
are
are
basic
basic
in a
in a
lodge
lodge
for
for
birdwatchers
birdwatchers
?
?
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What percentaje of bird watchers do
you think travel on their own, without
the help of a tour operator?
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50% up to 90% in well-known
destinations.
Bill Thompson III, Editor
25% Beth Clark
In USA nearly 99%;
In safe countries like Costa
Rica about 70%;
In less-safe countries
probably about 40%
Jason Barry
Don DesJardin
80%-90%
Howard Youth 60-70%
To middle America, probably more
than half. Peggy Watson
40% Simon Thompson, Venture
Birding
25% BirdFinders
ca. 20
David Koeppel
40% Simon Thompson, Venture
Birding
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Which should be the best strategies
for promotion and marketing of bird
watching tours?
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Best
Best
strategies
strategies
for
for
promotion
promotion
and
and
marketing?
marketing?
Website
Brochure
Catalogs
Beth Clark
1. Refered clients
2. List of existing
contacts
3. Website
4. Brochure
5. Tourism fairs
6. Catalogs
7. Informational
CDs
Venture birding
Website
Refered clients
Brochure
Catalogs
Howard Youth
Website
Refered clients
Advertising in
birding publications
Bill Thomson III
Website
Tourism fairs
Brochure
Wings, Will
Russell
Website
List of existing
contacts
Refered clients
Brochure
Catalogs
Mae Chueng
1. Website
2. Tourism fairs
Peggy Watson
1. Website
2. List of existing contacts
3. Tourism fairs
Refered clients
5. Brochure
6. Catalogs
7. Informational DVD
8. Advertising in birding
magazines
Don DesJardin
Best:
Website
Refered clients
Brochure
Articles in birdwatching
magazines,
Imagery
and stories.
Others not as useful
Alvaro Jaramillo
1. Website
2. List of existing
contacts
3. Tourism fairs
4. Refered clients
5. Brochure
6. Catalogs
7. Informational
CDs
David Koeppel
1. Bird finding guide to
Guatemala
2. A field guide to the
birds of Guatemala
List of existing
contacts-good
experienced
birdwatching tour
operators
Jason Berry
1. Website
2. List of existing
contacts
3. Refered clients
4. Brochure.
5. Catalogs
Eagle Eye
Website
Tourism fairs
Refered clients
Brochure
Birdfinders
1. Website
2. Bird fairs
Nature Trek
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Website
Refered
clients
Brochures
Catalogs
Tourism
fairs
Existing
contacts
Advertising
Best
Best
strategies
strategies
for
for
promotion
promotion
and
and
marketing
marketing
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In your professional opinion, what
needs to be developed in Guatemala
for you to bring more birdwatchers.
Please write them in order of
importance?
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a.I nfrast ruct ure
b.Availabilit y of guides/ leaders
c. Print mat erials (field guide, checklist s, maps)
d.Word of mout h in t he birding communit y
Bill Thompson I I I , Edit or
What
What
needs
needs
to
to
be
be
developed
developed
in Guatemala
in Guatemala
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a. Good parks or ot her birding sit es
b. Good infrast ruct ure for
accommodat ion and t ravel among
sit es
c. Safe t ravel
Cam, EAGLE EYE
What
What
needs
needs
to
to
be
be
developed
developed
in Guatemala
in Guatemala
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Febrero 2006
a. Awareness that Guatemala is now a safe place to birdwatch, or as safe as most other Central
American countries.
b. Better highway and secondary road direction signage in both Spanish and
English.
c. Birding lodges must learn to have bird feeding stations maintained year around that guests can
view when relaxing or having meals. This is what attracts birdwatcher to places like Costa
Rica and Panama.
d. A core of trained and government approved bird guides for all regions of Guatemala.
e. More advertising both in print and media, including bird fairs.
Don DesJardin
What
What
needs
needs
to
to
be
be
developed
developed
in Guatemala
in Guatemala
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a. Well-appointed nature lodges.
b. English-speaking guides.
c. Well-groomed trails and user-friendly boardwalks.
d. Easy access for frail and handicapped birders.
e. Self-guided tours/ good signs, info boards, and plaques
f. Well-designated observation areas.
David Koeppel
What
What
needs
needs
to
to
be
be
developed
developed
in Guatemala
in Guatemala
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a. I nf or mat i on on eco-pr oper t i es and gui des
b. Real i st i c pr i ci ng (when compar ed agai nst Cost a Ri ca, Ecuador et c
Andy Tucker , Nat ur e Tr ek
What
What
needs
needs
to
to
be
be
developed
developed
in Guatemala
in Guatemala
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a. I mpr oved Secur it y
b. Ver y bilingual guides
c. Knowledgeable guides (Bir d ident if icat ion)
d. Real pr ot ect ion of envir onment (r educe
def or est at ion)
e. Mor e local pr of essional bir d guide companies
f . Public Relat ions campaign in Bir ding magazines
g. Development of bir ding t r ails concept
J ason Bar r y
What
What
needs
needs
to
to
be
be
developed
developed
in Guatemala
in Guatemala
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Securesafety
Offerlodgesinforestednaturalareas,severalofthemwhereawholeprogramcould
bebuiltuparoundthem.Birdwatching insafeandwildareas,noneedtouseroads
orbeoutandabout.LikeChanChich inBelizeforexample,thatisagoodmodel.
Fundabirdfinding guideorinternetsite,sobirdersknowwhatspeciescanbefound
where.
PublicizethenaturalareasavailableinGuatemalainmagazinesandthroughtour
companies.
HelpingUS,CanadianandEuropeantourcompaniesbringbirderstoGuatemala
willeventuallycreateabuzz whichtherestofthebirdingandnaturecommunity
willfollow.
AlvaroJaramillo
What
What
needs
needs
to
to
be
be
developed
developed
in Guatemala
in Guatemala
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I mprove and advert ise t he count rys commit ment t o
conservat ion; st art working wit h ngos like
Conservat ion I nt ernat ional, Birdlife I nt ernat ional, et c t o
get t he word out about special nat ural areas in your
count ry. Most birders cont ribut e t o t hese organizat ions
and see t heir mat erial.
Safet y and Securit y issues
Embrace and nurt ure aboriginal peoples and t heir
cult ure ( encourage fair t rade policies)
Peggy Wat son
What
What
needs
needs
to
to
be
be
developed
developed
in Guatemala
in Guatemala
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a.Goodlodges/hotels
b.Informationonwheretolookforbird
c.FieldGuideorbirdfindingbook
d.Localguides
e.Localcompaniestoworkwith
SimonThompson,VentureBirding.
What
What
needs
needs
to
to
be
be
developed
developed
in Guatemala
in Guatemala
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COMENTARIOS
COMENTARIOS
ADICIONALES
ADICIONALES
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The country has some very special species. These need to be
exploited (azure-rumped tanager, horned guan, quetzal, scarlet
macaw) to attract birdwatching groups. The local people,
guides, and lodge personnel were excellent. Accommodations
and food were good. Guatemala has what it takes to be ranked
as a must see birdwatching destination. It needs to be better
promoted. For example many tour companies visit Tikal and the
word Guatemala isnt even mentioned in the description. Most
people think Tikal is in Belize as it is often connected to a Belize
tour.
Beth Clark, Bird Times Journalist
COMENTARIOS ADICIONALES
COMENTARIOS ADICIONALES
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In the past: Security concerns after reading about crimes
committed against tourists. (Although I imagine
Guatemala is much safer than these articles made it
soundI know European tourists feel the same way about
the United States when they read of a crime committed
there.)
Howard Youth, escritor para Bird Watchers Digest
COMENTARIOS ADICIONALES
COMENTARIOS ADICIONALES
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-)H4 4) 44"
CE `"E-
`E"+C4)E 4"C4)EC- C-
4" -4C4"OCC `)-) ^"E4H"
`"4"
mHECEEHEO
COMENTARIOS ADICIONALES
COMENTARIOS ADICIONALES
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por CASABAL
Febrero 2006
Educat ional visit would be t he most import ant fact or
Vaughan Ashby, BI RDFI NDERS
Would
Would
you
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like
to
to
receive
receive
more
more
information
information
about
about
birding
birding
in
in
Guatemala?
Guatemala?
59
por CASABAL
Febrero 2006
CONSULTAS AMPLIACIONES:
Arq. Gladys Mendizbal
Ing. Jorge Castiglione
Lic. Pablo Alarcn
Licda. Silvia Cotton
Br. Vctor Jurez
CASABAL
Telfonos 5417-5982 / 5201-6171
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