The Guatemalan Institute of Tourism (INGUAT) participated in the 118th meeting of the Executive Council of the World Tourism Organization (UNWTO), held from May 16 to 18, 2023, in Punta Cana, Dominican Republic. The event brought together representatives from more than 40 countries.
According to INGUAT, this gathering provided a platform for governments, tourism authorities, and private entities to exchange experiences and ideas about how effective communication is essential for promoting tourism offerings through innovative tools.
Organizers stated that much of the meeting focused on practical discussions aimed at:
- Securing more relevant editorial positioning.
- Redesigning images to reflect progress toward sustainability and innovation.
- Addressing tourism topics beyond travel itself.
One main objective was "to promote effective information and digital content that communicates a tourism proposal more efficiently to each specific segment that makes up global tourism."
Guatemala views participation in such meetings as important due to tourism’s significant role in its economic development. INGUAT noted that these events provide technical knowledge and tools for promoting destinations using digital means and new concepts suited for an increasingly tech-oriented audience.
"This allows us to reinvent ourselves, have better response capabilities and above all convey through images, videos and sounds what it is 'to live the experience' in a tourist place in Guatemala and transport ourselves within seconds to 'wanting to be at that lake, in that rainforest or atop the mountain'," INGUAT said.
Another topic discussed was post-pandemic learning. This period led Guatemala to value its own resources more highly. Internally, there has been an emphasis on sustainability throughout the value chain by sharing knowledge, building capacity, and empowering stakeholders with the aim of increasing visitation.
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