2023-09-08 01:36:00
Costa Rica and Guatemala share a distinctive characteristic that makes them ideal destinations for tourism, and in particular for ecotourism: their biodiversity. Despite this similarity in natural wealth, Costa Rica surpasses Guatemala in several aspects.
Data (I). Tourism continues to recover after the ravages of the pandemic. Future expectations paint a better picture.
During the first half of 2023, Costa Rica received 1,338,303 tourists by air (19.4% more than the first half of 2022), according to data from the Costa Rican Tourism Institute (ICT). During the first semester, 1 million 288 thousand 878 visitors entered Guatemala, of which 76% were tourists and 24% day trippers, with April being the one that had the largest influx, according to figures from the Guatemalan Institute of Tourism (INGUAT). . Of the tourists who visited Costa Rica in the first half of 2023, 977,783 were North Americans, a figure 21% higher than the figure for 2022. Guatemala, for its part, registered 518,000 additional tourists, that is, 67% more.
Data (II). According to Jorge Mario Chajón, tourism expert, Costa Rica has an advantage over Guatemala: “Tourists who visit the country have greater purchasing power. These visitors spend more money, extend their stay and make use of a wide range of available tourism services.”
Tourists of American and Canadian nationality represent 70% of arrivals in the first half of 2023 to Costa Rica, while 17% come from Europe, mainly France, Germany and the United Kingdom, according to ICT data. The air route continues to be the most important entry and exit route to the country; It mobilizes 90% of the tourists who enter and leave Costa Rica. Salvadorans represent 43% of the tourists who arrive in Guatemala; Americans (22%), and Hondurans (7%). The largest access route to this country was by land (59%), followed by air (38%) and, finally, access by sea (3%).
Air connectivity. “Costa Rica has a higher quality airport and better conditions that allows transatlantic flights and direct connections to the main cities of Europe, while Guatemala does not have these advantages,” said Chajón.
“Costa Rica has invested in promoting the education of the population in serving tourists. Facilities are provided to visitors to access better conditions, as well as security, and a solid road infrastructure,” explains the Guatemalan Airlines Association. On the other hand, Guatemala has a modern airport, but faces challenges in terms of maintenance and organization of the infrastructure, says the Association. Despite having a State policy, it is not applied effectively. This places Guatemala in an inferior position relative to Costa Rica in these key areas.
What to highlight. Country Branding is a strategy to promote the image of a nation in the international market. Its objective is to promote tourism and investments.
“Costa Rica has stood out in tourism with three distinctive country brands. The first, Costa Rica Without Artificial Ingredients, followed by Costa Rica Pura Vida and in 2013 began a process of international positioning of the Essential Country Brand Costa Rica,” explained Chajón. While Guatemala has created two country brands: Alma de la Tierra and Guatemala Asombosa Unparable. “However, none of these efforts have managed to take root in the country’s collective identity, the latter being mocked,” Chajon added.
The challenges. According to Chajón, Guatemala’s tourism industry faces the challenge of achieving coordinated collaboration between the public and private sectors, as well as promoting itself internationally.
For this, it is essential to develop a Country Brand that all Guatemalans can identify and feel as their own, in which they see themselves reflected and represented. The sustainable tourism master plan must have the support of both the President of the Republic and Congress. It is essential to invest in infrastructure (roads, airports and ports) and archaeological sites. Resources must also be allocated to the conservation of protected areas.
Newspaper archive. Costa Rica and Guatemala have followed different paths in the regulation and promotion of the tourism industry throughout their history.
In Costa Rica, state participation in tourism development originates in the 1930s and was consolidated with the founding of the Costa Rican Tourism Institute (ICT) in 1955. This institution became the cornerstone of planning, promotion and regulation. of tourism. In Guatemala, the beginnings of the institution responsible for tourism date back to 1932, when the tourism section was created at the Palace Hotel, but it was not until 1952 when the National Tourism Office was created. Then, in 1967, the Guatemalan Institute of Tourism (INGUAT) was founded.
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