Responsible tourism is helping create development from the Maya heritage, conserve the environment and benefit local communities in one of Guatemala’s most lush and ravishing destinations.
One of the world's dream destinations is El Peten in Guatemala's north. It has 2000 archaeological sites abandoned by the enigmatic Maya in 900 AD and only rediscovered in the 1840s. It is also home to the Maya Biosphere Reserve, the largest tropical forest in Central America, which includes five national parks, three wildlife reserves, 333 species of birds, 54 of mammals, 38 of snakes and 300 species of trees useful to man.
The capital of El Peten is Flores, the city of flowers, which sits on a small island once occupied by the Maya-Itza, in a lake which, at 99 square kilometres, is Guatemala’s second largest.
Conserving the environment and improving the welfare of the local people while also helping the growth of tourism businesses was the premise behind the BLCF venture with Asociacion Alianza Verde, and its linkage partners ProPeten and Conservationa International.
Initially the aim was to establish a certification programme for the tourism industry, market the tourism attractions and businesses in El Peten, and implement a capacity building programme for small to medium tourism businesses. However, the marketing and training elements were transferred to Fundesa, the national development foundation in Guatemala.
The non-profit Asociacion Alianza Verde focused solely on the certification programme, developing an alliance with Conservation International's Rainbow Alliance and becoming the manager of Guatemala's ‘Green Deal’ sustainable tourism certification programme.
Sustainable tourism means responsible travel to natural areas which conserves the environment and improves the welfare of the local people. Visitors are encouraged to enjoy and learn about the natural, historical and cultural characteristics of unique environments, while also preserving the integrity of those sites and stimulating economic development opportunities among local communities.
There are inherent challenges in building a profitable business around a voluntary certification programme. Due to their own financial difficulties and competing investment priorities, businesses were slow to sign up and see the Green Deal seal as a 'must have'.
However, the benefit to small and medium size enterprises has been positive as the audits and training they received through the certification scheme gave them the tools to improve their performance, provide better quality service and reduce wastage.
Anecdotal evidence exists of a flow-on benefit for the broader community when employees return home from these programmes and apply what they have learnt. Alleviating rural poverty is always one of the aims of development projects such as this. The positive and on-going impact in El Peten is displayed in increased tourism, more local business, and the multiplier effect that this has on local communities.
The certification’s baseline criteria of using local staff and local suppliers, has ensured that all operations within an establishment have a minimum level of quality. Green Deal has clearly defined protocols, procedures, manuals and guidelines, with trained auditors.
The word has spread and demand has noticeably grown, especially as repeat customers have kept returning to Green Deal tourism businesses, with foreign tour operators increasingly asking Alianza Verde to certify the hotels and restaurants with whom they work.
'Destination Peten', a marketing magazine concentrating on the region, was also developed (later sold and renamed 'Guatemala en Vivo') with Alianza Verde and travel businesses undertaking development of country-wide itineraries using only certified service providers.
During the course of the project, the television reality show 'Survivor' has helped attract more tourists to the region, particularly to other sites such as Yaxha. More attractions have been established and promoted, with this diversification reducing the tourism impact on the World Heritage Site Tikal National Park. In fact, since the project end, Alianza Verde has negotiated a new agreement with the park authorities to modify park regulations so that businesses providing services there adopt best practice, and are certified, sustainable and environmentally responsible.
The Green Deal certification programme expanded rapidly and attracted the attention of the government, which partnered with Alianza Verde to take the programme into other regions in Guatemala. The model has subsequently been used in other countries, such that Alianza Verde is now embedded as part of a strong Latin American network.
For more information contact BLCF fund manager, the Emerging Markets Group at this address