Article 12. Responsibilities of the Marketing Directorate The Marketing Directorate of the Guatemalan Tourism Institute (INGUAT) is responsible for developing and executing the Strategic Marketing Plan to promote Guatemala as a high-quality tourist destination, with the aim of increasing the number of national and international visitors.
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Plan, organize, lead, execute, and supervise all activities related to INGUAT’s tourism marketing.
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Advise senior authorities and their departments on marketing matters.
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Advise the General Directorate in formulating short, medium, and long-term marketing objectives, policies, and plans.
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Develop, implement, evaluate, and follow up on strategic tourism marketing plans in accordance with national tourism policies and strategies.
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Present the Strategic Marketing Plan to public and private tourism sectors.
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Propose contingency plans when deviations from proposed objectives or goals are detected.
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Conduct market research to identify and prioritize target markets.
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Implement actions to counter travel warnings and travel advisories against visiting Guatemala.
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Coordinate market studies and research related to tourism.
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Plan and supervise the execution of advertising campaigns, participation in trade fairs, familiarization and press trips, and other promotional actions both nationally and internationally.
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Promote and coordinate, together with the Directorate of Tourism Product Development, the creation of new tourism projects and attractions for promotion.
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Foster and maintain ongoing communication with international organizations, entities, and the private sector engaged in tourism activities.
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Coordinate with the Ministry of Foreign Affairs to implement international promotion strategies through embassies and consulates.
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Manage INGUAT’s participation in international tourism organizations.
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Manage the Directorate’s budget, ensuring efficient use of resources.
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Coordinate with public and private institutions to create and implement policies and conditions that provide visitors with adequate assistance and safety services.
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Archive and safeguard documents related to the department.
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Ensure compliance with institutional policies and regulations.
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Consolidate and approve the annual and multi-annual operating plan, reports, budget, procurement plan, performance metrics, and other relevant documents.