Between July 2024 and April 2025, La Mano del Mono coordinated the implementation of the Market Ready Tourism Model in the Petén region of Guatemala, as part of the project "Consolidation of community-based nature tourism as a resilient way of life".led by GIZ and financed by the German Federal Ministry for Economic Cooperation and Development (BMZ).
This process marked a fundamental step towards strengthening community-based tourism in Guatemala, directly benefitting 18 community organizationswith the support of 7 allied institutions, 3 destination managers and a network of strategic commercial allies.
Project Background
This effort builds on earlier phases of the "Resilience of communities dependent on nature-based tourism to the impacts of the pandemic" project, where the following activities were carried out:
- A diagnosis (2021).
- Training and equipment (2022).
- Implementation of the Market Ready Tourism Model (2022-2023).
The focus was on strengthening the commercial, operational and sustainable capacities of community organizations in the Petén.
A network born from collective work
Although the project initially contemplated working with 12 community ventures, the impact and interest generated allowed the addition of 12 more. 18 organizations in Petén. These are part of:
- ACOFOPThe following are the main projects: Holmul, AMUL, Uaxactún, Ixcalab-AFISAP, Bio Itzá, Ruta Maya Usumacinta, Ruta del Jaguar-SCLB and ACEP.
- ASODESTYPark staff, AMFRUTY, Artisans, Boatmen, Seis Cielo Restaurant, Convenience Store, COINCY and Community Guides.
- Organizations suggested by INGUAT: Nuevo Horizonte and Ajaw Itzá.
This growth gave rise to the Petén Rural and Community Tourism NetworkThis structure has been officially recognized by the Guatemalan Tourism Institute (INGUAT) and represents a key milestone in the institutionalization of community-based tourism in the region.
Tourism identity built from the communities
During September 2024, the following activities took place participatory tourism planning workshops to co-create a tourism identity with a regional focus. Through this process, the organizations defined:
- Mission, vision and shared values.
- Visual identity elements: logo and colors.
- Viability factors and territorial differentiation.
- Geographic location and uniqueness of your experiences.
This work has resulted in the creation of a regional tourism brand with community identityThis is an essential step to project Petén as an authentic destination aligned with the principles of regenerative tourism.
Technical documents to make the offer more visible
From December 2024 to March 2025, each community-based organization worked on one customized technical document that makes its identity and tourism offerings visible. These include:
- Logo and name of the organization.
- Experiences and services offered.
- Certifications or recognitions.
- Practical information: how to get there, what to bring, recommendations.
- Contact information (WhatsApp, social networks, email and website).
These documents are designed with the graphic identity of each organization and can be shared with tourists and business partners.
Design of experiences with a regional approach
Between December 2024 and April 2025, the communities participated in tourism experience co-design sessions. Using methodological tools provided by La Mano del Mono and validated by partner institutions, we were able to build experiences consistent with the new regional identity and ready to be offered to the market. These products will be presented in a business roundtable in May 2025, as part of a regional meeting for the exchange of experiences.
How ready are organizations? Market Readiness Analysis
Through the tool Market Ready TestThe degree of preparation of each organization in the areas was evaluated:
- Corporate
- Operations
- Commercial
- Sustainability
The result made it possible to identify the organizations that are ready to receive visitors and those that require strengthening, as well as to define personalized strategies for improvement.
Data for better decision making: livelihoods and market analysis
The company carried out a livelihood mapping which yielded 75 tables with key information on natural, social, human, production, financial and time resources of each organization. Risks and opportunities were also analyzed.
At the same time, a analysis of the tourism market based on data from the Petén Tourism Observatory and INGUAT, providing recommendations to adapt the promotion to the profile of the national and international visitor.
Measuring visitor experience
During the end-of-year holiday season 2024, the following were applied satisfaction surveys in Spanish and English. Based on their results, each organization developed a solutions plan to enhance the visitor experience.
Sharing to grow: presentation of results
In March and April 2025, feedback sessions were held with each organization, where the results of all the analyses and tools generated were presented. These sessions were attended by GIZ, INGUAT, ACOFOP, CONEXION, CONAP, local municipalities and La Mano del Mono.
A collective path to regeneration
The work carried out in Petén, Guatemala, is an example of how international cooperation, community participation, and a vision of tourism with identity can generate real systemic changes. Beyond brand identity, this project strengthens capacities, builds networks and opens paths for communities to become the protagonists of their own development.
Synergies
18 Community organizations benefited:
ACOFOP (Holmul: Tourism and Conservation, Fruto Maya Ecotours by AMUL, Uaxactún: The Place that Marks the Time of OMYC, AFISAP Ixcalab, Bio Itza, Usumacinta Mayan Route - Cooperativa La Técnica, Jaguar Route - SCLB y Naranjo Sa'all of ACEP).
ASODESTY (Park staff, AMFRUTY, Artisans, Boatmen, Seis Cielo Restaurant, Convenience Store, COINCY and Community Guides.).
Organizations recommended by INGUAT (New Horizon y Ajaw Itza).
Main project partners (cooperating partners):
Deutsche Gesellschaft für Internationale Zusamme- narbeit / German Society for International Cooperation (GIZ), SECTUR Federal México, Guatemalan Institute of Tourism (INGUAT), National Council of Protected Areas (CONAP)Mexican Agency for International Development Cooperation (AMEXCID), Secretariat of Planning and Programming of the Presidency in Guatemala (SEGEPLAN), La Mano del Mono (LMDM) and its Market Ready Tourism Model.
Allies and local managers in Guatemala: Association of Forestry Communities of the Petén (ACOFOP), Institute of Anthropology and History of Guatemala y Petén University Center (CUDEP).
Technical processes and other resources: INGUAT (Kathleen Aquart), ACOFOP (Delmy Sánchez, Leidy Hernández and David Salguero), GIZ Guatemala (Azucena Luna), and La Mano del Mono equipment (Karla Alejandra Rivera Del Aguila - Project Coordinator, Joselin Alegría - Co-facilitator, Alejo Heymo - Alliances Coordinator, Paul Beckman - Technology Platform, Edwine Payán - Communication, Alejandro Alcazar - Creative Design, Cristina de los Santos - Administration and Mauricio Miramontes - Alliances).
From La Mano del Mono we celebrate and thank each of the 18 organizations, allies and institutional actors. Their advocacy and participation have been crucial to create alliances that allow tourism to effectively contribute to environmental sustainability and community development.
Want to learn more about our regenerative tourism methodologies and how you can collaborate with communities like those in Petén?
👉 Contact us or explore our initiatives at www.lamanodelmono.org
