The city of Santiago de Guatemala was founded in Iximché 500 years ago. “It was the first formal contact between Guatemalans and Spaniards,” says César Aguilar, representative of Polochic Travel & Wellness, an incoming and outgoing tour operator. The site is located in Tecpán, Chimaltenango, and despite its history, it often goes unnoticed.

In order for Tecpán to be categorized as a primary tourist destination, the Guatemalan Tourism Institute (Inguat) must conduct a technical study to establish the tangible and intangible criteria that determine the hierarchy of a tourist attraction, according to Guillermo Cuéllar, owner and manager of the tour operator Descubre Guatemala.

Aguilar points out that if this study is carried out and the sector is organized, Tecpán could become a major tourist attraction within five years. Harris Whitbeck, director of Inguat, says it is necessary to listen to local stakeholders and bring them together with potential investors and developers to formulate a plan to attract investment.

Cuéllar affirms that Tecpán is currently a secondary tourist destination that has grown due to the strengthening of the gastronomic segment. “It consists of 14 kilometers—from 78 to 102 (on the CA-1),” says Anna Mercedes de Lembke, technical director of Villa San Ricardo, a tourist spot in the municipality.

Whitbeck points out that there are currently more than 50 restaurants in the area. He also mentions that in 2024, 20,000 foreign tourists visited Iximché, most of them with Atitlán as their final destination. In 2025, 13,500 visitors have been counted, so according to the official, an increase in the number of visitors is projected for this year.

Roadmap

“Gastronomy sells itself,” says Cuéllar, who stresses that it is necessary to give the municipality more value than just its cuisine. For the tour operator, it is first necessary to organize all the points that need to be implemented.

Cuéllar then proposes conducting an assessment to identify tourist attractions and, based on this, identify the area's weaknesses, the necessary training, and the creation of public-private partnerships with INGUAT, companies, tour operators, and travel agencies, in order to develop a work plan. He also highlights the need for the municipality of Tecpán itself to develop a multi-year master plan to serve as a guide for new administrations.

For Whitbeck, the solution would start with creating a roundtable discussion involving local restaurant owners, municipal authorities, and national investors.

On the other hand, Cuéllar points out that a robust inventory of tourist sites in the region must be carried out and their condition determined. Based on this analysis, resources with the potential to become tourist attractions should be developed. According to Cuéllar, once the tourist sectors meet certain technical requirements, Inguat can include them in its tourism promotion inventory, both nationally and internationally. “Practically everything that is hierarchy 3, 4, and 5 is what Inguat considers appropriate for its tourism promotion,” says Cuéllar.

Whitbeck argues that Tecpán is not currently ready to be promoted internationally as an emerging destination. However, she points out that the new sustainable development master plan, which will come into effect at the end of the year, will set the tone for INGUAT's future actions, not only in terms of promotion but also in investment projects.

For De Lemnke, there is a need for an integrated guide to the variety of services offered. The director of Villa San Ricardo states that there is currently no tool available to allow visitors to select from the services on offer.

Mayan culture

One of the key points for positioning Tecpán as a tourist destination capable of attracting the international market is the Iximché park, where visitors can experience Mayan culture firsthand, according to Aguilar. However, the tour operator stresses that it is necessary to consolidate the structures, expand the museum, and improve sanitary services.

Mónica Urquizú, technical director of the Institute of Anthropology and History of the Ministry of Culture (Idaeh), indicates that several million dollars are needed to make the necessary improvements to the park. “At the moment, a budget of 1.4 million has been allocated, and a large part of that is earmarked for operations,” explains Urquizú.

The archaeologist mentions that the site is larger than what is open to the public, since restoration is required to showcase it. To do so, it is essential to have sufficient financial resources for its maintenance and intervention. According to Urquizú, the part currently open to the public represents only 5% of the total park.

To improve the site, Urquizú believes it is necessary to invest in signs and information panels—both in the archaeological zone and along the access route—since, according to the archaeologist, the formats used must be updated from time to time.

Another important aspect, both for Urquizú and Aguilar, is the need for tour guides and trained staff. Aguilar argues that guides help visitors better understand the importance of knowledge about ancient civilizations.

Although this falls under the jurisdiction of the Ministry of Culture, Aguilar points out that institutional responses are often slow, with delays of up to three months in resolving issues affecting the park.

How to attract tourists?

“We all want to have lots of visitors. But the number of visitors will not reflect the quality of consumption that I would expect from a particular service,” says Cuéllar, who believes it is necessary to change the way tourist attractions are marketed in order to attract higher-quality visitors who will consume both the product and the experience of coexistence.

Currently, international tourists pass through Tecpán because it is the route to more well-known destinations, such as Lake Atitlán or Quetzaltenango, according to Cuéllar. It is a “mandatory route,” although, he points out, visitors do not usually stop there.

Cuéllar mentions that Tecpán could be adapted for agrotourism activities, due to local agricultural production and the farms established in the area; nature tourism, thanks to nurseries and botany; and adventure tourism, as it lends itself to low-difficulty hiking.

Another important point for Cuéllar is the Q seal, a recognition awarded by Inguat to establishments that implement continuous improvement processes to increase their competitiveness. To obtain it, he says that aspects such as universal accessibility in the museum and the ecological park could be improved. “It has been shown that a tourist with a disability represents 30% more investment or spending than a person without a disability,” he points out.

Training and services for tourists

De Lemke mentions that, for 21 years, around 10 entrepreneurs have come together with the vision of making Tecpán grow. “This was going to be a great town for tourism development for the new generation.” When referring to a “development town,” De Lembke explains that they are seeking to integrate rural tourism.

However, for this to happen, it is necessary to achieve a high level of service and customer care. This is according to Aguilar, who believes that training should be provided to those who aspire to offer services in the sector. “Employers always send their employees for training, and when they want to implement that new knowledge, the first ones to oppose it are the employers themselves. So, employers should also receive training to become more open-minded.”

According to Aguilar, Tecpán has the advantage of having two French-Swiss families living there, who can share their knowledge of sausage and cheese making. Aguilar points out that Guatemala is not known for producing cured hams and cheeses; however, there is potential for training to take advantage of these flavors.

Cuéllar, for his part, points out that, based on an assessment, it would be possible to identify areas in which it would be beneficial to train local people. Possible sectors mentioned include good manufacturing practices, food, customer care and service, and technology.

Upcoming challenges

Cuéllar points out that one of the main challenges to overcome is accessibility. According to the tour operator, certain road conditions make access difficult and make the experience “exhausting” even before arriving at the destination. For him, it is essential to improve the road network and implement alternate routes, since it is also possible to reach Tecpán through other municipalities. This, in turn, would diversify the tourist offer and allow for greater participation by villages located within the municipal jurisdiction.

Aguilar believes that an analysis of tourist flow displacement is needed. “An analysis must be carried out because when there are accidents on the CA-9 or CA-1, we have no alternative routes. So, in this region—speaking of Tecpán—we need to pave and expand new routes,” he says.

De Lembke emphasizes that Tecpán currently lacks sufficient hotel capacity. Aguilar agrees that, at present, the hotel sector is underdeveloped, especially for international tourists, who tend to stay longer than domestic visitors.

Finally, Cuéllar believes that cultural identity based on traditions and customs should be preserved, and that the municipality should foster an empathetic attitude towards both visitors and local residents who consume and enjoy the area's tourist attractions.

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