Since 2010, Guatemala has been one of the 19 countries considered "Megadiverse." The conservation of this valuable natural and cultural heritage depends largely on the 334 protected areas of Guatemala, which cover 32% of the national territory. In turn, this important network of protected areas contains the country's major tourist attractions, with 4 of the 5 top tourist destinations in Guatemala being protected areas.

To capitalize on this significant potential, the IMPULSA Program was launched in 2015 with the goal of enhancing the growth capacities of entrepreneurs and small and medium-sized businesses whose work stimulates sustainable tourism in protected areas. As part of the program's methodology, between 20 and 25 entrepreneurs and businesses are selected to participate in various workshops and events where they benefit from specialized advice, gain access to connections with high-level entrepreneurs, receive support in finding business partners, and have the opportunity to access seed capital.

To be selected for the IMPULSA INGUAT Program, a series of well-defined sustainable tourism criteria are established to ensure the sustainability and positive impact of the projects. These criteria include the need for community participation, cultural respect, and the strengthening of the local community to ensure that growth is inclusive; alignment with the conservation objectives of the protected area, environmental respect, and the use of clean energy to ensure the project is environmentally friendly; the need for the project to provide positive experiences for both visitors and hosts, based on respect for human rights to serve as a catalyst for cultural exchange and understanding.

In this way, the goal is to promote the conservation of protected natural areas, as well as encourage innovation in the sustainable tourism industry as a tool for economic growth and the development of the country as a tourist destination.

The IMPULSA INGUAT Program is developed annually, starting in 2015. Its implementation has been carried out with the support of the Government of Guatemala, through close collaboration and interinstitutional coordination between the Guatemalan Institute of Tourism (INGUAT), the National Council of Protected Areas (CONAP), the Guatemalan Chamber of Tourism (CAMTUR), among others, as a public-private alliance in favor of the country’s economic development, under sustainability standards.

The first edition of the IMPULSA Program in 2015 was implemented in the Western Highlands region, and since 2016, it has expanded nationwide. In 2017, INGUAT adopted the program and has since led its execution, with a particular focus on the destinations prioritized in the Sustainable Tourism Master Plan 2015-2025. Currently, the fifth edition is being developed, and since its inception, it has benefited more than 80 entrepreneurs from various departments across the country. In 2018, the brand was registered, and it was officially named "IMPULSA INGUAT PROGRAM".

Through the IMPULSA INGUAT Program, Guatemala has successfully trained various entrepreneurs and businesses to promote sustainable tourism projects in protected areas and prioritized destinations of the Sustainable Tourism Master Plan, aiming to enhance the value of these natural spaces.

Ultimately, this project has allowed for the development of profitable and sustainable business ideas, which have also become a valuable source of employment for surrounding communities. Furthermore, the IMPULSA INGUAT Program establishes that a portion of the profits generated must be used for the protection of these areas, thus achieving significant results in the conservation of both tangible and intangible natural and cultural heritage.

All of these initiatives have led to the revaluation and increased awareness of what the Guatemala Protected Areas System represents, while simultaneously strengthening the capabilities of entrepreneurs and local communities. This makes it a great example of how tourism can be used for inclusive growth that respects the environment in which it develops.

Below is an infographic about the results of the fourth edition of the IMPULSA INGUAT Program: