San Juan La Laguna () is a municipality on the southwest shore of Lago de Atitlán, Sololá, Guatemala. It consists of the village named San Juan La Laguna and three smaller aldeas (small villages) in the nearby mountain. The population is approximately 95% Tz'utujil. Agriculture is most important for the economy, with the service sector growing, especially as the number of tourists increase. The lowest elevation is the shore of Lago Atitlán at . The town is notably less popular among tourists and expats, as a local law prohibits outsiders from purchasing land within the municipality. Due to this, visitors to the town can enjoy a more "authentic" experience among the indigenous Tz'utujil population. Local economy San Juan La Laguna is similar to other towns along the lake, in that its population has traditionally subsisted off of the income from the fishing and agriculture industries. Before tourism came to the town around a decade ago, the women would be forced to climb the surrounding mountains to sell their textiles to other communities. Now, San Juan is home to Trama Textiles, a women's weaving co-op consisting of just over a dozen women who make textiles using the traditional Mayan art of backstrap loom weaving. As of 2020, they have partners all over the world who sell their good wholesale, casting a wide net for their products and profit. The fishing industry has taken a hit in recent years, with the lake's fish population steadily declining. This is in part due to the introduction of the non-native Black Bass 1958 in an attempt to attract more recreational fishing tourism. It has since caused disruption of the lake's natural ecosystem, causing the extinction of local bird and fish species. Most fishermen are still able to make a living by taking tourists out in their traditional boats, but worry about the future. The main crops of the area are the typical include the typical avocado, coffee, cacao, and corn, though the town is notably lacking in land due to the expropriation of it by the government in response to the global coffee trade boom in the mid-20th century. Ethnic history San Juan La Laguna is populated by an ethnic group called the Tz'utujil, one of 21 Maya ethnic groups. The Tz'utujil speak a language of the same name, Tz'utuijil, and share the coast of Lake Atitlán with another Maya ethnic group, the Kaqchikel. According