The present study was based on determining the natural potential of Abies guatemalensis Redher (Guatemalan fir) in the Forest Management Unit (UMAFOR) 07 Sierra of the state of Chiapas, to identify the optimal sites for its establishment. Geographic information systems (GIS) were used as a technological tool to model the variables that determine the distribution of the species. The information collected in the field was: altitude, exposure, slope, coordinates, as well as thematic maps of soil, vegetation, climate, precipitation and a digital elevation model, with which slope, exposure and altitude cover were generated. The variables that showed the best results were: altitude, humid temperate climate and annual precipitation greater than 2,000 mm. The vegetation corresponds to coniferous and coniferous-broadleaf trees with a slope of 25 to 50%, respectively. This is due to the fact that the productivity of the forests is linked to the ecological attributes of the territory. In this context, the study showed an area of 15,380.71 hectares with the potential to establish A. guatemalensis Redher., in five municipalities of UMAFOR 07 Sierra. With the use of GIS technology, the results were reliable enough to establish reforestations or plantations for the recovery or conservation of the pine. [ABSTRACT FROM AUTHOR]