Belize may be one of tourism’s best-kept secrets, but staying a secret will not fill hotel rooms or increase visitor arrivals. That is why the Belize Tourism Board is taking the country’s tourism pitch directly to new markets, using international trade shows, media partnerships and targeted campaigns to reach travelers across Europe and Latin America. After more than a decade away, Belize returned to the World Travel Market in London with one clear mission: turn international exposure into bookings. Shane Williams reports.
Shane Williams, Reporting
Selling Belize takes more than beautiful pictures, glossy brochures and an attractive booth. It requires government, tourism businesses, international agencies and travel partners working together to convince visitors that Belize should be their next destination. At this year’s World Travel Market in London, Belize brought those players together for the first time in more than a decade. The World Travel Market is one of the tourism industry’s biggest international trade shows. Belize’s return comes as the country looks beyond North America and works to attract more visitors from Europe and Latin America. Minister of Tourism Anthony Mahler says Belize already offers the nature, culture and adventure modern travelers want. The challenge now is presenting that experience in a way that stands out.
Anthony Mahler
Anthony Mahler, Minister of Tourism
“Belize has been a leader in first eco-tourism, and now they call it regenerative tourism, and now eco-adventure tourism, and all of that and that’s where the world is trending right now, or the tourism industry is trending. We have what people want to experience, and it’s just how we package it and how we polish it.”
But even the best tourism product needs the right audience. In Europe, FINN Partners promotes Belize through public relations, influencers, media coverage and partnerships with travel agents and tour operators. Its work now reaches the United Kingdom, Ireland, Germany, France and the Netherlands.
Natalie Wilson
Natalie Wilson, Partner, FINN
“We are their hub agency for public relations, communications, influencers, media relations, and of course, working very, very closely with our wonderful trade partners across tour operators and travel agents. We do this both in the UK and Ireland, across Germany, France, and most recently, the Netherlands as well. So we’ve had a very fabulous few years working very closely together, really supporting Belize, growing those tourism numbers, which we’re very exciting to do.”
Belize is also trying to reach travelers before they begin planning their vacations. One strategy puts the country’s food, culture and natural attractions directly onto European television screens. Quiet Revolt Media’s upcoming docuseries, Borderless Tables, featuring Lauren Camilleri, is one example of that push. Travel publications also influence where people decide to go. Breaking Travel News is helping to keep Belize in that international conversation. Its Editor-in-Chief, Justin Cooke, has visited Belize and says the country offers an experience travelers will not easily forget.
Justin Cooke
Justin Cooke, Editor-in-Chief, Breaking Travel News
“I think you’re very lucky to live in Belize. I think if you know, in one sense, it’s sort of, it’s the best-kept secret but maybe we should start telling the world about it.”
That is exactly what Belize is trying to do: turn its best-kept-secret appeal into actual visitor arrivals. Deborah Gray, who attended the World Travel Market, has already visited Belize and now encourages friends in the United Kingdom to make the trip. She says Belize offers British travelers an English-speaking destination where they can explore history and culture without the crowds found at larger tourism sites.
Deborah Gray
Deborah Gray, Visitor, World Travel Market
“I think for British people, it, the country you can get by so easily because they speak English. But it has so many lovely Mayan things that you can see in Mexico but if you go to Mexico, you’re seeing them with hundreds of other people. When you see them in Belize, you see them by yourself and you get a much better sense of history in Belize.”
Those are the visitors Belize hopes to attract: travelers searching for more than a traditional beach vacation and interested in nature, culture, heritage and responsible tourism. The campaign is not limited to Europe. Belize is also pursuing visitors from Mexico, Central America and South America. TM Americas is helping the country tailor its message for travelers, media outlets and tourism businesses across Latin America.
Danny Cohanpour
Danny Cohanpour, Digital Director, TM Americas
“I’m honored to work with Belize. It is a destination with so much diversity, natural diversity, cultural diversity, diversity in attractions, unlike anywhere else. What I do specifically is I help bring that to Latin America, so Mexico, Central America and South America really is our focus in helping travelers and trade and media understand what is it they’re doing, this amazing destination that really sits in the Caribbean and Central America and has really enthusiastic qualities of both regions.”
For Belize, international attention is only the first step. The real test is whether that exposure produces sustainable visitor growth. By entering new markets, strengthening travel-industry partnerships and promoting the experiences modern travelers increasingly want, Belize hopes to turn curiosity into bookings and its best-kept-secret status into a global tourism advantage. Shane Williams Reporting for News Five.
Attention readers: This online newscast is a direct transcript of our evening television broadcast. When speakers use Kriol, we have carefully rendered their words using a standard spelling system.
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