Strengthening Belize’s Tourism Presence in the Region
Today’s episode of Open Your Eyes featured a special report from Guatemala City, where Belize is participating in the Central America Travel Market (CATM) 2026. Introduced by Benita Keme Palacio, the segment explored how Belize is using this regional tourism event to showcase its diverse tourism offerings, build international partnerships, and create new opportunities for local businesses.
Joining the discussion virtually were Efrain Perez, President of the Belize Tourism Industry Association (BTIA); H.E. Jose Alpuche, Belize’s Ambassador to Guatemala; and Norvani Santoya, General Manager of Blu Zen Resort.
Connecting Belizean Businesses with International Markets
Perez explained that Belize’s participation reflects the importance of collaboration between the public and private sectors. Approximately 18 Belizean businesses and a delegation of about 42 representatives were participating, with opportunities to meet international travel wholesalers and buyers from Europe, Latin America, Mexico, the United States, and Canada.
These business-to-business connections can help local hotels, tour operators, and destination management companies establish relationships, negotiate contracts, and attract more visitors to Belize. Perez emphasized that tourism benefits extend beyond hotels and tour operators, supporting other sectors and communities through employment and economic activity.
He also noted that participation in CATM requires year-round preparation, with planning for the next event beginning as soon as the current one concludes. Sustainability is an important consideration, particularly as the region prepares for the United Nations’ International Year of Sustainable Tourism in 2027.
Expanding Regional Tourism Opportunities
Ambassador Alpuche highlighted the potential to strengthen tourism ties between Belize and its Central American neighbors. He explained that the region represents an opportunity to attract more visitors, encourage investment, and develop cross-border travel experiences.
With existing connections between Belize and countries such as Guatemala, Honduras, and El Salvador, there is potential to build multi-destination packages that allow travelers to experience several countries during one trip. Such partnerships could help Belize reach new markets while encouraging visitors from nearby countries to explore the destination.
Alpuche also emphasized that tourism growth can benefit the wider Belizean economy, making regional cooperation an important part of the country’s development opportunities.
Building Business Relationships and Multi-Destination Packages
For Santoya, CATM provides an important platform for hotels and other tourism businesses to connect directly with international travel agencies and decision-makers. He shared that Blu Zen Resort has participated in CATM for three consecutive years, attending events in El Salvador, Honduras, and now Guatemala.
These engagements provide opportunities to diversify business relationships, increase the visibility of individual properties, and develop multi-destination packages for travelers interested in exploring the region.
Perez also discussed efforts to promote Belize’s varied tourism experiences, including cultural attractions, natural sites, and destinations throughout the country. As part of this year’s activities, international media representatives and tour operators are expected to visit several Belizean destinations, including Hopkins, Toledo, Caye Caulker, San Pedro, Caracol, and ATM Cave.
Could Belize Host CATM in the Future?
The discussion also explored the possibility of Belize hosting the Central America Travel Market in the future. Perez expressed support for the idea, noting that hosting the event could create additional opportunities to bring international buyers and tourism representatives directly to Belize.
The panelists emphasized that attracting visitors requires more than increasing air connectivity. Tourism businesses must also develop competitive packages, strengthen services, and work with public-sector partners to ensure that new travel opportunities translate into sustainable demand.
As Belize continues to expand its presence at regional tourism events, CATM 2026 provides a platform for strengthening partnerships, promoting the country’s tourism products, and exploring new ways to attract visitors from across the region and beyond.
You Can Watch Today’s Episode of Open Your Eyes Here
