Belize experienced significant growth in tourism and an extraordinary expansion of cruise tourism after the Blackstone Strategy was adopted in 1998.  In the Cruise Tourism Impact Forum facilitated by the Belize Tourism Board in 2004, it became clear that some industry participants embrace cruise tourism while other stakeholders are concerned about its impact on ecotourism and its long-term sustainability. On a related front, the White Paper and Tourism Sector Diagnostic, commissioned by the BTB that same year, examined key issues and market trends in their local, regional, and global perspectives.  Both recommended that Belize's tourism strategy be updated and integrated into a tourism master plan and into Belize's overall economic strategy.  Using the White Paper and Tourism Sector Diagnostic to establish a context for legislation and tourism planning, a new National Tourism Strategy for Belize was approved.

The tourism market worldwide is changing.  The growing markets include those of the cruise visitor and the "experiential tourist" who travels in search of a more-diversified product comprised of culture, natural heritage, adventure, community, and nature. With the range of cultural and natural resources available in the country, the Belize product is poised for competition in these areas.

Belize's tourism vision is to develop a vibrant and progressive tourism industry through a responsible approach which embraces a strong "eco-ethic" and effective destination management that seeks to improve the quality of life for all Belizeans.

Belize will be guided by several principles to shape how tourism is developed and managed to achieve the country's vision for tourism.  These guiding principles are as follows: 

1. All tourism activity will be designed to improve the quality of life enjoyed by Belize’s citizens;
2. An appropriate balance between the two main segments of the Belize tourism sector; stayover and cruise, will be established to ensure that the destination positioning Belize has established in the global tourism sector is not compromised;
3. Government will foster a positive environment for the tourism sector and meaningful local participation in the sector;
4. Tourism sector planning and management will be based on partnerships and collaboration; 
5. Local communities will play a meaningful role in the tourism sector, one that ensures economic, social and cultural benefits to each participating community;
6. Tourism policy and development programs will be integrated with national economic, social and cultural policy;
7. Development of the tourism sector will be market-driven;
8. Government will insist on the application of business practices in the management of the destination.