Unusual circumstances require creative thinking and strong partnerships

Many of Belize's hotel properties continue to receive international recognition for their quality of service, sustainable environment and socially responsible practices. Whether it is an award from a credible institution or via feedback from readers /travelers, Belize's conservation activities and natural attractions have also received similar accolades - World Heritage Status of large tracts of our Barrier Reef; innovative legislation to protect and stimulate our recreational fishing practices; UNESCO recognition of the Garifuna language and people as Masters of the Oral and Intangible Heritage and of course, the oft-repeated comments on the friendliness of Belizeans. Coupled with the diversity of our attractions available in one vacation, local efforts have significantly contributed to the ongoing growth of our tourism industry.

Today, however, we cannot take the same "Business as usual" approach in ensuring that the tourism industry remains strong and viable. We have started 2009 in a world where budgets have tightened, the fear of losing one's job and home is real and where even the world's leadership and experienced economists find themselves diligently attempting to implement new and creative solutions that will bring stability to financial markets. The effect on the world's tourism, and Belize, is no exception, in that some people are not able to take an international vacation, while others prefer to be cautious and delay their vacations. There are many who will still decide that they are able to take a vacation in 2009 but often their decision-making process will have been adjusted to incorporate a more responsible approach with an emphasis on the following:

• Looking for value for money
• Visiting safe, close destinations
• Having the ability to reconnect with travel companions - be it couples, families or friends
• Feeling that they have made a difference by contributing socially and environmentally

This year, Belize's marketing exposure has already increased significantly with a greater private sector presence in the European and US markets at travel shows. (So too has the presence of competing destinations intensified!) While there is still work to be done in creating awareness of the Belize destination, there are increasing requests for customizable and affordable vacation packages to suit families, couples, divers , or girlfriends on a getaway. Visitors want to know what is included in the prices- to make sure that there are no unexpected monetary surprises at the end.

The travel trade - agents and wholesalers - are also feeling the pinch and want to strengthen the relationship with hotels to ensure that they are treated as valuable partners with preferential rates and commissions that are not the same as those offered directly to the consumer. Located in our markets, many travel trade partners, invest significantly in marketing and making the Belize travel sale and have been valuable producers for Belize.

Our role in the local tourism industry is to ensure that:

• We maintain a strong and visible presence in established markets such as the United States but increase our presence in emerging markets such as Canada, the UK, Europe and Latin America.
• We ensure strong value in what we are providing whether it is service, infrastructure and/or hospitality
• We strengthen our safety and security measures to ensure that our visitors return home relaxed, de-stressed and spreading the word about Belize's value.

In order to provide what the market needs, we must continue to be creative in cooperatively financing marketing efforts; make sacrifices to ensure that staff get trained and properties maintained; work together across all industries and ministries to ensure that our visitors feel welcome, safe and appreciated by everyone that they meet.

We encourage you to keep us current with what is happening in your business and in your destinations via the "What's New with You" link on BTB's online office at Belizetourism.org and know that you are always welcome to contact the BTB via the contact form email, telephone or visit us in person at our offices at # 64 Regent St. in Belize City.

With friendship,
Tracy Panton
Director of Tourism