Greetings

Belize's economy and our tourism industry are integrally connected with the current global economic activity. The global economic news in recent months coupled with our own local damage from flooding have increased the challenges faced by the public and private sector tourism partnership as we move towards the traditional busier tourism months of November to May.

While our internal actions may not have significant impact on the international financial situation, it is important that we have a strategy to address the challenges brought by the global economic crises and to be proactive in an increasingly competitive market. Below are some thoughts on:

The Challenges we face:

• In our primary markets of the United States and United Kingdom we expect a lower level of discretionary spending and we have seen an increase in vacation advertising by destinations similar to Belize as well as by destinations inside the United States.
• We are increasing the marketing activities in other markets however, the challenges of airlift to Belize and low awareness of Belize in many European markets make these activities very important but may have a longer time before we see significant results.
• We know that many local businesses are in situations where the cost of existing financing and operational costs are very high.

The Opportunities we have:

• The world is calling for more responsible, authentic, environmentally-friendly behavior and if we translate that interest to a vacation market – THEY ARE DESCRIBING BELIZE!
• People will travel closer to home – Belize is still only 2 -3 hours from the United States & Canada.
• There has been an increase in interest and travel to Belize from nearby markets such as Canada, Mexico and other Central American countries.
• Airlines have been having fare sales from the US & Iberia has announced a new route into Guatemala which helps us with European destinations.
• The price of fuel is falling.
• The private sector and BTB cooperative marketing activities are being continuously strengthened.

The Role of the Belize Tourism industry:

• To continue to reinforce and highlight the authenticity and value of Belize's tourism product – Mother Nature's Best Kept Secret.
• To strengthen our personal and professional marketing relationships with the media, travel trade and, loyal Belize visitors who return themselves and encourage others to comet to Belize.
• To strengthen the public/private sector partnership and marketing efforts.
• To work closely with the Government of Belize to maintain its financial commitment to:
  • Market the Belize tourism product.
  • Continue to build and maintain the tourism infrastructure.
  • Assist through the Central Bank and with financial institutions to ensure that there is an enabling financing environment.

We encourage you to continue to diligently promote your businesses and to provide good value to our customers; to maintain your communication with the team at the Belize Tourism Board in sharing your special vacation offers as well as your concerns and to cooperate closely with the private sector cooperative marketing initiatives suited to your particular service. Your news and feedback are always welcome via the contact form on BTB's online office at Belizetourism.org; email, telephone or in person at our offices at # 64 Regent St. in Belize City.

Yours in friendship,
Tracy Panton
Director of Tourism