Belize sets sights on tourism expansion: Unveils new strategies for future boost

June 29, 2023
by Larry Waight +

According to Travel Pulse, Belize is set to welcome a significant increase in visitors, with JetBlue launching nonstop flights from New York’s John F. Kennedy International Airport to Belize City’s Philip S.W. Goldson International Airport in November.

Despite Belize’s 2023 visitor arrivals remaining somewhat stagnant, with May’s land-based arrivals totaling 32,871 travelers marking a 0.4 percent decrease compared to May 2022, U.S.-based arrivals have remained strong. Americans accounted for a hefty 72.5 percent of Belize’s overnight visitors in May, with 150,206 U.S. travelers visiting the country during that month, according to Belize Tourism Board (BTB) officials. It’s worth noting that Belize is one of the few Caribbean destinations that attract both land-based and cruise-ship visitors.

Travel Pulse recently interviewed Anthony Mahler, Belize’s minister of tourism and diaspora relations, to understand his strategies for supporting future tourism growth in Belize. Mahler took office in 2020 after a more than decade-long tenure of his predecessor, Manuel Heredia.

Mahler stated that the country’s visitor arrivals were trending at around 91 percent of 2019 levels, which is slightly above the average. Highlighting the unique allure of Belize, he emphasized the country’s cultural diversity and range of offerings within a compact geographical area, a feature unmatched by any other global destination. As he put it, Belize is “Easy to reach, more than just a beach.”

North America is the primary source of visitors to Belize, accounting for over 80 percent of the country’s tourism business. To continue the growth of Belize’s tourism industry, Mahler’s administration has been focusing on attracting new airlines and flights from the United States and Canada.

In terms of managing future visitor growth, Mahler acknowledged the need for improvement in the country’s hotel sector. With 900 hotels offering just 9,000 rooms, the average size of a hotel in Belize is currently 10 rooms. As the country aims to stay competitive on a global scale, a larger and better quality room stock is crucial. To this end, Belize has been actively engaging with investors, developers, and brands. Exciting new developments include the construction of Four Seasons and Six Senses resorts.

Advertisment

Belize is also planning to enhance its tourism infrastructure. Recent approval has been granted to float a bond for basic infrastructure improvements, with another bond proposal under consideration.

When discussing Belize’s growth in the African American market, Mahler noted the significant strides made in attracting visitors from Atlanta. The minister of diaspora relations pointed out that the Black traveler market in Atlanta was an important focus due to their high professionalism and desire to explore the world. As a result, Atlanta is now the third-leading city for Belize’s visitors.

Lastly, addressing the ongoing issue of Belize’s lack of a docking facility, Mahler admitted that larger ships often bypass Belize in favor of Roatan and Cancun. He expressed hope that with the completion of a docking facility, Belize’s visitor numbers would start climbing again. Despite current litigation and conflict between various entities over building a port, serious players like Royal Caribbean are at the table, signaling a brighter future for Belize’s tourism infrastructure.