Belize is looking to strengthen its position in the UK and European markets as it prepares to benefit from its first direct air link with Europe, according to Minister of Tourism Hon. Anthony Mahler at WTM London
The new service from Frankfurt, operating twice weekly, will mark an important step in improving access to the destination and potentially opening the door to further European connections.
“It's very significant, and it gives us an opportunity to grow our position into Europe. Hopefully we can build upon that, and then hopefully that opens the gate for more airlift out of Europe, especially out of England, which is important for us.”
With improved access offering greater potential to introduce Belize to European travellers, the destination's focus is now on working with tour operators and agents to convert that increased interest into bookings.
The Minister said education would remain central to the destination’s trade strategy, with agents needing a stronger understanding of the experiences available in order to capitalise on the added airlift.
“All we have to do is continue to educate,” he said. “As a leisure destination, we have a tremendous product. We have a diverse range of people, and we have, to me, what people want – that experiential experience in a destination.”
“The main Achilles' heel for Belize in Europe is not having direct connectivity, and we're working on that. But the core is, you know, let's educate about Belize.”
Strengthening the luxury offer
Alongside improved air access, Belize is looking to attract further investment in quality accommodation to broaden its appeal to the UK luxury market.
The Minister said adding high-quality rooms was an important part of the destination's growth plans, with new investment helping to ensure visitors have the accommodation and facilities to match the rest of the experiences on offer.
“You can't grow airlift without having, in parallel, the quality amenities for people to experience or to stay in, and that's part of the growth path for us. If we can attract new investments into the country at a high level that people want to experience and pay for.”
Belize's strength as a multi-experience destination is a key part of its sales message, with agents encouraged to combine coastal stays with inland exploration and cultural experiences.
“That has been a part of our DNA for 30, 40 years,” the Minister said. “The ability to sell reef and the ability to sell rainforest, with all that we have on land and all that we have in our sea. And so, from the second-largest barrier reef in the world to the history of the Mayas inland to tremendous biodiversity that we have in our country.
“The critical part is that most of it is easily accessible by road, by air, by sea.”
Awareness is the priority
Looking ahead, Belize's priorities for the UK and European trade over the next two years will focus on continued education, marketing and building stronger relationships with the private sector.
The Minister highlighted that the destination had worked hard over the past four and a half years to secure its first direct European connection and was encouraged by interest from other airlines seeking to discuss opportunities.
However, raising awareness of Belize's natural assets and cultural diversity remains just as important.
“We have to build awareness. We have to continue to market,” he said.
