Belize Returns to WTM, Chasing European Business

Belize is back at one of the world’s biggest tourism trade shows after an absence of almost fifteen years. But in London, simply showing up is not enough. Belizean hoteliers, tour operators and tourism officials are competing directly with destinations such as Mexico and Costa Rica for the partnerships that can turn international interest into bookings, business and revenue. News Five’s Shane Williams reports from the World Travel Market.

 

Shane Williams, Reporting

“Inside London’s massive ExCeL Centre, tourism is not simply promoted. It is packaged, negotiated, bought and sold. Belize is here alongside destinations from across the globe, all competing for the same international buyers and the same prize: more visitors and more money flowing into their economies.”

 

The World Travel Market brings together representatives from more than 180 countries, thousands of exhibitors and thousands of international travel buyers. For Belize, this three-day event is less of a showcase and more of a global marketplace. Belize has not participated in the World Travel Market for almost fifteen years. Tourism Minister Anthony Mahler says that, with the country now establishing a direct European air connection, staying away is no longer an option.

 

Anthony Mahler, Minister of Tourism

“You’re talking about almost 90,000 people in the trade. This is not a consumer show, it’s a trade show, right? So people that work in tourism, that sell destinations, that create packages, that work with tourist boards, all in this huge piece of space right here. I’m glad to see at least nine or 10 private sector businesses here working, doing their thing, trying to close deals, trying to meet, open new opportunities.”

 

Trade shows like this have sometimes faced criticism over the use of public funds. But Mahler says the schedule in London is far from a vacation. He describes long days filled with meetings, interviews and negotiations with the people who sell and promote destinations.

 

Anthony Mahler

“It’s all day from morning until late evening or night that we have meetings, meeting wholesalers, meeting operators, people. Meeting people in the media, having interviews, and it’s nonstop all day. So this is a part of what we do.”

 

Travel shows can turn conversations into contracts. Hotels find new partners, while tour operators discover Belizean experiences to sell. Best Western General Manager Ted Tejada says attending is costly, but staying away could cost even more.

 

Ted Tejada, General Manager, Best Western

“When you look at your hotel in Belize and you say, ‘Oh, my competitor is next to me,’ I would say that that’s not your competitor. My competitor is Costa Rica, Guatemala, Colombia. When you come to an event like this, you realize the product that exists out there. And if you are not at the forefront, and if you are not telling the operators that you actually exist, there’s other people who are shaking their hands and saying, ‘Hey, I exist.’”

 

Belize is also being positioned as a possible gateway between the United Kingdom and Central America. Boris Iraheta, Secretary General of the Central American Tourism Agency, says the British market remains critical to the region’s growth.

 

Boris Iraheta, Secretary General, Central America Tourism Agency

“For Central America, it’s very important because UK is one of the main markets around the world for tourism. So you know that between UK and Germany, they have fifty percent of the tourism market from Europe. So for us, very important to be here because we are putting our product in the showcase of the tour operators in the UK. And talking about Belize, Belize is one of the main destinations for UK market. So that, as a Central America but also as a Belize destination, it’s very, very important to be here in WTM.”

 

Belize is competing with destinations worldwide for travelers and their money. Belize Hotel Association President Reynaldo Malik says tourism stakeholders must show up wherever the industry makes major decisions.

 

Reynaldo Malik, President, Belize Hotel Association

“This, to me, is one of the largest private sector participations that we’ve had. The BHA works very closely with the BTB in partnership to market Belize as a destination. We have great attendance from the private sector here. Resorts from all over the country are out here. We have DMCs here as well with us.”

 

Organizers say more than five thousand buyers are taking part, with over eighty thousand visitors expected to pass through the event. For Belize, the real measure of success will come after the booths close, when today’s conversations begin turning into partnerships, packages and bookings. Shane Williams for News Five.

 

Attention readers: This online newscast is a direct transcript of our evening television broadcast. When speakers use Kriol, we have carefully rendered their words using a standard spelling system.

 

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