Belize’s Tourism Sector Bets on Europe

A direct flight could open Belize to more European travelers, but a seat on the plane does not guarantee guests in hotel rooms. That is why nine Belizean tourism businesses travelled to the World Travel Market in London, investing thousands of dollars to build partnerships before Discover Airlines begins nonstop service in 2027. Shane Williams reports.

 

Shane Williams, Reporting

Belize is preparing for a bigger share of the European tourism market, and the private sector is not waiting for the first flight to arrive. Nine tourism businesses and organizations joined the Belize Tourism Board at the World Travel Market in London. Their mission was simple: turn growing interest in Belize into bookings and business deals ahead of direct European flights in 2027.

 

Nicole Usher, CEO, Ministry of Tourism

“What you see here is what we normally do in international trade shows. So the government or the BTB would, you know, create the space, the pavilion space to promote the destination, but it’s very important that we have the private sector partners involved because they’re the ones that come in to do the actual business with the tour operators who they’re meeting at shows like this.”

 

The delegation included resorts, jungle lodges, tour operators and destination-management companies. Together, they pitched Belize as more than a sun-and-sea destination, highlighting its jungle adventures, eco-tourism, luxury properties and family-owned resorts. For businesses that traditionally rely on visitors from the United States and Canada, the new air link could help unlock a different market.

 

Roberto Guerra, Representative, Belize Collection

“We’re here at the WTM, and it couldn’t have come at a better time because of, you know, Discover announcing that they’re flying nonstop to Belize next year starting December. I think that it’s a great way to tap into the European market. Most of the resorts in Belize are, you know, the US, Canada, our main feeder markets. But I think now we need to explore other options.”

 

Julian Manatana, Representative, Lamanai Outpost Lodge

“We are here to showcase how, I would say, an authentic experience someone can have in a jungle resort, you know? And it’s important to come all the way here because, well, I think it’s great to just travel just like how our clients would be traveling. It’s a new experience and you never know who you’re gonna meet and what experiences you’re gonna have.”

 

Nayla Shehade-Espejo, S&L Tours

“We wanna get, not only our name, but we want to showcase what SNL has to offer and, of course, what Belize has to offer. Because it’s not just about a single proprietor or a single entity or a stakeholder, but it’s about what our country has to offer for Belize.”

 

Several delegates reported packed schedules and meetings with existing and potential partners.

 

Danae Harrison, Representative, Dara Travel

“We had a phenomenal day. I’m not gonna lie. The people we’ve met today are just lovely people. We’ve met with existing customers and potential new customers, and I’m really excited for the possibilities that come after this show.”

 

But reaching Europe comes at a cost. Tourism stakeholders must cover airfare, accommodation and meals, knowing they may wait a year or longer before those meetings generate business.

 

Reynaldo Malik, President, Belize Hotel Association

“Coming over to Europe is not necessarily cheap. I believe an economy ticket is gonna run you about 2,000 US dollars to get over here. And then you’ve got hotel, you’ve got food. Is the ROI going to appear next week or next month? It, it is not. That’s just not the nature of business, right? Particularly in the travel business. You’re really here right now building on an intent that’s going to materialize probably 12 months from now or, or longer for that matter, right?”

 

For Belize’s tourism businesses, London was not about instant returns. It was about building relationships now, so when direct flights begin, European travelers already know where they want to stay and what they want to experience. 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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