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Dec 7, 2022

Capacity Development Director Says Media Critical in Value Chain

Abil Castaneda

Louis Wade Junior is the first recipient of the scholarship program which the B.T.B. plans to make an annual offering. According to B.T.B.’s Director of Quality Management and Capacity Development, Abil Castaneda the media plays a critical role in the tourism industry’s value chain.


Abil Castaneda, Director of Quality Management and Capacity Development, B.T.B.

“For us it is a very important milestone. The B.T.B. last year launched a national training program called the Elevate Training Program and that program was focused on ensuring that we provide training opportunities across the spectrum of the tourism value chain, not only in what we are normally hearing training being provided by the B.T.B. such as hotels and tour guides and tour operators, but we wanted to ensure that we could also look at other aspects of te value chain that may be a little bit more indirect to also provide that level of support and specialized skills training for. Tourism impacts forty to fifty percent of our economy. It hires one in every four jobs. It is a very important part of what Belize is and everyone plays a role in it including the media. And so, in all tourism destinations, where the role of the media really becomes impactful is how do we broadcast, how do we showcase our destination? How do we work with the destination in managing the brand perception of the country? And so that has to be reflected in everything that we do. So we at the B.T.B. engage heavily in capacity development, in product development, but we also have a role to play in ensuring that we support other aspects of the value chain that you also can be an integral part of that. So this program we hope to become an annual program where if we can give maybe one or two of our upcoming media personnel an opportunity to get some formal training so that they can use those skills to assist us in building the brand, in building the image, in maintaining that image.”


The scholarship covers tuition, airfare, accommodation and meal allowance.   The program is for eight weeks. Outside of internship, there are several projects that must be completed for Wade Junior to pass the program.

Viewers please note: This Internet newscast is a verbatim transcript of our evening television newscast. Where speakers use Kriol, we attempt to faithfully reproduce the quotes using a standard spelling system.

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