Belize Tourism 2024: A Year of Record-Breaking Growth and New Horizons
As we wrap up 2024, News 5 is excited to bring you our digital Year in Review! This year, we're diving into the highlights and challenges of the past twelve months, all organised by themes. Join us as we look back at the stories that shaped our year…
2024 has been a landmark period for Belize’s tourism industry, marked by unprecedented growth, innovative initiatives, and significant challenges. As we look back on the past twelve months, it’s clear that Belize has not only recovered from the setbacks of the COVID-19 pandemic but has also set new records and explored exciting new avenues in tourism.
Record-Breaking Visitor Numbers
2024 has been projected as Belize’s biggest tourism year in history, and the numbers certainly support this optimistic outlook. On a single day in March, Belize welcomed the highest number of visitors ever recorded, with 16,000 passengers arriving on its shores. This surge in visitors is part of a broader trend that has seen a 25% increase in overnight stays and a 47% increase in cruise ship visits compared to the previous year. The Belize Tourism Board (BTB) anticipates that 2024 will not only meet but surpass pre-pandemic levels, making it a historic year for the industry.
Strategic Initiatives and Unique Attractions
The remarkable recovery of Belize’s tourism sector can be attributed to several strategic initiatives by the BTB and the unique qualities that Belize offers. Key among these initiatives is the expansion of airlift capacity, with efforts focused on increasing routes from the U.S., which accounts for a significant portion of overnight visitors. Additionally, Belize’s genuine hospitality and the friendliness of its people have been consistently highlighted in visitor surveys as it enhances the country’s appeal as a premier destination.
Lloyd Enriquez, Director of Cruise at BTB, stressed the importance of these efforts, stating, “Expanding routes is very critical for us. The U.S. market in particular accounts for 68 percent or thereabouts of our total overnight visitors. So that’s where we focus most of our efforts.”
Cruise Tourism: Opportunities and Challenges
Cruise tourism has also seen significant growth, with Belize expected to welcome up to 950,000 cruise visitors this year. However, the short duration of cruise visits poses a challenge, as tourists often struggle to decide how to spend their limited time on land. Efforts are being made to introduce new destinations and activities within a one-hour radius of the port to enhance the cruise visitor experience.
Despite these efforts, smaller tour operators face stiff competition from larger companies, making it difficult for them to secure business. Nonetheless, the sense of community among tour operators and the support from the BTB have been crucial in navigating these challenges. John Pollard, President of the Belize Tourism and Tour Operations Union, noted, “BTB has been a very great help to all of us. They have looked out for us through the entire slow time.”
Regarding cruise tourism, Tourism Minister Anthony Mahler pointed out that the lack of a docking facility in Belize City is a major factor in the decline of cruise arrivals, as larger ships require docking facilities, which Belize currently lacks.
Safety Concerns and Travel Advisories
In 2024, the Canadian government issued a travel advisory for Belize, warning its nationals to exercise caution due to high levels of crime, particularly in southside Belize City. The advisory highlighted gang and drug-related violence and the recent state of emergency declared in Belize City and the Cayo district. In response, Minister Mahler reassured Canadian travellers that Belize remains a safe destination and emphasised ongoing efforts to address safety concerns.
“We take it seriously, and we are in constant dialogue with our PR agency in Canada,” Mahler said. “Come to Belize; it is safe.”
The advisory was updated on December 12 with the ‘Health—Travel health notice for Zika Virus removed.”
Belize has also been exploring new avenues in tourism, such as agro-tourism. The Ministry of Agriculture highlighted the potential for tourists to visit farms and experience agricultural activities, from bull riding to harvesting crops. This initiative aims to diversify Belize’s tourism offerings and attract visitors interested in unique, hands-on experiences.
“A new theme that’s being discussed around the world is agro-tourism,” said Minister of Agriculture Jose Abelardo Mai. “There are many beautiful farms in Belize that tourists would like to see.”
Cultural tourism is thriving, with unique experiences like the Garifuna dish Hudut drawing tourists. The Martinez family of Hopkins Village has turned the preparation of Hudut into a cultural experience at their Palmento Grove Eco-Cultural and Healing Lodge. Visitors embark on a kayak journey across Fresh Water Creek Lagoon to Kalipuna Island, where they engage in hands-on activities like learning about local plants, preparing traditional foods, and participating in drumming and dancing. The family’s immersive tour also introduces guests to Garifuna culture, history, spirituality, and herbal remedies. Though the business is relatively young, starting in 2018 after a setback, it has become a vibrant addition to Belize’s cultural tourism scene, offering personalised tours and collaborating with other local operators for activities like horseback riding.
Belize is positioning itself as a growing hub for medical tourism, with plans to integrate health services into its broader tourism strategy. Minister Mahler emphasised the importance of a robust health infrastructure to support this development, noting that while medical tourism is still in its early stages, there has been progress. Belize already offers dental services to cruise passengers and aims to expand into cosmetic surgeries. Mahler also reassured that despite incidents like a recent shark attack, tourist perceptions of Belize remain largely unchanged, praising the swift response of dive operators.
Sustainable Tourism and Environmental Initiatives
Sustainability has been a key focus for Belize in 2024. The country was named the “World’s Leading Sustainable Tourism Destination” at the inaugural World Sustainable Travel and Hospitality Awards. This recognition underscores Belize’s commitment to sustainable tourism practices and its efforts to protect its natural and cultural assets.
Belize’s ocean wealth, estimated at $1 billion annually, also presents significant opportunities for the tourism, fisheries, and related sectors. Initiatives like the Blue Bond program aim to map and leverage this wealth to benefit the country’s economy and environment. Narda Garcia, C.E.O. in the Office of the Prime Minister, said, “The value that has been placed is $1 billion Belize dollars on tourism, fisheries, and shoreline protection, $1 billion annually.”
Strengthening Regional and International Partnerships
Belize has been proactive in strengthening regional and international partnerships to boost tourism. A delegation of government officials and private sector representatives travelled to Chetumal, Mexico, to promote the Coconut and Corn Festival and discuss cross-border trade. The second annual fest, organised by the Belize Tourism Industry Association (BTIA) Corozal Chapter, took place in August and featured entertainment, a parade, and culinary offerings highlighting local coconut and corn dishes. The delegation’s visit went beyond tourism promotion, as discussions also focused on strengthening trade ties between Belize and Mexico, particularly in areas like transportation, communication, and tours. Efforts to improve border-crossing processes were also addressed, with Belize’s removal of travel duties for Mexican visitors and the introduction of a duty-free stay.
Additionally, Belize participated in the World Travel Market Latin America 2024 in São Paulo, Brazil, to explore potential partnerships and attract more visitors from Latin America. Minister of Tourism and Diaspora Relations, Anthony Mahler, led the Belizean delegation at the event that saw 27,000 professionals and 620 exhibitors from around the world participate. This provided an opportunity for Belize to explore potential partnerships with businesses from across Latin America. Representatives from the Belize Tourism Board, Barefoot Caye Caulker Hotel, Muy’Ono Resorts, and Table Rock Jungle Lodge were present in the Belize pavilion. Mahler emphasised that Latin America, particularly Brazil, Colombia, and Argentina, represents an untapped market for Belize, and with targeted efforts, more visitors could be attracted. He highlighted the ease of travel to Belize from São Paulo and the potential for increased tourism, noting a significant press conference with over 100 journalists and travel industry professionals. Minister of Tourism Anthony Mahler stated, “We strongly believe that if we put in the effort, we can get more people to come.”
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