Today was the first full day of the 2006 Belize Tourism Expo, BETEX. For the next week, more than one hundred travel agents, tourism suppliers, and journalists will be asked to buy into the tourism product called Belize. BETEX is the showcase where resort owners, tour operators and service providers share one space to market their products and packages directly to vendors in the U.S and European markets. And then, based on the strength of what they saw first hand in Belize, they will sell it to visitors. It's a simple enough formula, but not always an easy sell. We today found out why they might buy into it.
Keith Swift Reporting,
For five days BETEX has transformed the King and Queen rooms at the Princess into a marketplace. But there are no fruits and vegetables here, only tourism packages. Organizers say BETEX is all about networking. You are actually looking at agents talking to suppliers. Deals are being made and sealed at BETEX.
Nolan Jackson, Reef End's Resort
"You at these people and think how we could bring the world to our doorstep. We don't want all of them, we just want some of them sometimes. A little group now and then helps in business because we have to make the ball roll."
Nolan Jackson and his wife have operated Reef End's Resort on Tobacco Caye since 1988. In an industry dominated by foreign interests with big money, marketing is his number one concern. For him BETEX levels the playing field.
Nolan Jackson,
"The competition is kind of rough sometimes because most of these things are for people from outside. You have few businesses which are like Tobacco Caye. Tobacco Caye has seven resorts and we Reef's End is only one."
Keith Swift,
How long have you been in tourism?
Nolan Jackson,
"Since '88."
Keith Swift,
How has it changed?
Nolan Jackson,
"Money...in terms of it is a money game and those people from outside have the money. We have to try run in their footsteps."
Keith Swift,
What do you hope to leave here with?
Nolan Jackson,
"One group who will pay me back what I spent here."
Keith Swift,
Does BETEX work?
Nolan Jackson,
"Oh yeah."
BETEX is organized by the Belize Tourism Industry Association. Jim Scott is a board member.
Jim Scott, BTIA
"We've invited these foreign travels agents, wholesalers, and press people to come to Belize and see the different products. Feel the culture, taste the food, enjoy the various environments. Part of our membership is small business and we can't always afford to go abroad and promote our business so by us bringing those agents and wholesalers here, we are able to showcase our products and give them a real live, in person tour and introduction to Belize."
And that is fine by the Belize Tourism Board which has taken a backseat on this one. Tourism Minister Godfrey Smith says it is all about the market.
Hon. Godfrey Smith, Minister of Tourism
"Its really about business to business, international wholesalers coming down, working with our providers. We on the public sector side, the Tourism Board, facilitates by helping to sponsor the event and providing the enabling environment as best as we can."
BETEX will be opened to the general public tomorrow afternoon beginning at 2 pm ending at 5. On the Friday the participants begin the expedition leg of BETEX which ends on Sunday.
