The Belize Tourism Board held it's 9th annual industry presentation today. Normally it's a time to take stock, and for the BTB to boast about what new it will do in the new year. But today, there was a twist; the Minister of Tourism announced that the BTB is charting no less than a whole new course: the tourism product called Belize is getting more than a face lift; it will undergo a rebirth! Here's more.
Hon. Godfrey Smith, Minister of Tourism
"Obviously at any industry presentation there is always the temptation to want to throw out a hundred different things, half of which won't get done. I will say our focus over the next six months will certainly be to try get this new brand for Belize, to rediscover ourselves, to find out our strengths and weaknesses and make a renewed energetic international thrust."
And at the top of the agenda is a new brand for Belize. Smith told the gathering that it is about time:
Hon. Godfrey Smith,
"I believe we have reached the point where yes we are posting growth but we see unable to reach the occupancy levels we want. Isn't it time that we engage in a self-examination as a country, as a industry, to examine what we have been doing."
And the ones leading the way are marketing experts Steven Makadok and Paul Gardner from Future Brand. Their firm has offices across the world and has designed brand strategies for Australia and Singapore. Makadok explains what is his hope for Belize.
Steven Makadok, Future Brands
"At the end of the day what we would like to be able to do is ensure
the legacy of this country and its tourism, not only for you but for future generations. We take that very seriously. We really want people living this brand and everything they do from the way they are greeted at the airport to the way they are taken care of at a hotel or in a taxi to the way they travel around the country and experience different expeditions."
And Makadok says they are developing more than just a brand, it's more like an experience.
Steven Makadok,
"Really this is a seminal moment in time. It is an opportunity to take stock of where we are in this country and put ourselves forward for the future."
Of course, no matter how stylish the brand is, it's no good if the product is all beaten up.
Hon. Godfrey Smith,
"Obviously we can't in one breath be talking about increase arrivals and all this and be faced with crumbling infrastructure."
And one place whose infrastructure is not crumbling is the BTB. They are working on this new $3 million headquarters on Regent Street - and this morning's slick presentation, complete with big screen, and a live band - showed that the BTB plans to look worthy of its budget of 13.5 million for the next year.
Future Brand will embark on a national consultation to come up with the new brand. Their services cost US$500,000 - not currently budgeted in the BTB's $13.5 million outlay for the next year. The $2.9 million the BTB will spend on the new building is divided into $1.6 million to acquire three lots, and $1.3 million to rebuild the structure.
