Introduction
The travel industry around the world is currently experiencing a difficult economic period due to the COVID-19 pandemic. In particular, these events have dealt a blow to those countries whose economy depends on the tourism sector. However, outbound tourism is also a significant part of the economy of many states, making its decline no less detrimental. This is especially true for the United Kingdom (UK), which has one of the largest tourism sectors in the world. However, the economic and political crises caused by Brexit and the subsequent pandemic also had a negative impact on the country’s economy. The UK is currently in need of finding new destinations for outbound tourism as traditional destinations such as France and Spain may be out of reach for many residents.
Many UK residents are currently experiencing the effects of economic and political uncertainty, as well as shrinking job opportunities. These aspects lead to a significant reduction in outbound tourism, which plays a significant role in the functioning of the country’s tourism industry. In addition, with the development of domestic tourism within the country, the restoration of the volume of this market may become long, which will negatively affect the UK economy. In this situation, it is important for the country to offer residents new destinations that could become a source of unique experience, as well as be more attractive to tourists. One of these places can be Belize, which is currently actively developing as a tourist brand. This country in Central America is little known and not popular among UK residents for outbound tourism, but may become a source of tourist interest in the coming years. To do this, the brand needs an active marketing strategy to create a strong brand image and increase equity.
The aim of the research is to identify Belize as a brand and examine how it has fared in light of the current world situation, and what steps could be taken to bring belize back on track to become one of the top internationsl tourism destinations. The objective of this study include:
- Examining the tourism industry with particular attention to the impact COVID-19 has had on the outbound tourism sector of the UK;
- Identify Belize as an up and coming travel destination brand that is become more attractive to UK and Europe residents;
- Identify what steps Belize’s tourism took to combat the short and long term effects of COVID-19 had on the industry.
The paper also aims to answer the following research questions:
- What is Belize’s value as a destination brand and its strategic position in the tourism industry?
- Where does Belize stand a destination location for outbound tourism for the UK?
- What has been the short term and long term effects of COVID-19 will have on Belize as a brand?
A qualitative research method was used to answer the research questions posed. The study collected data from secondary sources, including websites, research articles and books. Data analysis later allowed to describe the key aspects of the functioning of the industry and identify characteristics specific to Belize as a tourism brand. The results of the analysis of the collected data are presented in the paper and are organized into several sections. Based on this analysis, recommendations are later made to develop Belize as a tourist destination to attract UK and Eupore residents.
Sector Analysis
The Consumption Trend and Opportunities
The UK is one of the most developed tourism economies in the world, which makes the sector significant for the stability of the country. In particular, over 37 million people visited the country in 2017, making it one of the most popular travel destinations in the world (UNWTO, 2018; Foley and Rhodes, 2019). The periods of growth of the tourism sector and its influence were interrupted by the onset of Brexit, which marked a critical change in the country’s economic landscape (Khan et al, 2020). In particular, increased prices for air tickets, visa restrictions, as well as various taxes have complicated the conditions for international travel (Belke et al., 2018; Papi et al., 2018). Additionally, Brexit has complicated the political and economic relationship between the UK and UE, creating a lot of uncertainty. Gozgor and Ongan (2017) note that tourism is supported by economic and political stability and vice versa. However, in today’s UK, these aspects are under threat due to economic uncertainty. Thus, modern conditions are changing the existing UK tourism trends and offering new development opportunities.
The tourism industry in the UK is one of the most developed in the world and is supported by outbound, inbound, as well as domestic tourism. In the context of the country’s exit from the EU, increasing the overseas tourism influence for the UK is one of the priority tasks (UK tourism statistics, 2019; Coles, 2021). Travel disruptions as a result of Brexit are now being further intensified due to the COVID-19 pandemic, which is transforming the travel environment not only in the UK but also in Europe (Rakić et al., 2021; McLoughlin and Hanrahan, 2017). It is also important that Brexit has caused economic uncertainty, which also negatively affects the country’s international tourism (Dutta et al., 2020; Khan et al., 2020; Hall, 2020). Hall (2020) emphasizes that this event has caused crises in both the UK and the EU, which inevitably lead to a violation of stability and transformations in tourism. These conditions result in the transformation of tourism trends in the UK, both in domestic and international directions.
Outbound travel trends are currently undergoing a transformation in the UK due to a number of socio-economic factors. The Office of National Statistics defines outbound tourism as “the activities of a resident visitor outside the country of reference either as part of an outbound tourism trip or as part of a domestic trip” (Scott, 2019, p. 2). IBIS World reports statistics that from 2017 to 2022, outbound tourism by UK residents decreased by an average of 18% (Outbound tourism by UK residents, 2021). Additionally, the most dramatic drop in UK outbound tourists occurred between 2020 and 2021 (Outbound tourism by UK residents, 2021). The most popular travel destinations in 2019 were Spain, France, Italy, the USA, and Ireland, and the most common reason is holidays or visiting friends and relatives (Outbound tourism by UK residents, 2021). Thus, in the past, UK residents mainly visited European countries, which may change at the moment due to the complicated political and economic situation.
However, political and economic events, especially such large-scale ones as Brexit, have largely influenced outbound travel trends. First of all, external factors impact “the action process of consumer behavior, and the type of tourism and travel services and products consumed” (Pappas, 2019, p. 13). Scheiner (2014) notes that residents’ travel patterns are stable in the presence of the same daily conditions, but can change dramatically with the transformation of social and economic conditions. With respect to tourism, the higher perceived risks of the destination including economic, social, political, and others, lead to the lowest travel intent (Williams and Balaz, 2015). In turn, such large-scale events (such as Brexit) usually raise the number of perceived risks (Williams and Balaz, 2015). This is due to increasing economic and political uncertainty, which is changing people’s decision-making based on rational factors.
Outbound tourism trends in the UK are currently being transformed due to changing economic and political conditions both in the country and in the EU. In particular, Brexit has resulted in widespread fear of job loss, political instability in terms of UK-EU relations, and an increase in the cost of international travel due to the depreciation of the pound sterling (Proctor, 2017; Allen, 2016; Collinson and Jones, 2016). These conditions have changed the decision-making patterns of tourists’ travel intentions regarding outbound travel, especially to European countries. Thus, these aspects have the greatest impact on outbound tourism trends in the country.
With the economic and political landscape becoming more complex as a result of the Brexit and the subsequent COVID-19 pandemic, the UK is in great need of expanding domestic tourism opportunities. Additionally, in conditions of less cost-effective travel to European countries, UK residents may consider new directions of international tourism. Amoamo (2018) notes that “Brexit marks a critical junction in the core-periphery relationship” (p. 13). Thus, the government can consider the development of domestic tourism networks as the main direction for development. In particular, currently, London and other central cities of the UK are the most attractive for tourists, but as part of both inbound and outbound tourism, regional destinations can become more promising. There is also the possibility of developing new international destinations, including countries in Africa and South America, which could become more economically viable and politically stable in present conditions.
Brexit, as the COVID-19 pandemic, has had a significant impact on the UK travel industry. This sector is of great importance for the country’s economy, which makes its decline now a major economic threat. These events have changed tourism trends, shifting the attention of UK residents to domestic tourism destinations. Political and economic uncertainty have become the main reasons for the reduction in the amount of outbound tourism. Additionally, global events have had a negative impact on inbound travel, which also has a negative impact on the industry as a whole.
Competitive Brands and Market Situation
In the period before the pandemic, the UK tourism industry, although experiencing a decline, was strongly supported. VisitBritain underlines that in 2019 this sector accounted for “£127 billion to Britain’s economy, around 9% GDP” (Our annual performance & reporting, n.d). However, this growth is attributed mainly to inbound travel, which also resulted in job growth. Nevertheless, in 2020 there is a significant drop in spending in this sector, reaching 64% (Newson, 2021). In turn, outbound travel of UK residents decreased by 74% in 2020 compared to 2019 (Newson, 2021). Additionally, more than a third of businesses in the tourism industry are experiencing over 50% revenue cuts, which is an economic threat (Newson, 2021). The tourism market in the UK is currently in a downturn as a result of Brexit and the COVID-19 pandemic.
Currently, the present economic and political conditions complicate the competitive environment in the tourism industry. In particular, Brexit and the subsequent COVID-19 pandemic have dramatically transformed travel patterns not only in the UK but around the world. The complication of international travel conditions between the EU and the UK has resulted in active growth in the number of tourists from the USA, as well as outbound tourism of UK residents to this destination (2019 snapshot, n.d). The decrease in the number of outbound trips to the EU countries is facilitated by both economic changes and the tightening of international travel procedures (Visiting the EU, n.d; Travel abroad, n.d). The COVID-19 pandemic has affected brands competitiveness in outbound tourism the most. 2020 has seen a rapid drop in travel. At the same time, in previous years the number of outbound trips, especially to Spain, France, Italy and the USA, which are the most popular destinations, did not change significantly (Outbound tourism by UK residents, 2021). Although outbound travel is expected to increase in 2022, the number would not match the level of previous years.
In this situation, domestic or domestic tourism occupies a special place in the market as a competitive brand. IBIS World reports that in 2020, the number of domestic travel in the UK has reached a minimum, while in 2021-2022 there is strong growth in this sector (Total domestic tourism, 2022). RAND Europe notes that among the most significant factors influencing the growth of the domestic tourism sector are economic reasons (Lu et al., 2021). Additionally, the activities that are available in the destination, the demographic features, and the infrastructure are also significant factors (Lu et al., 2021). Foley (2019) reports that “domestic tourism outweighed foreign trips in 2018.” In turn, sleepy reasons for increasing the number of local travel are Brexit as a cause of uncertainty, the depreciation of the pound, as well as the heat (Foley, 2019). Such data identifies that for the UK domestic destinations currently represent the fastest-growing market sector.
Despite a significant drop in the number of overseas visits by UK residents, Europe remains one of the most attractive destinations. It is noted that in 2021 there were 95% fewer outbound travels than in 2019 (Overseas travel and tourism, 2021). While the number of visits to Europe also decreased by 93%, this direction was the most requested by UK residents (Overseas travel and tourism, 2021). Seasonal Business in Travel (n.d) also reports that before Brexit, the outbound travel sector brought in more than £34 billion a year to the country’s economy. At the same time, over £16bn contributions to the UK GPD were attributed to European outbound holidays (Seasonal Business in Travel, n.d). Additionally, the Office of National Statistics reports that in the first quarter of 2020 there were over 9,000 visits to Europe, over 7,000 of which were to EU15 countries (Horsfield, 2020). For comparison, during the same period, only 840 visits were made to the countries of North America, and a little more than 3 thousand to other countries of the world (Horsfield, 2020). Thus, although outbound travel volumes have declined significantly, the European holiday sector remains the largest competitor to domestic tourism.
Summarizing, Brexit, as the COVID-19 pandemic, has dramatically changed the distribution of competition in the marketplace. In particular, if previously outbound tourism to the EU countries for the purpose of the holiday was the most common type of travel, then domestic tourism also plays a significant role at the present time. This aspect is the result of more complicated economic and political conditions. It is noteworthy that other destinations such as North America and other world countries have not gained more popularity. This factor can also be explained by the deterioration of economic stability in the UK.
Trends in the Industry and the Position Map
Currently, there are trends in the international tourism industry that highlight the clear leaders in the market. The World Tourism Organization reports that 40% of all tourist arrivals come from countries such as France, Spain, the USA, China, Italy, Turkey, Mexico, Thailand, Germany, and the UK (UNWTO, 2020, p. 5). At the same time, Europe receives about half of all international tourist arrivals and 40% of global tourism receipts (UNWTO, 2020, p. 5). OECD (2020, p. 8) underlines that “China, the United States, Germany, the United Kingdom and France remain the top spenders as far as outbound tourism is concerned.” These countries are responsible for about 43% of all global tourism expenditure (OECD, 2020, p. 8). Additionally, in the period from 2017 to 2018, the UK has seen an increase in spending on outbound tourism (OECD, 2020, p. 9). However, the leaders in the sector remain Germany and the USA, whose international tourism expenditures are much higher than for the UK.
In addition to these indicators, the industry is experiencing global growth in the tourism market in all regions of the world. In particular, the countries of the Middle East, as well as Asia and the Pacific, show rapid growth in the number of tourists (International tourism growth, 2020). International tourism in these areas grew by 8% and 5% respectively in 2020 (International tourism growth, 2020). Although Europe remains the most visited region, the market growth rate in this region has slowed significantly compared to previous years. Tourism in the Americas is also not showing a boom. However, the African tourism market is currently actively developing, in particular, North Africa with a 9% growth in 2020, while Sub-Saharan Africa grew slower showing only 1.5% (International tourism growth, 2020). Expenditures for outbound tourism have grown significantly in France and the US, although they have fallen in China despite the growth in volume.
Tourism Destination as a Brand
Despite rather modest tourism growth rates in the Americas and in particular South America, Carrebeans can become a promising tourist destination for UK residents. Belize is a country within the Caribbean region with a population of about 397,628 people (Worldometr, 2020). The country borders two other Spanish-speaking countries Mexico and Guatemala, but the official language is English (Cheng and Zetina, 2021). In 2019, Belize’s GPD was estimated by the World Bank (2019) to reach 1.88 billion US dollars. It is important that the main source of income for the country is precisely the sector of tourism services. At the same time, the Inter-American Development Bank reports that the pace of development of the country’s economy has slowed down significantly (Rivero et al., 2020). The World Bank (2020) also reports that the COVID-19 pandemic has had a strong negative impact on the Belizean economy, which was already in recession in 2019 due to drought and falling tourism activity. Thus, Belize is currently in need of new sources of income and increased tourism volumes.
However, prior to the COVID-19 pandemic, Belize heavily relied on tourism as a major source of economic growth. The World Travel & Tourism Council (2018) reports that prior to the pandemic, tourism accounted for more than 40% of GPD and also employed more than 40% of the country’s population. In general, the tourism industry has become one of the first to experience the negative impact of the pandemic (Jane, 2020). However, for Belize, as a country heavily dependent on this sector, the consequences of this global event were especially detrimental. In the present conditions, the country needs to look for new opportunities for the development of the tourism sector that UK outbound tourism can offer.
Development of the Place Brand: Belize
Belize is a promising brand for development within the tourism market, as it offers many activities for travelers. First of all, the location of the country in the Caribbean region is not familiar to most tourists, as was highlighted in the industry analysis. At present, the competitiveness of the countries of the Caribbean region as international tourist destinations is quite low, which is especially relevant in the post-pandemic period (León et al., 2020; Sheller, 2021). In particular, this applies to Belize, which, as other countries in this area, is heavily dependent on the tourism industry. In particular, according to the methodology proposed by León et al. (2020), Belize has one of the lowest global competitive indices in the Caribbean region. León et al. (2021, p. 12) ranked Belize 13 out of 33 most competitive touristic brands in the industry of the Caribbean region. However, the country is quite rich in natural and cultural resources, and also has the necessary infrastructure, which can become the basis for the growth of tourist activity (León et al., 2020). Thus, Belize is one of the most promising destinations for the development of international tourism in the Caribbean region.
This country has rich cultural and natural resources that can become an attractive holiday destination for UK residents. Cafasso (2020) notes that annual revenues from rainforests and Mayan ruins for Belize exceed $15 million. Moreover, there are 13 hotspots and 27 resorts in the countries that can be actively used to attract tourists (Cafasso, 2020). Other significant attractions of Belize as a tourist hotspot include Belizean food; music; friendly people; lots of islands with white sandy beaches; wildlife… adventure travel… Luxury: cruises, villas, casinos, resorts” (Ruano, 2018, p. 2). As noted, critical activities are a major factor in travel decision-making. Belize in this regard can provide residents of the UK with extensive attractions, both exotic and luxurious. They can become the basis for the development of a strong international tourism brand.
Belize as a tourist destination may be attractive to UK residents for other reasons as well. In particular, since the 1960s, the country has been known as a popular diving destination, but since 1980, “ecotourism, archaeological tourism” has been actively developing. and adventure tourism” (Berendse and Roessingh, 2007, p. 268). Belize’s tourism marketing is currently based on promoting the country’s natural beauty and rich historical past (Duffy, 2002; Palacio and McCool, 1997; Woods et al., 1992). This tourist destination is positioned as a place for exploration and adventure, which makes it exclusive to travelers (Phillips, 1994). Thus, Belize can offer tourists both a traditional beach holiday and a fascinating exploration of local natural beauties and ancient ruins. This mixture of European resort and exotic options is the main advantage of Belize as a tourist brand.
As part of the development of a tourist destination, the Caribbean region, as part of Central Africa, may be attractive for UK outbound tourism. Against the backdrop of a reduction in recreation in European countries, as well as the development of domestic tourism in the country, more exotic offers are needed on the market. In particular, the recovery from the COVID-19 pandemic also affects the UK, which makes the development of new travel brands for the country’s residents the most promising. Belize can offer UK tourists a new and unique travel experience based on a mixture of luxury resorts and more exotic adventure options. The most important are the cultural and natural resources that a country possesses and which must be emphasized in the development of a tourism brand.
Brand Graphics for Belize
The development of Belize as a tourism brand should be based on emphasizing the various advantages and values of this destination for international tourists. Currently, for many people, the image of recreation in the Caribbean region is associated directly with beaches and resorts (Spencer, 2018; Séraphin and Butcher, 2018). These countries are connected in the minds of people with the sun, sea and sand, as well as cocktails and parties. Sheller (2004, p. 23) notes that the tourism industry in the Caribbean “is vested in the branding and marketing of Paradise.” Such an image is used to illustrate the distinctive features of a given country but does not reflect the fullness of the possible attractions for tourists (Hashim et al., 2018; Foroudi et al., 2019). This view is rather a traditional description that distinguishes an exotic vacation from a more traditional European and American one.
When creating Belize as a tourism brand, it is necessary to appeal to all the possible attractions that the country has to offer tourists. This is necessary to create a competitive advantage in the increasingly complex economic landscape, as well as to reduce the rate of development of the tourism industry (Foroudi et al., 2019; Sharma et al., 2020). Tourism brand image represents a complex perception of the country by potential visitors, which is formed on the basis of advertising, marketing positioning, media coverage (Buzinde et al., 2006; Echtner and Prasad, 2003; Dann, 1996; Mercille, 2005; Morgan and Pritchard, 1998; Silver, 1993). Additionally, the brand image is created through the interaction of tourists and local service, as well as guides and tour operators (Bras, 2000; Dahles, 2002; Salazar, 2006). Thus, branding a place as a tourist destination has many aspects and factors to consider when creating a marketing strategy.
Authenticity can be one of the factors that form the basis of the brand image of Belize as a tourist destination. Many authors note that when creating a brand image, many exotic countries make a clear distinction between everyday social life and the presentation of an authentic ethnic lifestyle as a means of promotion (Kroshus Medina, 2003; MacCannell, 1976; Roessingh and Bras, 2003; Roessingh and Duijnhoven, 2004). In particular, providing an authentic experience and image to tourists based on ethnic and cultural manifestations is a motivator for decision-making travelers who seek a unique experience (Cohen, 1988; MacCannell, 1976; van den Berghe and Keys, 1984). Authenticity can become one of the hallmarks of Belize as a tourist destination, which sets it apart from other brands in the industry. Residents of the UK, both within the framework of domestic tourism and outbound tourism to Europe, cannot find the unique features inherent in Belize there.
To create an authentic Belize experience as a tourism brand, it is important to focus on emphasizing ethnic and cultural identities. However, MacCannell (1976) also notes that the commodification of these resources can backfire and lose the country’s authenticity. However, brand image authenticity is not expressed in individual tourist attractions but rather is created through social experiences and interactions. It involves tourists, local residents, service providers, policymakers, tourist guides and other actors (Bras, 2000). The authenticity of Belize can be built on the presentation of the unique natural and historical features of the country, which is reflected in the emphasis on the opportunity for tourists to immerse themselves in a unique world far from the usual and familiar one. It is also important that Belize can focus on archaeological sites as well as promote nature tourism. To attract tourists, Belize needs to create an image of a country of untouched original nature, as well as amazing and remote historical heritage. Emphasizing the authenticity of local culture can help Belize contrast positively with the modern traditional tourism experience that the UK and EU countries offer.
In the present conditions, it is also important for tourist brands to place emphasis on the sustainability of the industry. This aspect is especially important for Belize as a tourism brand, as nature tourism is the backbone of the country’s marketing (Nuenninghoff et al., 2015). The basis of this direction is the offer to tourists of alternative or eco-tourism, which implies the absence of mass audience (López et al., 2018). In particular, sustainable options involve opposition to conventional tourism associated with the development of tourist infrastructure and resorts (Hanna et al., 2019; Asmelash and Kumar, 2019). Sustainable tourism in this case is applicable both to the place and to the product as part of the development of a tourism brand, as it is a marketing tool. In particular, this factor is important when attracting UK residents as the main tourists. In the UK and EU countries, there is currently active work on the transition to more environmentally friendly ways of production and operation of all industries (Mulet-Forteza et al., 2021; Filipiak et al., 2020). This aspect can act as an additional attraction for Belize as a tourist destination.
Sustainability in this case acts not only as a label but also as additional promotion for local products and activities. In the minds of tourists, what needs to be sustained can act as a more valuable product and shape the decision-making process. Belize is one of the most vulnerable countries to climate change due to its unique natural ecosystem, in particular the marine one (Resilience and conservation, 2021). The conservation of natural and cultural resources is the key to the preservation and development of the country’s economy. These factors can additionally become the basis of tourist attraction, creating a brand image as sustainable and responsible tourism. In particular, against the backdrop of modern attention to climate change, Belize can build infrastructure to attract tourists to protect and maintain local ecosystems. Sustainability in this case can act as a factor in attracting tourists to more conscious travel, which can generate more value and motivate to visit Belize. Additionally, the conservation of natural resources plays a key role in preserving the authenticity of the region, which is the most important factor in creating a brand image.
A feature of the Belize tourism industry is precisely the focus on the authenticity of the local culture and the uniqueness of the experience offered. (Patullo, 2005, p.152) notes that the country “avoided conventional mass-tourism by default, because of poor communications, both internal and with the outside world, … poor infrastructure.” This factor has allowed Belize to be associated with ecotourism and sustainable travel practices. Together, authenticity and sustainability should be the basis of the Belize brand image for promotion among UK tourists. This country can be presented as an unexplored and unique tourist destination that will allow tourists to explore a new continent. These aspects are important because they allow you to create an image of an unconventional holiday, which is a competitive advantage. In the wake of European holidays or domestic UK tourism, these factors set Belize apart as a country with a unique stay experience that can form the basis of the country’s marketing strategy as a tourism brand.
A critical aspect in building a Belize tourism brand is ensuring the safety and health of travelers. In the context of a global pandemic, these factors are significant not only for tourists themselves but also for regulators. Thus, in order to create a strong brand image, Belize also needs to ensure the safety of its visitors and promote it as a priority for the industry (Belize travel health & safety, 2022). The country is currently actively implementing programs that aim to “improve the health, safety, quality and sustainability of the Caribbean tourism industry and thereby contribute to the industry being more competitive, resilient and sustainable” (Tourism and health program, n.d). These aspects should be articulated for potential visitors in publications and charts, which would be an additional factor in attracting tourists.
Thus, to create a tour package for Belize focused on UK residents, it is necessary to take into account the described aspects. In particular, it is important to provide an overview of all available attractions emphasizing the country’s authenticity and sustainability as a tourist destination. It is also important to describe in detail both the resort holiday options for lovers of more conventional travel, and eco-friendly activities. This approach will allow Belize to attract a larger audience of potential tourists and diversify products. Special focus should be placed on cultural and natural resources, in particular archaeological and historical. Finally, it is important to highlight the efforts of the government and tourism organizations to ensure the safety and health of tourists during their visit to Belize.
Belize Tour Package
Authenticity and Sustainability
Belize is proud of its natural and historical resources and strives to conserve them. Therefore, the foundations of the tourist experience in our country are authenticity and sustainability. Belize wants to open to international travelers all the natural beauties of the country and allow them to get acquainted with the local flora and fauna. At the same time, the state is actively working to preserve local natural diversity and minimize the harm of the tourism industry to local ecosystems and communities (How the UN is supporting, n.d; Belize’s Voluntary National Review, 2017). The country is actively involved in the promotion of the Sustainable Development Goals and is collaborating with key European countries to achieve the best results. The main efforts are being made to preserve the marine and terrestrial natural ecosystems and improve the living standards of the local community. These efforts are designed to preserve the unique culture of Belize and open it up to tourists from all over the world.
Belize Health and Safety
The Belize Tourism Board (BTB) prioritizes the safety of international tourists, as well as the local community, during the post-pandemic period. To provide the best quality and safest experience in our country, the BTB in collaboration with the Ministries of Tourism and Health and Caribbean Public Health Agency (CARPHA) has developed the Tourism and Health Program (THP) initiative. THP includes protocols for the operation of various parts of the Belize tourism industry to promote the safety and well-being of travelers and the local community (Belize Tourism Board, 2020a, Belize Tourism Board, 2020b; Belize Tourism Board, 2020c). These guidelines apply to all tourism sites in the country, including hotels, restaurants, and resorts. The BTB also developed and implemented the Tourism Gold Standard Recognition Program. This program focuses on enhancing the hotel and restaurant cleaning practices, social interactions, workplace policies, and standard operating procedures while ensuring minimal impact on the guest experience. These measures are aimed at ensuring the safety and health of the guests of our country in the post-pandemic period. Our top priority is to provide the best possible travel experience without compromising the well-being of our guests and members of the local community.
Ambergris Caye
In Belize, tourists can have a unique and varied experience of interacting with the local nature and culture. As part of the tour package, you can experience a unique experience that includes exploring the natural and historical riches of the country. As part of the tour, tourists will be able to visit the island of Ambergris Caye, which is also called the Isla Bonita (Welcome to Ambergris Caye, Belize, n.d). This island has a unique marine and terrestrial ecosystem that will allow travelers to immerse themselves in the unique atmosphere of the Belizean wilderness. This island is home to unique representatives of the local flora and fauna. Tourists will not only get to know them better but also learn more about local conservation policies and ensure the sustainability of the local environment For lovers of a more luxurious holiday, the island offers a first-class yacht club, which also gives access to ocean-view apartments and various resort activities (Isla Bonita Yacht Club, n.d). Among other things, traveling to the island by boat is additional entertainment that will allow you to observe the local natural beauties. This activity will not leave indifferent lovers of exotic walks and connoisseurs of luxury holidays.
The Great Blue Hole
To continue exploring the unique marine ecosystem of Belize, tourists can visit the Great Blue Hole, which is a real natural treasure of the country. This geological formation is unique on the planet and is “the almost perfectly circular Blue Hole is more than 1,000 feet (300 meters) across and some 400 feet (120 meters) deep” (Blue Hole, n.d). This cave system is a real archive of the geological past and history of the coast of Belize and its marine ecosystems. This attraction will appeal to lovers of breathtaking views and boat trips. During the trip, tourists will also be able to visit a secret beach that will satisfy the tastes of both lovers of the wild experience and those who are accustomed to the comfort.
Archeological Sites
For a better immersion in the historical and cultural past of Belize, tourists can visit the many Maya ruins preserved in the country. On the territory of Belize, both individual buildings and entire complexes created by representatives of an ancient civilization have been preserved (Travel_Belize, 2016a). Tourists can explore these sites to immerse themselves in a fascinating historical and cultural journey that opens Belize from a new perspective. These archaeological sites will allow tourists to get acquainted with the ancient and rich culture of the country, as well as learn more about its historical roots. In addition, the buildings are located in the wilderness of local debt forests, which will provide travelers with an opportunity to make an exciting journey deep into Belizean nature.
Local Flora and Fauna
For a better experience with local natural resources, tourists can take part in a trip deep into the Belizean rainforests, which are home to many species of exotic birds. As part of this trip, an immersion in acquaintance with the local unique and fragile ecosystem, flora, and fauna is available (Travel_Belize, 2016b). Tourists will have a chance to learn more about the diverse local fauna, especially the birds inhabiting these forests. This is a unique opportunity to get acquainted with the unusual and unknown world of Central America and all its natural wealth.
Local Culture
Belize has an extremely rich culture that contains many ethnic features and characteristics. Tourists have the opportunity to experience some of them including local music and traditional Belizean food. Taste the famous meat pies and authentic tacos to the sound of melodic Belizean drums (Travel_Belize, 2016c; Travel_Belize, 2016d; Travel_Belize, 2016e). This experience will not leave indifferent connoisseurs of the cultural flavor of countries and will surprise even the most selective travelers.
Luxury Resorts
Belize can offer a variety of options for tourists to suit their diverse interests and goals. In addition to exploring the cultural, natural, and historical richness of the country, travelers can choose a more conventional vacation and plunge into the atmosphere of beach comfort. Belize offers many luxury resorts and hotels in a variety of settings including local urban, beach, jungle, and islands. In each of them, tourists will be able to find the set of services that suits them. Additional safety measures to ensure the health of visitors guarantee the best experience for international travelers.
Thus presented tour package covers the interests of a wide audience of tourists, emphasizing the principles of authenticity and sustainability, as well as a focus on the health and safety of tourists and the local community. The guide offers a variety of options for tourists to interact with local nature and culture, as well as infrastructure to provide a unique experience. Most importantly, these aspects are emphasized in the package, allowing tourists to associate their holiday in Belize with concern for the well-being of the planet, people and nature. A special focus on working with the UN to develop sustainable goals emphasizes Belize’s responsibility to conserve its own resources and actively participate in the development of the country.
Brand Communication Strategy for Belize
To attract tourists, the brand needs to develop an effective communication strategy that will allow travelers to learn about the destination and its activities. With the development of new technologies, information has begun to play a key role in the decision-making process of travelers (Dinis et al., 2021; Månsson et al., 2020; Silva and Santos, 2019; Voorveld, 2019). These aspects suggest that for effective marketing, Belize needs to actively integrate not only online but also online promotion into its communication strategy. First of all, it is important for the brand to determine the target audience that the tourist destination seeks to attract (Kostelijk and Alsem, 2020). In this case, the goal of the marketing strategy is to articulate all possible attractive touristic aspects of Belize to UK residents.
The communication strategy should, first of all, contain a description of the destination as a geographic area. This is necessary to create tourist interest and influences the choice of marketing communication tools according to the characteristics of the place (Švajdová, 2019). Bassano et al. (2019) emphasize that in modern conditions the most effective communication is the direct involvement of potential travelers in the events of the country’s tourism industry. In this situation, it is important for Belize to use all available digital tools to promote and increase brand awareness among UK residents. In particular, Belize Touristic Board needs to establish a social media presence to actively attract potential tourists to follow the country’s tourism events.
The researchers note that the promotion of tourist destinations through national branding has a number of advantages. First of all, the promotion of a tourist destination as a national project increases the credibility of this tourist destination (Hall, 2010; Hassan and Mahrous, 2019). It is also important that the promotion of a tourist destination through a national brand leads to the development of a more sustainable competitive advantage and a reduction in competition within the national market (Hassan and Mahrous, 2019). Finally, this approach is useful for monitoring changes in the attractiveness of the brand in the perception of potential tourists and adjusting the strategy (Pop et al., 2020). Therefore, Belize needs to focus on building a national tourism brand rather than promoting individual tourism attractions.
This can be achieved through the active use of modern technologies, as well as through collaboration with local tourism organizations and operators. First of all, being active on social media and providing relevant information about the activities available in Belize for tourists is paramount. As a national brand for the country, it is important in this situation to communicate on behalf of the authorities and inform potential tourists about all the vacation options available in the country. Belize needs to create a full-fledged website that will collect all the information about attractions available to tourists. Particular attention should be paid to the provision of country visit guidelines, including health and safety measures.
In order to promote Belize as a tourist destination within the UK, it is also important to work with local tourism operators and authorities. It is necessary for the country to create the trust of tourists in the new direction in order to build long-term relationships. Collaboration with local authorities is the best way to ensure the most reliable communication with a wide audience. The National Tourism Agency may create dedicated information desks for those wishing to explore Belize as an option for outbound tourism. In this case, it is important to provide tourists with all relevant information about the procedures for visiting the country, including insurance options and potential risks. Active cooperation between the two countries is the key to a successful communication strategy in marketing Belize as a tourism brand.
In addition, it is important to actively integrate the efforts of local and international tour operators. It is critical that tours designed in Belize that include Belize activities are actively promoted within the UK through travel agencies. This will ensure not only the flow of the most relevant information but also help build trust between potential travelers and the tourist brand. At this stage of communication, it is also necessary to actively use social media and other technologies to interact with the audience. In particular, both local and international operators can offer the most up-to-date information through social media and promote existing Belize tours through these platforms.
In a communication strategy, it is also critical to ensure competent promotion through various discounts. In particular, for the most flexible and diversified product, Belize should design tours to suit the different purposes and needs of travelers. These tours should also be in different price categories and integrate elements from different tourist segments. This will attract a wider audience, as well as diversify the product. At first, it is critical for a brand to articulate the value of its offering in relation to its price, which explains the need for various discounts and promotions. This strategy will attract more travelers at the initial stage, which can later become the basis for the expansion of the industry.
The Components of the Brand
Belize is a unique destination with different types of tourism available to the customers such as leisure, archaeology, wildlife, heritage, as well as adventure tourism, which constitutes its brand identity. In particular, Belize offers not only traditional luxury holidays with beaches and resorts but exotic trips in the wild. Belize’s brand identity is based on a wealth of natural and historical resources that add up to an authentic tourism experience. Additionally, the brand’s identity includes the ethnic characteristics of the country as part of the Caribbean region, which also constitutes its authenticity. The emphasis, in this case, is on the interaction of tourists with the local nature and community, which allows them to immerse themselves in a unique atmosphere different from the options offered on the market.
Belize as a tourism destination is up and coming area as it has seen major growth within the last decade. It is majorly an unexplored territory with beautiful natural resources. Belize’s brand image is based on sustainability and proximity to nature to preserve unique ecosystems. A distinctive feature of this image is the focus on the unity of tourism and natural aspects that will allow travelers to immerse themselves in a new world of wildlife. The integration of this experience with the rich historical and archaeological heritage of the country will create the most unexpected activities for travelers to explore the local undiscovered environment. The brand image consists precisely in emphasizing the closeness and inaccessibility of this area for European tourists, who now have the opportunity to explore it.
Belize can be identified as a luxury and cultural tourist destination so the competitors will include other similar Central American states such as Guatemala. Others will include Egypt, Hawaii, Costa Rica, Jamaica, etc. At the same time, Belize offers a unique natural tourism experience that can be the basis of branding and marketing. It is important for Belize to articulate the integration of various tourism destinations available to travelers. This will allow the brand to capture a wider audience and improve its position in the market.
The brand equity of Belize is not as strong as some of its competitors as its tourism industry is still in its infancy days. Additionally, Belize has recently experienced a significant negative impact of the pandemic on its economy and tourism industry. However, the country has a developed tourism infrastructure, which allows creating a strong brand on its basis. Importantly, competitors have also been negatively impacted by the pandemic, allowing Belize to acquire stronger brand equity as international tourism recovers. However, it is still not as well known as other more traditional resorts and destinations, requiring a lot of attention to marketing.
Recommendations for the “Belize” Brand for the Next Three Years
Belize is currently an unfamiliar brand for UK tourists and does not attract international travelers. This situation is the result of brand positioning in the global tourism market. In particular, tourists perceive this destination as their usual traditional beach resort in Central America. Additionally, the negative impact of the COVID-19 pandemic has had a negative effect on the country’s economy, much of which depends on the tourism industry. Thus, currently, Belize is having difficulty gaining a competitive edge as it cannot offer tourists a unique experience. As part of the development strategy for the brand, it is important to create a strong image that would become the basis for its development and attract tourists. In particular, the brand needs to actively communicate all its benefits to potential travelers, as well as describe all the activities available to them. The basis for attracting the audience should be the natural and cultural features of the country, which provide tourists with a unique experience of exploring and getting to know unexplored territories.
At present and in the near future, for Belize as a brand, it is necessary to create a loyal market, which can become the basis for the development of the country’s tourism industry. In particular, it is important for Belize to attract not single tourists, but those travelers who can revisit the country regularly. This aspect will allow the brand to provide long-term development, and not a short-term initial boom in activity. Loyal customers are the basis for increasing brand revenue, as well as increasing its recognition and stability (Daffy, 2019; Foxx-Dawodu, 2020). It is also important that recruiting new customers is much more expensive and more difficult than retaining existing ones. It is critical in this aspect that loyal customers allow the brand to carry out long-term planning through studying their needs and interest dynamics. Thus, creating a loyal market is one of Belize’s top priorities for the next three years.
Thus, the basis for developing a loyal market should be a focus on providing such an experience to customers. which will allow them to return to the country again. First of all, the main recommendation in this regard is to study potential customers, as well as give them the opportunity to learn about the brand. Customers need to know what options a brand offers and trust it to be confident in its services (Bilgin, 2018). For the brand, it is important to understand the needs of consumers and offer packages that can satisfy more tourists. For Belize in this regard, it is crucial to offer a personalized experience for customers, which can be helped by interaction through social media and tour operators (Coelho et al., 2018; Ebrahim, 2019). It is important for the brand that each client can find an interesting activity for himself, which will become an attraction.
To retain customers, it is also important for the brand to create a loyalty program that can generate additional value for the product. In this case, the goal of creating a program is to reward customers for interacting with the brand and its services. For Belize, this aspect is especially important and can be critical, as the loyalty program will provide additional marketing power. Loyalty programs can exist in various forms, but the main goal is to reward the client for spending time in the country and spending money on activities in it. To create a loyal market, it is also necessary to maintain a focus on the best side of the brand and its values. In particular, for Belize, these aspects are the integration of natural and cultural resources, as well as a focus on the unique experience of travelers. To maintain fidelity, it is important to be consistent in order to maintain a trusting relationship with customers and create confidence in a consistently high level of service.
Finally, customer engagement also plays an important role, which justifies the active use of social media to promote Belize as an international tourism brand. Interacting with customers and identifying their needs allows the brand to be flexible and offer those services that are in demand among customers. Not least, social media provides feedback tracking to measure the success of marketing efforts. Active promotion on social media can be the basis of the brand’s marketing strategy, as Belize currently has weak brand equity.
The main recommendation in this regard is to actively participate in digital interaction with potential clients, as well as highlighting the situation in Belize and its tourist destinations. It is necessary to create a variety of materials that could help tourists in making decisions about visiting the country. Additionally, it is critical to provide information about existing tours, as well as special offers and discounts. Together, these aspects can help Belize build a strong digital brand presence on social media, which will form the basis of a marketing strategy.
Marketing of the destination to UK tour operators is the other most important task for Belize in the near future. This approach will help in reaching a larger audience, as well as make visiting the country more comfortable. Interaction with tour operators will also allow tourists to facilitate access to holidays in Belize, as well as create more trusting perception. This aspect is most important for Belize in terms of promoting luxury holidays with a focus on the country’s resorts. Moreover, cooperation with tour operators will allow the country to more effectively form its tours and offers for tourists.
Such an active marketing strategy and interaction with tour operators will allow the brand to actively attract tourists. To create more attractive services, as well as for better customer retention, Belize needs to develop special offers and discount systems that will act as an additional motivation for tourists to make decisions. It is now important for Belize to create additional interest in their tourist attractions, which can be done through special offers. In addition to discounts, a country can organize special tours that will be distinguished by a unique set of tourist activities. Additionally, attention can be paid to the development of thematic tours that would be devoted to a certain aspect of the country and would contain additional activities.
Overall, these recommendations will help Belize develop a strong marketing strategy to create a brand image and strengthen brand equity. At the moment, the key task for the brand is to enter the international market and attract the attention of UK residents to Belize. The use of social networks, collaboration with tour operators, as well as various marketing offers will attract potential tourists. The most important thing in this regard is to provide as much information as possible on all activities available in the country, as well as to maintain customer engagement through active involvement in two-way communication. It is also necessary to assess the needs of tourists and offer tours based on the distinctive features only available in Belize.
The core of Belize’s marketing strategy for the next three years should be positioning the brand as a provider of access to a unique travel experience. It is important for Belize to set itself apart from existing more traditional tourism brands including Europe and the US. The promotion should be based on highlighting the unique authentic natural and cultural resources of the country, which constitute its main value. It is also important to articulate the opportunity to spend a luxury vacation to attract more conventional tourists. In general, Belize’s marketing strategy should be based on openness and collaboration with local tour operators. The brand needs to be as open about its services as possible and try to reach the widest possible audience by promoting exotic travel experiences.
Conclusion
Within the framework of the present study, the aim as well as all objectives were successfully achieved. Additionally, the analysis of the collected data made it possible to answer all the research questions posed. The result of the analysis was a list of recommendations that Belize can follow to become a strong tourism brand to attract residents of the UK and Europe. They include the need to develop a loyal market heavy marketing strategies to make up for the weak brand equity, discounts and incentives for customers to purchase holiday, as well as market destinations to top tour operators.
Belize’s value as a tourism brand and its marketing positioning lies in its ability to provide an authentic tourism experience based on exploration of the local natural and historical culture. Thus, the main competitive advantage of Belize is the ability to integrate traditional resort holidays with more exotic activities. These aspects allow Belize to potentially attract a greater variety of tourists. At the same time, the market positioning of the brand assumes the presence of many competitors, both in the form of other Caribbean countries and European destinations. However, Belize as a brand can emphasize its unique natural and cultural resources as the basis of the brand image.
Currently, Belize and the country’s economy are in decline due to the strong impact of the pandemic on the tourism industry. This country is the most dependent on this sector, which made it the most vulnerable to global events. Thus, Belize is currently not popular among UK residents as a tourist destination. Additionally, growing competition from domestic tourism in the UK offers an additional challenge for the brand. In the short term, COVID-19 has negatively impacted Belize as a tourism brand, greatly weakening its economy. However, in the long term, transformations in the trends of the global tourism sector can become the basis for the development of international tourism in Belize. In particular, the increasingly complex political and economic landscape of the UK may be the reason for the active growth of tourists’ attention to Belize as a tourist destination. Currently, the brand needs an active marketing strategy to increase its competitive advantage and enter the European market.
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