Belize: A Country Whose Star Continues to Rise

Between 2017 and 2018, the tiny Central American nation of Belize witnessed double-digit growth in tourist arrivals.

That amounted to a 14.6 percent increase in 2018, bringing the total number of visitors to about 489, 261 people. Cruise passenger arrivals last year also surged, spiking by 19.1 percent over 2017, to reach more than 1.2 million.

The substantial jump in arrivals could very well be the result of an increase in strategic marketing efforts undertaken by the Belize Tourism Board in recent months and years, or it may also be tied to the fact that Belize, by many accounts, is a destination on the rise.

During interviews with TravelPulse, local hotel developers and the Belize Tourism Board said many factors are aligning in Belize’s favor right now to put the country on the radar of travelers far and wide.

Notable developments include new direct flights into Placencia, (Belize’s hottest new destination within,) and an eco-tourism boom at least partially inspired by none other than Sir Richard Branson, who recently began focusing on Belize’s Great Blue Hole for a climate change investigation.

Yet Belize insiders also stress that as the country’s star rises, it is ascending with a deliberate effort to maintain the quaint and quirky charm that’s so beloved by those who visit the destination.

“Belize is developing in the right way, sporadically with no high-rises, allowing the whole cultural part of it to be maintained,” begins Robert van Eerde, CEO of STEM hotel group. “It is becoming like Tulum in the early days.”

Van Eerde and the STEM hotel group are among Belize’s newest arrivals. A hotelier who focuses on true boutique offerings, (all of the properties in his portfolio have less than 150 rooms), van Eerde has done work all around the world.

Yet, he recently made the decision to shift his attention away from projects in Asia and instead focus on the Caribbean and Belize in particular, based on a belief that the Caribbean is where the most opportunity now lies.

“The Caribbean is revitalizing itself and I think Belize is probably the most obvious of all. I can see it happening. I initially came as a tourist and thought ‘This is unbelievable what’s happening here,’ ” said van Eerde. “There is a huge market here.”

Van Eerde says the country’s tourism board is learning from destinations like Costa Rica and Mexico how to successfully market Belize’s offerings and at the same time, Belize has put money and effort into upgrading infrastructure including at airports, increasing capacity and standards.

“All of these angles are causing it to become even more popular with travelers. It’s still quirky and still has its own identity, which is very important to Belize but there is rapid growth taking place, so for me, it was an obvious market,” he adds. “There is a real opportunity to jump into this market and make a real difference.”

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Van Eerde’s first foray in the market will be the Belize Ocean Club, a property he took over on October 19. Situated on the beautiful Maya Beach, just a short journey away from the quaint village of Placencia, the PADI five-star dive resort is being revitalized by van Eerde and his team.

The 60-unit resort is being repositioned to weave cultural features and offerings into the guest experience, an effort that will include showcasing locally produced artwork throughout the property. Each of the units, (which range in size from one- to two-bedrooms) will also be remodeled to provide a peaceful retreat for guests and will have completely new decorations and furniture before work is complete.

Additional renovations will include making the property sustainable and eco-friendly on a variety of levels, such as bringing in recycled water, identifying eco-friendly laundry detergent, stocking biodegradable straws and more.

Van Eerde's Belize Ocean Club is just one of the notable projects taking place in the country.

Mahogany Bay Resort & Beach Club, a Curio Collection property located on Ambergris Caye, is also expanding its property by some 200 rooms, says Karen Pike, director of marketing and industry for the Belize Tourism Board.

Wyndham also has a property in the works that is slated to come online in 2019, said Pike. In 2020 and 2021, even more big brand names will set up shop in Belize including Marriott and Four Seasons.

“We haven’t traditionally had those brands in Belize and they are attracting a lot of publicity for Belize,” Pike told TravelPulse.

She also noted that new airlift to the country has helped raise Belize’s profile. At the end of last year, Sun Country began flying direct from Minneapolis, opening up the Midwest market. In December, Aeromexico started a flight from Mexico City.

Echoing van Eerde's comments, Pike stressed that all of the development is taking place in a thoughtful manner. In fact, she says, it is following a master plan, which specifies that as development continues, the country’s authenticity and uniqueness is to be maintained.

“There will be some areas that might be more fast-paced for Belize,” Pike said. “But we have a lot of areas where you can relax and have a slow type of vacation. You can still enjoy the go-slow mode in Belize, as we like to say.”