Belize Tourism Board
Putting Belize on the map
Turning travelers on to the Caribbean’s hidden gem
Four hundred times smaller than the United States, the tiny country of Belize was being overlooked by travelers. Belize needed to establish and grow a tourism-based economy powerful enough to beat the odds against tourism heavyweights in the Caribbean and Mexico.
“Driving six years of success for Belize hasn’t just been about breakthrough creative work. It’s also about connecting meaningfully with travelers who seek unique, distinctive experiences.”
- Executive Creative Director, ICF Next
How we did it
When the Belize Tourism Board asked us to put Belize on the map, we had to entice United States travelers to discover all that the country had to offer. Through a robust advertising and public relations campaign, that’s exactly what we did. We conducted cultural immersion research and deep data analysis to define the audience that Belize would appeal to most: travelers, not tourists.
Year-over-year increase in tourism growth
GDP increase related to our marketing efforts
“The work translated into a true representation of all the things that are unique and wonderful about our country and it brought those insights to life in compelling ways and through many channels.”
— Manuel Heredia, Jr., Minister of Tourism and Culture, Belize Tourism Board