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NATIONAL SUSTAINABLE TOURISM MASTERPLAN for BELIZE 2030 Executive Summary

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NATIONAL SUSTAINABLE TOURISM MASTERPLAN FOR BELIZE 2030 Executive Summary June 2011 Carabela La Niña, 12 08017 BARCELONA, SPAIN Tel. (+34) 93 206 43 43 Fax. (+34) 93 280 35 16 María de Molina, 54 28006 MADRID, SPAIN Tel. (+34) 91 564 72 09 Fax. (+34) 91 409 44 87 www.tladvisors.com [email protected] a EuroPraxis Consulting Co. Barcelona • Madrid • Lisboa • Milano • Sao Paolo • Dubai National Sustainable Tourism Master Plan of Belize • Executive Summary Table of contents 1 Introduction ........................................................................................................................................................ - 3 - 2 Belize Tourism Industry as it is today.............................................................................................................. - 4 - 3 Belize Tourism looking ahead to 2030 ............................................................................................................. - 6 - 4 Strategy to reach 2030 Vision ......................................................................................................................... - 10 - 4.1 Strategy 1: Product development (Optimization Goal) ............................................................................................... - 10 - 4.2 Strategy 2: Integrated destination development (Competitiveness & Sustainability Goal) ......................................... - 11 - 4.3 Strategy 3: Experiential quality enhancement (Competitiveness Goal) ...................................................................... - 11 - 4.4 Strategy 4: Empowerment of Stakeholders (Leadership & Optimization Goal) .......................................................... - 12 - 4.5 Strategy 5: Proactive solution to funding sources (Leadership & Sustainability Goal) ............................................... - 12 - 5 Implementation Programs at a glance ........................................................................................................... - 13 - 5.1 Governance and Institutional Strengthening .............................................................................................................. - 14 - 5.2 Tourism Sustainability and Quality Assurance ........................................................................................................... - 17 - 5.3 Infrastructures for Tourism Destination Development ................................................................................................ - 19 - 5.4 National Tourism Marketing Macro-program .............................................................................................................. - 21 - 5.5 Tourism Product Development ................................................................................................................................... - 23 - 6 Implementation considerations ...................................................................................................................... - 26 - 6.1 Product Phasing schedules ........................................................................................................................................ - 26 - 6.2 Budget allocation ........................................................................................................................................................ - 27 - 6.3 Implementation and funding ....................................................................................................................................... - 28 - - 2 - National Sustainable Tourism Master Plan of Belize • Executive Summary 1 Introduction The present document highlights the strategic approach and subsequent action plan set forth in the National Sustainable Tourism Master Plan of Belize 2030 (NSTMP) whose expected implementation results will lead Belize into the future equipped with a dynamic, competitive, and sustainable tourism industry. This executive summary explains what Belize tourism industry is like today, the objective Belize tourism situation for 2030 and the strategies and actions to reach that goal. It also gives a synthesis of the NSTMP structures and programs, and the strategic approaches that must guide the implementation plan. Finally, it provides a phasing approach and estimated preliminary budget calculation for the implementation of all programs and projects. In this regard, it is important to mention that the budget includes all activities, but this does not mean that all funding has to come from Government or even from the Ministry of Tourism and Civil Aviation/BTB. It provides a framework of magnitudes in order to organize activities for the active attraction of funding from all possible options, based on the particularities of each project. The following graph portrays the components that comprises the NSTMP package and are subsequently described in the current executive summary: II. National Sustainable Tourism Master plan for Belize 2030 I. Diagnostic of the tourism sector A. Definition B. Destination C. Implementation strategic framework Physical Plan programs National Tourism Governance National Tourism Sustainability & National Tourism Infrastructures Macro Program Quality Assurance Macro Program Macro Program National Tourism Marketing Tourism Product Development Macro Program Macro Program D. Budget Analysis of the Macro Program E. Project Implementation Manual Key actions will be defined trough the different macro programs to reach the strategic goals of the Sustainable Tourism Master Plan of Belize Source: T&L, 2011 - 3 - National Sustainable Tourism Master Plan of Belize • Executive Summary 2 Belize Tourism Industry as it is today With the momentum provided by the development of the National Sustainable Tourism Master Plan, the next two decades offer a unique opportunity for Belize to build upon its strengths and take advantage of the strategic opportunities presented. Its tourism attractiveness excels thanks to biodiversity, ecotourism and cultural sites, with specific sites of international interest having great potential for tourism development. Belize tourism in figures The tourism industry is developing, with a wide range of tourism operators and employment of significant numbers of Belize‟s population. Moreover, the tourism sector in Belize is one of the most important for the country‟s economy. Few reliable estimates exists and they vary according to the source, however most converge in that tourism contributes anywhere from 18% to 25% of the total GDP, and accounts for about 28%1 of total employment. In 2008, Belize received 245,000 overnight arrivals and 597,000 cruise visitor arrivals contributing Bz$563 million to the Belizean economy. About 85% of overnight arrivals consume tourism facilities, the other 15% stay with friends & family and own condos. The main market source continues to be the US market in a dominant position followed by the Canadian market, as shown in the graphic below: Belize Tourism Statistics - 2008 Top 10 Market Arrivals to Belize 2007 Evolution of International Visitor Arrivals to Belize by Category of Visitor (2004 -2008) Americans 152.569 851.300 800.300 Canadians 16.655 575.200 655.900 624.100 597.400 319.700 Guatemalans 14.130 199.500 220.600 230.800 236.600 247.300 251.400 245.000 2002 2003 2004 2005 2006 2007 2008P UK 10.180 Overnight Visitors Cruise Visitors Source: Belize Travel and Tourism Statistics 2008, Tables 1.9 & 1.10 P = Preliminary R = Revised Mexicans 5.752 Tourism Expenditures by Overnight tourists and Cruise Germany 4.054 visitors 2000 - 2008 585.8 563.0 505.7 12.1% Netherlands 3.496 12.0% 12.3% 349.4 3.126 345.3 France 311.4 18.9% 17.5% 265.6 14.1% 240.1 241.0 9.2% 87.9% 1.8% 1.5% 88.0% Honduras 2.928 87.7% 85.9% 81.1% 82.5% 98.2% 98.5% 90.8% Italy 2.702 2000 2001 2002 2003 2004 2005 2006 2007R 2008P Overnight Cruise Millions (Bz $) Source: VEMS 2007 Source: BTB, 2009 Belize tourism in value Belize as a tourism destination is characterized by having excellent natural resources and strong cultural heritage that make it possible for eco-tourism, adventure and cultural tourism to flourish as its main tourism motivations, a fact that has enriched its attractiveness and motivated an increasing number of tourists. Belize hosts four “unique tourism assets” with international recognition attracting tourists by themselves. These assets are the Barrier Reef Reserve System, the Blue Hole Marine Reserve 1 World Travel & Tourism Economic Research – 2010 Travel & Tourism Economic Research for Belize - 4 - National Sustainable Tourism Master Plan of Belize • Executive Summary being unique of its characteristics in the world, the Caracol Mayan site with a highest level of competition but with special tourism interest and known as the most important of all Belizean Mayan sites and the Chiquibul Caves System hosting a great network of caves in the Chiquibul national park located in Cayo. The rich historic background of the country is reflected in numerous heritage sites, mostly of Mayan origin, with great value for tourism. Additionally, many Mayan sites remain unexcavated and covered and are difficult to access by road resulting in an opportunity to further develop. Furthermore, the living cultures of Belize, hosting a diverse mixture of ethnic backgrounds (ie Kriol, Garifuna, Mestizo, Maya, and Mennonite) provide a unique opportunity to experience. Additionally, its unique location offering Central American as well as the Caribbean Sea rich biodiversity is also a valuable advantage for tourism positioning. Moreover, its geography and size
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