At the Caribbean Conference on Sustainable Tourism Development (STC 2026), Nicole Usher, CEO of the Ministry of Tourism, Youth, Sports and Diaspora Relations of Belize, stated that Latin America represents one of the major growth opportunities for the Caribbean destination, as part of a strategy focused on diversifying international visitor arrivals.

During an interview with ABC MUNDIAL, Usher explained that most tourists currently visiting Belize come from North America, particularly the United States and Canada, which account for around 80% of international arrivals.

However, she emphasized that the Latin American market still holds a relatively small share—less than 10%—and that the government considers it a priority to expand Belize’s presence across Latin American and Central American countries.

“We want to diversify our markets, and we believe Latin America has enormous potential for Belize. Sharing our tourism offering with the region can open new opportunities for growth for the country,” she said.

Usher also highlighted that one of Belize’s main competitive advantages compared to other Caribbean destinations is its cultural and community-based authenticity. She explained that much of the country’s tourism experience emerges naturally from the identity of its communities and the way they interact with visitors.

“Authenticity is a key part of how we operate as a destination. Many of the experiences we offer arise naturally from our communities, from the way they live and share their culture,” she stated.

On the economic side, the CEO underscored the central role tourism plays in Belize’s economy, noting that the sector represents nearly 50% of the country’s GDP and is one of its main sources of foreign exchange and investment.

“Tourism is one of the fundamental drivers of our economy. Its impact is reflected in investment, employment, and overall national development,” she concluded.

STC 2026 brings together government authorities, international organizations, and tourism industry leaders from across the Caribbean to discuss sustainability policies, environmental resilience, and regional tourism development.