Stakeholders Shape Belize’s New National Brand at BELTRAIDE Workshop

Belize has taken a major step toward creating a unified national brand that could redefine how the country is presented to the world, and boosting its visibility in tourism, trade, and investment. This potential outcome was at the center of discussions during the first Ideation Workshop for the Belize Country Brand Project, held by BELTRAIDE in collaboration with the Central Executing Unit and the Inter-American Development Bank.  The workshop, part of the Trade and Investment Facilitation Program (BL1040), brought together stakeholders to explore the elements that should shape a national brand capable of strengthening Belize’s international profile. Monique Usher, BELTRAIDE’s Deputy Executive Director, spoke about the concept of brand identity and the output of surveys conducted in recent weeks.

Today’s session encouraged the participants to work interactively in identifying cultural strengths, economic potential, and natural characteristics that distinguishes the country and adds to its “Belize-ness”.  Love News spoke to one member of the workshop, Kim Aikman, Chief Executive Officer at Belize Chamber of Commerce and Industry (BCCI), who shared her thoughts on the importance of a country brand.

According to BELTRAIDE, the workshop marks an early but critical phase in the development process. The official country brand launch is projected for early 2026, with continued consultations planned to ensure the final product reflects the nation’s identity, resilience, and long-term development goals.