FINN Partners wins Global Belize tourism brief

The agency will oversee an integrated programme spanning public relations, travel trade engagement, digital marketing, creative development and storytelling.

FINN Partners has been appointed by the Belize Tourism Board (BTB) to lead its global rebranding and marketing communications across Europe and the United States, expanding a partnership that has lasted more than a decade.

The appointment supports Belize's ambition to strengthen its position as a sustainable travel destination, highlighting the country's cultural heritage, communities and natural environment. FINN Partners will coordinate activity across the United States and four priority European markets: the United Kingdom, Germany, the Netherlands and France.

FINN Partners expands Belize tourism marketing strategy

The global programme will build on the agency's existing work in Europe, bringing communications and marketing activities under a unified brand strategy while allowing for local market differences. The approach aims to broaden Belize's appeal by showcasing its combination of coastal, marine and inland experiences.

Central to the strategy is a year-round narrative that moves beyond the traditional Blue and Green Seasons. The campaign will connect Belize's reef-to-rainforest offering, from diving, snorkelling, sailing and island experiences to jungle adventures, caves and historic Maya sites, alongside local food and cultural experiences.

Belize promotes sustainable and year-round travel

The strategy will also highlight how tourism connects visitors with local communities and supports the preservation of cultural and natural resources. Experiences ranging from cacao-related activities during the Green Season to reef-based travel during the Blue Season will form part of a broader narrative focused on people, place and environmental care.

Debbie Flynn, Global Travel Practice Leader, FINN Partners: "Belize has been one of our most cherished, long‑standing clients, and winning this global tender is especially meaningful. After more than ten years working together, it is so rewarding to see that trust renewed and expanded. FINN Partners is the #1 independent travel public relations agency in the U.S. so this new remit allows us to bring Europe into a more unified global ecosystem, unlocking even greater storytelling potential and ensuring Belize is positioned with consistency, creativity and purpose on the world stage."

Belize Tourism Board targets international growth

The expanded partnership comes as Belize looks to strengthen its destination brand and respond to traveller demand, particularly in the United States, where increased flight connectivity is improving access to the country.

Evan Tillett, CEO, Belize Tourism Board: "Belize’s future is incredibly promising. This is a pivotal moment for our destination as we continue to evolve our brand, strengthen our digital marketing and respond to growing traveller demand — particularly from the United States, where increased flight connectivity is making Belize more accessible than ever. We are proud to work with FINN Partners to evolve Belize’s positioning — expanding its appeal to a broader audience while staying true to the qualities that set it apart."

The global programme will combine creative storytelling, strategic media relations and travel trade engagement to communicate Belize's range of experiences to international audiences. The aim is to position the destination as a place where visitors can experience multiple environments and cultures within a single trip, while reinforcing the importance of sustainable tourism.

www.finnpartners.com

www.belizetourismboard.org

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