PR strategy: promoting Belize’s sustainable vision to French media
In 2024, Belize was named “Best Sustainable Destination” at the World Sustainable Travel & Hospitality Awards — a global recognition of its long-term commitment to responsible tourism.
The Belize Tourism Board appointed GroupExpression to enhance its visibility in France and shape a communication approach aligned with its values. The goal: connect with a new generation of conscious travelers seeking preserved nature, cultural authenticity, and purpose-driven experiences.
To meet this challenge, GroupExpression designed a targeted PR plan built around three complementary pillars: stratégie RP ciblée articulée autour de trois piliers complémentaires :
- A press trip in September 2024, bringing together journalists and content creators to explore Belize’s sustainable initiatives (marine reserves, community-based tourism, wildlife conservation, eco-lodging, etc.)
- Continuous media outreach through press releases and tailored pitches, highlighting the country’s commitment to sustainability and its recent award as “Best Sustainable Destination”
- A strategic content partnership with RTL, via Bernard Sabbah’s podcast “Destination.” The 7-minute episode titled “Discover Belize – a protected paradise and a sustainability model” spotlighted Belize’s local efforts and environmental assets
Trade activation: partnering with Fairmoove to strengthen Belize’s presence in responsible travel
In parallel, GroupExpression launched a strategic partnership with Fairmoove, a French tour operator specialized in responsible travel.
The objective: make Belize a long-term part of Fairmoove’s portfolio by creating a custom guidebook, themed itineraries, and curated lodging, alongside commercial activations tailored to the travel agency network.
Ten new responsible travel experiences were developed to support Belize’s environmental mission — a concrete lever to boost market visibility and secure the country’s positioning in France’s sustainable travel segment.
Tangible results: media exposure, engagement and qualified sales for the Tourism Board
21 travelers booked trips to Belize — a strong outcome for a still-under-the-radar destination brought forward through the joint campaign with Fairmoove.
Between March and July, Fairmoove and the Belize Tourism Board reached over 20,000 prospects via newsletters, digital banners and social content.
The RTL podcast episode drew 400,000 listeners, while more than 50 million press impressions were recorded across high-profile outlets including GEO, Gala, Yonder, Voyage Voyage, Masculin.com and others — firmly positioning Belize as a reference in responsible travel.
Conclusion: a multi-channel strategy to shape perception and support tourism board visibility
This integrated campaign demonstrates GroupExpression’s ability to activate complementary PR and trade levers to support institutional positioning and build long-term visibility for tourism boards.
Lucile AIMON I PR Consultant I Tourism Boards
Leslie RIGAL I Senior Sales & Marketing Consultant I Tourism Boards
