{"id":20999,"date":"2025-07-25T13:20:31","date_gmt":"2025-07-25T13:20:31","guid":{"rendered":"https:\/\/www.groupexpression.fr\/?p=20999"},"modified":"2025-07-25T13:28:11","modified_gmt":"2025-07-25T13:28:11","slug":"how-to-position-a-sustainable-destination-belize","status":"publish","type":"post","link":"https:\/\/www.groupexpression.fr\/en\/news\/how-to-position-a-sustainable-destination-belize\/","title":{"rendered":"How to position a sustainable destination: the case of Belize"},"content":{"rendered":"<h3>PR strategy: promoting Belize\u2019s sustainable vision to French media<\/h3>\n<p class=\"translation-block\">In 2024, Belize was named \u201cBest Sustainable Destination\u201d at the <a href=\"https:\/\/wstha.com\/\" target=\"_blank\" rel=\"noopener\">World Sustainable Travel &amp; Hospitality Awards<\/a> \u2014 a global recognition of its long-term commitment to responsible tourism.<\/p>\n<p>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.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-21005 size-full\" src=\"https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/07\/Great-Blue-Hole-Belize.webp\" alt=\"\" width=\"1280\" height=\"720\" srcset=\"https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/07\/Great-Blue-Hole-Belize.webp 1280w, https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/07\/Great-Blue-Hole-Belize-300x169.webp 300w, https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/07\/Great-Blue-Hole-Belize-1024x576.webp 1024w, https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/07\/Great-Blue-Hole-Belize-768x432.webp 768w, https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/07\/Great-Blue-Hole-Belize-18x10.webp 18w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/p>\n<p>To meet this challenge, GroupExpression designed a targeted PR plan built around three complementary pillars: <a href=\"https:\/\/www.groupexpression.fr\/en\/travel-pr-agency-france\/\" target=\"_blank\" rel=\"noopener\">strat\u00e9gie RP<\/a> cibl\u00e9e articul\u00e9e autour de trois piliers compl\u00e9mentaires :<\/p>\n<ul>\n<li>A press trip in September 2024, bringing together journalists and content creators to explore Belize\u2019s sustainable initiatives (marine reserves, community-based tourism, wildlife conservation, eco-lodging, etc.)<\/li>\n<li>Continuous media outreach through press releases and tailored pitches, highlighting the country\u2019s commitment to sustainability and its recent award as \u201cBest Sustainable Destination\u201d<\/li>\n<li>A strategic content partnership with RTL, via Bernard Sabbah\u2019s podcast \u201cDestination.\u201d The 7-minute episode titled \u201cDiscover Belize \u2013 a protected paradise and a sustainability model\u201d spotlighted Belize\u2019s local efforts and environmental assets<\/li>\n<\/ul>\n<h3>Trade activation: partnering with Fairmoove to strengthen Belize\u2019s presence in responsible travel<\/h3>\n<p>In parallel, GroupExpression launched a strategic partnership with Fairmoove, a French tour operator specialized in responsible travel.<\/p>\n<p>The objective: make Belize a long-term part of Fairmoove\u2019s portfolio by creating a custom guidebook, themed itineraries, and curated lodging, alongside commercial activations tailored to the travel agency network.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-21004 size-full\" src=\"https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/07\/Belize-Lamanai-orange-walk.webp\" alt=\"\" width=\"1280\" height=\"719\" srcset=\"https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/07\/Belize-Lamanai-orange-walk.webp 1280w, https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/07\/Belize-Lamanai-orange-walk-300x169.webp 300w, https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/07\/Belize-Lamanai-orange-walk-1024x575.webp 1024w, https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/07\/Belize-Lamanai-orange-walk-768x431.webp 768w, https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/07\/Belize-Lamanai-orange-walk-18x10.webp 18w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/p>\n<p>Ten new responsible travel experiences were developed to support Belize\u2019s environmental mission \u2014 a concrete lever to boost market visibility and secure the country\u2019s positioning in France\u2019s sustainable travel segment.<\/p>\n<h3>Tangible results: media exposure, engagement and qualified sales for the Tourism Board<\/h3>\n<p>21 travelers booked trips to Belize \u2014 a strong outcome for a still-under-the-radar destination brought forward through the joint campaign with Fairmoove.<\/p>\n<p>Between March and July, Fairmoove and the Belize Tourism Board reached over 20,000 prospects via newsletters, digital banners and social content.<\/p>\n<p>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 \u2014 firmly positioning Belize as a reference in responsible travel.<\/p>\n<h3>Conclusion: a multi-channel strategy to shape perception and support tourism board visibility<\/h3>\n<p class=\"translation-block\">This integrated campaign demonstrates GroupExpression\u2019s ability to activate complementary PR and trade levers to support institutional positioning and <a href=\"https:\/\/www.groupexpression.fr\/en\/tourism-strategy-experts\" target=\"_blank\" rel=\"noopener\">build long-term visibility for tourism boards.<\/a><\/p>\n<p class=\"translation-block\"><strong>Lucile AIMON<\/strong> I PR Consultant I Tourism Boards<\/p>\n<p class=\"translation-block\"><strong>Leslie RIGAL<\/strong> I Senior Sales &amp; Marketing Consultant I Tourism Boards<\/p>","protected":false},"excerpt":{"rendered":"<p>How do you promote a sustainable destination without falling into clich\u00e9s? GroupExpression helped position Belize as a model for responsible travel with a strategic campaign combining PR, media partnerships and B2B activations.<\/p>","protected":false},"author":3,"featured_media":21002,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[],"class_list":["post-20999","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"_links":{"self":[{"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/posts\/20999","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/comments?post=20999"}],"version-history":[{"count":6,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/posts\/20999\/revisions"}],"predecessor-version":[{"id":21009,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/posts\/20999\/revisions\/21009"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/media\/21002"}],"wp:attachment":[{"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/media?parent=20999"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/categories?post=20999"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/tags?post=20999"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}