Tourism: Game Change or Game Over?

“The tourism industry, in particular, will benefit from special marketing effortools headed by a new high powered Director, and the continuing efforts to lower airline fees and attract new carriers”- – excerpt from PM Dean Barrow 2010/2011 Budget Speech

It is no secret that the tourism industry has been struggling for some time and in the 2 years of a UDP government it has not gotten any better.  The press conference held this week to “introduce the New Director of Tourism” further validates this point.  Ms. Seleni  Matus indeed has a wealth of experience over the past 10 years but it is all in NGO work and as a project manager and the language she used in her media interviews ( “game changer” action plan,  monitoring indicators and framework of broadening partnerships) is typical of her NGO training.  After decreased arrivals, decreased occupancies, termination of employees, low profit margins, an overtaxed tourism environment, those in the business of tourism are looking for more than a “kumbaya” moment and more than just fancy talk.

It is even more disheartening to learn that (in addition to the fact that Ms. Matus is a straightforward political appointee who neither applied for the job nor has the tourism management or marketing experience) she will not be in country full time until July.  She is doing courtesy visits, press conferences, the media circuit but then she leaves and as we understand the BTB will fly her in from time to time between now and July….perhaps this is what the PM Barrow meant by “high powered”.  For an economy and an industry that does not have financial resources readily available, it is amazing that the industry continues to be given the shaft: first with taxes and now with an absent Director of Tourism, a political appointee with very little experience in Belize’s tourism industry.   But, political appointees such as Ms. Matus, handpicked by CEO Mike Singh, are accustomed to sweetheart deals that allow her such frequent flyer privileges. According to sources her package is quite hefty and one that came at the expense of the Deputy Directors who all received a salary cut.

The new Chairperson of BTB, Lindsay Garbutt, also has something in common with the new Director of Tourism (other than being UDP supporters).  He too has worked for Conservation International as a Project Manager while Ms. Matus was doing work for Conservation International in Belize.  Both he and Ms. Matus are friends of this Washington based NGO, although none have any proven results for Belize from this alliance. Mr. Garbutt was also the former Executive Director of Friends of Nature, an NGO once located in Placencia.  It is widely known that while he held the post he came under much scrutiny for operating without transparency by allowing all engines for the NGO’s boats to be purchased from his Suzuki marine business, being paid a very lucrative package as an Executive Director of an NGO and he was mostly absent from duty for his personal business affairs. So now he and Ms. Matus are at the helm of the BTB with oversight by the shrewd businessman, Mr. Mike Singh who is involved with the Belize Yacht Club (among other things), a hotel that is not even a member of the Belize Hotel Association or in compliance with hotel license regulations.  A very interesting mix: not one of them has any substantive or significant tourism management experience.  So much for the priority of tourism, right!

Finally, for these new marketing strategies that the PM referred to, there isn’t any.  When interviewed, Ms. Matus referred to “penetrating the European and Canadian markets”, “looking at our Central American neighbors”, “coming up with an action plan”, “rebranding the Belize tourism product,” “doing more internet and social network marketing” , “conversion of cruise passengers to overnight tourists”  and CEO Mike Singh referred to “one meeting with Alaska Air”.  Sounds familiar? All these things have been said, recommended and tried from both former PUP and UDP governments…nothing new.    Same old games!

Tourism is serious business and needs more heads in beds not more frequent flyer miles for the chosen handpicked UDP supporters at the helm of BTB. With the millions of dollars invested and the thousands of people working in the industry one would think that the Prime Minister and his government would take tourism more seriously.

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