Eco-Tourism and Its Importance for Belize

Insights from The Lodge at Chaa Creek

Sep 06, 2024

In our latest webinar, "Eco-Tourism and Its Importance for Belize," the team from The Lodge at Chaa Creek shared their journey in promoting sustainable tourism. Due to technical difficulties, we couldn't share the webinar recording, but we've compiled the key highlights from the presentation and the insightful Q&A session that followed.

Chaa Creek’s cofounder Lucy Fleming and team delivered an informative presentation on the significance of eco-tourism for Belize and the role that Chaa Creek plays. Here are the main points:

Commitment to Sustainability: Chaa Creek emphasized their long-standing commitment to eco-friendly practices, including solar power usage, rainwater harvesting, and organic farming.
Community Engagement: A major focus was on the importance of community involvement. Chaa Creek works closely with local communities, providing jobs, supporting local artisans, and investing in education and conservation initiatives.
Experiential Tourism: The presentation highlighted the shift to experiential tourism, where guests seek meaningful and immersive experiences. Chaa Creek offers activities that connect guests with Belize's natural beauty and cultural heritage.
Cultural Preservation: Chaa Creek places a strong emphasis on preserving Belize's cultural heritage, collaborating with local communities to offer authentic cultural experiences.
Educational Initiatives: The lodge is dedicated to educating both guests and the local community about the importance of conservation and sustainable tourism.

Follow this link to sign up for the final part of the Belize Tourism Futures Course focusing on branding, resilience, and community collaboration.

Q&A Session Insights

Following the presentation, we hosted a Q&A session that allowed participants to delve deeper into the topics discussed. Here are some of the key questions and answers:

1. How should Belize as a whole promote its tourism industry?

Lucy Fleming emphasized the need to focus on sustainable, responsible tourism — what she referred to as experiential tourism — rather than mass tourism. She pointed out that while mass tourism may bring short-term financial gains, it doesn’t foster long-term career development or job creation for local communities. Instead, promoting eco-tourism ensures that tourism benefits both the environment and the people of Belize.

2. What are the biggest challenges in promoting eco-tourism?

Educating people about what eco-tourism truly entails remains a significant challenge. Lucy mentioned that there’s often a misconception that eco-tourism means roughing it in uncomfortable conditions. However, she stressed that eco-tourism has evolved and can offer luxury and comfort while still being environmentally responsible. Importantly, eco-tourism also involves a deep connection with the local community, ensuring that the benefits of tourism extend beyond just environmental conservation to also include social and economic development.

3. How can businesses identify and promote their unique selling points?

Christy Valdez, a member of Chaa Creek's marketing team, emphasized the importance of understanding what sets a business apart in the eyes of its guests. She suggested that businesses engage directly with their guests to discover what they value most about their experience. This can be done through regular surveys, direct conversations, and monitoring online reviews. By gathering this feedback, businesses can better understand their unique strengths and tailor their marketing strategies to highlight these aspects.

Additionally, Christy pointed out the importance of aligning the business’s identity with its marketing efforts. For example, if a business’s strength lies in offering personalized, community-based experiences, this should be prominently featured in its promotional content. Sharing stories of guest interactions, community involvement, and the unique aspects of the local culture can help create a compelling narrative that resonates with potential visitors.

4. How does Chaa Creek handle guest feedback, both positive and negative?

Lucy Fleming discussed how Chaa Creek takes guest feedback seriously, using it as a tool to improve their offerings. She shared that while the majority of feedback is positive—often praising the staff and unique experiences—negative feedback, such as concerns about room comfort, especially in Belize’s warm climate, is addressed proactively. Lucy mentioned that at least 98% of the survey reviews they receive are positive, highlighting the high level of satisfaction among guests. However, the small percentage of negative feedback is crucial for identifying areas of improvement.

To address concerns, Chaa Creek is implementing solutions like bed canopies to cool rooms and introduced movable air conditioning units. Notably, while some of Chaa Creek's accommodations are equipped with A/C, not all are, which has led the team to explore other innovative cooling methods that align with their eco-friendly practices.

Lucy also touched on the broader challenge of maintaining guest comfort in the face of rising global temperatures, which is becoming an increasing concern for tourism worldwide. As climate change leads to hotter and more unpredictable weather patterns, balancing environmental sustainability with guest comfort presents a significant challenge. Chaa Creek is exploring innovative solutions to this issue, such as energy-efficient cooling methods that align with their eco-friendly ethos.

5. Do you have any advice for other hotels or businesses in Belize about how you go about finding solutions when you have a challenge?

Lucy Fleming shared that when faced with a challenge, Chaa Creek adopts a collaborative approach. The management team, along with supervisors and frontline staff, comes together to discuss the issue and brainstorm potential solutions. This approach ensures that everyone’s perspective is considered, from those interacting directly with guests to those managing the overall operations.

6. Any advice as to how people who are concerned about eco-tourism and maintaining Belize's reputation as an eco-tourism destination can collaborate and work towards a shared goal of prosperity?

Lucy highlighted the importance of collaboration within the tourism industry. She suggested that individuals and businesses concerned about eco-tourism should actively engage with industry associations, such as the Belize Tourism Industry Association (BTIA) and the Belize Hotel Association (BHA). These organizations provide a platform for stakeholders to voice their concerns, share ideas, and work together towards common goals.

Lucy also emphasized the value of open communication and collective action. By coming together as a community, those invested in eco-tourism can amplify their voices and influence positive change, ensuring that Belize continues to thrive as a leading eco-tourism destination.

7. What is Chaa Creek’s strategy for attracting new eco-tourists from the USA?

The team at Chaa Creek often does geo-targeted marketing to attract new guests from the United States. For example, in the past they have leveraged this when new flights opened up to Belize. By focusing their marketing efforts on regions showing increased interest, they effectively reach potential visitors who are eager to experience Belize’s natural beauty.

Final Thoughts

This webinar provided valuable insights into the strategies and challenges of promoting eco-tourism in Belize. Chaa Creek's dedication to sustainability, community involvement, and innovative marketing practices serves as an inspiring model for other tourism businesses.

As Belize continues to grow as a leading eco-tourism destination, these conversations will undoubtedly shape its future in the global tourism industry.

Stay tuned for our upcoming webinar series, "Building Resilient Brands & Community Collaboration," scheduled to start on October 16, 2024. Let's continue to work together in making Belize a great example of sustainable tourism!