belize, central america
Client belize tourism board
Project Music tourism strategy
Year 2022-2023
CHALLENGE
Belize has the potential to be a country known for its iconic sound but lacked the strategic approach and foundation to get there. Sound Diplomacy was engaged by the Belize Tourism Board (BTB) to create a concise strategic plan based on maximising the value of music and music tourism in Belize around 4 core frameworks: music tourism development, music production, supporting artists and SMEs, and fostering live music and festivals across the country.
This project set out to devise ways to support BTB to meet the following objectives:
Boost economic development through intentional strategy and policy implementation, investment attraction and sustainable job creation.
Increase and diversify tourism spend through more events, more engagement and a wider, more robust offer for regional and international tourists to visit Belize all year around.
Strengthen assets by delivering the infrastructure requirements to develop Belize’s music ecosystem, specifically focusing on music production and attracting global music writers and artists to record and produce in Belize, while identifying how to reinforce traditional music in Belize.
Grow the music economy using data and evidence to support all local artists better, and expand IP development and music business as a whole.
Increase international recognition by further developing Belize into a global music destination with Punta Rock as a globally recognized music genre.
In addition, the project included a benchmark analysis of global music production studios to inform on the development of a new public studio in the country.
strategy
Working closely with the Belize Tourism Board, Sound Diplomacy delved into the research process to uncover the necessary elements to inform an effective music tourism strategy.
Mapping
Identification of tourism assets located in Belize, limited to the Belizean territory, and its land area of 22.966 square kilometres.
Economic Impact Assessment
Analysis of the direct and indirect economic impact assessment of music and music tourism in Belize, through research of primary and secondary sources identified by Sound Diplomacy with the assistance of BTB.
Stakeholder Engagement Roundtables
5 stakeholder roundtables with over 25 participants from Belize’s music ecosystem.
Comparative Analysis and Studio Benchmarking
Case studies that shed light on areas of interest for the development of the local music ecosystem in Belize as well as the development of the newly created public music studios in the country.
SWOT Analysis and Action Plan
Key findings from all pieces of research in the form of a SWOT analysis to shed light on the state of the local context of the music ecosystem. These key findings informed a strategy focused on two main goals: tourism and economic growth through music and turning Punta Rock into a globally recognized framework through music branding.
Findings & outcomes
The Belize Tourism Board has continued stakeholder engagement through presentations to share the findings of the work and start planning for their implementation.
