Belize is taking a significant step toward enhancing its global image with the launch of its first-ever unified national brand. This ambitious initiative, supported by the Inter-American Development Bank and spearheaded by BELTRAIDE, aims to redefine how Belize is perceived internationally. The 22-week project focuses on attracting investors, fostering trade relationships, and promoting tourism by presenting the country’s unique strengths in a cohesive and compelling manner. Deputy Director of BELTRAIDE, Monique Usher, emphasized the importance of this branding exercise, highlighting its role in consolidating Belize’s identity across various sectors, including tourism, trade, and culture. The initiative involves extensive consultations with both private and public sectors, as well as research and surveys to gather feedback. Key areas of focus include environmental sustainability, which is strongly associated with Belize in both local and international markets. The goal is to create a dynamic and unified brand that effectively communicates Belize’s value proposition to the world.