There is no such thing as a totally sustainable tourism
(Mowforth and Munt, 2009). It can be considered even as a "greenwashing". According to Sobotta,
et al. (2009) greenwashing is seen as any attempt to persuade customers that company or government
promotes green-based environmental enterprises or images but actually operates in a way that is
damaging to the environment. Belize is using its good reputation to host different sustainability
congresses, and this action is good promotion to country as sustainable destination. Moreover,
Higinio and Munt (1993) suggests that Belize has hosted many sustainable tourism conferences in
new luxury hotels, where big scale entrepreneurs were arguing that sustainable tourism is like any
other marketing tool. Entrepreneurs were promising money, big investments and masses of
Americans to visit Belize. According to Trading Economics (2012) international arrivals in 2010 was
239,000. Moreover, tourism revenue in 2011 was amounted to $345.7 million (Doing Business in
Belize, 2012)
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