Conceptualised by Richard Harrison of Big-H Enterprises for the purpose of launching Vida brand purified water, La Ruta Maya Belize River Challenge made its debut on March 9, 1998. It was seen as an opportunity to bring many partners with similar interests together to build an event that could allow for promotional themes of 'natural products' identified with sports, endurance, nutrition, and well being. The underlying concept is one of a team of businesses and organisations interested in the environment/ecology, history/culture and the tourism potential which the Belize Old River offers as one of the great natural resources of Belize.

La Ruta Maya Belize River Challenge is only one of various projects which Big-H Enterprise will spearhead to assist in the development of Belize's tourism and in raising consciousness about Belize's natural resource base. While seeking to gain benefit from each advertising dollar, there is a built-in socially responsible 'return to society' linkage which improves the overall return on each dollar spent. This work will continue with the great support of the many firms, organisations, and individuals who are very interested to make their contributions to this effort.

The four day event is a grueling paddle down the 175 miles of the Belize Old River from the historic Hawksworth Bridge (only suspension bridge in the country) in San Ignacio, to the Belcan bridge in downtown Belize City. There are three night stops as the race progresses: Banana Bank Lodge on the first night, Russel's Place in Bermudian Landing on the second night, and at Old River Tavern in Burrel Boom on the third night. The first canoes enter Belize City to cheering crowds at about 10:00 am on the last day, coinciding with the Baron Bliss Day Celebrations in honor of Belize's great benefactor Henry Victor Edward Bliss, who left a significant will to the people of Belize. Traditionally, Belizeans have always celebrated the March 9th holiday with water sporting events on the rivers and off the coast in honor of Baron Bliss, a lover of the sea. In Belize City and the cayes, sailing contests are organised even today. As canoes and kayaks are more relevant to our times, this event promises to be the material that will revive this holiday for all Belizean citizens, residents and visitors to enjoy.