To invest in quality tourism

Quality is the new slogan for tourism in the Caribbean at present with heavy investment in top hotels and up-market facilities. There is also a new focus on ensuring that tourism industry managers and staff receive better training. Those were the key messages at the recent Caribbean Tourism Conference on Grand Bahama.

Minister, tourism officials and other delegates used the occasion to highlight the progress of their country or territory, and present the latest plans for new hotel projects or renovated properties, cruise terminals or yacht marinas. “The number of luxury travellers is increasing,” pointed out Ellison “Tommy” Thompson, deputy director general of the Bahamas tourism board. The Caribbean islands, which generally rely on tourism for 80-85% of their GDP, are competing strongly to win these new guests, who are generally on the lookout for new destinations.

The Caribbean Tourism Organization (CTO) is supporting the drive and introduced a new “Caribbean” branding logo in mid-2006. “Only companies and supplies checked by the CTO can use it for their marketing,” stressed Vincent Vanderpool-Wallace, CTO director general. The idea is to gradually build up the logo as a recognisable “quality brand”.

But quality of service has to be ensured as well. Various training initiatives have been launched to improve the performance of staff. The British Virgin Islands, for examples, has started a new training course for airport workers to speed up passenger handling. Royal Caribbean Cruise Lines is donating $35,000 this year and a further $25,000 annually until 2011 to support a CTO fund offering professional training for young people in the Caribbean. The Caribbean Regional Sustainable Tourism Development Programme, funded by the EU, is designed to provide tourism managers in the region with best practice expertise and guidelines to enable them to run their businesses efficiently in the face of worldwide competition.

Progress is also in sight on the long-standing need to improve the insufficient flight connections between the islands. “We believe the situation will improve when the airlines Caribbean Star and Liat merge as announced,” commented the CTO chief. This plan has been held up by union resistance, however. The islands also plan to cooperate more closely in emergencies, especially when hurricanes strike. “Each CTO member will have a safety and evacuation programme that can be put into action immediately when there are problems. Starting with early warning, protection programmes and emergency shelters through to relief supplies for the people,” said Vanderpool-Wallace.

One cloud on the horizon, however, is a new US law obliging all citizens travelling abroad to carry a passport. The CTO expects a short-term impact since only 23% of US citizens have a passport, and is worried about the impact on flight connections.