An in-depth focus on Caribbean issues
Huge rewards for Guyana and Caribbean tourism in New York
CARIBBEAN tourism destinations effectively used a major marketing opportunity at the Caribbean Tourism Organization’s Caribbean Week in New York to showcase the diversity, attractiveness, richness and value of the region’s tourism industry, including its sustainable tourism products. The week-long event in New York last week involving Caribbean Tourism Ministers, officials and industry professionals, the U.S. travel trade, media and consumers put the Caribbean at centre stage through various events that were part of the celebrations for Caribbean-American Heritage month. Guyana had a high profile throughout the entire event.
Industry representatives from the CTO’s 32 member countries gained exposure to the latest marketing strategies that are being used by major companies in competing markets.
One of the significant announcements during Caribbean Week was the offer by the government of Guyana to provide land and fiscal incentives for the CTO to build and manage a Caribbean Sustainable Tourism Development Institute that would operate alongside a state of the art eco- tourism resort for practical training. The offer made by Guyana’s Minister of Tourism, Industry and Commerce, Irfaan Ali, was described as “exciting”, and was well received by fellow Tourism Ministers.
A CTO technical committee will examine the proposal and recommend how best the organization can take advantage of what the CTO Chairman described as a “very generous offer.”
Another major new venture being pursued by the CTO is a Loyalty Rewards Card that would allow consumers who shop at specific sponsors and gain in exchange preferred rates at partner hotels and resorts, restaurants, spas and golf clubs and allow for the purchase of gift cards. The programme will initially be operational in Barbados, Jamaica and St. Lucia.
Undoubtedly, one of the highlights of Caribbean Week was the Caribbean Travel and Cultural Fair where 20 countries had booths at the busy Grand Central Station in Manhattan. There was a buzz all day, with people mingling to view what the region’s tourism industry had to offer, which was blended with Caribbean music and dancing.
Guyana’s booth had an additional appeal because of the presence of Miss Guyana (World) Arti Cameron, who looked regal in her gown and crown, and who served as a travel ambassador for the day.
Guyana also had a high profile because of the unexpected attendance of “celebrity guest”, former Guyana President Bharrat Jagdeo, who addressed the CTO’s Council of Ministers, advising them of the urgency of positioning the organization to be front and centre in the climate change debate, and to come up with projects to take advantage of revenue streams that will become available to address climate change and mitigation efforts.
One very positive development was the positive feedback at the Invest Caribbean Now Forum from Jonathan Blue, Chairman of private equity firm Blue Equity and Jay Yeo, President and co-founder of Solamon Energy Corp, who identified the Caribbean as ripe for foreign investment. They explained why their companies were bullish on the Caribbean and both made the case for “Why the Caribbean?” and “Why Now?”
Virgin Group Chairman, Sir Richard Branson was honoured via video cast at the investment forum, which was organised by Guyanese Felicia Persaud. Lisa Lake, the chief development director of the Branson Centre of Entrepreneurship provided an update of projects in the region currently being financed and opportunities to upgrade entrepreneurial skills in the region.
The CTO’s marketing seminar highlighted how technology is being used to woo visitors and the need, therefore, to be on top of the latest trends and what customers need and expect.
With over a dozen Caribbean Tourism Ministers and high-level officials at the Caribbean Week Forum, there were a lot of bilateral discussions. In particular, Guyana’s Tourism Minister, Irfaan Ali signalled that he intends to work more closely with Trinidad and Tobago and Jamaica.
The honouring of Caribbean Week at the New York Yankees Pregame Ceremony was a public relations coup for CTO. “CTO feels that in conjunction with the New York Yankees we can better encourage the idea of cultural unity within the New York community while reinforcing the Yankees strong embrace of diversity within its organization,” said Sylma Brown Bramble, director of the Caribbean Tourism Organization USA, Inc.
“By recognizing the vast range of Major League Baseball players from participating CTO member countries, including Puerto Rico and Venezuela, we are able to celebrate our commonalities and realize there is very little difference between our societies,” added Brown Bramble.
As expected, the Diaspora meeting underscored the value to CTO and its member countries of strengthening alliances with the diaspora in the United States,who are a major informal marketing force for the region. In a presentation at the Diaspora Forum, Barbados- based University of the West Indies (UWI) official Dr. Keith Nursestressed that the diaspora should be targeted in a systematic way. He observed that unless this is done, the diaspora of third and fourth generation Caribbean nationals could “dry up and disappear.”
This is an issue which CTO Secretary General, Hugh Riley indicated was at the top the agenda of the organisation, which is looking at what types of programmes and activities would be most effective.
CTO Chairman Skerritt at the closing press conference delivered some very positive and welcome news – 18 of its 32 Member countries are showing increase in arrivals for the first quarter of 2012. He rightly pointed out that while the increase in visitor arrivals to the Caribbean is great, the level of spending is as important to ensure meaningful growth in the industry.
With over 100 journalists at Caribbean week, the public relations mileage for Caribbean tourism destinations, especially Guyana was significant.
Although the event has a crowded agenda and requires a significant financial investment to participate, the return on investment was well worth it for a region whose tourism industry has been recovering from the effects of 9/11 and the global economic recession, and is facing fierce global competition for tourists who are more than ever seeking greater value for their vacation dollars.
(Sandra Ann Baptiste is a business consultant and specialist in Caribbean Affairs.)