CARIBBEAN PERSPECTIVES
A monthly focus on Caribbean issues
THE BARBADOS-based Caribbean Tourism Organisation (CTO) is gearing up to launch the initial phase of a brand new marketing programme designed to increase the visibility of Caribbean tourism destinations, and maintain the region’s competitiveness in the face of drastic changes in consumer spending.

The new CTO marketing campaign will be financed from a regional fund that has a target of US$60 million. Some of CTO’s 33 member countries will make a direct contribution, while others are likely to pay for their share of the programme by introducing a surcharge on airline tickets for travel to the Caribbean originating outside the region.

In addition to raising funds from its members, cruise lines, which have a vested interest in sustaining the Caribbean tourism industry, are likely to contribute to the Caribbean regional marketing programme that will be implemented in phases as contributions come in.

CTO Secretary-General, Hugh Riley believes that in the current global economic downturn, “it is critical to keep… our core constituents confident in our brand.”

Riley notes that consumers shop and buy differently in a recession. The CTO has therefore tuned in to the new social media, using Facebook, Twitter, YouTube and blogging to promote the Caribbean tourism product.

With consumers looking for added value, Caribbean tourism destinations have been offering a night free, kids free and free water sports to lure tourists. The reduced spending power of American and European visitors have seen them booking last-minute and opting for the lower airfares and deep hotel discounts.

Several CARICOM Member States experienced double-digit declines in visitors from the main United States market for the first five to six months of this year, compared with the same period in 2008. American visitor arrivals were down in St. Vincent and the Grenadines (18%), St. Lucia (17.7%), Barbados (16%) and The Bahamas (14.9 %). Curacao (32.3 %) and Bermuda (25.8%) also experienced a significant drop in the number of U.S. visitors.

Fewer European tourists came to the region over the same period. Notable declines were recorded in Grenada (16.7%), Antigua and Barbuda (15.3%), St. Lucia (12.5%), St. Vincent and the Grenadines (12.2%), The Cayman Islands (10.9%), Barbados (9.7%) and The Bahamas (9.6%).

The Bahamas tourism industry has been dealt a severe blow by the global recession, with a few established properties closing their doors, and layoffs have been mounting. Government measures to cushion the impact include tax reductions, expansion of infrastructure, and aggressive marketing. The island did receive a huge PR boost with the hosting of the recent Miss Universe Pageant.

Many Caribbean tourism destinations saw a significant boost in Canadian visitors, including Jamaica (28.7%), St. Lucia (20%) Barbados (17.7%), and Grenada (16.3%). Industry experts feel that in Canada, the recession has not had the same bite as in the U.S. and European markets.

The CTO Secretary-General believes Canadian confidence in the Caribbean tourism product has not wavered much, and an increase in airlift to the region has also stimulated travel. Former President of the Caribbean Hotel and Tourism Association (CHTA), Peter Odle, who is Managing Director of Mango Bay hotel in Barbados, points to the new competitive fares from Canadian airlines, WestJet and Air Canada, and an increase in seats.

Guyana was one of the few destinations to record increases in arrivals fro