DAWN BEACH--Caribbean nations, with representatives attending the Caribbean Tourism Organisation's (CTO) inaugural State of the Industry Conference, are all making efforts to increase tourist arrivals to their particular destination by looking at initiatives in niche markets or completely revamping their destination's brand.
The conference at the Westin Dawn Beach & Spa welcomed delegates from across the Caribbean on Thursday night and continued on Friday with a number of industry related discussions. In one-on-one and group interviews, several Tourism heads and Tourism Ministers shared what their respective destinations are doing to boost arrivals in a challenging economy.
St. Maarten
Director of the St. Maarten Tourist Bureau May Ling Chun said some of her bureau's short-term goals are investing more money into promoting trade with a specific focus on educating travel agents as well as providing more agent incentives. Chun also says the Bureau is working to establish a specialist programme for agents.
Chun also mentioned the establishing of the St. Maarten Tourism Authority but indicated that it has not yet been decided whether or not the bureau would be eliminated or if both a bureau and a tourism authority would co-exist, noting "we are still looking to see how that would work."
She went on to mention JetBlue's new San Juan service scheduled to start on November 17 as well as the tourism statistical system which should go online in January 2012.
Chun said increased airlift is a priority for St. Maarten, with more emphasis on new and emerging markets beyond the main providers. She said international arrivals to the island have seen a decline in numbers recently so as a result, it is revamping its efforts in terms of marketing and developing its
A revamped website will soon be launched, vacationstmartin.com, and smartphone apps are also available. Chun pointed out that social media will be a large part of the destination's new efforts to revitalise its tourism.
St. Kitts
Minsiter of Tourism of St. Kitts and CTO Chairman Ricky Skerritt said St. Kitts and Nevis has been able to make improvements in market performance despite recent economic challenges. Although he admitted that visitation numbers are not yet back to 2008 levels, there has been a year-over-year increase of 14 per cent from the North American source market.
St. Kitts is undergoing a revamping of their brand which will include a new website, logo, social media initiatives and more. Additionally, the destination has also joined the Air Canada Vacations programme. As of December 23, Air Canada will offer a weekly non-stop flight to the destination from Toronto, making it the only non-stop commercial flight from Canada.
Grenada
Minister of Tourism and Civil Aviation of Grenada Peter David said it is important for various Caribbean islands to work together to promote tourism to the destination. Although Grenada faces major challenges like increasing airlift, it has seen increased flights from North America and the UK. Canada in particular is showing good gains for the destination, with a January to June 2011 increase of 7 per cent.
Acknowledging challenges that the destination faces - increasing airlift, site maintenance and provision of rooms - David said many of these are similar to the other island countries. Despite the challenges, it has seen increased flights from Canada, the U.S. and the U.K., perhaps one factor in the seven per cent January to June 2011 increase in Canadian visitors.
Grenada has also signed onto the "One Ticket, Eight Destinations" initiative that aims to draw travellers to Grenada and seven other Caribbean islands.
Martinique
Director Americas for Martinique Muriel Wiltord-Latamie said the island is not well known compared to other Caribbean destinations, with its main market being France. She noted that Air Canada is a good link from North America with two weekly flights from Montreal. She noted that Martinique can boast of two-thirds of the island being protected nature parks and can develop a niche market like eco-tours.
Martinique, like many destinations including St. Maarten, is also looking at the wedding and honeymoons niche markets among others.
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