Caribbean Tourism Robust this 2006

Despite a challenging 2005 disrupted by several destructive hurricanes, destinations in the Caribbean all gear up for business in the new year.

The year that was has almost crippled the Caribbean’s tourism economy  but fortunately did not. Islands are resilient. Said Berthia Parle, President of the Caribbean Hotel Association, “Hurricane Wilma’s destructive path through the Mexican Caribbean and the close calls of other Caribbean destinations, unsteady bookings, fragile consumer confidence index, the imminent danger of the new passport rules by the United States government and a great winter season followed by a disastrous summer in 2005 [made the year difficult].”

At the opening of the 26th edition of Caribbean Marketplace 2006 January 15, members
 of the Caribbean hotel and tourism industry however forecast numbers will increase no less in the months ahead.

At the event held at the newly-inaugurated Puerto Rico Convention Center by the
Caribbean Hotel Association (CHA) together with the Puerto Rico Tourism Company, about 1500 private and public sector tourism representatives from
36 Caribbean destinations from Anguilla to the United States Virgin Islands expect high demand from main markets such as the US, Europe and Caribbean islands. Biggest delegations coming from Jamaica, Barbados and the Dominican Republic expect positive outcome from their marketing efforts in the months ahead.

“ are expecting a very positive winter season for the region, with an overall growth of about 5% in tourist arrivals by air to the Caribbean,”
said Alec Sanguinetti, director general and CEO of CHA. Similar growth is expected in 2006.

International airline traffic grew by 8%, against all odds, and the destinations finally recorded unprecedented airlift, including low cost carriers.

Fourteen Caribbean delegations are headed by their respective national heads of tourism attend the event to strengthen ties and make new contacts with the international buyer marketplace. Their active involvement signals an increased collaboration between the private and the public tourism sectors – and an improved understanding of the role of tourism in the regional economies and the well-being of the Caribbean people.

Marketing the region as one – under one banner – is the way to go. One Caribbean, one message, one logo and one united voice is the concept that will gain for the islands the most benefit. No longer does the divisive strategy of sell the Caribbean despite the oft-known challenges such as issues with collective research, accurate and reliable data, environmental preservation, human resource development, infrastructure, sustainability, profitability, increased market share and ADR are top priorities.

“CHA and CTO will continue to work closer together in order to improve the promotion and marketing of the Caribbean region to its various markets,” added Sanguinetti.

Executive director of the Puerto Rico Tourism Company Terestella Gonzalez-Denton said the event is the most important advertising and promotional event, the outcome of which will support the success of the 2006 tourism figures. “Puerto Rico has always worked with the CHA to improve its product and service to the Caribbean, to develop our economic strategies and contribute to developing our financial resources.” On November 30, 2005, Puerto Rico launched Explore Beyond The Shores, a drive positioning the island as a first-class destination reinforced by air, sea and land access.

Participants spend two days of pre-scheduled business appointments, discussing existing contracts, developing packages, and contracting for future business with buyers from around the world.

Wholesalers, incentive buyers, meeting planners, group buyers and dive shop owners meet face-to-face with a range of suppliers from across the region, representing the Caribbean’s intimate inns, guesthouses and villas, business, meetings and incentive products, time-sharing, all-inclusive and hotel chains from the whole Caribbean region.

As of press time, the Caribbean Marketplace 2005 in Montego Bay, Jamaica was already surpassed by this year’s event.

The CHA aims to be a regional forum that will advance the Caribbean hotel and tourism industry. Members represent the entire spectrum of hospitality industry’s private sector, from 835 member hotels representing some 127,000 hotel rooms in 36 national hotel associations, to 520 allied members including airline executives, tour operators, travel agents, trade and consumer press, hotel and restaurant suppliers, and others.

by Hazel Heyer, eTN

(SAN JUAN, Puerto Rico)

January 17, 2006   Posted in: Caribbean