By Janet Silvera, Freelance WriterWESTERN BUREAU:
THE LAST 18 months have been the worst ever for Caribbean tourism, industry experts say. And it is likely to get worse, with occupancies down by 18-35 per cent, new and emerging competition, increased promotion by other destinations outside the region, and the economic slowdown in major markets like the United States, Japan, and Germany.
"We are having to fight for every single thing we have. Our biggest market, Florida, is also our biggest competitor," says John Bell, executive director of the Caribbean Hotel Association (CHA).
An expert in his field with over 30 years in tourism, Bell told the third Caribbean Media Exchange Conference on Sustainable Tourism (CMEx) at the Half Moon Hotel in Montego Bay on the weekend that the region now has to find ways of redeveloping its product around the expectations of the hi-tech, high-touch tourists that are now travelling.
"We have to pay an awful lot more attention to our standards. Too often we are found wanting and we need to overcome the difference between service and servitude. Failing to do so, we can look at the business dwindling even more," he warned.
In a strong message, not once feigning diplomacy, he told the conference of over 50 journalists that the era of amateur hoteliers was over.
"It is time for professionalism, de-politicising tourism and managing the industry as a business," said the CHA executive.
The region's marketing campaign, 'Life Needs the Caribbean', launched on cable channels in the United States in August aimed at positioning the region as a single destination, has a fund of US$16 million. Of this amount, only US$4 million came from the purses of Governments in the region, and the campaign is reportedly facing a lot of obstacles.
Comparatively, Florida spends US$80 million annually on its tourism, said Bell.
The marketing campaign is also beset by geo-political problems that have long been the bane of the integration movement.
"There is too much disunity in the region. We have to come to a point where we see ourselves as one," said Simon Suarez, president of the CHA.
Mr. Suarez, who was born in the Dominican Republic, says that since taking up the position of CHA president, he has been forced to acquire three regional visas in order to travel between the territories.
However, notwithstanding the problems the region is experiencing, a recent study by the World Tourism and Tourism Council (WTTC) has projected that world tourism would begin to recover by the end of 2002 and return to pre-September 11 levels by early 2004, barring further international crisis - giving the region some hope.
The Council predicts a worldwide rebound by next year, with the Caribbean leading the pack with a 7.1 per cent increase in tourism growth. It also forecasts that the Cayman Islands' tourism economy will grow by 6.2 per cent - the fastest in the region - during the next 10 years.
The weekend conference was organised by Counterpart International, its affiliate Counterpart Caribbean, Air Jamaica, 'Life Needs the Caribbean', the Caribbean Hotel Association, Caribbean Alliance for Sustainable Tourism and the Caribbean Broadcasting Union.
