FACT: Tourism is the lifeblood of the Barbados economy, the number one export, and the primary industry from which the country earns its foreign exchange in order to pay its bills.
The recent news then of a recorded 2.8 per cent growth in our economy in the first quarter of 2011 – which, according to the Governor of the Central Bank of Barbados, was fuelled primarily by an upswing in visitor arrivals for the same period – will more than qualify the above-mentioned fact.
Barbados recorded a 6.5 per cent increase in visitor arrivals for the first quarter of 2011 and is currently on track to continue that trend through April. Of particular importance is the resurgence of our number one source market, Britain, which is showing an approximate 17 per cent improvement over the same period last year.
The country welcomes this positive news and while we can see some light at the end of the economic tunnel, by no means should we become complacent. At first glance these numbers look encouraging, and they are, but the fact remains that our overall visitor numbers are virtually flat, with British arrivals still lagging almost 12 per cent behind where they were three years ago.
Moving forward, it is incumbent upon us as a country to examine how our industry really works, or not, from both a private and public sector perspective. We need to ensure that our industry remains competitive in this new globalized world order that is unfolding before our eyes. This must start with a revitalized and reorganized national tourism marketing entity that is funded and operated by both public sector and private sector.
Such an entity has long been called for and certainly there have been enough studies done which conclude and lend support for the creation of such an entity. This new entity would be more accountable, nimble and administratively efficient. Decisions delayed translate into opportunities lost for us as a destination and this is all too often the case because of the myriad layers of the decision-making process that is currently in place.
Important to any new tourism entity must be an effective product-development component. A National Product Development Authority will be charged, among other things, with developing a set of minimum standards which our hotels, restaurants and the like will be measured against.
The authority will also be mandated to work closely with Barbados Tourism Investment Inc. so as to ensure that any future tourism initiative is in keeping with the best environmental practices, is architecturally sympathetic to our island, and can maximize our foreign exchange earnings.
Additionally, if we are to make that quantum development leap, then we must recognize that we must create a new National Tourism Policy that also focuses on the creation of a more service-centric economy and to make that commitment to excellence in all tourism endeavours. There needs to be “buy in” at all levels of the society, which can only be achieved through a continuous process of education and training both in and outside our schools.
As a country our best opportunities firmly lie in our tourism industry – certainly for the foreseeable future.
A healthy tourism sector will ensure continued foreign direct investment as well as a vibrant offshore
business sector as these two sectors heavily rely on a sophisticated tourism infrastructure for their potential clients and business executives, thereby creating a healthy expatriate community.
Barbados possesses a rather up-market appeal. That appeal alone sets us apart from our regional neighbours and is a level of market positioning for which we need not apologize but rather one that we must fight daily to maintain.
The entire island must be reflective of that image and that is why initiatives such as the Four Seasons Hotel & Residences, the Limegrove Lifestyle Centre and the recently announced marina that will have the capability to berth the many mega-yachts that we attract on an annual basis must be encouraged.
Such initiatives, and others too many to mention, will serve us well and will further cement Barbados’ image as a world-class destination.
It would be remiss of me if I did not take this opportunity to congratulate Mr Adrian Elcock on being appointed as the new chairman of the Barbados Tourism Authority (BTA) and to welcome him to tourism.
The challenges ahead for Mr Elcock and his board will be many but not insurmountable and I would hasten to suggest that high on your agenda should be a decisive reorganization of the BTA as well as the formation of a product development board.
Setting these as primary goals and achieving them will greatly enhance our country’s efforts in its tourism development objectives, which will only redound to the benefit of all our citizens.
Wayne Capaldi is managing director – The Sandpiper Hotel, and immediate past president – Barbados Hotel & Tourism Association.
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