NEW CHAIRMAN of the Barbadian-based Caribbean Tourism Organisation (CTO), Ricky Skerritt, says a different type of visitor is arriving in the Caribbean than in the past.
He made the point yesterday at the start of a CTO Leadership Strategy Conference which ends at Hilton Barbados today.
“This visitor is more demanding, expecting maximum value for money, and is more discerning, seeking a more spiritually fulfilling vacation experience that includes more interaction with local people and a deeper connection with our land and culture. Our visitor also has access to many more warm- weather vacation options than ever before,” he said.
While noting that the Caribbean brand was well known throughout the world for pristine beaches, wonderful weather and our welcoming people, the CTO chairman said it was important to deliver service on a world-class level if we are to compete effectively with worldwide destinations.
Skerritt noted that “to be successful and competitive in this ‘new normal’ environment requires a captivating and safe destination experience, convenient and affordable airlift, a more sophisticated tourism infrastructure, and a marketing strategy that is carefully targeted, cost-effective, and closely aligned with the authentic product offerings of each of our individual destinations.”
Given the prevailing world economic crisis, he said while Caribbean tourism was resilient and collectively can rise to meet challenges and continue being one of the world’s leading tourism areas, it will take a well thought-out strategy to regain and surpass the arrival levels we were attracting in 2007 and 2008.
Skerritt said stop-over travel regionally was beginning to rebound, albeit more slowly than predicted from some markets. Equally as important was cruise tourism, which has continued to perform. (PR/ES)
