BARBADOS TOURISM PRODUCT AUTHORITY (BTPA) chief executive officer Dr Kerry Hall, wants a warmer welcome and a richer experience for cruise visitors to the island.
On January 27, one of the busiest days for the terminal with around 10 000 arriving passengers, a team of four managers and two consultants led by Hall assessed the various stages of the onshore visitor experience through the eyes of the cruise passenger.
Hall acknowledged that the feedback from cruise visitors, which often determines which ports ships include in their itineraries, has not always been favourable.
“It was a very insightful assessment tour. We paid special attention to those areas where visitors voiced concerns during cruise ship surveys and on social media platforms and we identified several gaps in the system that need to be rectified.”
Among the aspects inspected were the initial dockside welcome as cruisers disembarked each ship, the condition of the pathway to the terminal, the signage and accessibility; the variety of the ships in cruise terminal and the products on offer; the BTPA’s information booth; operations at tour gates; the interaction between the tourists and the taxi and tour bus drivers; as well as the image and aesthetics of the port entrance.
Once outside the port they examined the thoroughfare to Bridgetown via Trevor’s Way and the state of general signage and road traffic signs along the entire route. Issues such as cleanliness, vagrants and safety were also placed under the microscope.
“We realised, for example, that people find crossing from Trevor’s Way to Pelican Village to be a challenge, with many not seeming to realise that Pelican Village is really a craft and cultural centre.”
Hall also pointed to the results of a Cruise Lines International Association 2014 Economic Impact Analysis report, which revealed that 53 per cent of cruise passengers to the region want cultural heritage experiences.
Barbados also has a high repeat clientele among cruise passengers and the BTPA head revealed her team was working assiduously to provide a stream of new, authentic activities and experiences to engage these visitors, create economic benefits for a wider cross section of Barbadians and increase visitor spend.
Ultimately, said Hall, “The eight hours on shore would be the appetizer, with the aim being to convert them into long stay visitors.”
The second phase of the audit will include visits to popular beaches and attractions frequented by the cruise visitor. The CEO confirmed that a report on the audit, including recommendations will be submitted to the Minister of Tourism.
At the end of 2015 Barbados received 394 cruise calls generating 586 615 passengers, an increase of 5.1 per cent over the previous year. The industry is also estimated to generate over $200 million in revenue. (PR)
