Regional private sector told: Step up your game

Chairman of the Caribbean Tourism Organisation, Beverley Nicholson-Doty, is appealing to the regional private sector body to step up its investments into the challenge-plagued tourism industry.

Addressing delegates at the opening ceremony of this year’s State of the Industry Conference, which was held in Forte-de-France, the Tourism Commissioner for USVI pleaded for the continued help of private sector partners to upgrade and enhance the tourism product which she said was “critical to maintaining our competitive position in the global marketplace”.

“A vibrant tourism sector requires a firm, yet flexible and astute partnership between the
public and private sectors,” Commissioner Nicholson-Doty remarked, adding that the region was falling behind in remaining competitive as the most sought-after warm weather destination.

“We have faced many challenges – from slow growth, unpredictable airlift and onerous taxation; both external and internal – which impacts the cost of vacations to our region. And we have also lacked the political will to move our regional marketing programme along fast enough,” she explained.

She also noted that many of the region’s governments had invested significant resources into improving public infrastructure, but the private sector’s input was needed, particularly in the area of marketing resources to help drive tourism offerings.

Our competitors may not be able to match our destinations’ natural beauty, she claimed, but remarked that they made up significantly for it in the resources and sheer will needed to reach the Caribbean’s goals.

“‘One Sea, One Voice, One Caribbean’ cannot be just a feel good slogan, it must be the strategic marketing reality of our region if we are to survive the aggressive marketing efforts of major destinations around the world,” the Commissioner noted, as she called for a collaborative approach to our marketing efforts.

“It is time for all of us, both public and private sectors, to walk the talk of product development, and, of course, regional marketing. We are not asking for charity – support for regional marketing is a solid investment in the economic development of our countries,” she further added. (RA)