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Caribbean and Intra-Caribbean Tourism Current Situation and Perspectives Mercedes Silva Sustainable Tourism Specialist Caribbean Tourism Organization 8 th Meeting of the Special Committee on Sustainable Tourism of the Association of Caribbean States Port of Spain, April 4 th , 2002

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Caribbean and Intra-Caribbean Tourism

Current Situation and Perspectives

Mercedes Silva

Sustainable Tourism Specialist

Caribbean Tourism Organization

8th Meeting of the Special Committee on Sustainable Tourism of the

Association of Caribbean States

Port of Spain, April 4th, 2002


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CTO Membership

Caribbean Map


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Caribbean Sub-regions

  • OECS Countries Dutch West Indies

  • Anguilla Aruba

  • Antigua & Barbuda* Bonaire

  • British Virgin Islands Curacao

  • Dominica* Saba

  • Grenada * St Eustatius

  • Montserrat* St Marteen

  • St Kitts and Nevis*

  • St. Lucia * French West Indies

  • St Vincent and the Grenadines* Guadeloupe

  • Martinique

  • Other CARICOMHispanic Caribbean

    • The Bahamas Cuba

    • Barbados Dominican Republic

    • Belize Cancun / Cozumel

    • Guyana Venezuela

    • Jamaica

    • Trinidad and Tobago US Caribbean

    • Haiti Puerto Rico

    • Suriname US Virgin Islands

  • Other Commonwealth Bermuda

  • Cayman Islands

  • Turks and Caicos Islands * CARICOM


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    Visitor Expenditure in the Caribbean

    (US$ billion)

    $

    $

    $

    $

    $

    $


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    Tourism Receipts US$ million

    Montserrat 9.0

    Netherlands Antilles 482.4

    St. Kitts/Nevis 58.2

    St Lucia 276.7

    St. Vincent 75.3

    Suriname 44.0

    T & T 212.8

    Turks & Caicos 238.0*

    USVI 1,156.8

    Puerto Rico 2,387.9

    Venezuela 1,197.2

    Cozumel 349.8

    Cuba 1,857.0

    Curacao 226.5

    Dominica 47.2

    Dominican Rep. 2,860.2

    Grenada 70.2

    Guadeloupe e400.2*

    Guyana 59.0*

    Haiti 54.0

    Jamaica 1,333.0

    Martinique 404.0*

    Anguilla 56.6

    Antigua & Barbuda 290.1

    Aruba 638.0

    Bahamas 1,814.0

    Barbados 718.5

    Belize 121.1

    Bermuda 431.0

    Bonaire 55.8

    BVI 315.1

    Cancun1,996.0

    Cayman Is. 439.4*

    Economic Benefits of Tourism

    Caribbean received US$ 19.6 p billion in 2000 from Tourism

    * 1999


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    Employment in Tourism Industry

    CTO conservatively estimates that more than 900 thousand persons are directly or indirectly employed in the tourism industry.


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    Importance of Tourism to Caribbean Economies

    Visitor Expenditure as a Percentage of GDP

    Anguilla - 75%

    Cayman Islands - 60%

    St. Lucia - 55%

    Antigua & Barbuda - 49%

    Aruba - 41%

    Barbados - 36%

    St. Kitts & Nevis - 31%

    Grenada - 28%

    St. Vincent & G’dines - 28%

    Jamaica - 25%



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    CARIBBEAN

    WORLD


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    Mediterranean

    World

    Caribbean





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    Room Capacity in the Caribbean Sub-regions since 1991


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    Occupancy Rates in the Caribbean Sub-regions since 1991(percent)


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    Challenges to Caribbean Tourism Sub-regions since 1991

    • Diminished economic growth in many of our source market

    • Reduced profitability of airlines

    • More countries seriously adopting tourism as a viable development option

    • Increased leisure travel options within our major markets

    • Changing Consumer Patterns

    • Changing distribution systems


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    Challenges After September 11th Sub-regions since 1991

    • Safety and security the primary concern of travelers both in terms of Air travel and safety at the destination

    • Shorter booking window, reduced from three months to as much as four weeks

    • Economic downturn..increased un-employment


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    Growing Competition - Product Sub-regions since 1991

    • Higher levels of service outside Caribbean

    • Freer cross-border travel (notably Europe)

    • Huge growth in cruise ship inventory and cruising destination

    • Better scheduled airlift to other regions

    • Lack of investment and innovation in product development in the region


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    The intra-regional travel market Sub-regions since 1991

    Maximizing the Potential


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    21.1 million Stay-Over Arrivals in 2000 Sub-regions since 1991

    10.2 million visitors from the U.S.

    5.0 million visitors from Europe

    1.5 million visitors from the Caribbean

    1.2 million visitors from Canada

    Overview of Intra-regional Travel


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    Top five destinations 2000 Sub-regions since 1991

    Cuba – 161.7 thousand

    Trinidad and Tobago – 114.2 thousand

    Barbados – 87.4 thousand

    Dominican Republic – 129.9 thousand

    Puerto Rico – 153.3 thousand

    Travel Patterns


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    Historical ties Sub-regions since 1991

    Regional groupings

    Language

    Air lift

    Circuits of Travel


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    Leisure Sub-regions since 1991

    Shopping

    Sports

    Social/cultural

    Personal business

    Visiting Friends and Relatives

    Purpose of intra-regional travel


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    Medical Sub-regions since 1991

    Education

    Business

    Purpose of travel cont’d


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    Competitive issues affecting the Caribbean Sub-regions since 1991

    Extra-regional

    travel

    Relative difficulty

    of air access


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    Competitive issues cont’d Sub-regions since 1991

    High cost of transport

    and accommodation

    Lack of

    knowledge/awareness


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    Stakeholder roles Sub-regions since 1991

    National tourism organisations

    Travel agents

    Accommodation sector

    Airlines

    Ideas for pro-active marketing


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    Fairs and exhibitions Sub-regions since 1991

    Sales missions

    Media relations

    Special interest/niche markets

    Advertising

    Direct marketing

    Travel trade

    Collateral material

    In-flight

    Marketing strategies


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    Commitment Sub-regions since 1991

    Marketing

    Resources

    Product development

    Information

    Market research

    Demand

    The way forward


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    Awareness Sub-regions since 1991

    Marketing

    Measurement

    Product development

    CTO’S Intra-regional travel project


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    Towards the Future Sub-regions since 1991

    • The Caribbean is perceived as a safe destination in comparison to its major competitors in the middle east and Asia.

    • Declines in September estimated at 19% are leveling off and showing positive signals of recovery.

    • Preliminary estimates suggest that arrivals to the region in 2001, declined by 2% compared to 2000

    • Efforts being made towards Sustainable tourism initiatives inclusive of improved product & human resource development

    • Greater effort in marketing & research


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    Projected Growth in Sub-regions since 1991World & Caribbean Tourism

    millions

    ave. annual 1995 2000 2010 % ch.

    Caribbean 14.7 20.3 28.4 4.6

    World 567.0 698.8 937.0 3.6

    % share 2.6% 2.9% 3.0%


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    www.onecaribbean.org Sub-regions since 1991

    www.doitcaribbean.com


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