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Caribbean and Intra-Caribbean Tourism Current Situation and Perspectives Mercedes Silva Sustainable Tourism Specialist Caribbean Tourism Organization - PowerPoint PPT Presentation

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

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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


CTO Membership

Caribbean Map


Caribbean Sub-regions

  • OECS CountriesDutch West Indies

  • AnguillaAruba

  • 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 BahamasCuba

    • BarbadosDominican Republic

    • BelizeCancun / Cozumel

    • GuyanaVenezuela

    • Jamaica

    • Trinidad and TobagoUS Caribbean

    • Haiti Puerto Rico

    • Suriname US Virgin Islands

  • Other Commonwealth Bermuda

  • Cayman Islands

  • Turks and Caicos Islands* CARICOM


  • Visitor Expenditure in the Caribbean

    (US$ billion)

    $

    $

    $

    $

    $

    $


    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


    Employment in Tourism Industry

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


    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%


    • International & Caribbean Visitor Arrivals


    • International & Caribbean Tourist Arrivals

    • Growth Performance 1987-2000

    CARIBBEAN

    WORLD


    • International & Caribbean Cruise Bed Days

    • Growth Performance 1991-2000

    Mediterranean

    World

    Caribbean


    Growth in Tourist Arrivals to the Caribbean and Selected Sub-regions since 1991


    Tourist Arrivals to the Caribbean by Sub Regions 2000


    Tourist Arrivals to the Caribbean by Major Markets 2000p


    Room Capacity in the Caribbean


    Occupancy Rates in the Caribbean (percent)


    Challenges to Caribbean Tourism

    • 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


    Challenges After September 11th

    • 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


    Growing Competition - Product

    • 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


    The intra-regional travel market

    Maximizing the Potential


    21.1 million Stay-Over Arrivals in 2000

    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


    Top five destinations 2000

    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


    Historical ties

    Regional groupings

    Language

    Air lift

    Circuits of Travel


    Leisure

    Shopping

    Sports

    Social/cultural

    Personal business

    Visiting Friends and Relatives

    Purpose of intra-regional travel


    Medical

    Education

    Business

    Purpose of travel cont’d


    Competitive issues affecting the Caribbean

    Extra-regional

    travel

    Relative difficulty

    of air access


    Competitive issues cont’d

    High cost of transport

    and accommodation

    Lack of

    knowledge/awareness


    Stakeholder roles

    National tourism organisations

    Travel agents

    Accommodation sector

    Airlines

    Ideas for pro-active marketing


    Fairs and exhibitions

    Sales missions

    Media relations

    Special interest/niche markets

    Advertising

    Direct marketing

    Travel trade

    Collateral material

    In-flight

    Marketing strategies


    Commitment

    Marketing

    Resources

    Product development

    Information

    Market research

    Demand

    The way forward


    Awareness

    Marketing

    Measurement

    Product development

    CTO’S Intra-regional travel project


    Towards the Future

    • 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


    Projected Growth inWorld & Caribbean Tourism

    millions

    ave. annual 1995 2000 2010 % ch.

    Caribbean 14.7 20.3 28.44.6

    World 567.0 698.8 937.03.6

    % share 2.6% 2.9% 3.0%


    www.onecaribbean.org

    www.doitcaribbean.com


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