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PROMOTING & MANAGING CARIBBEAN TOURISM ON-LINE Arley Sobers, Caribbean Tourism Organization, November 2005 PowerPoint Presentation
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PROMOTING & MANAGING CARIBBEAN TOURISM ON-LINE Arley Sobers, Caribbean Tourism Organization, November 2005. Caribbean Tourism. Visitation 22.5 million tourists 20.8 cruise passenger visits Economic Contribution Spending: US$22.5 billion; 34% of total exports Total Employment: 950,000

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PROMOTING & MANAGING CARIBBEAN TOURISM ON-LINEArley Sobers, Caribbean Tourism Organization, November 2005

caribbean tourism
Caribbean Tourism
  • Visitation
    • 22.5 million tourists
    • 20.8 cruise passenger visits
  • Economic Contribution
    • Spending: US$22.5 billion; 34% of total exports
    • Total Employment: 950,000
  • Other
    • Main Markets: North America 55%, Europe 30%; Other 15%
    • Hotel rooms: 270,000
caribbean tourism organization
Caribbean Tourism Organization
  • Government Membership: 31 countries in English, French, Spanish and US Caribbean; varying in size and level of tourism development;
  • Private Sector membership: market and destination-based travel related businesses; close working relationship with the Caribbean Hotel Association (CHA);
  • Main Activities: Regional Marketing, Statistics & Research, Education & Training, Tourism Development;
impact of information technology
Impact of Information Technology
  • Driven by marketplace changes in consumer behavior and in distribution systems; initially in US
  • Opportunity or threat?
  • Variable quality of member country websites;
  • Loss of natural URLs;
  • Destination management information
  • First regional site in 1994; current system implemented in 2001
caribbean regional approach
Caribbean Regional Approach
  • Three Inter-related Systems
      • Consumer Internet Site

DoItCaribbean.com

      • Regional Intranet

OneCaribbean.org

      • Management Information System

CTO-MIST

consumer site

Consumer Site

www.doitcaribbean.com

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Consumer Site: DoItCaribbean.comto attract and “funnel” site visitors to the official internet sites of CTO member countries

Enquiries – Trade and Consumer

DoItCaribbean.com

member country

official sites

Technical Support to Member Countries

doitcaribbean com cont
DoItCaribbean.com (cont)
  • information in six languages;
  • country sections, with link to official website
  • targets 16 specific market segments (Gateways), each with link to the relevant section of the country site
  • modular design for easy addition/deletion of gateways
  • management system for in-house editing, etc
  • other Features include:
    • Interactive Vacation Planner, Interactive Map
    • Calendar of Events (database-driven), Travel Agent Finder, Weather, Currency Converter, etc
regional tourism intranet

Regional Tourism Intranet

www.onecaribbean.org

regional intranet onecaribbean org
Regional Intranet: OneCaribbean.org
  • to share information and enhance communication between Caribbean tourism interests
    • hierarchical access;
    • self-administered “virtual groups” with controlled access, chat forums, document storage and retrieval, etc
    • web-based email, member directories, etc
    • shared resources with the consumer site (DoitCaribbean) e.g. calendar of events, travel agent database
    • tourism statistics & reports, market research/intelligence
    • sale of reports, conference registration, PR releases, etc
    • some information accessible by non-members
cto mist tourism management information system
CTO-MISTTourismManagement Information System
  • to advance the tourism planning, marketing and research processes through improved use of IT
  • earlier work
  • three main modules
    • Performance
      • processing & analysis of Immigration cards
      • visitor surveys, other indicators (economic, etc)
    • Product Inventory
      • accommodation, restaurants, attractions, events, etc
    • Market Data
      • market research/intelligence, etc
      • travel agent & tour operator databases, fam trips, etc
management issues
Management Issues
  • Consumer Site:
    • Managed by Research Department with direction and significant inputs from Marketing Department;
    • European chapters role in foreign language sites
    • Marketing Department to play a greater role in future
  • Intranet: OneCaribbean.org
    • Intranet Administrator, in association with other staff
    • Inputs from established groups and member countries
  • CTO-MIST
    • Technical support to countries provided by Research Department
    • Some maintenance work by developer
performance
Performance
  • Consumer Site: DoItCaribbean.com (DiC)
    • Approx 150,000 visits per month;
    • Consumer preference for single site; DiC more self-contained than initially planned;
    • Information only site; addition of booking engine
  • Intranet: OneCaribbean.org
    • Approx 30,000 visits per month;
    • Navigation issues
  • CTO-MIST: Management Information System
    • Used in 7 countries; 2 more using inventory module
towards the future
Towards the Future
  • Plans to upgrade the entire system in 2006
    • DoItCaribbean.com (DiC)
      • Joint with the Caribbean Hotel Association
      • Will have a more commercial orientation
      • Third party review underway
    • OneCaribbean.org
      • Upgrade navigation
    • CTO-MIST
      • Completely re-build system
      • New model Immigration card: barcode, e-mail address and “survey” questions
      • CRM