Commit to regional plan - tourism official
Published:Wednesday | June 15, 2011 | 12:00 AM
Janet Silvera, Senior Gleaner Writer
MANHATTAN, New York:
AS THE Caribbean braces for more contraction in arrivals from the United Kingdom, one of Grenada's finest hospitality practitioners, Sir Royston Hopkin, has called on the region's heads to cauterise the implications and commit to a strategic regional marketing programme now.
For the last two decades, there have been talks about a regional marketing programme, but little has been achieved, owing to the fact that countries compete against each other instead of pooling their resources.
But the man who was decorated with the Caribbean Tourism Organisation (CTO) 2011 Lifetime Achievement Award last Friday night at the Rhythms of the Caribbean Ball at the Plaza Hotel, New York, in his speech said after years of talk by a number of prime ministers, tourism ministers and high commissioners, there remains no formula for marketing the region.
Sir Hopkin makes this observation, while watching the Caribbean receiving stiff competition from several other warm-weather destinations.
His call comes amid several made over the years by other stakeholders in the tourism sector.
"For years we have been unable to get together, while other regions of the world have been promoting themselves in a unified manner," Sir Royston told a ballroom of some 400 people celebrating the close of Caribbean Week in New York.
could be outpaced
He warned that unless the region gets its act together, it stands the likelihood of being outpaced by other regions. Questioning the legitimacy of the region's leaders recognising travel and tourism as the most important contributor to GDP, and not doing enough about it, he asked, "Isn't it high time we commit ourselves to a sustainable approach to marketing?"
According to Sir Royston, who is chairman and managing director of Grenada's New Spice Island Beach Resort, the governments of the region are reporting growth, while there is a crisis, "We owe it to the constituents who are looking for leadership," he cautioned, adding that a joint marketing programme is necessary, not only for the US - the region's greatest source market - but for all North America and Europe.
"Once our governments agree on a consolidated programme that is policy driven, the entire private sector will get behind it - the Caribbean Hotel and Tourism Association, the airlines, all tourism stakeholders coming together as one unit."
Sir Royston, whose life has been enriched because of tourism, graciously accepted the prestigious award, stating how humbled he was by the significance of the accolades bestowed upon him.