Talking tourism

Businessman Ernest Littles, think that this country is a tourism goldmine waiting to be tapped, if only he could convince others that this is so. “It is sometimes frustrating  to see how blessed we are in resources, and how under utilised everything is,” says Littles of this country’s tourism balance sheet. As Group CEO for the CrewsInn Group of Companies, which includes CrewsInn, Caribbean Yacht Works and the Chaguaramas Terminals, Littles said that TT needs to find its marketing formula — and fast. But he also wears another hat. He was recently elected President of the Trinidad Hotels, Restaurants and Tourism Association (THRTA) which gives him a bird’s eye view of how things work in that sector. He earnestly believes that Trinidad and Tobago has everything for a great tourist experience. Tourism is the largest industry in the world, he said, noting that it generates more jobs for dollar than many other business activities.

Littles began his career in the US, where he worked in the aviation industry  promoting the Kennedy Airport. He helped establish the New York Passenger Ship Terminal in the US, and carried the “I Love New York” programme around the world. Of the many jobs he held, he said the most memorable was the responsibility of business development and marketing for the World Trade Centre in NY, where the observation deck was the number one tourist attraction in the world. He met his wife in London while on a tourism promotion and came to Trinidad. He says he owes his marriage to tourism. Littles is of the view that the symbiotic positioning of Chaguaramas and the small islands was perfect to promote eco-tourism. “Right now when we speak of ‘going down the islands’, it is mostly Trinidadians.

Foreign visitors should also be given the chance to see Monos, Gasparee Caves and Scotland Bay, he said. “We should organise two-hour sunset cruises, so more people can share this beautiful experience,” said Littles. He says he wants to chart a course for tourism in TT, by taking advantage of the natural beauty of both twin islands. “We have the natural beauty of flora and fauna, perfect topography and a huge cosmopolitan society,” he said in an interview at his office at Crews Inn recently. “We do not intend to turn Chaguaramas into a tourist hub,” he said, adding that  Chaguaramas has always had industrial activities because of its easy sea access. The traditional boat repair and marina activity, created a spin-off for tourism, said Littles. The area generates hundreds of jobs for people. From small contractors, craftsmen and others involved in the local yachting industry, this sector alone pours hundreds of millions of dollars into the local economy every year. The boat repair and marina activity in Chaguaramas benefits daily from the ongoing oil offshore work, he said.

As far as he is concerned, the offshore drilling has had little impact on the yachting community and thinks that the two industries can co-exist. “It actually brings business for Chaguaramas, as many of the crews come across for supplies, do repairs on their boats and use our dining facilities,” he said. Littles said he recently met with Minister of Tourism, Howard Chin Lee, and they discussed plans for focusing on tourism development. He said he urged minister Chin Lee to include some provisions for tourism in the upcoming budget. “Product development is needed in terms of upgrading beaches and historical sites,” he said. Industry standards should be met by the proper training of staff, preferably by the Trinidad and Tobago Hospitality Training Institute (TTHTI) and the Trinidad and Tobago Hotel and Tourism Association (TTHTA), “so that our people can provide a standard that is competitive with the world.” Littles is of the view that “effective and targetted marketing” is also needed and thinks that emphasis should be placed on training overseas marketing representatives.

“We need strong representation,” he said, especially in places like the US, UK and Europe. “We do not need people going on trips and not bringing any business,”  said Littles, who has been in the tourism industry more than 20 years. Littles also thinks that BWIA could play a key role in TT’s tourism efforts. “The proper marketing of BWIA affects how tourists travel to our country,” he said, adding, “If passengers do not feel comfortable flying with BWIA, then we will lose to other islands.” “I would contribute in anyway to tourism in Trinidad, as this country has the potential to be great,” he said. Describing both islands as “double delightful,” he aims to promote the interests of tourism industry stakeholders, and work closely together with the Ministry of Tourism,  as they develop plans for the new Tourism Development Corporation (TDC). Business in the Chaguaramas area has been tough, but has begun to pick up, Littles noted. Unfortunately because of the devastation in Grenada, yachts have already begun to come here. “ It is a most unfortunate gain.”

The yachting facilities and other various sites in Chaguaramas, he said, have not been upgraded in recent times, and is losing its competitiveness as a world class spot. He felt that the only problem that would hamper the flow of tourists into the country was the escalating crime situation. “Trinidad is doing well in tourism but in order to boost the industry, the government needs to show an interest and provide funding,” said Littles. Other islands in the Caribbean, he said, place great focus on tourism and seem to have found the right formula. The Bahamas, he said, is very keen on tourism, noting that there is a lot of co-operation between their government and industry stakeholders resulting in funding for promotional and marketing activities. Jamaica has also remodelled its focus on all inclusive resorts, which tended to attract honeymooners. This, he said, might not be a wise strategy for Trinidad, as it would mean that the flow of money remains in the resort, and therefore does not spread to the various industry stakeholders.