Tourism Sector untapped fortune Proper Marketing needed

Cudjoe felt, nonetheless, that the sector would merely have to make do with whatever funds they get. She admitted that like any other ministry, the Tourism Ministry has things it would like to get done; but the reality is, the resources are insufficient.

Said Cudjoe, “...It’s about putting the right resources in the right places, getting the right strategy as it relates to marketing and so on. So for me, it’s not so much about the allocation, but the strategies to implement the development plan. Over much of this fiscal year, we spent working on road maps and engaging the different stakeholders for it. It’s about doing the best you can with the allocation that you were granted.

“As it relates to cleaner streets, much of what we have to do in the Ministry of Tourism is based on collaboration with other ministries. For instance, you know, we don’t actually go out there and clean up streets. That would be something that falls under the remit of the Ministry of Works. It’s about engaging the different stakeholders. And tourism, playing a major role in development or should I say the diversification of Trinidad and Tobago, all ministries try to take tourism as a priority,” Cudjoe said.

“As it relates to getting value for money, we have been able to look at and review our different policies relating to granting sponsorship to certain events.”

In other words, the ministry has been unable to financially sponsor certain events (Cudjoe did not specify) recently, events that it normally sponsors, because of financial restraints.

She added that the ministry has also had to reduce its travel abroad to promote Trinidad and Tobago, saying that better use of technology – sites likes Expedia and other travel agencies – would have to be made to advertise the country.

For James, a response like that is insufficient, because the Tourism Sector, in his view, holds tremendous possibility as a main sector for diversification. In fact, he expressed his displeasure and frustration at the dwindling tourism industry in Tobago, and the failure of the Government to pay general concern to the sector.

“The Tobago Hotel and Tourism Association has for many years stated that tourism should be one of the main diversification industries in Trinidad and Tobago, and especially in Tobago as tourism is our main private sector driver. International arrivals to Tobago have fallen dramatically over the last ten years, due to lack of destination marketing, which has resulted in reduced airlift and we have also because of various reasons been unable to attract investment both local and foreign.

“The Tobago Hotel and Tourism Association is pleased that the government has increased its interest in the tourism industry and await the budget to see if the support needed is forthcoming.

“Trinidad and Tobago have never spent enough on destination marketing. Having just returned from Grenada, who received 133,000 international arrivals in 2015 compared to Tobago’s 23,000 and to be told that now in September hotels have occupancy in the range of 80 percent whilst we in Tobago have only single figure occupancy, is alarming and just shows that with government support, marketing, incentives to invest, just what can be achieved.”

James continued that Tobago’s tourism industry should be sustainable all year around, where tourists from Trinidad pick up the slack for the traditionally slow months of July and August when the number of international guests dwindle. However, there has also been a reduction in travel from Trinidad, and that has hampered the sector in Tobago, which for years has depended on that buffer.

Furthermore, he said that the association has continuously called for increased funds for destination marketing, better incentives for investors and increased airlift. Additionally, it is aiming to reduce its dependence on a single country and to have at least five originating destinations.

“The Tobago Hotel and Tourism Association understands that money is tight but what has to be understood is that tourism can create jobs, bring in foreign exchange and open many more opportunities for potential economic activity, the money invested has a true return and when we can get everyone to understand the true value of tourism we will have no problem (getting) government to support the tourism industry.”

Similarly, Welch stated unequivocally that the budget for tourism has never been enough. Moreover, in direct contravention to Cudjoe’s claims that the resources have been used efficiently, Welch affirmed that financial resources have never been used “efficiently” or “effectively.” In fact, he said that there are things that need to be done, but are being ignored.

“...Our approaches in the past to marketing, I don’t think we’re doing the best in marketing; and I don’t think that we’ve been doing enough at product development. I’ll give you a simple example: every year, steel bands go abroad. No one, from a tourism perspective, goes with any of these big bands that are opening all kinds of doors all around the world; no one goes to say, ‘hey, this is Trinidad and Tobago’ or to do the marketing side of it...

“I remember some years ago, Andrew Zimmern from the Travel Channel came and he boasted that bake and shark was the best fish sandwich he ever had in his life. I also dealt with another TV producer who came to Trinidad on his recommendation. And she said he told her, it was one of the top five things he’s ever put in his mouth. However, we have not followed up to capitalise on that...That was about a few billion dollars in advertising we got for free...My point is, we’re not using what we have efficiently.”

He reiterated that money that has been budgeted in the past has never been enough, and there are islands, which while traditionally thought of as having no money, have spent large sums on marketing.

Thus, the general consensus is that the Government has continuously neglected the tourism sector, and it is a question of how much money is given to that sector.