Rebound predicted for Caribbean tourism

THE WAR in Iraq has badly wounded the world’s travel and tourism industry, but Caribbean tourism planners should remain focused and upbeat of a rebound in US travel to the region, said Lelei LeLaulu, President of Counterpart International.

The head of one of America’s top international non-governmental organisations said with declines in advanced Caribbean bookings, the region ought to continue working collectively and aggressively to pursue business, even if there are no major results in the short run. “To everything there is a season,” LeLaulu said, encouraging tourism officials to stay focused in anticipation of a future harvest that’s sustainable. “The Caribbean is better positioned than many other regions to emerge from a crisis in travel and tourism, still the world’s largest generator of wealth and jobs,” said LeLaulu whose Counterpart International produces the biannual Caribbean Media Exchange on Sustainable Tourism (CMEx).

A recent survey by Fodor’s Travel (March 19-22), revealed that 76 percent of American respondents were not changing their travel plans and are continuing on their previously scheduled trips. Interestingly women are more likely than men to continue with their travel plans now that America is at war. “It is understandable for Americans to feel uncertain given the current political situation, but people are still traveling,” comments Bonnie Ammer, President of Fodor’s Travel Publications. “We’re seeing travellers planning but not confirming their trips until closer to their departure date. Many of our guides to places like Italy, Ireland, and the Caribbean continue to sell very well which is a positive sign of what’s to come. “We are a nation of travellers and I think that people are doing their best to maintain some sort of normalcy.”

LeLaulu reacted positively to the survey’s findings and applauded regional efforts to promote the Caribbean as a single destination. He cited the “Life Needs the Caribbean” television campaign and Go Caribbean booking engine as key tools to fuel tourism business in the months ahead. Last fall, the Caribbean Hotel Association Charitable Trust (CHACT) launched a US$16 million campaign to market and promote the Caribbean as a single destination. The Trust, a public/private sector alliance, united major hotel chains, airlines and credit card companies with the Caribbean Tourism Organisation, Caricom and non-Caricom nations. The second phase of its extensive US television campaign was recently completed.

Eighteen destinations participate in CHACT’s marketing campaign: Antigua and Barbuda, Aruba, Bahamas, Barbados, Belize, Bermuda, Dominica, Grenada, Guyana, Jamaica, Montserrat, St Kitts and Nevis, St Lucia, St Maarten, St Vincent and the Grenadines, Trinidad and Tobago, Turks and Caicos and the United States Virgin Islands.