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REGIONNAL SYMPOSIUM ON SERVICES

STRATEGIC PLAN ON TOURISM SERVICES IN THE CARICOM SINGLE MARKET AND ECONOMY (CSME)
Cecil Miller
Tourism Consultants Int'l Inc.

Importance of Tourism
Contribution to GDP, employment and foreign exchange earnings Linkages and added value to other economic sectors e.g. agriculture, manufacturing and handicraft Catalyst for development in several other areas of the economy, including ancillary services and infrastructure - especially air and seaports and roads Economic rationale for conservation and preservation of local heritage and culture and improvement of product and service standards, especially in the food services industry
Tourism Consultants Int'l Inc.

Tourism Industry Concerns


competitiveness, crime, research, mobilization of investment resources, cost and adequacy of international and intraregional air transportation, offer of value for money, increase in benefits from cruise tourism, need to diversify tourism markets and threats to the long-term sustainability of the sector
Tourism Consultants Int'l Inc.

Threats to the Tourism Industry


Environmental climate change and sea level rise, deforestation, bio-diversity loss, pollution of coastal zones and rivers, natural disasters (including hurricanes, flooding, earthquakes) to list a few; Health occasional outbreaks of health threats e.g. SARS, bird flu, H1N1 flu virus; Economic currency exchange movements, changes in macro-economic indicators of tourist generating countries; Corporate failure of major partners/suppliers in the business chain e.g. airlines, tour operators

Tourism Consultants Int'l Inc.

Legislation, Incentives & Sector Development


New types of accommodation product rely less on incentives as a determining factor for project success The arrangements which facilitate access to incentives are more important than the actual incentives granted Incentives must be given to encourage entrepreneurship, innovation and the creation and development of indigenous products and services.
Tourism Consultants Int'l Inc.

Trade Liberalization and of Opportunities for the Tourism Sector


Liberalised trading arrangements offer possibilities for attracting investment, business partners and market access into Europe

Tourism Consultants Int'l Inc.

Pre-Requisites for Sector Growth and Development


Supportive policy framework to stimulate demand and ensure tourism continues to generate employment, foreign exchange and add value to other areas of economic enterprise Increase and institutionalise training and certification at all levels of the industry Disseminate, adopt and encourage use of best practices Attract mentor and groom best and brightest for leadership positions in the industry Movement of labour within the Regional tourism industry, under the framework of CSME
Tourism Consultants Int'l Inc.

Pre-Requisites for Sector Growth and Development


Destination Management - Monitor and manage product quality, service standards, product-market fit, institutional capacity, supporting tourism infrastructure, physical, social and economic environment and safety and security

Tourism Consultants Int'l Inc.

Challenges, Opportunities and Strategies for Developing the Sector


Prepare Tourism Master Plans that are capable of implementation Focus on integrated planning, including zoning, adoption of standards and community consultations as part of the planning process Conduct airline capacity studies to ensure plans for aviation are in consonance with and support plans for expansion in the Tourism Consultants Int'l Inc. accommodation sub-sector

Product
Promote the adoption of industry product and service standards. Take action at the national level to support work being done by CROSQ in the development of industry standards; Further diversify niche products, services and tourism segments eco, adventure including climbing, hiking, river rafting, diving, sports, yachting; culinary, health, spiritual, meetings, incentives, convention, events;
Tourism Consultants Int'l Inc.

Product
Re-define the (Caribbean) product, its components and how we can protect and improve them Encourage and promote the Caribbean look and feel in architecture and other products; Encourage and promote authenticity in heritage and cultural experiences

Tourism Consultants Int'l Inc.

Marketing
Give further definition to the Caribbean brand; Pursue strategies to market the Caribbean as a single destination; Diversify into non-traditional markets India, China, South America, Diaspora; Promote and facilitate greater intraregional travel
Tourism Consultants Int'l Inc.

Research and Development


Encourage and assist countries in the implementation and use of TSA as a tool to improve the measurement of tourisms contribution to national economic output; Carry out more targeted research, proactive product development, planning and monitoring
Tourism Consultants Int'l Inc.

Research and Development


CTO to give greater focus to market research and intelligence, sector and market analysis, trend assessments and advice regarding policy options in regard to emerging opportunities, threats, market developments, industry practices and models of best practice; Collaborate with UWI in carrying out industry research, recording industry best practices and serving as a repository for study reports and other industry publications Tourism Consultants Int'l Inc.

Air Transportation
Increase dialogue and collaborate with air transport partners for the purpose of securing efficient and adequate air access into the Region; Develop a regional air transport development strategy giving attention to airline capacity and appropriate route structures
Tourism Consultants Int'l Inc.

Financing
Review and strengthen regulatory framework to support and encourage foreign direct investment in the industry; Use pension and NIS funds in the financing of the industry. Create vehicles and instruments for greater local participation in tourism investment
Tourism Consultants Int'l Inc.

HR and Management
Develop centres of excellence in hospitality training to improve service standards, opportunities for career advancement and the promotion of tourism and hospitality training as an export service; Exploit opportunities for further development and promotion of PanCaribbean tourism brands and export of tourism marketing and management Tourism Consultants Int'l Inc. services;

HR and Management

Facilitate regional planning and sharing of lessons, experiences and ideas by convening a suitable biennium forum for technical industry personnel

Tourism Consultants Int'l Inc.

Information Technology
Promote the use of IT in marketing the Caribbean; Encourage the adoption and use of ecommerce as a vehicle for facilitating business transactions in tourism

Tourism Consultants Int'l Inc.

Entrepreneurship
Encourage enterprise and innovation handicraft, culture Enact and enforce appropriate legislation to protect the intellectual property of innovators of products Develop value-added products and initiatives e.g. promote the authentic Caribbean experience in all its elements
Tourism Consultants Int'l Inc.

The End

Tourism Consultants Int'l Inc.