The document discusses opportunities for increasing tourism linkages and competitiveness in the Caribbean region. It provides an overview of global and Caribbean tourism trends, noting the region received over 20 million visitors in 2011 generating $24.5 billion in receipts. Examples from Curacao, Turks and Caicos, Maldives, Mauritius, and Seychelles demonstrate how targeted marketing and increased air access have boosted arrivals. Recommendations include developing tourism satellite accounts, improving regional cooperation, and benchmarking destinations' competitiveness to guide strategic investments.

1. Caribbean Tourism & the Global Market
Towards increased linkages &
competitiveness
Presented by:
Scott Wayne, President
SW Associates – Sustainable
Development through Tourism
Investment Climate
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2. Agenda
Global Tourism Overview & Trends
Caribbean Tourism Overview & Trends
Opportunities & Challenges
Examples in and beyond the Caribbean
Next Steps & Key Questions
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3. Tourism is
Everybody’s Business!
It is among the top
five industries. But
this is not widely
understood!
TRAVEL & TOURISM INDUSTRY
Accommodation, recreation,
catering, entertainment,
transportation, and other
related services
TRAVEL & TOURISM ECONOMY
Printing/Publishing,concrete, utilities,
financial services, furnishing &
equipment suppliers, foods, security,
administration, ship building, beverage
supply, iron/steel, aircraft
manufacturing,wood, mining,
chemicals, textiles, oil/gas suppliers,
plastics, sanitation services, metal
products, computers, resort
development, wholesalers, rental car
manufacturing, laundry services.
Investment Climate
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4. Tourism is Everybody’s Business
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5. Laundry
services &
supplies
Florist
Local
beverages
Local
crafts
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Electrician &
Architectural &
supplies
Construction
IT equipment,
services
training &
services
Office
Lighting
supplies
Local
supplier
Cleaning
produce
supplies &
Local
services
poultry
Furniture
Local meat
makers
Flooring
& fish
supplier
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6. People in Tourism - Jobs
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7. Opportunities for Linkages?
What are the opportunities for
linkages in your areas of expertise?
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8. Global Tourism Overview
UNWTO forecasting 3-4% increase in arrivals for 2012
1 billion international tourists in 2012
More than US$1 trillion in international tourism receipts
More than US$2 trillion in direct GDP, +5%
98 mn jobs = 1 in 12 jobs, 6% of direct
30% of global services exports and 6% of all exports
Sources: UNWTO/WTTC
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9. International Arrivals & Receipts Growth
Source: UNWTO
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10. Americas 16% of Arrivals & 20% of Receipts
Source: UNWTO
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11. Top 10 Destinations
Source: UNWTO
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12. Top International Tourism Spenders (2011)
Source: UNWTO
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13. Americas Tourism Overview (2010-11)
Source: UNWTO
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14. Key Global Trends Driving Tourism Growth
Brand, product and price important, but more travelers willing to
try new destinations and experiences.
BRIC country travelers spending more on International travel.
Fastest growth among top 50 in arrivals 2010/11: Saudi Arabia (60%),
Thailand (20%), Kazakhstan (20%), Finland (14%), Singapore (13%),
and South Korea (11%).
More destination choices for more travelers.
More competition among destinations.
Air travel increased 7% and capacity 8% in 2011
Sources: UNWTO/WTTC
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15. Caribbean Tourism Statistics
International Tourist Arrivals (2011) = 20.9 mn
International Tourism Receipts = US$24.5 billion
Direct GDP Contribution = US$15 billion
$32 billion
indirect
Total GDP Contribution = US$47 billion
Direct Jobs created = 614,000 = 3.8%
Sources: UNWTO and WTTC
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16. Almost 21 mn arrivals with 75% concentrated in
seven destinations
Sources: UNWTO/WTTC
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17. Caribbean Key Tourism Trends
Fastest Growth in Arrivals: Turks & Caicos 26%, Curacao
14%, Cuba and Cayman Islands 7.2%, Grenada 7.1%,
Anguilla 6%, and Antigua 5%.
OECS Regional Tourism Policy 10 Areas Covered
Priorities are: Investment, Tourism Awareness, Research
and Statistics, Air Transport, and Marketing.
Latin American market to Caribbean growing – 8% growth
in air traffic in 2011.
Pressure to have distinctive brand and product, but
competition is fierce in Caribbean and beyond.
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18. Product Competition is fierce!
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19. Caribbean Tourism Product Offers
Sun and Sand
Destination Resorts &
Hotels
Nature-based
Soft adventure
Ecotourism
Cultural/heritage
Music and other events
Plantation tours
Honeymoons &
Weddings
Cruise ports & yachting
Marine activities
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20. Challenges & Opportunities
Infrastructure  Transport, accommodations, waste
management, energy management.
Human resources  Skilled workforce, education system,
domestic tourism awareness
Marketing & Product  Targeted, well researched
marketing based on product offers in demand by
segments.
Policy & Investment  Public-Private Partnerships, public
policy that reduces barriers and invests in tourism,
investment incentives. Coordination between government
agencies and between countries.
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21. Challenges & Opportunities
Challenges
Opportunities
Increasing airlift
PPPs for airport improvements
Managing increased cruise
arrivals
Cruise strategies
Distressed assets
Regional Distressed Asset
Fund
Ongoing need to improve HR
quality, education
Depends on product offers,
targeted research & marketing
and HR capacity to deliver
Coordination of national and
region policy to minimize barriers,
maximize benefits
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Tap distance learning and
voluntourism as interim
solutions
PPPs for more targeted
research
Regional Policy & CTO/CHTA
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22. Curacao – Room Tax up, Tourism up
367k arrivals in 2009342k
2010390k 2011
Room tax applied to all short term
rental properties increased from 5
to 7% beginning of 2010
All room tax revenue used for
promoting Curacao.
Increased targeted marketing
to niches such as gay travel
and Jewish heritage.
New international brand
hotels such as Hyatt and
Renaissance.
About.com readers vote Curacao
#1 2012
2011/10 27% increase in North
American Market
Increased flights from Europe
and Canada as airport
modernized
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23. Turks & Caicos – Airlift increase, Tourism up
281k arrivals in
2010354k in 2011
No taxes
Proximity to US
Jetblue and Continental
increased flights from NY
and NJ
Substantial duty free
concessions
Direct flts from Nova
Scotia to increase 2012
arrivals
Increased accessibility
Increased investment
& development
High end catering to
private jets and large
yachts
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24. Maldives
792k arrivals in
2010931k in 2011
Well positioned as
high end, diving
destination
International brand
properties
Stunning beaches
Large advertising
budget
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35% tax on tourism
Increased
marketing to
China56%+
Cooperation w/Sri
Lanka & Seychelles
regional marketing
All visas removed
for tourists
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25. Mauritius
935k arrivals in
2010965k in 2011
Receipts jumped
from US$1 bn to $1.4
bn.
Beautiful beaches
and diving
At US$1567, on a par
with highest yielding
Caribbean
destinations.
$395mn stimulus
package by Min
Finance
Romance segment
Aggressive
marketing
International brands
Regional cooperation
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26. Seychelles
175k in 2010194k in
2011
Strong romance
destination
Receipts from $274
mn in 2010 to $291
mn in 2011.
97%+ from China
Well represented in
UK
Royal honeymoon
destination
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Increase in flights on
Qatar and Emirates
Visa requirements
removed for all
tourists.
Affordable
Seychelles Campaign
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27. Next Steps and Key Questions
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28. OECS Regional Policy Recommendations
Competitive analysis of region’s tourism, focusing on
increase investment to OECS region
Regional Tourism Awareness campaign implemented
nationally in OECS Member States
Joint representation at major trade shows
Airlift capacity assessment of needs to guide OECS
Member States’ efforts
Tourism Satellite Accounts (TSAs) in OECS Member States
Improving the ED cards used in Member States with a view
to adopting a standardized and more visitor-friendly card
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29. Strategic Framework for Tourism
Competitiveness
Building on St Lucia Tourism Policy, Work Programme,
Strategy and Vision Plan
Benchmarking for Competitiveness and Strategic Tourism
Investments
Value-chain based – Quality and Pricing of Tours, Food
& Beverages, Flights and Customer Service
World Economic Forum Tourism Competitiveness Index 14
Pillars
Tourism Satellite Account
Market-oriented rankings
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30. Competitiveness Framework
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31. Key Questions
What policy “levers” need to
be pulled to increase
competitiveness and reduce
barriers to growth and
investment?
What roles can other sectors
play in maximizing the growth
potential and opportunities of
tourism?
Taxes, airlift subsidies, tax
holidays…How much is too
much?
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