First I would like to sincerely congratulate the new Minister of Tourism, the Honourable Richard Sealy, and wish him every success in this post. By now I am sure he will be grappling with the problem of surrounding himself with people that can and will make a positive difference. Whether to allow the status quo to remain or to risk bringing in new and yet unproven expertise at least in the public sector?
He will also have to ask a number of critical questions including why under the last 13 or 14 years has Barbados seen the closure of some 27 hotels when no other major Caribbean destination has witnessed such a virtual decline in room stock over this period?
And what is also so remarkable is that despite the loss of all these hotels, if statistical information is to be believed, why have our long stay visitor arrival numbers grown by around 100,000 but our average annual hotel room occupancy has remained stagnant, barely reaching 50 per cent? Particular emphasis has been placed on a reported increase in average visitor spending, but has this taken into account, inflation and the fact visitors are spending more simply because everything costs more?
Equally alarming is the loss of airlift. According in the Ministry of Tourism own figures, over 67,000 airline seats were lost in the first nine months of last year alone. Virtually every Minister of Tourism across the region (and some Prime Minister’s) have negatively commented on LIAT’s return to a monopoly position and the raising of airfares to historically high levels with the dramatic effect this has had on intra regional travel.
The Minister will also have to query if the budget allocated to the Barbados Tourism Authority is being spent in the most effective way. Is it time to move from a single national marketing initiative, called the Best of Barbados programme, which relies on substantive discounting and effectively sells the product below cost in some cases?
If I may be as bold to offer the new Minister any advice, my first suggestion would be to get to know the everyday tourism players. Take (and make) the time to visit every hotel unannounced, every restaurant, every attraction and activity! Speak to the ordinary tourism workers, the red caps, taxi drivers, waiters, room maids etc. Show them you are genuinely interested. You don’t have to follow all their advice, but at least they will know you care. Finally, never (ever) forget, tourism is a people business. It’s the people that bring out visitors back. If they come back on their own accord, then we do not have to endlessly spend millions of dollars trying to attract replacements for them. They become our ambassadors and persuade their friends to visit Barbados at no cost to us.
Good Luck!
Adrian Loveridge
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