Transcript Document

Caribbean and Intra-Caribbean Tourism
Current Situation and Perspectives
Mercedes Silva
Sustainable Tourism Specialist
Caribbean Tourism Organization
8th Meeting of the Special Committee on Sustainable Tourism of the
Association of Caribbean States
Port of Spain, April 4th, 2002
CTO Membership
Caribbean Map
Caribbean Sub-regions
OECS Countries
Anguilla
Antigua & Barbuda*
British Virgin Islands
Dominica*
Grenada*
Montserrat*
St Kitts and Nevis*
St. Lucia
*
St Vincent and the Grenadines*
Dutch West Indies
Aruba
Bonaire
Curacao
Saba
St Eustatius
St Marteen
Other CARICOM
The Bahamas
Barbados
Belize
Guyana
Jamaica
Trinidad and Tobago
Haiti
Suriname
Hispanic Caribbean
Cuba
Dominican Republic
Cancun / Cozumel
Venezuela
Other Commonwealth
Bermuda
Cayman Islands
Turks and Caicos Islands
French West Indies
Guadeloupe
Martinique
US Caribbean
Puerto Rico
US Virgin Islands
* CARICOM
Visitor Expenditure in the Caribbean
(US$ billion)
20
U
S
$
17
18
16
14
18
19
20
15
14
b
i
l
l
i
o
n
12
10
8
6
4
2
0
1995
1996
1997
1998
1999
2000
P
Economic Benefits of Tourism
Caribbean received US$ 19.6
2000 from Tourism
p
billion in
Tourism Receipts US$ million
Anguilla
56.6
Antigua & Barbuda 290.1
Aruba
638.0
Bahamas
1,814.0
Barbados
718.5
Belize
121.1
Bermuda
431.0
Bonaire
55.8
BVI
315.1
Cancun
1,996.0
Cayman Is.
439.4*
Cozumel
Cuba
Curacao
Dominica
Dominican Rep.
Grenada
Guadeloupe
Guyana
Haiti
Jamaica
Martinique
349.8
1,857.0
226.5
47.2
2,860.2
70.2
e400.2*
59.0*
54.0
1,333.0
404.0*
Montserrat
9.0
Netherlands Antilles 482.4
St. Kitts/Nevis
58.2
St Lucia
276.7
St. Vincent
75.3
Suriname
44.0
T&T
212.8
Turks & Caicos
238.0*
USVI
1,156.8
Puerto Rico
2,387.9
Venezuela
1,197.2
* 1999
Employment in Tourism Industry
CTO conservatively estimates that more
than 900 thousand persons are directly
or indirectly employed in the tourism
industry.
Importance of Tourism to
Caribbean Economies
Visitor Expenditure as a Percentage of GDP
Anguilla
75%
Cayman Islands
60%
St. Lucia
55%
Antigua & Barbuda 49%
Aruba
41%
Barbados
36%
St. Kitts & Nevis
31%
Grenada
28%
St. Vincent & G’dines28%
Jamaica
25%
International & Caribbean Visitor Arrivals
Region
Tourists (StayOver)
(million arrivals)
Cruise Passengers
(million bed days)
1989
2000
1989
2000
World
426.0
698.8
24.7
53.1
Caribbean
12.38
20.3
14.7
25.7
Share of
C’bean in
World
(%)
2.9
2.9
59.0
48.4
International & Caribbean Tourist Arrivals
Growth Performance 1987-2000
%
G
R
O
W
T
H
S
I
N
C
E
1
9
8
7
120
100
CARIBBEAN
80
60
WORLD
40
20
0
1987
1988
1989
1990
1991
1992
1993
1994
YEAR
1995
1996
1997
1998
1999
2000
International & Caribbean Cruise Bed Days
Growth Performance 1991-2000
%
G
R
O
W
T
H
350
300
250
Mediterranean
200
S
I
N
C
E
1
9
8
9
150
World
100
Caribbean
50
0
1991
1993
1995
1996
1997
YEAR
1998
1999
2000
2001
Growth in Tourist Arrivals to the Caribbean
and Selected Sub-regions since 1991
All Caribbean
Hisp. Caribbean
140
Fr. Caribbean
Fr. Caribbean
CARICOM
120
US Caribbean
Dutch Caribbean
100
Hisp. Caribbean
% Grow th
80
All Caribbean
60
40
CARICOM
US. Caribbean
20
Dutch Caribbean
0
-20
1990
1991
1992
Source : Caribbean Tourism Organization
1993
1994
1995
Year
1996
1997
1998
1999
2000
Tourist Arrivals to the Caribbean
by Sub Regions 2000
Other Carribean
36%
OECS
7%
US Territories
20%
Other C'wealth
5%
French W.I.
6%
Dutch W.I.
7%
Tourist Arrivals to the Caribbean
by Major Markets 2000p
Caribbean
7%
Europe
26%
Canada
6%
Other
11%
United States
50%
Room Capacity in the Caribbean
OECS
1%
Other
C'wealth
27%
Other
52%
Dutch
6%
US Terr.
P 7%
300
250
198.6
Rooms
(000)
209.6
219.4
232.6
244.1
251.3
200
150
100
83.8
50
0
1980
1995
1996
1997
1998
1999
2000
French
7%
Occupancy Rates in the Caribbean
(percent)
67
R
a
t
e
i
n
66
65
64
63
62
%
61
60
1993
1994
1995
1996
1997
1998
1999
Challenges to Caribbean Tourism






Diminished economic growth in many of
our source market
Reduced profitability of airlines
More countries seriously adopting tourism
as a viable development option
Increased leisure travel options within
our major markets
Changing Consumer Patterns
Changing distribution systems
Challenges After September 11th

Safety and security the primary concern
of travelers both in terms of Air travel
and safety at the destination

Shorter booking window, reduced from
three months to as much as four weeks

Economic downturn..increased unemployment
Growing Competition - Product

Higher levels of service outside Caribbean

Freer cross-border travel (notably Europe)



Huge growth in cruise ship inventory and
cruising destination
Better scheduled airlift to other regions
Lack of investment and innovation in product
development in the region
The intra-regional travel market
Maximizing the Potential
Overview of Intra-regional Travel
21.1 million Stay-Over Arrivals in 2000
10.2 million visitors from the U.S.
5.0 million visitors from Europe
1.5 million visitors from the Caribbean
1.2 million visitors from Canada
Travel Patterns
Top five destinations 2000
Cuba – 161.7 thousand
Puerto Rico – 153.3 thousand
Dominican Republic – 129.9 thousand
Trinidad and Tobago – 114.2 thousand
Barbados – 87.4 thousand
Circuits of Travel
Historical ties
Regional groupings
Language
Air lift
Purpose of intra-regional travel
Leisure
Shopping
Sports
Social/cultural
Personal business
Visiting Friends and Relatives
Purpose of travel cont’d
Medical
Education
Business
Competitive issues affecting the Caribbean
Extra-regional
travel
Relative difficulty
of air access
Competitive issues cont’d
High cost of transport
and accommodation
Lack of
knowledge/awareness
Ideas for pro-active marketing
Stakeholder roles
National tourism organisations
Travel agents
Accommodation sector
Airlines
Marketing strategies
Fairs and exhibitions
Media relations
Advertising
Travel trade
In-flight
Sales missions
Special interest/niche markets
Direct marketing
Collateral material
The way forward
Commitment
Marketing
Resources
Product development
Market research
Information
Demand
CTO’S Intra-regional travel project
Awareness
Marketing
Product development
Measurement
Towards the Future





The Caribbean is perceived as a safe destination in
comparison to its major competitors in the middle
east and Asia.
Declines in September estimated at 19% are leveling
off and showing positive signals of recovery.
Preliminary estimates suggest that arrivals to the
region in 2001, declined by 2% compared to 2000
Efforts being made towards Sustainable tourism
initiatives inclusive of improved product & human
resource development
Greater effort in marketing & research
Projected Growth in
World & Caribbean Tourism
ave.
millions
annual
% ch.
1995
2000
2010
Caribbean
14.7
20.3
28.4
4.6
World
567.0
698.8
937.0
3.6
% share
2.6%
2.9%
3.0%
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