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SEPTEMBER 2013
ISSUE
Today's
Highlights
> Countdown to SOTIC
Countdown to the CTO
> SOTIC Press Launch
> Tourism Satellite Account
State of the Industry
Workshop
Conference
Congress
> 14 Countries Ready For Youth
> $US40,000 Awarded
To Caribbean Nationals
> Hospitality Assured
The Caribbean Tourism Organization (CTO) is fine-
> Inside CTO UK
tuning plans to host yet another rewarding State of the
> Life As A CTO Intern
Industry Conference (SOTIC) from 15-18 October in
Martinique. The conference which brings together
> Meet Patrick Alleyne
policymakers, executives, media and other practitioners
in the tourism industry, will explore ways to create a
CTO
Caribbean experience that reflects the region's unique
diversity
and
authenticity.
TV
This year’s SOTIC will welcome some of the most
Secretary-General Hugh Riley
distinguished figures across the region and the world
invites you to the State of
including the Honorable Governor John P. de Jongh of
the Industry Conference
the United States Virgin Islands (USVI), who will deliver
a special address during the Friday 18 October luncheon
Listen to SOTIC Keynoter Daniel
session at the Le Deck restaurant in the Madiana
Levine interview with CTO head
Conference
office PR team
Center.
Speaking ahead of the conference, Governor John de
CTO approved!
Jongh said, "Saavy travellers are increasingly seeking
Watch the video below to find
cultural experiences on their trips and we in the
out more
Caribbean, with our glorious diversity of history, ecology
and extra-ordinary people, are well placed to provide
these
experiences
for
our
visitors."
View Destination Caribbean TV
show August 21 edition
"Tourism on Stage"
The list of speakers confirmed for the SOTIC is growing.
Both regional and international experts will discuss
topical matters
that
will help Caribbean
nations
understand the core nature of their tourism product,
develop strategies that will take advantage of the
View Destination Caribbean TV
show September 25 edition
"Made in the Caribbean"
upcoming trends that are shaping the motivations and
purchasing decisions of target travellers, and build a
stronger platform that will emphasize the unique
diversity
of
International
trends
the
consultant
Caribbean.
and
Here's a reminder of why you
should register now for the
State of the Industry
Avant-Guide
Conference.
Institute CEO, Daniel Levine, in his keynote speech
will explain the concept of “brag-ability” and the role it
plays in visitor travel and experience. He will illustrate
There’s increasing demand for
how Caribbean destinations can keep up with the ever
the
evolving tourism trends that are shaping the way
relations
visitors
communications
workshops.
Communications
Specialist
make
decisions
about
their
travel.
CTO
media
and
skills/public
crisis
Among the line-up of speakers, is Vincent Vanderpool-
Johnson JohnRose conducted a
Wallace, the former secretary-general of the CTO who
crisis
will explain why the experience matters most to visitors.
workshop for approximately 30
communications
The Tourism Commissioner of Martinique, Honorable
tourism
Karine Roy-Camille will join Mr. Vanderpool-Wallace in
British
emphasizing the power
stakeholders
Virgin
in
the
Islands.
of creating unforgettable
experiences for visitors that will create an emotional
“I
must
say
that
your
crisis
attachment that will foster repeat visits.
communication workshop has come
in quite handy these past few
A number of international speakers are also expected at
months. With our ferry crisis as well
the conference including Albert Kluyver, the CEO/
as major challenges with LIAT, the
President of the Curacao-based Insel Air, who will touch
team here has had to face the press
on the very pressing issues surrounding regional airlift
as well as our guests to disseminate
and major elements for improvement that could
rather unpleasant news. They refer
increase the efficiency and volume of the transportation
to your seminar time and time
sector in the Caribbean; Paul Cohen, Vice-president of
again.” ~Ms. Sharon Flax-Mars, BVI
US-based travel services company, Optriant, will focus
director of tourism.
heavily on the emergence of the so-called BRICS (Brazil,
Watch video on BVI workshop
Russia, India, China and South Africa) and what impacts
participants reaction
this will have on Caribbean destinations; Dwayne
Bishop, Lead Creative, Oppusseven will join the panel,
The
'There's an App for that!' in talking about social media
French flair, The Isle of Flowers,
and how it adds to the bottom-line. Click on the photo
The Rum Capital of the World,
below
The Isle of the Famed Poet
to
view
SOTIC
AT-A-GLANCE.
Caribbean
island
with
(Aimé Césaire) – by any one of
its many names, the SOTIC host
venue, Martinique remains one
of
the
most
alluring
and
enchanting destinations in the
world.
Click below to tour the best of
Martinique:
CTO
Secretary
General
delivered the Keynote address
at
the
Statia
Sustainable
Conference and Exhibition held
September 25 - 27. His speech
captioned, "Tourism & Water:
Protecting
our
Common
Future", reminded conference
delegates that the Caribbean
has the duty to create policies
and to engender behaviors in its
people and in its visitors, that
will
safeguard
resources
its
water
for
future
generations. View photos here.
Click below to listen to the full
speech:
The whole world meets at ITB
Berlin,
the
travel
trade
world's
leading
show:
People,
working in the travel industry
You can also join the SOTIC online community on the
and people, who want to catch
CTO Facebook
up on the most beautiful travel
and
Twitter
channels.
destinations. The combination
Also, our PR team met with the Ultimate Guru of Cool,
of
trade
Daniel Levine, in an interview, visit CTO TV in the right
exhibition
panel to listen.
professional
worldwide
SOTIC kicks off with
press launch
exhibition,
and
the
public
biggest
convention
attracts
tens
of
thousands of visitors, exhibitors
and
media
representatives
every year.
Watch Caribbean at IDB video
below:
HAPPY WORLD TOURISM DAY
FROM THE CTO!
On Friday, September 27th 2013 we
joined with our tourism partners and
the world over in celebration of
World Tourism Day (WTD), the time
designated by the UNWTO to foster
awareness among the international
community and to highlight the
actions being taken in the tourism
sector to contribute towards a more
sustainable future. In support of the
UN's International
Cooperation,
WTD
Year
was
of
themed:
“Tourism and Water: Protecting our
Common Future.”
Click below to read World
Tourism Day Address by CTO
Officials from the Martinique Tourism Authority and the
Caribbean Tourism Organization (CTO) held a press
Chairman Beverly NicholsonDoty 27 September 2013
conference in Martinique on Tuesday, 10 September to
officially launch SOTIC 2013 in the host country.
Commissioner, Karine Roy-Camille, emphasized the
benefits that Martinique is expecting to gain by hosting
the conference, as well as preparations to welcome
delegates to arrive from as early as 14 October.
Secretary-General of the CTO, Hugh Riley reiterated the
vital role the SOTIC plays as the Caribbean’s leading
tourism convention, including an overview of the
thought-provoking sessions that attendees can look
forward to. Visit the CTO Facebook page, to see photos
from this event.
Tourism Satellite
Account Workshop at
Click below to listen to World
Tourism Day official address by
Taleb Rifai, UNWTO Secretary
General.
SOTIC
"Quote ...
Unquote"
"We do have a sustainable tourism
product and everyone will like to see
more and more tourists come but it
comes with a price and we have to
make sure that the price is not too
much to pay. What we need to do is
bring in small boutiques which
provide good quality service and
unique
experiences
as
well
as
involve the visitors in the culture
What is a Tourism Satellite Account (TSA)? How does it
measure current and potential economic benefits and
impacts? Why is this essential as a diagnostic and a
planning tool? Can TSAs improve the competitiveness of
our vital tourism sector? Is your country TSA ready?
rather than the other way arounddon't let them impact the culture."
~ Russ Fielden, CEO, True Blue
Bay Resort, Grenada
Testimonials
These and other questions will be addressed in a TSA
sensitization workshop for tourism leaders and decisionmakers on 16 October, 2013 from 11:00 a.m. – 12:30
"Despite
p.m. in the Taino Room of the Madiana Conference
coming
Center
from a
in
Martinique.
country
The workshop, which will be jointly hosted by the
Caribbean Tourism Organization (CTO) and the Inter-
that is
not
American Development Bank (IDB), will precede the
predominantly focused on tourism,
formal opening of the 2013 State of the Industry
my studies have shown me the
Conference
(SOTIC).
potential of the industry as a means
of developing Guyana and the wider
CTO’s director of research & information technology,
Winfield Griffith, explained that TSAs are the way
Caribbean. I would therefore, like to
forward. “By the end of the workshop participants will
express my heartfelt gratitude to the
have a clear perspective of how to set up a TSA so that
CTO Foundation for the provision of
we can bring our approaches to planning, decision-
a scholarship that allowed me to
making and reporting on tourism in line with UNWTO
complete my Masters in Tourism
global
standards.”
and Hospitality at the University of
the West Indies (Cave Hill Campus).
Experts in the implementation of TSA who are
Once again I would like to thank the
scheduled to deliver presentations include the IDB's
CTO Foundation for their continued
operations
efforts to assist Caribbean students
senior
associate,
Natasha
Boyce;
the
programme officer responsible for statistics and Tourism
in financial need."
Satellite Accounts at the UNWTO, Clara van der Pol; the
~Aletha
Connely, Guyana
director general of the Statistical Institute of Jamaica,
Carol Coy; and TSA consultant, Maureen Blokland.
To register interested parties should contact Gillian
"I saw the
Hunte at gillianh@caribtourism.com or (246) 427-5242
scholarship not
or visit www.onecaribbean.org.
only as a
contribution to
my Masters, but
14 countries ready for
Youth Congress
as an award to be a Caribbean
national working in Travel and
Tourism. I thank the CTO for
believing in me and for helping me
pursue what I firmly believe in."
~ Eva Amiable
"This
monetary award ably assisted me
with my transfer to the Bahamas to
complete the latter years of my
tertiary education. In September
2010, I commenced my journey
towards obtaining my Bachelor of
Science degree in Tourism
Management and it was without
much hesitation that I state that the
Caribbean Tourism Organization has
been very instrumental in my quest
toward earning this
degree."
~Jason Yearwood,
Barbados
On the final day of the three-day conference "junior
Hot
tourism ministers" from several CTO member countries
will conjoin in a lively debate on important tourism
issues. The Friday session anchors the State of the
Dates
Industry Conference with a thought-provoking and
spirited exchange of views among our future leaders of
the
Region.
The Caribbean’s best hope of sustainability is to embed
the right principles and entrust our future to the
sharpest minds. The session will be moderated by the
2012 Tourism Youth Congress winner O'Brian Lewis
from
Jamaica.
So far 14 countries have confirmed their participation in
State of the Industry Conference
the CTO Caribbean Tourism Youth Congress. They are
Martinique, Oct 15-18
Anguilla, Antigua & Barbuda, Barbados, British Virgin
Islands, Dominica, Jamaica, Martinique, Nevis, St. Lucia,
Caribbean Tourism Month
St. Eustatius, St. Lucia, St. Maarten, St. Martin and
November
Turks and Caicos.
CTO Caribbean Travel Journalism
Awards
Nov 4
US$40,000 awarded to
World Travel Market (WTM)
London, Nov 3-7
Caribbean nationals
SAVE THE DATES
World Travel Market (WTM)
2013 Events
CTO will organize the following
important
key
events
at
World
Travel Market (WTM) 2013 for our
visiting member countries, airlines
and hoteliers from the Caribbean
region and our CTO UK Chapter
members to meet, negotiate and
trade with travel industry partners
during this leading global 4 day
Fifteen Caribbean nationals are gaining a boost in their
business to business event.
academic and professional pursuits with support from
the CTO Foundation. This year, the Foundation awarded
N.B. The CTO Directors of Tourism
over US$40,000 in scholarships and study grants to
European Update rescheduled to
students from 10 CTO member countries- Barbados, the
Thursday 7 November at 10.00am –
Bahamas,
12noon.
Bermuda,
Dominica,
Grenada,
Guyana,
Jamaica, Martinique, St. Vincent, and St. Lucia.
Click to view CTO UK Industry
"We at the CTO have recognized that it is becoming
increasingly difficult for persons wanting to further their
studies to access the necessary resources to do so,"
commented
Bonita Morgan,
the
head
of
regional
resource development at the CTO and the Foundation
secretary. "The Foundation is very pleased that it is able
to give continuous support to individuals who are welldeserving of the kind of assistance needed to help
further themselves academically and professionally."
Scholarships of up to US$7,617 were awarded to 5
Insights
students pursuing studies, while ten students received
study
grants
of
up
to
US$2000
each.
Scholarship recipients were Shamma Phillipe-Harris of
St. Lucia, MSc. Tourism Management, New York
University; Marsha Banton of Jamaica, MSc. Tourism
and Hospitality Management, University West Indies,
Jamaica; Isabelle Limea of Martinique, MSc. Tourism
Management, Marne-la-vallée university, France; and
Aletha
Connely
of
Guyana,
MSc.
Tourism
and
Hospitality, University of the West Indies, Cave Hill,
Barbados. Kervin Hinson of St. Vincent received the
Audrey Palmer Hawks Scholarship valued at US$2,130.
The
strong
and
continuous
support
from
major
sponsors, Ms. Morgan stated, has been invaluable to
the
"Over
sustainability
the
years
of
we
the
scholarship
have
received
programme.
tremendous
contributions from several sponsors such as Interval
International who remain committed to the CTO
Foundation every year." She also made mention of a
sponsored ticket by LIAT airlines to one of the
scholarship
recipients.
From its inception in 1997, the CTO Foundation has
provided more than US$760,000 in scholarships and
grants to more than 200 deserving Caribbean nationals
pursuing
tourism-related
studies.
Navigate to the right panel to read testimonials from
three
past
scholarship
recipients.
REGISTER NOW!
Hospitality Assured
broadening horizons
CTO director of resource mobilization and development,
Bonita Morgan,
conducted
a
series
of
Other
workshops
between July and August as part of the CTO's mission
News
to enhance the Caribbean region's human resource
capacity, particularly within the hospitality and tourism
sectors
through
the
Hospitality
Assured
(HA)
Dispatch, Cuba: Stretching Pesos at
the Market
programme.
Bon Appetit! Raise your Glass &
A Hospitality Assured Advisor Workshop was held from
Fork
26-30 August at the Hotel Alexandrina in St. Vincent for
key professionals who will work in support of the
The SOTIC headlines Phoenix News
accreditation programme, Hospitality Assured (HA).
"This important workshop targeted business advisors
who will be trained in support of the Hospitality Assured
Quick
Links
programme so that the programme can be continued
outside of the CTO efforts," Ms. Morgan commented.
SOTIC Delegates Registration Form
Download SOTIC flyers
Fifteen ad
HVS Chicos 2013
visors
from
CTO Latest Tourism Statistics
eight
Caribbean
Upcoming Caribbean Events
countries
including
Join CTO Certification Programmes
St. Kitts,
Nevis, Dominica, St. Vincent and the Grenadines,
Join the CTO
Anguilla, Belize, Barbados, and Grenada participated in
this introductory workshop and left with further
About
knowledge and insight about the significance of
establishing the HA programme in their business
CTO
establishments.
During the first week of September, a Train-the-Trainer
The
workshop, developed by the CTO in collaboration with
Organization's
HEART Trust, a Jamaica based national training agency,
significantly the inclusion of the
was conducted for tour guides wanting to learn ways to
Caribbean region in the set of
improve the overall manner in which they deliver the
destinations being considered by
services they offer. The sessions were held at the
travellers. CTO's envisions the global
Runaway
recognition of the Caribbean as a
Bay
resort
in
Jamaica.
growing
Caribbean
set
The training sessions were conducted to provide a
experiences
practical
compelled
guide
for
tour
guides
to
follow.
to
Tourism
exists
to
of
places
that
people
enjoy
lifetime. Read more>>
"This training programme, designed specifically for tour
guides, is a follow through from a previous workshop
conducted by international tour guide trainer, Ms. Iris
Barry,"
Ms.
Morgan
stated.
"In the first session, they were trained at the highest
level of learning. These sessions are now focused on
the lower levels of learning which involve more activities
increase
in
and
feel
their
to engage their understanding and application of tourguiding principles as well as to provide more practical
lessons for the trainees to follow."
Seventeen
tour
guides
participated
in
the
4-6
September workshop. The participating countries were
Belize, Dominica, Guyana, St. Lucia, St. Vincent and the
Grendines,
Jamaica
and
Barbados.
The CTO and HEART Trust have been working tirelessly
over the last few years to develop a Caribbean
Vocational Qualification (CVQ), a training qualification
for tour guides with set national standards, to raise the
level of professionalism of tour guides in the region.
"As part of the Caribbean Vocational Qualification,
trainees follow a competency learning system, that is, a
progressive course of study accompanied by a learner
guide and interactive CD that is practical and userfriendly,"
Ms.
Morgan
explained.
Other upcoming workshops scheduled for the month of
October include a train-the-trainer programme for taxi
drivers which will be conducted in St. Maarten from 7 to
11 October and a Management of Service Quality
workshop, organized in conjunction with the Trinidad
and Tobago Hospitality and Tourism Institute (TTHTI)
from 1-4 October.
Inside CTO UK
The CTO UK Chapter has been busy with events and
activities. In this feature, we highlight the Love
Caribbean special offers campaign, CTO UK Crisis
Management Seminar, CTO UK Tourism Month, BBQ &
Networking Event and the National Wedding Show.
Love Caribbean CTO Special Offers
Campaign
To kick start Caribbean Month
in
the
UK
for
September
2013, the Caribbean Tourism
Organisation
launched
a
special offers campaign following the launch of the new
Facebook, Twitter and Blog pages under the theme
‘Love Caribbean’. The aim of the campaign is
to increase awareness and bookings for the Caribbean
region.
The special offers flyers were circulated to over 8,500
UK travel agents and homeworkers including Caribbean
Training Programme agents, 21,000 UK consumers; and
were also promoted via social media. Agents were
encouraged to participate in the campaign by promoting
the special offers through shop window displays, email
blasts, social media or special events held during the
Caribbean month. Agents who participated in the
campaign and logged their bookings were eligible to win
shopping vouchers. Click below to view flyers.
Crisis
Management
Seminar
On Thursday 19
September, a half day
Crisis
Management Seminar was held for CTO UK Chapter
members. The line up of speakers and topics included
Johnson JohnRose, CTO’s Communications
Specialist, who illustrated how different types of crises
and disasters are handled within the Caribbean region
and which agency/division specifically, handled these.
Jeremy Skidmore outlined exactly what the media
needed in a crisis. Jeremy has been a journalist for
more than 20 years and still writes regularly for various
publications. He’s been editor of the trade paper Travel
Weekly and has written for just about every UK national
newspaper and dozens of websites. He is an expert in
crisis communication and runs media training courses
for several high profile travel companies.
Angela Hills, Destinations Services Manager from
ABTA discussed the role that ABTA plays in a crisis and
how
best
to
work
with
them.
Finally, there is nothing like learning from example and
there were case studies from two destinations. JeanMarc Flambert, Director of Marketing UK and Europe,
Saint Lucia Tourist Board and former Director UK and
Ireland of the Sri Lanka Tourist Board presented a Sri
Lanka case study - Lessons Learnt – Tsunami. And Judy
McCluskey, Agency Principle, McCluskey International
presented a Jamaica case study on behalf of the
Jamaica
Tourist
Board.
~Caribbean Month~
Late Summer BBQ and Networking
Event
65 CTO UK Chapter Members celebrated Caribbean
Month at a Late Summer BBQ on 19 September at the
newly refurbished Kensington Close Hotel in London.
Although the inclement weather meant the event
couldn't be held outside this did not hinder the party
and networking mood! Members enjoyed a BBQ buffet,
drinks and entertainment by Kirk Thorne who got
everyone
The
National
Weddin
g Show
The National
Wedding
show London
is the UK’s
largest weddi
ng show
into
the
Caribbean
mood.
which receives an average of 18,000 visitors over the 3day event. The Show was held at the Earls Court
Exhibition Centre in London from 27 – 29 September
2013. Members joining the CTO Stand included Anguilla
Tourist Board, Grand Lucayan Resort – Bahamas and
Turks & Caicos Island Tourist Board. Other members
opted to participate in the CTO brochure bank for the
Show including British Virgin Islands Tourist Board, The
Bahamas Tourist Office, Saint Lucia Tourist Board and
the St.Vincent and the Grenadines.
Life as a CTO intern
Each year, the CTO opens its doors to students wanting
to undertake internships to aid their studies or for
professional research and development purposes.
Within the past six months, eight students enrolled in
several regional and international universities had the
opportunity to work with the CTO for a stipulated period
of time. These students who came from diversed
academic backgrounds performed different roles within
the various departments at the CTO gaining experience
in the work of the organization with the objective of
deepening their knowledge and understanding of the
regional development agency. Read more>>
Meet Patrick Alleyne
“Money is the blood of the organization”
~ Patrick Alleyne, CTO accountant
Patrick Alleyne is among the most recent additions to
the CTO family, joining the team at the headquarters as
accountant in January of this year, where he oversees
the
regional
Professional
development
life
agency's
before
finances.
CTO
Working at CTO, he stated, is a whole new experience.
“I am not used to managing other people’s money.
Well, not for a non-profit organization!”, Mr. Alleyne
said. He joined CTO with vast experience in the
accounting field, working in off-shore banking and the
travel industry within Barbados for over 17 years.
He obtained a BSc. in accounting from the University of
the West Indies, Cave Hill, but chose to start a career in
music after graduating. He was one of the first
members of the Cavite chorale and became the director
for
eight
His
role
years.
at
the
CTO
Mr. Alleyne provides accounting, financial management
and control services to the organization. He monitors
closely
the
funds
that
circulate
throughout
the
organization- mainly in the form of membership dues
and donor contribution- and all other expenses. He
works closely with the director of finances to ensure
that timely and precise data is available for bi-annual
reporting to the Board. He maintains the general ledger
for the organization and provides periodic records to the
director in an effort to maintain proper
financial
management.
Describe the value of your position to the CTO?
“Money is the blood of the organization”, Mr. Alleyne
emphasized. He believes that managing the company's
funds is paramount-whether for profit or not-for-profit.
"It is important to know exactly where what goes and
where
Life
it
comes
outside
from,"
of
he
the
added.
CTO
Unhesitant was he to mention “liming” as his typical offthe-job activity. He has a strong passion for music
which explains his great familiarity with playing the
piano and active involvement with the Myriad singers of
the St. Michael Church. Not a word on whether he can
actually sing.
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