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State of the Industry
Conference (SOTIC) focusses on
enhancing visitor experience
JULY/AUG
2013 ISSUE:
Highlights:
- SOTIC:
Visitor
experience a
priority
- Caribbean
Summer Ball
- First phase
down
- Inside human
resources
- Carol Hay on
Perfecting The Experience. Delivering Authenticity. This will headline the State of WTM TV
the Industry Conference (SOTIC), in Martinique, from 15 to 18 October. The
series of exchanges will marry Caribbean tourism stakeholders with international - Love
tourism intellects to address several issues that affect the region and to uncover
Caribbean
ways that can augment the overall experience offered by the region to visitors.
- Caribbean
The secretary general of CTO, Hugh Riley, in discussing the significance of the
Month
theme, stated that the more the Caribbean pays attention to visitor experience and
2
delivers superb experiences, the more it will enhance its competitive position. The
theme is centred on strategies that can create valuable visitor experiences in order
to foster repeat visits and encourage new visitors through word-of-mouth
recommendations.
Already, several dynamic speakers have confirmed that they will present at the
conference. Among them, the international trends expert, Daniel Levine, the
former CTO secretary general, Vincent Vanderpool-Wallace, the Liat CEO, Ian
Brunton, the VP of the travel consultancy group, Optriant, Pau Cohen, the British
Airways executive, Colm Lacy, the Dominican historian, Dr. Lennox Honychurch
and and InselAir CEO, Albert Kluyver. For a list of SOTIC speakers and
information on how you can participate, please visit www.onecaribbean.org. Also,
watch the CTO secretary general speak about the conference on CTO TV on the
right panel of this newsletter.
CTO Caribbean Summer Ball
highlights
If you missed the CTO's Caribbean Ball in London this year, here are some
highlights of the evening. For those who attended, we hope you enjoyed it and
thank
you
for
supporting
the
event.
Sponsors for this year's event were Virgin Holidays, Travel Weekly, TravelMole
and the Trinidad and Tobago. There was a silent auction sponsored by Virgin
Holidays with some amazing bids including: a Sky Sports Football Day Out with
the Sky presenter and former England player, John Salako; a pair of Virgin
Atlantic premium economy tickets; a pair of tickets to a Chelsea footbal match
(donated by the Barbados Tourism Authority); and dinner for two at the exclusive
award
winning
Babylon
restaurant
in
London.
- Supporting
food tourism
- Learning from
Singapore
- Tourism on
Stage
- Meet Ryan
Skeete
C
TO TV
This year's State
of the Industry
Conference is
expected to be
more dynamic,
more fulfilling,
more rewarding,
more beneficial
than ever before.
The CTO
secretary general,
Hugh Riley, talks
about the
significance of
the theme on
CTO TV. In
addition, view
other events or
activities,
including the
CTO Ball, in
which the CTO
has been
involved
recently.
Click below to
view Hugh
Riley:
3
Click below to
The popular charity raffle this year received some amazing prizes from Virgin view Caribbean
Holidays, British Airways, Thomas Cook, Barcelo Hotels & Resorts, Couples Ball Highlights
Barbados (Group Promotions), Grand Pineapple Beach Resort (Sandals and on TravelMole
Beaches Resorts), AM Resorts (Cara Hotel Marketing) and Jewel Runaway Bay &
Golf
Resort,
Jamaica
(Advantage
Management
Group).
Donations for both the silent auction and the raffle were collected on behalf of the
CTO Scholarship Foundation; a total of £4,552 was raised on the night.
The CTO was also delighted to welcome special
guest Rudolph Walker OBE; best known as "Patrick
Trueman" in the BBC soap opera, Eastenders, who
entertained the audience with his very amusing, light
hearted and personal Caribbean anecdotes. Musical
entertainment was supplied by DJ Martin Jay (from
Choice FM) and the Caribbean band "Tropical
Elements".
View Carol Hay
on World
Travel Market
Destination
Leaders TV
For further coverage of the Ball please visit CTO TV on the right panel for a video
of
the
event.
First
phase
of
Regional TSA
completed
In March 2011, CTO signed an agreement with the Inter-American Development
Bank (IDB) to execute a regional initiative on Tourism Satellite Account (TSA).
The initiative is designed to help CTO member counntries measure tourism's
contribution to thier economies. The first phase of the programme ended on 30
June.
CTO
communications
specialist,
Johnson
JohnRose,
conducted a
crisis
communications
4
TSA is a globally accepted tool, developed by the World Tourism Organisation
(UNWTO) for measuring the direct contribution of the tourism sector to the
economy. The development of a regional TSA aims to match the region's tourism
statistics with that of international destinations and help Caribbean tourism
business leaders to make well informed decisions.
workshop in the
BVI at the
invitation of the
BVI Tourist
Board. Over 30
people from
In the first phase, four countries were assessed by
various
consultant Maureen Blokland to collate preliminary
government
data that can assist in the development of a unified
departments and
TSA system for the Caribbean region.
agencies, and the
private sector,
The experiments identified specific areas in need of
participated in
strengthening such as short-falls due to a lack of human resource and finance and the two-day
prioritization
of
economic
needs. workshop.
Of these four countries, the Bahamas and Jamaica had previously carried out
experimental TSAs while Barbados and Trinidad & Tobago were still in the
design phase of such a system. The next components of the regional TSA are
therefore significant to help develop a suitable system that can be used by all
countries.
Click below for
the reaction of
some of the
participants
It is expected that by the end of the project, the region’s tourism information
systems will match the model provided by UNWTO. Assistance will also be given
to those countries who have not yet begun work on their systems.
Phase two began in July. This phase includes a regional sensitization programme
and the design of a schedule for short term and medium term TSA activities.
Ministers, commissioners and directors of tourism will get more information on
the TSAs and how they benefirt the member countries at a seminar on Wednesday
16 October in Martinique. This seminar, which forms part of the CTO business
meetings that precede the SOTIC, is entitled Tracking and presenting tourism’s
contribution to a country’s economy. The presenter is Oliver Herman of the
UNWTO.
Blace Meetings
& Tourism, a
US-based
international
trade
publication that
caters to the
AfricanAmerican group
and leisure,
meetings and
incentives
market,
presented it's
Apex Award for
distinguished
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Strengthening
human
the
region's
capital
The CTO's human resources division has been engaged in a series of programmes
aimed at strengthening the region's huma capital. Regional HR director, Bonita
Morgan, has been visiting Anguilla and St. Kitts where she introduced the
accreditation programme, Hospitality Assured,
to private and public sector stakeholders.
"The Hospitality Assured programme is the pillar of the HR
department,” Ms. Morgan said. “The meetings were held to
share information about the programme so that these other
islands can be encouraged to join in the programme.”
So far, 57 companies from eight CTO member
countries are participating in HA, but the goal is to expand the programme to all
territories. Among the most recent to become involved are Round Hill (Jamaica),
Marriott Courtyard (Barbados), and the Tourism Development Company (TDC) of
Trinidad
and
Tobago.
A workshop geared towards training new business advisors in support of the
programme has also been conducted in St. Vincent & the Grenadines.
In addition to pressing on with HA, Ms. Morgan has been involved in the Caricom
Education for Employment programme (C-EFE), funded by the Canadian
International Development Agency (CIDA). The C-EFE project is designed to
support the economic development of the Caribbean region by focussing on
specific areas of learning in an effort to strengthen the region's technical and
vocational
systems.
service to CTO
SG Hugh Riley.
The Award,
given to a select
number of
individuals who
have made an
outstanding
contribution in
thier field of
endeavour and
positively
impact on travel
and tourism,
was presented to
Mr. Riley at the
Travel
Profesionals of
Colour
conference in
Trinidad &
Tobago in late
July. Here, Mr.
Riley is flanked
by Gloria
Herbert (L) and
Solomon
Herbert (R) of
BM&T.
C-EFE staff met with Ms. Morgan at a recent meeting in Port of Spain, Trinidad,
to refine the programme’s work plan, including the development of a website to
support the programme. Ms. Morgan is also a member of the steering committee
for C-EFE.
Tourism
is
my
business
While at the
TPOC event,
Mr. Riley met
with students of
the College of
the Bahamas
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For the third straight year, CTO hosted participants in the Barbados summer camp
programme, 'Unique Helping Hands Summer Camp' on Thursday 29 July, at its
head office in Warrens, St. Michael, Barbados. The session which lasted about
two-hours, engaged the students in activities such as drama, a video presentation
and a quiz centred on the theme, "Tourism is My Business". The camp aims to
teach children how money spent in tourism affects their lives and their country.
The visit to CTO headquarters is meant to strengthen what they're taught at the
camp.
In speaking about the experience, one of the campers, Akeela, said: "I learnt that
when tourist spend money in my country it can go different parts or leave the
country
for
good".
who were
attending the
conference.
Here, students
Mia Marshall
(TPOC National
Student Chapter
Secretary), Dar
ronique Young,
Chantelle
McIntosh
(TPOC Student
Chapter
Treasurer) and
Dinah Carter
(TPOC National
Student
Coordinator),
along with COB
professor Ruth
Gardner (L),
pose with the
CTO SG.
Marketing director Carol Hay
on WTM's Destination Leaders
TV
(Adapted
from
Destination
Leaders)
Here's a reminder
of why you
should register
now for the State
of the Industry
Conference.
Click on the
photo below to
World Travel Market Destination Leaders TV provides a weekly video series fnd out
featuring senior heads of tourism of National Tourist Boards discussing challenges
and trends in destination marketing. Recently, the programme featured Carol Hay,
director of marketing for the Caribbean Tourism Organization– UK & Europe
where she spoke about her passion for the industry and shared some insight on her
http://destinationleaders.tv/2013/07/24/carol-hay-caribbean-tourism-organisation/
7
responsibilities. Carol discussed the amazing diversity of the region and how they
use the CTO website and social media platforms to market this to the world.
Finally, Carol gave her own highlights of the Caribbean and its diverse product
range as well as her own suggestions for exploring this beautiful region. To watch
the
full
interview,
go
to CTO
TV
on
the
right
panel.
Love Caribbean
The Caribbean Tourism Organization has
announced the launch of a brand new social media
campaign. The Love Caribbean campaign
integrates the key messages and goals of the
CTO with new online platforms, allowing the
CTO to communicate more effectively with
consumers and partners. The Love Caribbean
channels will work alongside the CTO website and
branding to engage those who already love the
Caribbean and spread the word about what the destination has to offer to new
audiences. The new channels include a twitter profile, Facebook and a blog.
"Quote,
Unquote"
“It is so much
easier today and
getting easier
every day to
share one’s
impression of a
destination, hotel
or other travel
experiences.
These ubiquitous
Become a part of the fun by liking the Love Caribbean facebook page and
digital
following @_LoveCaribbean on twitter. This channel allows partners and
impressions are
participants to promote their social media campaigns. "Whether you had some
so powerful that
great coverage, news or offers, you can tell us about them and provide us with a
they have been
link so that we can promote them through our social media, said Carol Hay, the
described as
CTO's director of marketing for the UK & Europe. "Also, post your favourite
“permanently
travel experiences, latest news, images, and tips on our Facebook page and tweet
archived word of
us. Use the hashtags #LoveCaribbean and #Caribbean in your posts," she added.
mouth. “Instead
of focussing only
How to get involved - Blog
on 'managing
social media',
The Love Caribbean Blog has its home on www.caribbean.co.uk. It is a great
people who
platform for news, top tips and for communicating with consumers in an informal,
understand the
fun manner. All blog content will be sent out through the social media channels;
power of those
so it is a great way to amplify messaging.
impressions
begin to focus far
"We will be keeping the blog updated with lots of exciting content but WE NEED
more on
YOU to get involved and tell us your latest stories, news or upcoming events to
delivering a
make sure that it is a really great resource for consumers," Ms. Hay stated.
better experience
for their
Guest posts are also welcome so do send us your stories and we'll showcase them
customers and on
on the blog. Suggestions on guest bloggers are appreciated and will add to the
addressing and
content as well as raising your profile. Posts are welcome from anyone -
8
journalists, FAM trip attendees or personal experiences," she added.
All blog material can include links and deep links to your own content and your
stories will also be promoted via the twitter and Facebook channels.
To get involved email Ann-Marie Brooks at abrooks@caribtourism.com.
Caribbean Month
September is Caribbean Month in the UK, an excellent time for the
CaribbeanTourism Organization to promote the
Caribbean throughout the UK to increase its appeal as
the premier warm weather holiday destination.
The 'Love Caribbean' campaign which begins
during Caribbean Month 2013 is expected to bring
much more attention to the Caribbean as a holiday hot
spot. The aim of the campaign is to create a high
profile marketing opportunity through the UK Chapter
membership; and to create a huge "Caribbean explosion" through the support of
individual private and public sector partners, thus increasing awareness of, and
bookings to, the Caribbean.
The CTO London office will coordinate a number of activities. However, it also
encourages members to generate their own programmes in order to reach a much
wider audience. Everyone is also encouraged to endorse the "Love Caribbean"
campaigns with by using the hashtag #LoveCaribbean.
As part of the campaign, special offers leaflets will be distributed to travel agents
and consumers, detailing the latest deals to the Caribbean.
The hype is also building up for the Caribbean's
chapter of Caribbean Tourism Month in November.
This is a global promotion campaign where a number
of activities are held throughout CTO member
countries to bring attention to various aspects of the
region's primary source of foreign exchange. Look
out for the launch of an exciting Caribbean
competition where one lucky person will become the
winner of a fabulous prize.
.........................
Love Caribbean Agents Award
correcting any
negative
experiences
before the
customer departs.
Those who do
not adapt to this
posture, suffer
the consequences
far more than
ever before.
Some say that at
a destination
level this is
difficult to
address. It may
be difficult, but it
is not
impossible.”
Vincent
VanderpoolWallace who
will present at
SOTIC
~HOT
DATES~
Destination
Caribbean TV
show
25 September
State of the
Industry
Conference
Martinique
15-18 October,
2013
Caribbean Month
(UK) -
9
The CTO will also award agents who take part in the Love Caribbean campaign
and will, for the first time, host a 'Love Caribbean Agents Award'. The agents'
campaign will run from September 2013 to February 2014. Agents will be judged
on creativity of campaign, resourcefulness, variety of Caribbean product sold and
value of bookings relative to the agency turnover.
September
Caribbean
Tourism Month November 2013
Cultivating food tourism in the
Caribbean
Over the years, the CTO has championed the promotion of Caribbean cuisine by
spearheading and supporting various culinary initiatives on different levels. Given
the nutritional value and health benefits found in Caribbean cuisine, the Caribbean
Tourism Organization (CTO) is leveraging this natural and historical food
advantage to differentiate Caribbean destinations from others in a sustainable and
competitive way.
CTO has staged several culinary events highlighting
Caribbean food and rum including Caribbean Week
Celebrations in New York and the UK as well as
celebrity chef programmes. The signature Rum and
Rhythm event, held during Caribbean Week in New
York, is promoted as the Ultimate Caribbean
Cultural and Epicurean Experience for rum and
food lovers.
Other
News:
A regional Food Tourism Strategy was developed for CTO member countries by
the CTO, the Organization of American States (OAS) and the Inter-American
Eat, drink & be
Institute for Cooperation on Agriculture (IICA).
merry in the
"The idea behind the strategy is to develop food tourism in order to position the Caribbean
Caribbean as a global leader in food tourism based on our unique and multicultural
Caribbean cuisine", sustainable tourism product specialist, Gail Henry
Martinique's first
commented.
ever "Junior
The need to maintain authenticity, health and local experience underlines the Commissioner"
reason for the food tourism strategy. Food tourists seek out this added-value in for Youth
Congress
Caribbean food products as a means to enhance their total holiday experience.
Furthermore, food tourism can be used to improve local economies as well as the News from the
branding and image of destinations. Thus, CTO member countries are encouraged CTO
to support the implementation of the strategy.
As part of the initiative, workshops focussing on agro and food tourism were
10
conducted at the CTO Sustainable Tourism Conference in Guyana in April, 2012
and at CTO headquarters during the first quarter of 2013, to define the strategy.
The World Food Tourism Association also conducted a food tourism webinar
series for CTO Members in the last quarter of 2012.
Lessons from Singapore
sustainable tourism
on
Quick
Links:
-Latest Tourism
Statistics
-Join CTO
About
The CTO's sustainable tourism product specialist, Gail Henry, recently attended a
training programme aimed at providing insights into how Singapore develops CTO...
market driven and profitable sustainable tourism products. The weeklong Commonwealth 3rd Country Training Programme course on Developing The Caribbean
Viable and Sustainable Tourism Products: Lessons from Singapore, was sponsored Tourism
by the Singapore government.
Organization's
exists to increase
significantly the
inclusion of the
Caribbean region
in the set of
destinations
being considered
by travellers.
CTO's envisions
The two-part workshop attracted policymakers and other key professionals
the global
charged with the responsibility of ensuring the viability and competitiveness of the
recognition of the
private sector in Commonwealth Developing Countries (CDCs). Commonwealth
Caribbean as a
and Singapore experts provided inputs using lectures and case studies to analyze
growing set of
best
practices
in
policies
and
strategies.
places and
experiences that
CTO member countries represented at the workshop were Barbados, Jamaica, St.
people feel
Kitts and Nevis, St. Vincent and the Grenadines and Trinidad & Tobago.
compelled to
enjoy in their
“The highlights of the workshop were the valuable and practical insights that were
lifetime.
provided on how Singapore strategically plans for its tourism industry’s
development. This includes, undertaking research, knowing its target markets,
READ MORE..
providing high quality and efficient services, developing flagship and other
products to attract visitors and knowing when to revisit an initiative that is less
successful than anticipated,” commented Ms. Henry.
“Taking a business approach to decision-making, encouraging public and private
sector participation and allowing the private sector to lead and manage initiatives
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have also been key to Singapore’s tourism industry success. These are the lessons
that I will try to incorporate into future sustainable tourism capacity building
initiatives for CTO member countries.”
The workshop focussed on ways to enhance the work of public and private sector
tourism professionals and to develop and implement appropriate policies and
strategies for competitive tourism and business development. It stressed on the
significance of tourism product development and provided a platform for
discussions on solutions to the key issues that affect tourism business development
in
the
region.
Authentic Tourism
on
Destination
Caribbean TV Show
Once again, CTO will highlight the significance of of
Caribbean tourism through its series of live television
programmes on the Caribbean Media Corporation (CMC)'s cable channel, Carib
Vision.
The authenticity of the Carbbean tourism product will be exposed on the next
programme to be broadcast on Wednesday 25 September at 8:00 PM ECT. A
panel of professionals will share their thoughts on what is expected to be a
gripping
90
minutes.
Everyone interested in Caribbean tourism is invited to join and share ideas on the
topic by calling during the show or connecting via CTO's social media links
before,
during
and
after
the
programme.
Meet Ryan Skeete
The Caribbean Tourism Organization’s purpose is Leading Sustainable
Tourism - One Sea, One Voice, One Caribbean. This is a demonstration of its
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recognition that sustainable tourism is a catalyst for the growth and
development of the Caribbean. Tourism is a viable sector and the success of
the sector relies on a mechanism that provides relevant and timely
information. In recognition of this CTO responsibility, Ryan Skeete plays the
role of deputy director of research at the region's tourism development
agency. He used experience in areas such as economics, accounting and
consultancy to transit smoothly into his multi-faceted portfolio.
Professional background
Prior to joining CTO, Mr. Skeete had over 10 years experience as an
econometrician, working for over six years within the Cayman Islands’ public
sector. Mr. Skeete performed several key tasks with the Ministry of Finance in the
Cayman Islands including, but not limited to, senior revenue forecasting,
improving revenue intake, industry trends and economic analysis. The purpose
driven economist also functioned as a consultant for the Caribbean Regional
Technical Assistance Centre (CARTAC) - one of eight IMF Regional Technical
Assistance Centres. He contributed significantly towards several Caribbean
destinations by providing revenue forecasting and formulating medium term fiscal
frameworks in an effort to reduce government debt. He also worked with the
Central Bank of Barbados for several years. Mr. Skeete holds a BSc. in Economics
and Mathematics from the University of the West Indies, Cave Hill and a Masters
in Economics from the University of Oxford.
From economics to tourism
Ryan expressed his profound interest in conducting research. His previous work
experiences have always positioned him into this line of responsibility and
therefore linked him closely with tourism industry research. "I always wanted to
work for a regional organization to improve the economy of not only one country
but of many Caribbean countries", Mr. Skeete remarked. This passion led him to
CTO where his contribution to the organization has considerable impact on myriad
stakeholders.
Responsibilities at CTO
Mr. Skeete is by no means a single-task handler. Apart from his main research
related functions, he manages and administers the Total Visitor Satisfaction (TVS)
programme. He works meticulously with the aim of improving the programme’s
methodology, administration, marketing, funding and branding.
What motivates him about his job?
Noteworthy to mention is his appreciation for the comradery that exists within the
organization. He highlighted the challenges and diversity of his job which not
13
only strengthens the nature of his responsibilities but adds uniqueness to his daily
routine. Producing information that is relevant and useful towards the Caribbean's
enhancement is another key factor. Meeting the expectations of CTO members and
keeping them satisfied are elements that drive him.
Challenges
Ensuring that the information produced is relevant makes his job tedious at times.
He commented that competing interests by members and varying demands also
pose some pressure in deciding what takes priority whilst staying within the scope
of the organization’s vision and mission. Despite these potential setbacks, he has a
great desire to help realise the organization’s vision of postion the Caribbean as
the mst desirable, year round warm weather destination.
What qualities contributed toward his success?
The desire to learn new things was first on his list. In addition, his wide scope of
interest and unlimited view of life gave him vast exposure to disciplines such as
economics, statistics, computer programming, history, accounting and culture. His
ability to adapt to new environments, people and cultures, as well as to accept
different
values,
is
also
key.
Efficiency is doing things right, effectiveness is doing the right things-which
would you choose?
Ryan chuckles then confidently responds: “The two are equally important. It is
necessary to do the right things and to do it right!”
Life outside of CTO
A lover of all sports but a basketball fanatic-Miami Heats’ number one fan- just to
add. When he is not on his sporty side, he enjoys watching tv and travelling
around the world.
Advice for younger self
- Obtain a good education.
- Learn how to write programs- very critical to exceed as an analyst.
- Grasp all opportunities to use your skills. Regardless of which field, if you can
use your skills, then you become much better at what you do.
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Connect With CTO
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