CTO intends to provide a clear look on Caribbean

"TOURISM IS an economic development tool and we must broaden the traditional understanding of tourism and get our constituencies in the Caribbean to believe in its overall economic value to the people of the region," said Vincent Vanderpool-Wallace, secretary-general of the Caribbean Tourism Organization (CTO), in his opening address to the delegates of the 28th Caribbean Tourism Conference (CTC-28), recently.

PHOTO BY JANET SILVERA Secretary General of the Caribbean Tourism Organisation (CTO), Vincent Vanderpool Wallace addressing delegates at the recently held Caribbean Tourism Conference (CTC-28).

Vanderpool-Wallace focused on the idea that the Caribbean is the best known, unowned brand and it is CTO's intention to change that by providing a clearer perspective.

As an example of the region's strength, he noted that the Caribbean is two-thirds the size of the U.S., with a population slightly larger than Canada and collectively the Caribbean can win the summer Olympics every time.

In looking at the need to take ownership of the brand, he noted that "it is mostly a reputation for consistent delivery of a positive product or service experience at or above ones expectations.

"Because the Caribbean is primarily a collection of (countries), there is an intuitive appreciation of our rich diversity and an expectation that our diversity is likely to persist forever. For our external audiences it is this diversity that gives the Caribbean its intrigue and value," he said.

He stated that, "There is a business connection for a good brand because brands, products and services with strong reputations perform much better than others in economic terms. We believe strongly in the economic value of reputation."

HARD WORK

Noting that "we are more dependent on tourism than any other region in the world", and building on the theme of tourism as an economic tool, Vanderpool-Wallace urged, "We must work hard to extinguish from our region all tourism led initiatives that do not result in increased foreign exchange, increased employment, poverty reduction, an improved reputation and stronger economic linkages. We have to speak about tourism and measure tourism success in economic terms not visitor head counts only."

He continued, "We have to stop looking at tourism as if it were just airline and hotel sales. We believe that somehow our jobs are done when people arrive in our destinations, but we have to look at all possible spending and all experiences and activities. Tourism is a highly diversified industry, which explains its strength in delivering broad economic benefits."

Brand reputation comes from the visitor experience, he said adding, "If you don't get the experience right it doesn't work."

Stating that CTO's primary purpose is to own, protect, advance and enhance the global reputation and branding of the Caribbean for the economic and social benefit of all its constituents, Vanderpool-Wallace said, "We envision the development of a CTO that so inspires the people of the Caribbean that we become revered globally for our intelligence, our diligence and our innovation in delivering high quality products, services and experiences."

The CTO's primary objectives therefore, he said, include raising foreign exchange earnings, raising levels of investment, creating higher levels of employment, reduction of poverty and expansion of linkages "so that our hotels get their fruit from their own destination's trees"