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Commentary: Tourism Matters: No significant improvement
Published on September 1, 2014 Email To Friend    Print Version

By Adrian Loveridge

Later this week, for three days, one of the most important travel trade events takes place called Connect 2014. It is estimated that around 97 tour operators representing 74 companies from the United Kingdom, United States, Canada, Brazil, Argentina, Continental Europe and the Caribbean will attend. Courting their crucial business and hoping to positively influence choices, around 125 local hoteliers and ancillary service providers will also be taking part.

Adrian Loveridge has spent 46 years in the tourism industry across 67 countries, as a travel agent, tour director, tour operator and for the last 24 years as a small hotel owner on Barbados. He served as a director of the Barbados Hotel and Tourism Association, and as chairman of the Marketing Committee. He also served as a director of the Barbados Tourism Authority and is a frequent writer on tourism issues
Along with a number of other industry interests, including the Barbados Food Wine and Rum Festival and Bushy Park, the Barbados Tourism Authority or perhaps I should now refer to the new name (BTM Inc) have been kind enough to invite me to make a presentation on our re-DISCOVER initiative.

With so many destinations to choose from, often at substantially lower cost, it is, in my humble opinion, that we collectively make every possible effort to get across that Barbados can offer value-for-money by providing a greater selection of more affordable options.

For us, the perfect scenario is to persuade the tour operators to place our website address on their client’s final documentation, whether in print or electronically. That way the consumer can plan ahead, budget for their out-of-pocket expenses, which helps maximise the potential for participating restaurants.

Having been a tour operator based in England for 12 years, it is also important to stress just how vital current product knowledge is from a firsthand perspective. Even if the last visit was a couple of years ago, things change, businesses open, close, refurbish and upgrade during that hiatus.

Tourism is constantly evolving and forums like Connect give a wonderful opportunity to develop differential holiday products in an increasingly competitive world. This is rarely possible from behind the desk of a remote office location. It needs research, negotiation, planning and effective marketing, based on personal experiences if the offering has any hope in success and guaranteeing ultimate customer satisfaction.

One area that I believe there is a tremendous potential for growth is what the British travel giant, Thomson Holidays, brand as its Small and Friendly programme. The concept would be a two-week holiday, including a rental car and allowing the client to choose two or three different small hotels.

The package could be enhanced with a dine-around ‘card’ offering both lunch and dinner choices and perhaps a heritage passport that would allow reduced priced entrance to several attractions.

September is traditionally one, if not the quietest month of the year in terms of arrivals. September 2013 recorded the lowest number of long stay visitors (26,970) during the last 11 consecutive years, with the same month in 2012, a close second.

While all the figures are not yet a matter of public record, nearly every other Caribbean country is recording tourism growth of up to 18.6 percent for the first six months of 2014.

Barbados currently lies eighteenth in terms of numbers, with no significant improvement at all. I am sure this will be the main focus of the new marketing entity along with addressing stale-dated websites and social media presence.
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