Minister of tourism, Edmund Bartlett has called on Caribbean stakeholders in tourism to take a collaborative approach in pushing tourism by bonding together their marketing strategies. Bartlett, who was speaking at the first Island Routes Caribbean Adventures certified partner conference on Wednesday, September 14 at the Sandals Ochi Beach Resort, St Ann, also stated that multi-destination tourism was the most competitive approach to take.
A multi-destination tourism trip is defined as a single trip that includes the visit to more than one destination. Therefore, a multi-destination tourism concept implies a strategy shared by two or more countries that offer and promote a joint product or route.
“I have been talking about multi-destination marketing and I will not stop until we all can realize the enormous benefits that are at our fingertips. I daresay that if we should take this approach, the result would be an explosion like we have never seen before,” Mr Bartlett said.
Bartlett, who was addressing the over 50 stakeholders present, said Jamaica has already started the process by signing a destination agreement with Cuba, and is on the verge of doing the same with Mexico and the Dominican Republic. He also revealed that preliminary discussions are under way with Haiti and The Bahamas.In meantime, chief executive officer of Island Routes Caribbean Adventures, Adam Stewart called on the several stakeholders present at the conference to “place the framework of linkages in their mind” for the future in tourism. Stewart, who is the head of the Tourism Linkages Council, challenged the gathering of stakeholders to modernize their thinking in how tour operations and attractions are operated.
“Countries are depending on us to be smart. Countries are depending on us not to be parochial. There is a difference between being parochial and providing an authentic experience. It’s a massive difference,” he explained.
Stewart explained that the focus behind his company, Island Routes Caribbean Adventures, was getting more tourists out of hotels to visit attractions.
He added that Caribbean people should not get to the point where they believe visitors must come to this region.
Over 50 of the Caribbean’s top attractions providers came together at the conference to discuss industry challenges and opportunities for growth and development.
The conference was held from September 13 to September 16.
