Experts Optimistic about Caribbean Tourism Growth

Experts Optimistic about Caribbean Tourism Growth

Three experts on tourism trends in the United Kingdom and Europe have painted an optimistic picture of the British market for the Caribbean tourism sector in 2011. A panel of media and industry practitioners concluded in London that the worst is over for the global economy and that the Caribbean region can look forward to an improved performance next year, despite the impact of the British Air Passenger Duty (APD)

“The global recovery has begun,” John Taker, the purchasing director for Virgin Holidays told Caribbean tourism ministers, directors and private- and public-sector officials gathered at the London offices of the Daily Telegraph for the Caribbean Tourism Organisation European Marketing Forum. This annual event is held as a precursor to the tourism trade show, World Travel Market (WTM).

Taker said that there was a clear opportunity to grow the family travel market for the Caribbean, pointing out that price was a more important consideration for consumers booking a Caribbean holiday than it was for holidays to destinations like the United States.

While admitting that the APD “is a punishment that the Caribbean will have to live with for a very long time”, Graham Boynton, the Daily Telegraph’s travel editor, said there was hope for the region. However, he advised, there was a need for Caribbean destinations, individually and collectively, to communicate the realities of the region in a more dynamic manner.

Daniel Pearce, editor of the travel-trade magazine, TTG, unveiled exclusive research which painted a confident picture from British travel agents. The research revealed that two out three agents felt the reputation of the Caribbean had increased in the past year, and half the travel agents surveyed said they expected sales to the Caribbean to increase in 2011.