Lelei LeLaulu, Caribbean Media Exchange Co-founder

The Caribbean Travel Marketplace celebrated its 30th anniversary at the Atlantis Resort on Paradise Island, Bahamas from January 22th to 24th. Once again the ministers of tourism, hotel associations, CTO and CHTA sponsor this business-to-business marketing event where hoteliers, tourism providers and tour operators/wholesalers from all corners of the world meet, make appointments and get down to business. Although attendance was down a bit this year, scheduled appointments were up by 370 from 2011 and notably present were 11 Russian buyers.

For the specialized media, the many presentations at the conference gave an insight into the social-political-economic realities of the Caribbean Islands and afforded them an opportunity to interview leaders in their fields, be it Ministers of Tourism, Presidents of hotel associations, Directors of Tourism, hoteliers and educational and non-profit organizations.

The following interview is with Lelei LeLaulu, a well-seasoned travel media specialist, advisor for tourism destinations, sustainable tourism and one of the founders of the Caribbean Media Exchange (CMEx).

What did you take away from the Caribbean Marketplace this year?
I found a strong sense of optimism from the travel industry and as you know perceptions determine outcomes, in this sense economic, and this looks as though it will be a good year for the Caribbean. The marketplace was good for getting this message across to everyone.

What suggestions do you have for the press coverage?
There was a lot of information packed in there and those who were well prepared got their message across, while those who were too wordy did not fare so well. I felt sorry for some and it was very apparent that communication training is needed for many. There should be two different messages coming from Caribbean Travel and Marketplace, one for the hotel industry/buyer and one to media who targets the general audience and its tourism component.

What are some of the new trends in tourism?
The development of the high-end luxury market, targeting the tourist that brings more money and stays longer. Another trend developing with hotels and resorts is having a mix of rooms, time-shares and condominiums. The bottom line is the money is where the money people are.

From what perspective were you seeing the Caribbean Travel Marketplace?
I’m here with the Caribbean Media Exchange, CMEx, looking at the presentations of the different conferences and seeing how they can increase benefits to tourism and local communities…We saw a lot of that.

What is the message to the new generation of journalist?  
The new generation of journalist is better trained, more dynamic and they get the fact that tourism, in addition to being the largest economic driver in this region is also the largest tool for fighting poverty and inequality. The tourism dollar leads to political stability, which leads to dynamic economies, followed by peace and stability, which is what sustainable tourism is all about.

What can expedite the growing tourism market?
The “gold dust” is whether people will return… the big hotels and resorts, Atlantis, Hilton, Intercontinental, Sheraton and others all know that, and statistics have shown a community based and environmentally tourist oriented program can produce more than 50% repeat visits. Visitors that feel they have done something to improve the destination with their tourism dollars feel better and want to return. Even a positive exposure to a concierge or hotel staff person has been shown to enhance repeaters.

What is your schedule like for next 6 months?
I’ll be consulting for various governments…strategic planning for the US Virgin Islands, community development in Fiji and South Pacific, helping Australia get more bang for the buck from international assistance and advising India on lower end tourism expansion.  

How would you describe yourself?  
Basically I’m just a “dog’s body,” ready to help whenever I can in many different areas, call me and I will share with you my experiences.

What is next for CMEx?
We’re working on the dates and presently 3-4 locations are asking for CMEx. President Bevan Springer is carefully looking at the options and doing his usual excellent job.

Are you finding political opposition to tourism initiatives from local governments?
Some of the islands political leaders don’t fully understand the benefits to their communities from tourism. They need to see the value that tourism projects and begin honing their policies to encourage tourism along with lowering the barriers of Intra-Caribbean travel.