Sustainable Development Caribbean
The Caribbean region is the most tourism-dependent region in the world. Travel and tourism contributes approximately 15% to the region’s GDP (higher than all other regions in the world).
Changes in consumer demand and technological changes, particular digitalisation brings both challenges and opportunities. How can the Caribbean region better understand their customers and harness technologies to deliver competitive success? How can the region be marketed as One Caribbean? Which strategies, initiatives and actions are required to develop the region’s tourism industry in a sustainable and responsible manner that will continue to drive its competitiveness?
This sustainable tourism development strategy for the Caribbean region focused on a number of key strategic areas for sustainable tourism development that needed to be coordinated among all islands. These included:
Extensive stakeholder consultation among the 16 CARIFORUM Member States:
Close coordination and collaboration with key regional stakeholders including the Caribbean Tourism Organisation (CTO), the Caribbean Hotel and Tourism Association (CHTA), CARICOM Secretariat, CARIFORUM, Carib Export
Over 100 strategic initiatives were crafted for the further development of the tourism sector across the Caribbean region.
The strategy proposed several recommendations over a 5 year timeline with an estimated budget of over US $20 Million
Alignment of the Regional Sustainable Tourism Development Strategy with the policies and plans of Member States.
The Caribbean Region was advised to reduce market risk y diversifying into new markets and reducing the over-dependency on the North American market.
Developed a number of strategies to prepare the 16 destinations in the Caribbean region to build resilience and reduce risk, particularly concerning people (Human Resources and businesses), planet (the environment), profits (the economy and finance), product (tourism assets and experiences) and plant (investments and infrastructure).
Recommendation to move beyond sun, sand and sea to focus on tourism experiences built on culture, creativity, community, and caring (for people and planet).
Recommendation to move up the value chain and offer more authentic experiences that match the needs and wants of the markets; and exploit sectoral linkages with strong focus on innovation and IT.
The Region is to focus on the strength of the Caribbean brand and work together towards a cohesive and synergistic marketing front. Strong focus on digital marketing.
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