Islands should engage in joint-marketing to resume tourism: PM Skerrit

Prime Minister of Dominica Dr Roosvelt Skerrit addressed the regional dialogue on the future of tourism on Tuesday morning. He stated that while all of the countries in the world have been heavily impacted by the slow down and restrictions on travel, but the Caribbean region has been hardest hit because of its deep reliance on the travel industry for tourism and trade. "Our task in the immediate period is finding creative ways to keep the major players in the industry afloat in the short term," stated PM Roosevelt Skerrit. Prime Minister stated that the impact of this pandemic has been so severe that it is clear even at this stage that the new normal for tourism is likely to be fundamentally different to the normal that everyone has known. "We have the opportunity now to completely reshape and rethink our approach to tourism. We are expected to face a more discerning traveller, who is more environmentally and health-conscious and seeking much more than the typical, traditional vacation," stated Prime Minister Skerrit. He stated that the traveller behaviour would be influenced by the evolution of the crisis, as well as longer-term consumer trends that are reshaping the way people travel. This may include the emergence of new niches and market segments and a greater focus on health and safety protocols and contactless tourism experiences. Prime Minister stated that the pandemic is not yet under satisfactory control, and extreme caution is required. He stated that there are reports of an increasing pent-up desire to travel again, from an increasing number of people from the traditional source markets, as well as new markets, who have had to undergo prolonged lockdowns. Furthermore, he stated that there is a vaccine hesitancy amongst nations which has not afforded the countries with an opportunity to use that important weapon in the arsenal of achieving herd immunity.

PM Skerrit stated that in some of the islands, domestic tourism is helping to soften the blow.

He noted that earlier to a pandemic, the region was concentrating on its efforts of responding to the challenges brought about by climate change and focusing its resources on building resilient societies. "The COVID 19 crisis has demonstrated for us the importance of diversifying and developing economic and financial resilience to various external and internal shocks," added PM Skerrit.

Nevertheless, he stated that as the tourism season awaits resumptions, innovation is required.

A digital transformation

He stated that pandemic digitalized all sectors, and schools immediately started online teaching, which is an indication of the great benefits to be had from undergoing a digital transformation of our societies.

As an industry response, many of the countries have introduced incentives to encourage digital nomads or remote workers to relocate to destinations, which through robust health protocols, have a relatively low incidence of the virus and greater freedom for persons to circulate, whilst remaining safe and healthy.

Joint marketing 

Prime Minister stated that countries in the region have explored the concept of joint marketing in the past, and now it is something that everyone must move with haste to implement.

He said that Caribbean islands, while so similar, offer their own unique experiences and the ability to offer a Caribbean package where one can be trekking through a rain forest and bathing in pristine rivers one week and visiting a drive-in volcano the next week is long overdue.

The island experience

He said an island-hopping experience could be facilitated by simplified immigration /border protection requirements and a more uniform set of health entry protocols.

"This is not beyond our region to achieve, the EU was able to implement a version of it for the Schengen area, and it is time we introduce something similar for the region."

Because of safety and hygiene considerations, people are likely to prefer what is already being termed in the industry - 'private solutions' – a penchant to avoid large gathering or mass tourism for more private, specially curated arrangements.

Micro, Small and Medium Enterprises

The downtime has also been tough for many MSMEs, especially the local business people who rely on tourism for their livelihoods. Many have had to evolve, but quite a few have had to close, albeit temporarily.

Prime Minister stated some countries have put stimulus packages in place in various forms, but these businesses patiently anticipate the day when they can return to the market and once again earn a living whilst contributing to the economic growth of their countries.

Some countries are using this period of a relative lull to reinvent and reinvest in the tourism infrastructure, including improving roads, harbours and airports, sites and attractions, to make their destinations more ready for a likely full tourism rebound in a few years.