Stimulating the return of the intra-Caribbean travel market came into focus during back-to-back discussions produced by the Caribbean Hotel and Tourism Association (CHTA) last week. The sessions featured leading travel and tourism stakeholders from the public and private sectors.

Highlights of the first session are shared below. Catch the full action, including the presentation slides here.

Albert Bryan Jr., Governor, United States Virgin Islands:

• Acknowledged the historical contribution of Caribbean nationals to building the USVI tourism product 

• The Government of the U.S. Virgin Islands is advocating for a visa waiver programto facilitate seamless travel between Caribbean destinations and the U.S. Territory

• When on business in Washington, DC, the Governor advocates for the entire Caribbean in areas such as travel, tourism and energy

• Envisages Puerto Rico and Trinidad playing a critical role as potential hubs to strengthen air travel within the region and to and from Latin America

• “One Caribbean” is key. Thinking and acting regionally will make life better for everyone.

• Multi-destination tourism works

Jorge Hernandez, CEO, Aerostar Airport Holdings:

• Puerto Rico experienced stellar tourism performance in 2021 with revenue for lodging exceeding US$1 billion, a 30 to 40 percent increase over 2019 (which was a strong year)

• Approximately 9.7 million travelers transited San Juan in 2021

• March 2022 statistics point to more than 900,000 arrivals, an increase of 12 percent over 2019

• Discover Puerto Rico’s marketing has been critical to the island’s success

• Health safety measures implemented by Puerto Rico and the U.S. Virgin Islands during the pandemic were handled well and travelers felt comfortable about the consistent travel policies

• Consistent health safety protocols across Caribbean destinations are important so travelers can manage their expectations

• Puerto Rico, with a significant number of flights to and from the U.S. mainland, can help facilitate an intra-regional transportation revival. Securing international routes is the next frontier.

Grenada Taps VFR Market to Promote Tourism

Tourism leaders in the Spice Island are excited about a new loyalty program designed to inspire and reward members of the destination’s 360,000-strong diaspora, which makes up a significant portion of the VFR (Visiting Friends and Relatives) niche market.

The Grenada Tourism Authority’s rewards program “473 Connect” reflects a growing appreciation of the passion that Grenadians living abroad can contribute to complement the destination’s existing marketing tools and campaigns.

“You do a quick audit of who are your biggest advocates so that really is the diaspora,” said Petra Roach, CEO of Grenada Tourism Authority.

Grenada’s loyalty program offers incentives — in the form of points and discounts — for Grenadians abroad who agree to become 473 Connect ambassadors.

See why Lebawit Lily Girma of Skift thinks that “Grenada’s New Diaspora Loyalty Program Could Be A Model for the Caribbean”.

American Airlines to serve Ocho Rios

Ocho Rios, Jamaica has attracted American Airlines regional jet service. Beginning early November, the Dallas-Fort Worth-based carrier will serve the Ian Flemming International Airport (OCJ) in Boscobel, St. Mary (just outside Ochi) with twice-weekly service from Miami (MIA), using Envoy’s Embraer 175 aircraft. 

The service is a big deal for Jamaica’s third international airport, giving tourists as well as members of the diaspora closer access to the resort town. “The launch of our third destination in Jamaica will complement our existing service to Kingston (KIN) and Montego Bay (MBJ), with additional growth expected this summer thanks to our Austin (AUS) – MBJ (Montego Bay) route, starting in June,” stated José A. Freig, American’s Vice President of International Operations. 

In recent months, American inaugurated new and expanded regional jet service schedules from Miami to Anguilla and Dominica.

From the Front Desk

Ever wondered – What exactly is RevPAR anyway?

RevPAR = Revenue Per Available Room. In other words, the revenue generated per available room, whether or not they are occupied, during a given time period. Dividing total room revenue by the number of available rooms gives your RevPAR.

You’d Better Belize It!

The Caribbean had a robust presence at the 2022 Dallas Travel and Adventure Show on April 2 and 3 in “The Big D”. 

Destinations getting back into the tourism marketing game included Anguilla, Antigua & Barbuda, Aruba, The Bahamas, Cayman Islands, Dominican Republic, Jamaica, Roatán (Honduras), St. Kitts and St. Lucia. 

Belize, the CARICOM and Central American nation, was also well represented. In this photo, the Belize Tourism Board’s Interim Director of Marketing Michelle Bowers (left) and Gale Malic-Ozaeta, Marketing and Communications Manager, are all smiles as they promoted the exceptional offerings of this unique destination that’s rich in history and culture.

In the April 8, 2022 edition of the MPE Caribbean Report, find out about some of the Caribbean travel trends discussed at the recent Travel and Adventure Show in Dallas, Texas.

Medical Moment

There’s nothing like taking a hike

• A recent study revealed that walking 7,000 steps per day results in living a longer life

• Wearable devices (smartwatches or phones) that contain activity trackers can help monitor daily step measurements

• Daily walking can contribute to an improved quality of life and better heart health

• It also helps improve immune function, relieve joint pain, and reduce obesity as well as cravings for sweet foods

• Achieve the recommended daily steps by using the stairs rather than the elevator or by walking instead of driving

Marketplace Excellence Corporation (MPE) is a global public relations, marketing and media company.