• Submitted by: admin
• Travel and Tourism
• 05 / 09 / 2010

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The Anglophone Caribbean ought to be recognising now the need to strengthen and position national brands in a manner that differentiates its offering from Cuba or any other international destination, say tourism stakeholders.

At one of the most highly anticipated sessions at the just-concluded Caribbean Hotel and Tourism Investment Conference titled 'Cuba - Will It Become The #1 Tourism Destination?'

Both Dr Timothy Ashby, PhD, JD, MBA, a specialist on trade and investment strategies for Cuba, and David Jessop, director of Britain's Cuba Initiative, have agreed that the Spanish-speaking Caribbean country could become the leading tourism destination in the region.

However, Ashby went even further, saying that Cuba, which is currently in the number-three position, would take the top slot within two years.

"Cuba could easily be number one if the ban is lifted by the United States. They had well over 2.4 million visitors in 2009, and they were not from the US," said the noted attorney.

Ashby's comments came as a result of his belief that United States President Barack Obama could pass laws lifting certain sanctions on Cuba by year end.

Predictions by the American Society of Travel Agents and the Cuban government are that there will be at least one million US visitors travelling to that country in one year and three million in five years after the ban is lifted.

The only setback is the infra-structure, which is not equipped to accommodate the influx of visitors.

But according to Jessop, the likelihood that it will take the number-one position is still some way away.

"There would have to be significantly more investment in a wider range of branded hotels and attractions; there would have to be a much stronger top end of the market offering; and there would have to be a dramatic increase in airlift from the US, offering connections to both US citizens and others to travel freely in and out of Cuba. All of these are matters that Cuba itself will have to balance with its desire to maintain its unique culture and social system."

He said that even then, there was no clear evidence as to the likely impact on the rest of the region, the pace at which change might take place or whether it would be diversionary. A more probable scenario, he said, is that the first effect would be for cruise ships out of South Florida to abandon some Eastern Caribbean destinations and sail around Cuba before moving on to home-porting in Cuba.

Harmful to smaller islands

Ashby concurred. According to him, Cuba's liberalisation will prove harmful to smaller islands.

"The islands with the advantage are Jamaica, Cayman, The Bahamas and the Virgin Islands because they can differentiate themselves from the Cuban culture."

In the meantime, the hierarchy of the Caribbean Hotel and Tourism Association (CHTA) welcomes Cuba's return into mainstream tourism.

"It's an exciting, long-overdue moment in our history, but it must be carefully strategised to ensure the right kinds of developments are in the pipeline," said CHTA President Enrique De Marchena Kaluche.

His counterpart at the Caribbean Tourism Organisation, Hugh Riley, was also confident, saying the rising tide would raise all boats.

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Source: www.jamaica-gleaner.com/