Bermuda Tourism Authority Responds to CHTA Report on Cuba

The Caribbean Hotel and Tourism Association (CHTA) released a position paper on the impact for the wider tourism industry due to the opening of travel to Cuba for United States citizens, calling it the “biggest and most disruptive pebble to be dropped into the Caribbean pool in fifty years.”

In response to the paper, the Bermuda Tourism Authority’s Chief Investment Officer Andy Burrows said, “Like the Caribbean Hotel & Tourism Association, we believe Cuba’s inclusion as a direct visitor destination for American travellers will have a sizable impact on many tourism industries, including Bermuda’s.

“However, also like the CHTA, we believe the impact is less pronounced the further the destination is from Cuba geographically. As everyone in Bermuda knows, our destination is not geographically in the Caribbean. Our position in the Atlantic provides some insulation.

“For example, we feel it is unlikely that cruise lines with established and valued itineraries to Bermuda, from ports such as New York and Boston, would be inclined to change their itineraries to Cuba. The geography of such a move would be very difficult from a business point of view.

“Cuba is likely to be an addition to other established northern Caribbean itineraries, such as the Bahamas, Cayman Islands and Jamaica. Another important to note from the CHTA report: 20% of Bahamas visitors come from nearby Florida and that particular market share is vulnerable.

“It is reasonable to expect that Floridians, especially Hispanic Americans, will wish to go to Cuba because of cultural and historical reasons and the short travel distance. For us, Floridians made up just 3.5% of air visitors last year.

“However, Cuba should not be ignored. We think the CHTA’s paper is a reminder to all of Bermuda that we must redouble efforts already underway. As every country in the Caribbean region begins and/or redefines its tourism strategy to become more competitive, Bermuda as a whole will need to continue to embrace tourism as the key driver for foreign direct investment, especially in hotel development and redevelopment.

“It is perhaps the single most important thing we can do to trigger greater airlift to the island and create jobs – construction jobs and sustainable tourism jobs. Our CEO made this point very clearly in his “Setting the Table for Growth” presentation earlier this year. And at Hamilton Princess, recent hotel reinvestment has resulted in job creation undeniably.

“Above all else, the CHTA was keen to point out the re-emergence of Cuba’s tourism product over the past two decades is proof that a vibrant tourism industry is a sure way to create jobs and encourage foreign investment. We believe the CHTA is correct.

“We further believe, if we don’t focus on a similar path of inward tourism investment for Bermuda over the next couple of years, our job will become a lot more difficult once direct U.S. access to Cuba is reopened. The Bermuda Tourism Authority is working with our partners in government to ensure the small window of opportunity in front of us is seized before time runs out.”

Source: Bernews.com