Time for Caribbean to Market Tourism as Single Destination

If the Caribbean is able to market itself internationally as a single destination there could be greater yields for the region not only in terms of visitors but also in savings, this is according to Lyndon Gardiner, Chairman for InterCaribbean Airlines.

Gardiner made the comment while answering questions from the media at the Caribbean Aviation Handling Association (CAHA) Conference at the Regent Palms on Friday (May 9, 2014). He said that such a move would bring Caribbean integration that much closer and realizing the long touted plan to bolster the region into one bloc.

“A good benchmark for Caribbean integration is how we market ourselves. Whereas Turks and Caicos may spend X amount of millions of dollars, Bahamas the same thing, the Dominican Republic, another sum. If we were to collectively come together with a budget and each country can contribute, I think we can get more for marketing for our dollars,” he said.

Gardiner said that the need for Caribbean countries to unite has arisen since the other regions across the globe have been benefitting from that process.

“As the world turns, people realize that the Caribbean, in order for it to be successful, need to present ourselves as a group – as one bloc. As I said many times, if you look at the United States, Canada and Mexico to a lesser extent, as the North American (leaders) particularly for trade, but they involve a lot more than trade; and then you look at the European Union,” said Gardiner.

“So I think those are good examples as to how there is strength in unity. As the Caribbean recognizes that, I think it is important that we blend together, form one bloc, to promote ourselves not only for tourism but also for the financial benefits that we can accrue. We are all very small nations with very small budgets; there is less to export, so we have to be conscious as to how to generate and spend our money wisely,” he argued.

He pointed out that InterCaribbean Airlines is already playing its part in regional integration with entries into a number of Caribbean countries and plans to service more routes in the future.

“With integration, you need to have connectivity. So far in the Caribbean, we haven’t had the kind of connectivity that lends itself to the progressive integration. We at InterCaribbean, are doing our part to try and bridge the gap. We are starting out in the Northern Caribbean, and I think eventually we will extend to the Eastern Caribbean. But until you have good connectivity, I think full integration is going to be very difficult to see the benefits of,” he warned.

Meanwhile, explaining the modus operandi of CAHA, Gardiner said: “It brings all of the aviation handling enterprises together as a group that we can examine our own businesses and grow from each other’s experiences and share the differing views on how we implement some of the industry changes as, and when they come along.”

Gardiner said the CAHA Conference was held in the Turks and Caicos this year because the TCI has become an important lug in the wheel of the Caribbean.

“Certainly, from my experience around the region, we have good infrastructure in terms of airports, and good services in terms of the number of international airlines that are flying in here. We have taken the leap and we have done a lot more in a short time than a lot of these countries have done. And that is certainly a testament to our importance in the region,” he said.

Gardiner said that approximately 18 ground handling companies were represented at the conference. He said the regional body has in excess of 30 members. Minister for Tourism Hon. Washington Misick was invited as the guest speaker.

Source: Turks & Caicos Sun