Editorial
There is no substitute for hands-on experience
There is no substitute for hands-on experience
It has been said that experience is life'sbest teacher. And so is history.
In April 1950, a Saturday Evening Post articleby writer John Maloney described the Cayman Islands as "theIslands that time forgot." Since then, Cayman has been favouredby millions of visitors, year after year, over other Caribbeantourist destinations, mainly because of the hospitable demeanorof our indigenous people. That name no longer applies - but todaywe are in danger of being in that position again.
Unlike other Caribbean destinations, Caymantourism's product has been molded to suit the preferences of somemanagers, who have spent obscene millions promoting programmeswhich lacked any affinity for the people and their traditions.The net result of this shortsightedness is now being witnessed.
Our muddled and lackluster image in themarketplace desperately needs a new integrated marketing programthat reflects what we have to sell. It, therefore, makes senseto put Caymanians with experience and knowledge of our historyin charge of promotion and programme development. It is not asif this local talent is not available. It is and those resumesare easily validated.
In today's competition for the powerfulincome from tourism, destinations worldwide trying to attracttourists have recognized the value of promoting past and traditionallocal attractions - and their indigenous people - as the winningformulae - to maintain long term benefits and quality controlof their tourism product.
It is now some years since the mantle ofDirector of Tourism was passed to a Caymanian. With the electionof a new government, the first Caymanian was appointed to theDepartment of Tourism's top marketing position in North America,the overseas headquarters for marketing the product.
In London, England, another bright, knowledgeableCaymanian woman heads up the Cayman Islands Government's office,after spending nearly two decades in Government as Inspector ofBanks and later,as Managing Director of one Europe's largest bank'slocal operations.
For far too many years, in the main industriesof tourism and finance - and even government, people of this landwho have worked and studied for very long and hard hours havebeen passed over for promotions. We continue to see the preferencefor foreign personnel who do not know our product, much less understandour culture. In many cases they also lack entirely the discipline,experience, loyalty and vision of the whole mission.
Furthermore, some who have come to liveand work here hold court in local bars, where the sport du jouris ridiculing the Caymanian hosts who have made it possible forthem to live in peace and safety, while prospering.
Grand Cayman, with its hustle and bustlemay at times appear to be a satellite of Dade County, Florida.This does not bode well, because our destination seems to havelost its identity. We can change that. We can involve those whointimately know the Cayman product. We can look for all that isright and attractive and truly special about Cayman, and sellthat.