Letter to the Editor
Whither Cayman's Tourism?
Dear Sir,
Let me say at the outset that I enjoy readingyour newspaper articles over your excellent website, and was delightedto discover that Pilar Bush was recently appointed to a Vice-Presidentposition in the Department of Tourism (DOT)'s Miami Office (congrats,by the way). Ms. Bush has a very arduous and challenging taskahead of her, but with her attitude and commitment, I am sureshe will succeed. I am also glad to know that the CHA and CIHCAwill integrate and form an alliance.
I am writing this letter, because I am concerned about the futureof tourism in our islands. With the millions of dollars investedin advertising and promoting Cayman, are we getting value forour money? Will tourism continue to sustain its impact in oureconomy and keep business alive? Or, is this the time to changestrategies, widen our prospective clients and not limit ourselvesto the upper-class tourist?
While I cannot forecast the future, or provide the right answers,I would like to identify some positive and negative aspects ofour tourism product, and give some suggestions on how to overcomethem.
I myself have worked in the hospitality industry, and it is interestingto see the different perceptions and expectations about Cayman,from UK citizens and Europeans in general.
Recently, a BBC programme indicated that Barbados was the topCaribbean tourist destination in 2000 for UK holiday-makers. Iam disheartened to say that Cayman did not make the top five.I often watch holiday destination programmes and have yet to seea feature on Cayman. However, countries such as Jamaica, Cuba,the Dominican Republic, and Barbados are featured quite often.
While Cayman does not have the picturesque and natural beautyof the other islands, it does have a clean and safe environmentthat presents itself as a top-quality destination. We have excellenthotels and restaurants with professional service. Cayman offersa family-oriented holiday, where parents can bring their childrenand feel safe. Basically, the tourist knows what to expect, theyare paying top dollar for sun, sand, diving and excellent service.
However, since 1970, tourism has changed dramatically in Cayman,not to mention our natural environment. It is almost no longerthe peaceful getaway from it all, (unless you go to Little Caymanand the Brac). While Cayman has found a niche in the upper classtourist, we rely too much on the North American market.
My first point is that the UK and Europe offer an unlimited potentialclientele, and perhaps we need to develop these markets further.Secondly, we should promote the sister islands more and offermore convenient direct flights.
Today, most holiday-goers that go on vacation are looking fora fun-filled holiday, or an exotic and cultural experience, orjust want to get away from it all. However, most vacationers wantto learn about the people, customs, and culture of that land.
My third point is that there are very few Caymanians working inthe hospitality industry (hotels, restaurants, etc.) that canprovide this experience for the tourist. We therefore need toencourage more Caymanians to pursue a career in this field. Imaginewhat would happen if all non-Caymanians left the hospitality workforce?
According to a recent UK survey, trends indicate a rising numberof single travellers will fuel the tourist industry over the nextdecade. Perhaps we could focus on student tourism and offer 'SpringBreak' and 'summer getaways' to students and single travellers(third point).
I think that the past government did a tremendous job in developingthe Botanic Park, the Pedro St. James, as well as the nationalmuseum as cultural aspects of Cayman. I also think our new tourismminister has some great ideas but will face a tough time in changingattitudes and the way people think.
However, if we were to extend our closing hours for nightclubsby an hour or two, reduce alcohol prices as well as airfare (byat least 10%), we could attract a lot more visitors who are lookingfor a fun-filled holiday, instead of them going to Jamaica, Cuba,or the Bahamas.
Instead of sponsoring tennis tournaments for huge amounts of moneyin the US, perhaps the DOT should hold an open invitational herein Cayman. Volleyball tournaments, beach soccer competitions,are just a few ideas. 'Sports tourism' is another avenue whichcould attract potential visitors to our islands.
While I have not researched and provided statistics of air arrivalsand hotel accommodation for the past three years, I would doubtthere has been any significant increases. It would also be interestingto know what percentage of Caymanians make up the hospitalityworkforce.
Although I have commented on some negative aspects of our product,I must say that I am very passionate and patriotic about my country,and want to see our continued success. However, I do not thinkwe should rely on cruise ship statistics or the North Americanmarket to fill our hotels and restaurants in the future.
Doris Jackson.