New Director
urges Cayman to be Tourism "Cheer Leaders"
Tourism Powerhouse at the Chamber of Commerce Luncheon (from left) Mrs. Lania Rittenhouse, Ms. Pilar Bush and the Hon. McKeeva Bush
The mood was pretty upbeat at the Chamber of Commerce's luncheon last Wednesday at The Wharf restaurant to introduce the new Director of Tourism (DoT), Mrs. Lania Rittenhouse. Svelt and stylish in a two-piece suit, Mrs. Rittenhouse gave a presentation entitled "Day 72", the number of days she has been the Tourism Director, and outlined progress and proposals for the coming year.
Mrs. Rittenhouse revealed a $17.5 million
global budget for DoT and confirmed that the new US DoT headquarters,
in New York City, should probably be opened in a couple of weeks.
"We have keys to the office space", she reported happily.
Ms Pilar Bush, who served as Acting Tourism Director before Mrs.
Rittenhouse's taking up of the post, will head that Manhattan
office up. Ms Bush was also on hand, and was lauded by restaurateur
Suzy Soto for keeping things together in the interim between directors
of DoT. Mrs. Soto also proffered a pat on the back to Leader of
Government and Tourism Minister McKeeva Bush. She said she feels
there is "a breeze of fresh air in the tourism sector",
citing positive communications and public relations.
Mrs. Rittenhouse described improved methods of reporting tourism statistics, which are now available for 2001. They reveal a 5.6 percent tourism drop in 2001, and are available at caymanislands\statistics. This decline was, however, offset by an increase in the number of cruise ship passengers. She said the department was keen to finds ways to woo those 1.2 million per annum cruise ship passengers back to the Cayman Islands as stay over visitors. She believes Cayman needs to do a better job of hosting them while they are here.
The Tourism Director unveiled a new arrival slip, which she said projected a more polished image of Cayman than the old "pink slip". The new design features the Government crest, and Cayman website addresses. She was working closely with the Immigration Department regarding the handling of arrival statistics, and noted that Immigration Chief, Mr. O.C. Connor, negotiated and was successful in getting the airlines to foot the bill for the new arrival form.
She said the department was looking at numerous ways to reduce administrative expenses and to redirect them to promotional activities. She cited a Houston DoT office move to a less expensive location, and the renegotiation of the lease of the Miami office space, which will be reduced.
She spoke of developing a Tourism Management Policy, the terms of reference of which had already been developed, and it was hoped a consultant for that project could be identified by April.
Mrs. Rittenhouse said an "integrated approach" would be used for DoT marketing, including advertising and public relations. Representatives from the New York City-based new advertising and PR agencies for the Cayman Islands were also in attendance, and have been here on a familiarization trip.
Additional activities would include partnership marketing, sales promotions, special events, web marketing, imagery and collateral materials, and market research and reporting. Focus would be placed on bridal events, family travel, and food and wine.
There would be "aggressive" public relations, she said, revealing that on Monday the "Oprah" show had taped a segment about a heroic young girl who had saved a friend from an alligator attack. Her dream was a Cayman Islands vacation. She will be coming here.
The Director spoke of the positive "buzz" about Cayman in New York, in the wake of the 'Cayman Cares' initiative which brought a Cayman Airways plane load of New York City firefighters and their families here, all expenses paid, last month.
A large contingent of people Cayman also traveled to New York to make charitable contributions and much goodwill was generated on behalf of the Cayman people.
Mrs. Rittenhouse called for improved customer service and attractions and spoke of the H2Go promotion that will run from 1 May to 31 Oct. This also has a website at caymanislands\H2Go. She said the year 2002 would be a year of "rebuilding", after the devastation of Sept. 11 tragedies in the US.
Cayman needs a convention center badly,
Mrs. Rittenhouse believes. The islands wish to host the Florida
Caribbean Cruise Assoc. (FCCA) in 2004, which would attract some
1,000 people. She feels Cayman is a "wonderful business destination
because of its excellent communications". She also thinks
direct marketing has "tremendous potential", noting:
"It's time for us to get back in the game," she prompted
as a cheerleader.
This report is
published through the courtesy of CayPolitics