Rethinking tourism: A Caribbean outlook
As the world celebrates World Tourism Day, I join in the celebration for this very important global industry and economy.
The ‘Rethinking Tourism’ theme for this year’s celebration is quite fitting, especially since the novel coronavirus pandemic has shown the world how vulnerable tourism is, as evidenced by the severe disruption of its economy at all levels.
Tourism in the Caribbean is extremely susceptible to environmental forces, but it continues to demonstrate the true meaning of resilience. Hurricanes, storms, earthquakes, volcanic eruptions, COVID-19, and global economic shocks are among the uncontrollable events and impacts experienced, but the current rebound is the trueness of Caribbean tourism.
There was a drastic decline in tourism performance during the pandemic. Pre-pandemic data show that in 2019 travel and tourism contributed 13.9 per cent to the region’s gross domestic product (GDP). By 2020 it decreased by 53.2 per cent, and in 2021, although it showed some improvement, travel and tourism only contributed 9.1 per cent to GDP in the Caribbean. There was also job loss, as in 2019 its contribution to jobs in the region stood at 15.2 per cent, and in 2020 it decreased to 13.4 per cent.
There were, however, significant signs of recovery in 2021, with a GDP contribution of 36.6 per cent and job generation of 15.2 per cent. These contributions are expected to further improve for 2022. An associated indicator of recovery is the number of trips to the destination, which, for the first half of this year, stands at over four million, representing a 70 per cent increase when compared to 2021. The data speak for themselves, and the rebounding of tourism in the Caribbean is not surprising.
Travel, whether for business, leisure/pleasure, or to visit family and friends, is a natural way of life for the human being. Research has shown that travel enhances human health and happiness and relieves stress and depression. It provides the avenue to meet new people, appreciate different cultures, build global peace, and allows the traveller to be more informed about other places, among further benefits. What better way to enjoy freedom of movement from the lockdown and other restrictions of the pandemic than to travel to the Caribbean — a destination with its uniqueness of character.
The rebound of Caribbean tourism came with a lot of rethinking. At the start, and during the peak of the prolonged pandemic, tourism realists in the region were busy pivoting and rethinking know-hows to deal with the day-to-day issues for business survival and continuity.
Correspondingly, tourism idealists were not distracted by the forces of the pandemic but were preparing for tourism recovery by rethinking and reimagining this phenomenon and the business of tourism for recovery during and post the pandemic.
Congratulations to the Caribbean! Tourism stakeholders were not daunted because they aimed to understand the dynamic nature of tourism and the resiliency of the industry in the region. Their willpower, insights, and foresights have paid off. The Caribbean should, however, not become complacent. There is more to be done because other regional destinations are, likewise, actively rethinking their tourism offerings and marketing thrusts to the global market.
Rethinking tourism is the very serious application of reimagining, re-evaluating, reassessing, re-examining, reconsidering, and reworking what is done in the business of tourism, especially for its sustainability. Rethinking tourism is not just for now but should be ongoing with the reimagining of how tourism will benefit and safeguard the welfare of the Caribbean citizenry; the redesigning and application of emerging technologies (methods, processes, systems, digital applications, to name a few); retooling of the workforce to improve and strengthen the capacities of the human capital; restructuring of job functions to make the operations more efficient; re-engineering of the plant, facility, and other physical resources to make them more safe, energy-efficient, visitor-centric, and environmentally friendly; standardising sanitation and hygienic practices and procedures; improving the competitiveness of the destination (price, products, and services); differentiating by way of value-added tourism goods and services; and restrategising marketing efforts to make the message more captivating and attractive to current and potential markets.
The fact is that Caribbean tourism is the region’s main economy. Governments across the region are most aware of this, but it is hoped that the cash cow tenet will not allow the business of tourism to be solely for this purpose but to be constantly reimagined, supported by appropriate policy frameworks and resources to build a sustainable export product with strong brand image and reputation within a global competitive space. What is evident, though, is that natural and global forces are no longer allowing complacency; they are forcing the constant rethinking of tourism in the Caribbean.
Kudos to the Caribbean as a personified tourism destination. Let us continue to make tourism in the region sustainable for the people and tourists/visitors through ‘One Sea, One Voice, One Caribbean’.
Gaunette Sinclair-Maragh is associate professor at the School of Advanced Management, College of Business and Management, University of Technology, Jamaica.