Multi-destination tourism is on the rise. To grab its share of this growing market, Caribbean destinations must find ways to collaborate rather than compete
In the aftermath of the devastating 2017 hurricane season, tourism stakeholders in the Caribbean were quick to step up marketing efforts. Their message was clear – this is a large, diverse region and many destinations are still open for business.
At a time when travellers are increasingly looking for unique experiences, the Caribbean’s size and diversity is a commodity that can be leveraged to attract not just international guests, but those coming from other countries within the region.
Multi-destination tourism refers to visitors who travel from one Caribbean country to another. These may be international island-hoppers who want to see everything the region has to offer or Caribbean natives indulging in a staycation. Tourists seeking out multi-destination trips are often young, affluent, adventurous and socially conscious. Rather than relaxing at a resort, they want to engage with the countries they visit and plan a varied itinerary that will add value to their trip.
A GROWING NICHE
Last year, travel group Expedia reported a 15 per cent increase in ticket demand for travel from one Caribbean destination to another and noted that this niche is growing three times faster than international inbound travel to the region. The most popular destinations for guests within the region were the Dominican Republic, The Bahamas and Trinidad and Tobago.
Expedia Group Senior Director of Resorts Rafael de Castillo said: “We’re excited to report overall growth in intra-Caribbean travel. Hoteliers in the Caribbean have a unique opportunity to meet their sales goals by capturing the attention of a growing segment of travellers in their own backyard.”
Recognising the potential of these backyard visitors, Jamaica has taken a proactive approach, signing Memorandums of Understanding with Cuba, the Dominician Republic and Mexico to develop a multi-destination framework. Stakeholders are expected to meet later this year to begin strategy discussions.
If successful, this framework will pave the way for further regional integration and encourage other Caribbean countries to adopt the multi-destination model.
CLOSER INTEGRATION
Expedia attributed the jump in inter-Caribbean travel to effective marketing platforms, market intelligence and an increase in connectivity.
Connectivity is one of the biggest challenges in developing a multi-destination framework, not just in terms of transportation but also easing travel across borders and between countries. Hopping from one island to the next shouldn’t mean endless queues at immigration; a more efficient process to enable regional tourists would allow for multi-destination visas to simplify the necessary paperwork. To facilitate this, destinations must coordinate and align their immigration policies. Governments can also take advantage of technology to ease travel around the region, allowing tourists to apply for permits via their mobile devices, check-in online and use a harmonised roaming system wherever they are in the islands. The proposed Single ICT Space, an initiative being driven by CARICOM and expected to take effect in 2022, will give these efforts a boost by ensuring that all Caribbean countries meet a common standard in their digital capability.
Navigating the Caribbean requires carefully coordinated transport links and routes. Air connectivity, of the lack of it, is a significant obstacle to growth, according to the Caribbean Development Bank (CDB). In May the CDB released a report identifying the main barriers to intra-regional connectivity as high operating costs, regulatory impediments, inefficient infrastructure and inadequate investment. A reduction in taxes and airport fees, combined with regulatory harmonisation could lead to liberalisation of the market according to the CDB which estimates that making these changes could boost passenger numbers by 28 per cent by 2025.
A multi-destination approach in tourism will also involve coordinated marketing efforts. Sharing promotional efforts will help destinations share costs and develop a common message. Last month, the Caribbean Tourism Organization partnered with the Caribbean Hotel and Tourism Association to launch the ‘Rhythm Never Stops’ campaign which highlights the choice of destinations within the entire region, emphasising each island’s unique characteristics and selling points. “Visitors, past and present, have not been introduced to the offerings of our vast and diverse region,” said CHTA CEO Frank Comito. “We will change that by highlighting the charms contained in the million square miles of Caribbean Sea.”
CTO Secretary General Hugh Riley added: “In undertaking this collaborative marketing thrust, we hope to reinforce the power of ‘Brand Caribbean’, definitively showcasing and celebrating our diverse cultural appeal.”
Multi-destination tourism refers to visitors who travel from one Caribbean country to another. These may be international island-hoppers who want to see everything the region has to offer or Caribbean natives indulging in a staycation.
UNTAPPED POTENTIAL
Unlike cruise tourism, multi-destination visitors are stay-over tourists. They spend more, they stay longer and they return home to share their experiences with friends and family in valuable word-of-mouth marketing.
The concept has huge potential for untapped international markets formerly considered too far-flung for the Caribbean such as Asia and northern Europe. Having endured long-haul flights, these tourists are eager to make the most of their visit to the region and get real value for their investment, making them more likely to want to see two or three countries in a single trip.
Spreading the tourist dollar not only benefits economies around the Caribbean, it’s also a chance for the region to guard against overcrowding. Sustainable tourism has become critical to the industry as more travellers mean more pressure on the environment and natural resources. Multi-destination strategies offer Caribbean countries a chance to work together to lessen the tourist footprint and prevent certain hotspots from becoming overburdened.
But it’s not just a job for government. The private sector also has a key role to play in developing multi-destination tourism and any framework must involve private-public partnership. Creating multi-destination packages that are attractive to cost-conscious consumers will need buy-in from resorts, tour operators and other providers in the sector. Branded hotels can look to exploiting their links with partners in other Caribbean countries while independent operators can explore new partnerships, with the added benefit of sharing marketing costs and promotional investment. Only by working together, can Caribbean tourist economies grow together.
