The tourism industry has always been competitive, and there have always been many destinations on offer to entice a would-be traveller pondering their next trip. In recent years, competition has become supercharged as our economies have grown more global, and faster jet travel has made our world smaller, with millions of tourists now seeking a new location to get the perfect social media pics.
In this era, tourism providers and authorities need to be conscious not only of what neighbouring nations are doing to draw new visitors, but what those across the world are doing. That’s why it’s a good time to consider what Caribbean nations can learn from countries with the fastest growing tourism industries, and what factors their success has in common with the rapidly expanding tourism markets in this region.
Tourism Growth Rates Globally
At time of writing, Egypt, Togo and Vietnam are the three fastest growing tourism destinations in the world, and the experience of each tells a story about growth.
Within Egypt, the improvement of security infrastructure (complemented by the nation’s IMF-backed economic reforms) has underwritten a new era of tourism growth in the MENA nation.
The recent performance of the West African nation of Togo has been a case of decisive policies being put in place to supercharge its growth. Even back in 2011 the nation drew 326,000 tourists to earn a total of US$ 40mn annually; this while also being ranked among one of the poorest countries in the world during 2012. Although challenges remain, the goal set in 2013 to see tourism grow from 2% of its economy to 7% by 2020 has borne fruit. And the launch in 2018 of the Togolese government’s Infrastructure and Urban Development Project, supported by the World Bank, is expected to drive a flow-on effect into future tourism.
In one respect, Vietnam’s recent growth has been a great example of proximity, with the growing purchasing power of China seeing it deliver 2.1 million tourists to Vietnamese shores from January to May of this year alone. Yet Vietnam has also worked hard to cultivate a new image in the 2000s, with a range of cultural festivals and the promotion of tourism throughout former sites of the Vietnam War drawing arts and history enthusiasts alike. This has also attracted strong numbers from South Korea, Thailand and beyond.
It’s important to note that these are nations with the fastest growing tourism markets; this does not mean they are the top tourism destinations globally. In this regard, countries like France, Spain and the United States typically occupy the upper ranks each year of total visitors overall.
While the work these nations have done in cultivating the tourism dollar is admirable, it does mean their capacity to pursue rapid innovations and growth is reduced. Put simply, it takes longer to adjust course on a cruise ship than it does on a speedboat. That’s where, alongside Egypt, Togo and Vietnam, it’s important to look at the results a number of Caribbean nations are achieving right now in their tourism growth. Many have the best of both worlds: a strong tourism market and a capacity to rapidly grow it further.
The Local Growth Markets
Over the past calendar year the nation of Belize has been the fastest growing tourism market in the region. With a population of 384,000, Belize recorded 158,290 overnight arrivals in the first quarter of 2019 alone, representing an increase of 6.3% on the same period in 2018. While many factors account for this, the substantial growth in new air routes from the United States and Canada has been a cornerstone.
There is also the new interest being driven by the anticipated opening of the Four Seasons Belize in 2021. While not yet finished, the project has captured the attention of media around the world, showing that a new tourism project can begin drawing return on investment well before it’s ready, if marketed correctly.
Cuba has also been a notable growth market, largely driven by a warmth of relations with Washington in the Obama era. This has soured since President Trump’s arrival in the White House and the recent years of Cuba’s tourism growth are expected to become a statistical anomaly as American visits drop, given that the ‘status quo’ of cold relations between Washington and Havana has returned.
Every nation is different but there are common factors in the Caribbean and beyond driving tourism growth:
1. Upgraded security
2. New infrastructure
3. Expansion of air routes
In this regard, Saint Lucia is currently ‘ticking all the boxes’: upgraded security planned in Castries, major new infrastructure projects like the proposed new port in Vieux Fort to follow the current work at Hewanorra International Airport, and the latter expected to entice new air routes into the island. By many measures, Saint Lucia’s current chapter is a blueprint for other nations in the region seeking to boost overnight arrivals.
Start Spreading the News
Infrastructure projects and major tourism policy can take years to finalise. That’s why it’s worth recalling that even announcements can spur tourism. For example, Togo and Belize have not yet realised some of the major infrastructure projects they have on the books. Certainly a nation must avoid perpetual announcements because, if projects stall or fall through, it can be counterproductive, but when a new resort or major highway is announced as incoming, it drives new media interest.
For nations looking to grow their tourism without a sizeable budget, an effective campaign can focus on framing domestic announcements as global ones too. Announcing the construction of a new highway from the airport to a capital city won’t just entice local voters in elections, but can be picked up by global media and spur tourism demand if governments commit to a lean but agile marketing strategy.
The global tourism market is more competitive than ever but there remains a difference between countries which market their attractions effectively and those who do not. The stories of Togo, Vietnam and Saint Lucia showcase this and can serve as inspiration for any nation seeking to build its tourism brand better than ever, looking to 2020 and beyond.
