Reports from overseas reps.
About the article
This is a digitised version of an article from The Cayman Compass's print archive. Occasionally, the digitisation process introduces transcription errors, or other problems.
See the article in its original context from December 1993.
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Mr. Earl Smith, DOT Manager for Canada, reported that in spite of a difficult election year economy in that country; his region should close 1993 with a slight increase in arrivals. He added that charter travel is the first choice of Canadians, whose average stay is 10 nights during Cayman vacations.
Air arrivals from the US are up 22 percent overall, with each of the five regions (Miami, New York, Chicago, Houston and Los Angeles) showing in increase. Regional Sales Managers cited a return to personal contact through direct sales calls on travel agencies in areas targeted by the PRIZM plan as critical to this increase during 1993. During 1994, intensified marketing efforts will also be directed at special interest markets including learn to dive; honeymoon/island wedding; golf, fishing and ecotourism.
In the Miami region, a dramatic 54 percent increase in visitors from North Carolina accounted for 10 percent of that region's 1993 market share to date. This was attributed to the introduction of direct air service from that area to Cayman during the past year by both American and USAir.
Regional Manager for the UK and Europe Ms. Catherine Leech reported a 1993 increase to date in arrivals of 24 percent from the UK and 7 percent overall from other European markets. The greatest growth occurred from July through September.
Increased media coverage, including Cayman features on four major prime time UK television programmes during 1993 and promotional efforts linked to the opening of "The Firm", which has enjoyed tremendous popularity in the UK and Europe, provided important publicity during the past year, contributing to overall marketing efforts. A first ever "European Think Tank" meeting of all Cayman UK and European representatives held recently also helped solidify and refine marketing strategy for 1994, Ms. Leech said.
Niche markets to be targeted along with traditional vacation and dive markets during 1994 in the UK and Europe include honeymoon and getting married in the Cayman Islands; ecotourism, specifically bird watching; the incentive market; private villa and condo vacations, deep sea fishing, golf and windsurfing.
Other points of interest reported by DOT European representatives included: * An increase of 530 percent in arrivals from Italy during the past three years since the appointment of a DOT representative in Milan, and a great potential for expanded incentive business if more hotel rooms and adjacent conference facilities become available.
* The importance of sound environmental and cultural policies and the absence of mass tourism to upscale European travelers, especially from the Germany/Austria/Switzerland region. Many now react negatively to environmental problems they see in their travels, rating them more important than national disasters or political unrest in causing them to avoid a destination.
* A reputation for personal safety and a positive attitude toward visitors is still a major factor in selecting a destination.
* More attention should be placed on promoting Cayman as a combined business/vacation destination with business trips lasting up to three weeks.
* Getting married in Cayman and honeymooning here has great appeal to the upscale European and is perceived as an excellent value and should be marketed more aggressively.
* The European golf market is significant and accustomed to high greens fees; the opening of Cayman's first 18-hole championship golf course, The Links at Safehaven, has sparked tremendous interest. Golf could become a major attraction.
Representatives of the CIHCA, CIWOA and SITA and various Cayman properties also attended a special private sector session of the marketing meeting on 9. December in Miami.
