The tourism industry is more determined than ever to regain its footing in the market in the coming months.
And according to the Cayman Islands Tourism Association’s President Karie Bergstrom, now is the time to get the news out to visitors that Cayman’s tourism product is back bigger and better than ever.
‘Although after any natural disaster there tends to be a waiting period where the outside world watches to see how it is getting back on its feet after a disaster, now is the time to get the message out that we are back in business better than before,’ she said.
Although resorts here have always been well kept, thanks to the strong structure in hotel licensing and the Department of Tourism’s great work in inspecting properties, the standard is now higher than ever, she commented.
‘There are brand new rooms, brand new décor and we’ve got a revitalised product.’
And so the CITA is working hand in hand with the DoT to finalise its marketing in getting a bold message out that Cayman is back, better than ever.
‘We struggled very hard and had no tourism season last year. We can’t afford to lose another season,’ she cautioned.
But properties need to clean up all their hurricane debris and garbage. ‘The onus is on individual properties to clean up and get their garbage out. We still need to remember that we’re in recovery mode and places need to be spic and span,’ she asserted.
Looking toward the next few months Ms Bergstrom said members report that bookings in hotels and condos are encouraging.
While the Hyatt Resort’s room stock is still way down (with only the 53 beach suites in operation) CITA is excited about the fact that The Ritz-Carlton, Grand Cayman is coming on line.
‘The Ritz is putting a lot of effort into marketing the resort, which also markets the island, so it’s two-fold really,’ she said.
The CITA and DoT are undertaking an analysis to find the gaps between actual room stock, expected room stock and airlift to the islands.
But the Cayman Islands will have to start breaking down some of the barriers hindering certain target markets from coming to visit.
One such market that could be taken advantage of is the Incentives and Meetings market. However, as most of these groups traditionally arrive at their destination on a Sunday it could be difficult to accommodate their needs under current laws.
‘When they arrive the first thing they want is a welcome reception and we can’t give them that here on a Sunday,’ she commented.
‘They have a multitude of places to choose from and so we need to remove those roadblocks that stop them coming here,’ she said.
Ms Bergstrom asserts that Cayman is one of the only countries in the world where someone can walk an area such as Seven Mile Beach at night and be safe.
However, the organisation is monitoring crime very closely and working with the Royal Cayman Islands Police and Crime Stoppers to get that programme re-energised to raise the awareness of the need to take certain measures.
‘One example might be not leaving valuables sitting on a coffee table in a beach condo with the sliding glass door open while walking the beach,’ she said. ‘There needs to be a subtle awareness of this for visitors, without something that’s overwhelming for them’.
She asserted, ‘We believe that Cayman is still a safe place but we have to still monitor it (crime) very closely,’ she said.
With regard to a crime that took place this year at a local hotel, she said ‘The incident at The Westin was very unfortunate and scary for the tourism industry, but we feel we’ve addressed that and are working very carefully with the Royal Cayman Islands Police and doing a neighbourhood watch with tourism businesses in the main tourist areas.’
Ms Bergstrom acknowledged that CITA, as an organisation, has had a huge struggle since Hurricane Ivan, which was a disaster of huge proportions as it attacked the physical structure, and tourism is made up of physical assets. However she said, ‘We are very happy to have been able to do what we have accomplished in a year and the members, those in the office and Board have all worked really hard. But we still have a way to go’.
CITA finally has an executive director for the first time in a year, one of two staff members in the office (scaled back from the normal three).
Another big challenge facing the industry is inflation. ‘Prices are going up all over the world and it is a challenge for businesses to try and balance an increase in costs. It is a very trying time for the industry.’
However, Ms Bergstrom asserts that the opportunity to come together as an industry, to hold hands and work very closely, should be seized.
‘We have good healthy competition among ourselves, but we need to work together to help each other, even more than we have done before,’ she said.
‘We need to get more people to use the association (CITA) because we have the attention of the Ministry and we have the attention of the DoT and we work very closely with them. It makes it much easier for them if we are there to work with them as one group,’ she said.
Another important part of the tourism industry – cruise tourism – is being encompassed by the appointment of Mr. Ken Hydes as the CITA Director responsible for this sector. He, along with Executive Director Ken Thompson, will attend the Florida Caribbean Cruise Association Conference in St. Kitts later this month, as part of a large delegation from the Cayman Islands.
‘We are working very hard on all facets of tourism, including cruise tourism. We want to make sure that we’re supportive of the cruise industry and we will be happy to work alongside them,’ she said.
Part of the National Tourism Management Policy is to manage and have a big impact on the numbers of cruise ships allowed here on any given day, she added.
Important events coming up include CITA’s participation in the forthcoming Jazz Fest in December, through provision of food; and the annual Stingray Tourism Awards in November – a black-tie event to recognise people in all sectors of the industry.
Photo saved as Karie Bergstrom in headshots B folder in APPhotos
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