Initiatives boost dive industry

The sinking of the Kittiwake next month plus other new dive initiatives attracted great interest at the diving industry’s biggest annual gathering.

Representatives from the private and public sector comprised an important presence for the Cayman Islands at the Las Vegas conference of Diving Equipment and Marketing Association, which brings together tens of thousands of dive industry professionals from North America and around the world. The show is not open to the public; it is seen as a vital opportunity for the industry to get things in place for upcoming seasons.

One attendee in the Cayman Islands contingent was Nancy Easterbrook, who as well as representing Divetech is the leader of the Kittiwake project

“The Kittiwake was very well-received; we had literature to give out, a lot of chatter and press releases. We also had a presence in the DEMA ships to reefs booth; lots of people were stopping by to find out about the project. Some of the other destinations who would like to get their own wreck were asking how we did it and a lot of them were interested dive shops and clients wanting to plan it into their next group trips and whatnot.

“Cayman Islands also had an hour-long seminar every day where Department of Tourism, Steve Broadbelt of Ocean Frontiers and myself did a presentation to whoever came. We had around 15 to 20 dive shops a day, which is a very good attendance for a seminar on a travel destination in one of these shows. We gave an update on the islands, new attractions, new properties that have come online and a list of what non-divers can do plus a presentation on Kittiwake, the history and how people can use that as an additional tool to talk to their clients about coming back to Cayman Islands,” said Mrs Easterbrook.

She added that Cayman as a mature diving destination still benefits from having new attractions. Other information included the Dive 365 initiative, environmental initiatives, new dive sites and the introduction, or reintroduction, of two schemes that have previously been very successful for the destination.

Madness and Scubabowl

Cayman Madness, said Rod McDowall of Red Sail Sports, had originally been introduced by Ron Kipp of Bob Soto Diving and then, as now, comprises a series of deals designed to attract divers to Cayman during the quieter months of September and October, 2011.

“It’s a very aggressive package with Cayman Airways flying out of Miami and Tampa, the hotels, social aspects, treasure hunts, transfers and everything included for US$999; that’s a week’s stay including accommodation, diving and air which is unbelievable – a ten-year old price. That runs for six weeks in September and October, and we’re hoping it will drive some interest over the slow time.

“Scubabowl is a giant dive FAM [industry familiarisation] trip that we do every year with the watersports committee. Next year, it is going to incorporate the Hall of Fame Induction Dinner and Underwater Film Festival, and so we’ve joined three or four promotions into one week which will save money for Department of Tourism and the partners as you won’t be duplicating your efforts, and that should be a strong draw. It’s November 7 to 12, immediately after DEMA 2011, which is in Orlando, a good location for us,” said Mr. McDowall.

Cayman Madness and Scubabowl, like the DEMA pavilion, are collaborations between private sector Cayman Islands Tourism Association members and the Department of Tourism.

Group bookings

For Sunset House, long-term attendees of DEMA, it worked out well, said Mike Brown of the facility.

“This year has been really, really good for group bookings. We’ve booked a lot and it’s nice to see they are travelling overseas again, which has been on a bit of a downer since 2007. Next year is looking a lot, lot better which is pretty cool.

“Our theme at the Cayman Islands aisle was ‘wrecks of the Cayman Islands’. Pretty much as soon as people walked in they could see our booth and it was one of the first aisles people went down. We ran out of Kittiwake flyers after the second day – there’s a lot of interest,” said Mr. Brown.

The industry looks to be relatively strong at the moment, added Mr. Broadbelt, who said that the show was split between travel destinations, equipment manufacturers and other associated businesses.

“I was pleasantly surprised to see new products out there and destinations still promoting themselves strongly. Although businesses are hurting and struggling they are still committing to promoting themselves, to advertising and getting to these shows to get some face time with people.”