So why is Jamaica is named the number one tourist destination in the Caribbean and why is Barbados overflowing with tourists while hotels remain empty in Tobago?
That is the question stakeholders are going to try to answer on Monday at an emergency meeting called by Tourism Minister Dr Rupert Griffith. Based on the evidence it is clear that the tourism marketing has failed miserably.
If the occupancy rate was 31 per cent as opposed to 100 per cent for our next door neighbour, Barbados, then it is an indictment on our marketing and advertising.
I have heard people try to pass the buck and say it is crime that chased away the tourists. But if that is so why is Jamaica the number one tourism destination in the Caribbean when it's crime rate is three times higher?
In fact crime is more of a Trinidad problem although there have been some some brutal crimes in Tobago, such as the attack on the Greens last year.
But compared to Jamaica Tobago is almost crime free, so let's discard that myth because if crime is an impediment, Jamaica should be faring much worse than us.
Jamaica knows something about selling itself and we should take a page out of its marketing which is driven by experts in Jamaica who care about Jamaica, not about the revenue for an agency.
And Jamaica is not shy about welcoming foreigners and foreign investment. It's SANDALS resorts alone bring in hordes of tourists through the excellent international marketing by the SANDALS group. Ask people anywhere about Jamaica and they will talk about reggae and a heavenly place to spend a vacation, not crime.
Closer home Barbados has an economy that would collapse without tourism so it understands the need for branding itself as a place where people can spend a quality vacation with the best international facilities.
What Griffith has to do on Monday is tell everybody that it is time to let the world know about Tobago, not just that the island is open for business. He must demand a continuous, aggressive professional marketing campaign with input from all stakeholders and with control in the hands of his ministry and the tourism board.
The old practice of handing millions to international agencies that merely drop an ad or two in some international publication is not good enough. There must be a clear focus and a passion that only local experts could contribute to a new marketing campaign.
Our diplomatic missions must become an integral part of the new tourism thrust. If you ask our missions today about Tobago they don't have any information. I am talking about the most basic information.
Now is not the time to look for excuses. It is time to be proactive , to be creative and innovative. Tourists are people like you and me who want value for their money. They want to be excited about their vacation. They need to know that they can get there easily and that they have choices.
For example a Canadian tourist who wants to get to Tobago must fly down on Caribbean Airlines to Piarco and then make a connection to Tobago. The alternative is going through the U.S. on a long and tiring journey. Such tedious travel is bad enough for an individual, so just image what a family would do if they had a choice.
And they do have choices. That same family can fly directly to Barbados from Toronto on at least two Canadian airlines at a price way below the trip to Trinidad and then Tobago. They can do the same for Jamaica. And they will also get a better welcome in both islands, have more affordable accommodation and greater choices for everything from food to sightseeing.
And the truth is even if they could consider Tobago most never hear about the island unless a crime has been committed there.
Even the weather network in Canada stops at Barbados when giving its resort weather information. You can see Trinidad and Tobago on their map but you won't hear the words Trinidad or Tobago. And that's something that's so easy to fix!
Dr Griffith has the opportunity to demand action to revitalise Tobago's tourism sector. He must be decisive and demand a professional approach. Tossing money at the problem won't make it go away.
What we need is a critical analysis of the real problem, a clear understanding of the product and a precise strategy for selling Tobago. And it should include selling the island to Trinidadians as well since domestic tourism is something that has great potential as a generator of revenue.
Beautiful, tranquil Tobago is paradise lost. It's time to regain it and tell the world, "Come discover Tobago!"
Jai Parasram - Toronto, 02 Jan. 2011
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