Caribbean seeks to inject new ideas to re-invent tourism product

Published on : Saturday, July 4, 2015

caribbeanAimed at re-inventing the Caribbean tourism product, the region’s tourism development agency is seeking to stimulate new ideas and fresh thinking.



The Caribbean Tourism Organization (CTO) will organise a regional four-day workshop on July 13-16 to provide, among other objectives, opportunities for participants to maximize their knowledge through learning about international/global best practices in tourism product development.


“The overall quality of the visitor experience is influenced by the diversity and quality of tourism products and services being offered by the destination.


“The Caribbean’s tourism market share and overall competitiveness is gradually being eroded as the perception is that the region’s tourism product is jaded and needs an injection of investment to introduce new products and services, and re-fresh existing products that can excite today’s customer,” said Bonita Morgan, the CTO’s director of resource mobilization and development.


Using Singapore’s model for tourism product development as the case study, the workshop will focus on key principles, including the tourism experience and the role of planning in tourism; fundamentals and principles of tourism product development and the tourism destination and its products.


Dubbed, Developing Viable and Sustainable Tourism Products: The Singapore Model, the workshop will be facilitated by Christopher Khoo, the senior tourism consultant at International Business Dynamics (iBusiness), a training and consultancy firm that specializes in trade and economic development, investment promotion and tourism development.


The four-day workshop is being organized in partnership with the Barbados Hotel and Tourism Association and will be held in Barbados. It will be followed by a half-day tourism forum on The Singapore Tourism Experience on July 17, at which participants will be introduced to best practices in the South-East Asian island city-state.


This forum will examine six main areas relating to Singapore’s strategic approach to tourism. These include planning and development, product development, partnerships, investment and financing, marketing and education and training.


The programme also includes informative and thought-provoking discussions from a panel of tourism experts, led by the CTO’s secretary general, Hugh Riley.

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