CHTA and CMU forge strategic alliance for Caribbean tourism growth

Monday, February 5, 2024

CHTA and CMU join forces to revolutionize Caribbean tourism, addressing challenges and shaping a resilient, skilled workforce.

The Caribbean Hotel and Tourism Association (CHTA) and the Caribbean Maritime University (CMU) have formalized a significant partnership by signing a memorandum of understanding (MOU). The collaborative effort is geared towards elevating the skill levels of individuals working in the dynamic tourism sector of the region.

During the MOU signing, Nicola Madden-Greig, OD, the President of CHTA, highlighted the critical need for strategic alliances to address challenges jeopardizing the resilience and sustainability of the region’s tourism landscape. She emphasized the pivotal role organizations like CMU play in equipping tourism practitioners with the tools needed to navigate evolving industry dynamics.

Madden-Greig, reflecting on lessons from the pandemic, emphasized the value of cohesive regional cooperation and stressed the importance of collaborative efforts between stakeholders, such as CHTA and CMU. Despite the commendable recovery from COVID-19 impacts, she expressed concern about labor market constraints, skills development, and the challenges posed by technological advancements, including artificial intelligence.

Commending CMU for impactful research initiatives and education programs, Madden-Greig highlighted their role in raising awareness of standards, training, policies, and initiatives promoting best practices in the industry.

The collaboration between CMU and CHTA will encompass various educational, training, research, and policy-related activities aimed at engaging the Caribbean tourism sector. Key focus areas include leadership, workforce digitalization, sustainability, environmental practices, marine safety, crisis management, and knowledge sharing. One of the initial initiatives involves CMU students supporting the execution of CHTA’s Caribbean Travel Marketplace in Montego Bay, Jamaica, from May 21-23, 2024.

Through collaboration, the organizations aim to stimulate direct action by the industry, advancing policies aligning with the World Travel & Tourism Council’s projection of doubling GDP and creating 1.34 million jobs by 2032.

Professor Andrew Spencer, President of CMU, expressed enthusiasm for the collaboration’s expanded vision, emphasizing the university’s commitment to reshaping the labor force and propelling Caribbean tourism to new heights. He welcomed the MOU’s potential to extend the university’s focus beyond maritime-centered areas, incorporating management and supervisor training in hospitality and tourism. Additionally, he highlighted considerations for water sports, marine environment sustainability, and opportunities for workforce digitalization.

Professor Spencer declared his intention to change the ethos of individuals working in tourism, fostering appreciation for the sector’s value. With CHTA’s 500 members across 30 destinations and CMU’s 3,000 students and faculty equipped with transformative technology and knowledge, the collaboration is poised to be a game-changer for Caribbean tourism, the maritime sector, and overall regional growth and development.

Anticipating significant strides and gains over the three years of the MOU, Professor Spencer looks forward to transforming the Caribbean region for greater economic development.

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