CHTA stresses improved air links to boost tourism growth

Tuesday, January 9, 2024

The President of the Caribbean Hotel and Tourism Association (CHTA) is urging stakeholders in the region to intensify efforts to enhance air connectivity this year.

Nicola Madden-Greig emphasized the need for unwavering attention from industry leaders to maintain and strengthen the regained air transport since the pandemic’s onset as tourism experiences a resurgence.

She stressed the importance of establishing and maintaining links between the Caribbean and its primary markets, exploring new connections to emerging destinations, and revitalizing intra-regional travel to its former peak, characterized by convenient schedules and reasonable fares.

Madden-Greig praised recent expansion initiatives by local carriers such as Caribbean Airlines and interCaribbean Airways. She also expressed optimism about LIAT’s transition to a new company, foreseeing potential to boost endeavors in promoting travel across multiple destinations within the region.

While acknowledging the impressive growth in visitors to the Caribbean amid a global decline in tourism, Madden-Greig highlighted the uneven distribution of this success among destinations. She attributed these disparities to persistent challenges in air connectivity and escalating costs faced by many areas.

Looking ahead, Madden-Greig emphasized the necessity of not merely restoring but advancing Caribbean tourism to greater heights. She advocated for leveraging successful innovations and recovery stories, adopting best practices, and fostering seamless collaboration among industry and government stakeholders to redefine the narrative of Caribbean tourism.

In addition to addressing ongoing air connectivity challenges, Madden-Greig emphasized the need to bolster resilience through robust crisis preparedness strategies, ensuring the safety of both visitors and residents, and promoting sustainable practices to preserve the region’s pristine landscapes while encouraging responsible tourism.

She also underscored the importance of preparing team members to adapt to technological advancements and changing consumer preferences. Madden-Greig urged support for local entrepreneurs in the tourism sector, emphasizing the expansion of small- and medium-sized enterprises to generate intergenerational wealth. She emphasized the region’s heritage of creativity, innovation, and resilience, urging continued efforts to craft a narrative of Caribbean tourism characterized by prosperity, sustainability, and inclusivity.

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