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Director General of Tourism Vernice Walkine |
"We must employ all of our available resources to meet our objectives as creating the absolutely best possible visitor experience for our guests remains our prime objective," Ms. Walkine said.
Ms. Walkine, who addressed the Kiwanis Club’s meeting at the former Wyndham Nassau Resort and Casino, now a part of the Cable Beach Resorts, said promotion would continue at the core of the Ministry of Tourism’s marketing plan.
"Once the Ministry of Tourism brings the people here, it is going to be up to each and every Bahamian to make sure that they so enjoy themselves, that they would not only want to return but would also encourage others to experience ‘der Bahamian ting’," Ms. Walkine said.
She noted that the Ministry of Tourism has critical marketing objectives, which need to be achieved within a short term.
The objectives include the re-establishment of Grand Bahama in the marketplace and the elevation of vertical markets like golf, diving, fishing and boating, she said.
Destination weddings are a huge segment of the travel business and the Ministry of Tourism would focus on the recession-proof weddings and honeymoon markets, Ms. Walkine said.
Emphasis will also be placed on the multiple island destinations of The Bahamas, she said.
Ms. Walkine added that positioning The Bahamas as convenient and attractive for all types of meetings, conferences and incentive travel might result in the country achieving more meaningful returns from the Convention Tax Law.
The Bahamas should place greater focus on the United Kingdom and Europe, Ms. Walkine said.
"The enduring strength of both the British pound and the euro makes The Bahamas more affordable and therefore more attractive to these markets," she said.
Ms. Walkine pointed out that seven out of every 10 visitors to The Bahamas are cruise visitors, therefore the Ministry of Tourism will continue to make development of the cruise industry a priority.
"Well capitalized mega cruise lines like the Carnival Corporation and Royal Caribbean Cruise Lines are increasing their share of the Caribbean market," she said. "Their strategy is to design, fund and operate state-of-the-art passenger cruise terminals privately, or jointly owned, with governments to ensure preferred berthing."
Due to The Bahamas’ proximity to the U.S. East Coast, especially South Florida’s major ports, it has unmatched potential for growth and development, Ms. Walkine said.
"Our aim is to secure a platform for stability and long term growth in selected areas like Grand Bahama that will complete our land based tourism plan."
As the Ministry of Tourism seeks to raise the on-island expenditure of cruise passengers and convert them to stopover business, the ministry will call for much more participation by Bahamians in the delivery and ownership of goods and services supplied to the cruise sector, Ms. Walkine said.
To raise and broaden the distribution of onshore expenditure, emphasis will be placed on the creation of new and exciting tours, which will tell the stories of the islands of The Bahamas and Bahamians, she said.
"This will incorporate the Over-the-Hill areas where tourists flocked not so long ago, for that truly native experience," Ms. Walkine said.
She added that the tours would include many miles of Bahamian sea, which will expose visitors to the natural beauty of the Bahamian waters, and the many sites between the multiple shores.
The Ministry of Tourism will also place emphasis on the fostering of unique Bahamian themes in local restaurants, Ms. Walkine said.
Emphasis will also be placed on enhancing the straw, hair braiding, arts and craft and wood carving industries, she added.
This would be done to allow The Bahamas to strengthen the retail souvenir market with products made by Bahamians in The Bahamas and out of materials found in The Bahamas, Ms. Walkine said.
"As we move forward with an aggressive programme of tourism and economic expansion, taking into consideration new investments over the next several years, our strategies will have to be focused on ensuring that airlift capacity keeps apace with our growing resort inventory."
