Top 5 takeaways from CTM 2016

The 2016 Caribbean Travel Marketplace (CTM) ended on a high note on Paradise Island in the Bahamas on Jan. 23, leaving nearly 1,100 delegates from travel industries across the world to bid each other farewell until next year. 

With more than 11,800 pre-scheduled appointments having been made for the annual conference’s duration, the tradeshow floor was buzzing with talk of travel, business and the challenges facing the industry for 2016.

PAX’s Britney Hope was on location for CTM, and spoke with several destination representatives on what to expect for the coming year. Here are the top takeaways:

1. There’s a lot to love

In January, the Caribbean Tourism Organization (CTO) revealed 2016 to be the Year of Romance in the Caribbean - no doubt in recognition of the region’s profitable destination wedding, anniversary and vow renewal market. As such, tourism boards for the region are rallying behind the message, with new campaigns and package offerings expected for later this year. 

Peter Mayers director, Canada for Barbados Tourism Marketing Inc., told PAX that the island’s plans for promoting the Year of Romance in Canada are currently being rolled out.

“There’s a strong consumer plan in place, which sees us partnering with a lot of the national bridal events across Canada,” he said, adding that in some cases, his team will invite agents to work alongside them in their booth, with the intention of allowing them to build their client base as well. 

The Bahamas Tourist Office alluded to exciting product developments to their weddings and romance-themed travel market as well with special considerations toward Canada - and promised to reveal more to PAX in February. 

On the flip side, Philip Rose, regional director - Canada for the Jamaica Tourist Board pointed out that while there will certainly be special promotions in celebration of the CTO-designated theme (he remained tight-lipped on the details), Jamaica has long been a destination synonymous with romance.

“We’ve always been celebrating romance,” he told PAX. “In fact, many of our brands have carved out their popularity through the wedding market and the romance market, Sandals being one great example.”

2. The Baha Mar remains a big, empty question mark

The lights (and air conditioning) are on at the Bahama’s long-stalled Baha Mar resort project, but not much has changed. 

Sitting down with PAX, Ellison “Tommy” Thompson, deputy director general for the Bahamas Ministry of Tourism said that while the resort is 97 per cent completed and its conference facilities are expected to open in March 2016, there is still no timeline on when the property will be receiving guests. 

“There are a number of investors being considered by the government to take it over,” he confirmed, going on to say that contracted inspectors have assessed the property and confirmed it is in great shape, and that no structural changes will have to be made.

3. Trinidad & Tobago have stakes in sustainability

“It’s a new year, with new smiles and new developments for Tobago,” Avion Hercules, marketing manager for the Island of Tobago told PAX of the island’s upcoming plans for 2016.

“We’re moving in the direction of green,” she said, stating that the Tobago House of Assembly has taken on a mantra of clean, green, safe and serene. “Every property being developed must follow guidelines to ensure we aren’t negatively impacting the environment. Because our resources are all we have,” she continued.

With experiential travel on the rise for 2016, Warren Solomon, general manager - marketing for the Trinidad & Tobago Tourism Development Company Ltd. said that Tobago is taking steps to build upon the offerings of its natural surroundings, with the introduction of canopy tours to Tobago Main Ridge Forest in March 2016. The 1.5km zip line will be a part of the longest canopy tour in the Caribbean.

Solomon added that his organization is working to develop a series of trails up and down the coast of Trinidad. The five-year project will see a 1,000 kilometres of trails developed, and will be ideal for hiking, trekking and cycling. They’re currently collaborating on the first part of the project, and have completed 20 kilometres of the trail thus far.

4. The Caribbean is for Canadians

Although there was no ignoring the dramatic state of Canada’s current exchange rate, several destinations were keen to emphasize that they didn’t see the drop in the dollar as reason for panic.

“Some Canadian travellers out there may be somewhat hesitant to make that spend on their vacation at the moment,” Rose told PAX of Jamaica’s outlook on the issue, adding that “we’re not remotely worried about the mild winter we had the past few months in Canada, because while 10 degrees in Toronto may seem decent, 25 degrees in Jamaica is even better.” 

Paul Strachan, director, Canada for the Bahamas Tourist Office said the island had held meetings this week to determine ways to address the matter of Canada’s dollar. He confirmed that their strategy is due to be solidified within the next 12-15 days.

In fact, most tourism organizations remarked on the tenacity of Canadians when it came to taking their vacations, and rather than refocusing their efforts elsewhere, are in the process of enhancing or reintroducing travel agent specialist and incentive programs. 

Barbados is one example, with Mayers revealing the destination will be looking to build more effective partnerships with agencies - particularly niche agencies in the golf, heritage, faith-based and culinary markets.

He also added they intend to pay closer attention to Canada’s home-based agents in 2016.

“They may not have store-front visibility,” Mayers said, “but their level of potential and existing production makes it difficult to ignore the important role they play in the distribution network.”

With that in mind, the Barbados Tourism Marketing Inc. will be hosting agent seminars in Ajax, Halifax and Calgary this February. The organization will also be revamping its Barbados Elite Club travel agent program by that time, relaunching the program with updates to its product knowledge section, as well as its tiered incentives.

Trinidad and Tobago are also looking to enhance the agent program they rolled out in September, which has seen a membership of more than 100 Canadians so far. Solomon confirmed the islands intend to roll out more incentives in 2016, as part of a package that will be aimed toward meeting agent needs - as well as assisting them in getting to know the destination better.

5. Twin destination packages on the horizon for Jamaica & Cuba? 

During an interview with Rose and Paul Pennicook, director of tourism, Jamaica Tourist Board, Pennicook outlined his views on the expected influx of U.S. tourism to Cuba, stating that rather than being concerned about losing tourism to the neighbouring island, he actually views the development as an opportunity for partnership and growth. 

“We have been friends with Cuba for many years,” he told PAX, going on to say that he believes there is great potential for the introduction of split-stay packages, whereby travellers making use of Cuba’s international flight arrivals can extend their getaway to a stay in Jamaica as well.

Check back with PAX this week for the full interview with Rose and Pennicook.