CHTA outlines new stategic plan

Development of human resources, increased access to data and information and safeguarding the environment are among the goals of the Caribbean Hotel & Tourism Association (CHTA) new Strategic Business Plan to lead the organization over the next three years.

The plan consists of seven strategic objectives with the core goal of increasing engagement within the membership and National Hotel and Tourism Associations (NHTAs), and strengthening collaborative efforts with synergistic organizations throughout the public and private sectors, including the Caribbean Tourism Organization (CTO) with which CHTA jointly operates the Caribbean Tourism Development Company (CTDC).

The strategy represents the collective input of CHTA members who have participated in meetings, focus groups and surveys to help the organization's leadership identify key priorities of the membership. Objectives include:

• Advance positions to protect and enhance tourism through advocacy and unified representation.
• Strengthen CHTA role as an essential marketing and business development resource for members by providing access to information, forums, exchanges, revenue generation and cost-saving activities and best practices.
• Drive personal and professional growth throughout the Caribbean through human resource development.
• Promote policies and best practices to safeguard the environment.
• Increase data and intelligence for members as a resource of Caribbean tourism-related data with the tools needed to effectively use the information.
• Enhance the organization's membership base via relevant value propositions.
• Operate a fiscally responsible and future-oriented organization.

According to member feedback, the annual Caribbean Travel Marketplace is recognized by members as the single most valuable marketing and networking event of the year. This year CHTA broadened its tour operator and wholesaler participation in the event and brought hoteliers together with global marketing experts in a series of training sessions designed to help hoteliers increase their selling power.

CHTA is evaluating ways in which to ensure the long-term relevance of its flagship event and building upon this year's success while increasing the value and awareness of other vital events. These include the Caribbean Hospitality Industry Exchange Forum (CHIEF) and Caribbean Hotel Investment Conference, and the annual Taste of the Caribbean culinary competition where members can strengthen and establish supplier relationships and enhance food & beverage programs.