B
COMMENT IN MY OPINION
One of the reasons behind a recent rise in UK tourist arrivals to the Caribbean
is the reduction in Air Passenger Duty (APD), which has put the destination on a more level playing field. In the March budget, the UK
government announced an end to different levels of APD for mid-haul and long-haul flights, which had meant that the Caribbean was charged at a higher rate than rival destinations such as Hawaii and California. The new rule came into effect in April and there is no doubt that this has had a positive effect on arrivals from the UK – the average family saves nearly £200 on taxes and air fares, for example. Airlift is a crucial factor for us and, as
well as flights now being cheaper, new developments will make it easier for holidaymakers to reach the Caribbean. There is a new airport terminal for Antigua and Barbuda, while an airport in St Vincent and the Grenadines is scheduled to open this year. Airlift is increasing, with Norwegian starting direct flights to Puerto Rico from the UK in November, and additional flights into Trinidad and Tobago.
Region-wide growth While Jamaica, Barbados, Saint Lucia, Cuba, and Antigua and Barbuda have been the top-performing destinations this year, most of the Caribbean has witnessed an increase in UK visitors. The reason that the Caribbean
remains such a popular destination is that it is a diverse region offering a broad range of holiday experiences and accommodation. With increasing
Caribbean basks in visitor growth after cut in APD
Region on rise as duty falls and heritage and cuisine take off
CAROL HAY
DIRECTOR OF MARKETING FOR UK AND EUROPE, CARIBBEAN TOURISM ORGANISATION
investment in luxury properties as well as significant development in other sectors, we are able to maintain our edge against competing destinations. In addition, the increasing airlift and growing interest from cruise lines have helped us to grow our visitor figures.
Year-round appeal We position ourselves as the most desirable, year-round, warm-weather destination. The fabulous climate, as well as widely different terrain across the region, means that we can offer visitors long expanses of some of the most beautiful beaches in the world, rugged and spectacular mountains, lush rainforests, waterfalls and much more. There has also been an increasing emphasis placed on our cuisine in recent years. Visitors can dine on a wide variety of dishes, from local favourites to international five-star cuisine. The Caribbean also boasts some of the world’s finest rums.
We have been working hard to demonstrate to trade and consumers alike that we are so much more than just a beach destination. Tourists can take part in a wide range of activities, from sailing, hiking and diving to exploring our heritage sites and taking part in key events such as Carnival, for which many of the destinations are now famous. Culture, heritage and sustainable travel are also becoming increasingly important to holidaymakers choosing the Caribbean. These factors mean that we can appeal to a broad visitor base, from honeymooners seeking the ultimate luxury and romantic experience to families looking for a destination offering real value for money. Agents keen to boost sales should join the Caribbean Tourism Organisation’s online training programme, which offers a wealth of information on our destinations and trade partners, as well as booking rewards for participation.
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travelweekly.co.uk 10 September 2015
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