p27 Q&A Feb10 v2 18/2/10 12:32 Page 27
in the hot seat Caribbean
Q&A
Carol Hay
Carol Hay is the Caribbean Tourism Organisation’s
director of marketing in the UK & Europe. When she’s
not hard at work in the CTO’s London office, Carol loves
indulging in the rum-based cocktails and exquisite
seafood that remind her of her Jamaican heritage
WHAT ARE THE BIGGEST CHALLENGES FACING. WHAT TRENDS ARE EMERGING IN THE REGION?.
THE CARIBBEAN IN 2010?.
The Caribbean has so much going for it. Where
The challenges affecting the global tourism else can you find a region that fuses so many
industry have certainly affected the Caribbean, different languages, cultures, music and dance
but we are optimistic that as economic forms and cuisine? The vast range of cultural
conditions improve in our major source and music festivals taking place in the
markets, visitor arrivals will increase. Caribbean is particularly exciting. The price
Air Passenger Duty is probably the biggest you pay to watch some of the leading reggae,
challenge; whilst consumers may not yet have pop and soul artists perform under the
fully felt the impact of the increase that took Caribbean stars is more than reasonable.
effect in November 2009, they will certainly From an accommodation point of view,
feel this in November 2010 when the second various reports indicate that all-inclusives in
increase takes effect. The Caribbean is an the Caribbean will continue to grow, however
excellent tourism product, but today’s it is clear that there is also great demand for
consumers are extremely savvy and look at the boutique hotels, and definitely a leaning
bottom line when paying for family holidays. towards greener hotels and resorts.
However, the Caribbean is continuing to lobby
the UK government as we feel to be re-banded
CAN YOU UPDATE US ON NEW FLIGHTS?.
into Band B would be fairer given our Increased airlift is helping to open up the
proximity to North America. region. From March 27 British Airways will be
doubling its weekly service to St Kitts, due to
WHICH ISLANDS ARE SELLING WELL AND WHICH.
increasing demand. The carrier also recently
ARE NOT PERFORMING QUITE SO WELL?.
started a new twice-weekly service to Punta
It’s fair to say that destinations with strong Cana, which has opened up a thus far lesser-
CV Carol Hay
brands, or those that have key niches, have known part of the Dominican Republic. Virgin
managed to maintain year-on-year visitor levels Atlantic started flying this winter between 2005-07: Antigua & Barbuda’s
or stem the decline in visitor arrivals. It’s no Gatwick and Puerto Rico’s San Juan. We expect director of marketing for the UK
secret that a number of countries in our region these flights to boost visitors to neighbouring & Europe
have seen a decline but this has resulted in a destinations and to the islands served in transit.
more resilient industry. What we have seen is 2007-09: Antigua & Barbuda’s
greater innovation and joint marketing
HOW DO YOU RELAX.IN THE CARIBBEAN?.
director of tourism for the UK &
programmes between tourist boards, operators, Whenever I am away on business I tend to be Europe
airlines and the accommodation sector. There based in hotels that cater more towards the
is also a stronger emphasis on strategy – we business traveller, so when I am relaxing on 2009-present: Director of
are looking at periods where we should realisti- holiday, I try to experience boutique hotels on marketing in the UK & Europe for
cally take the rates a little higher and when it’s the Caribbean's fine beaches, where I can enjoy the Caribbean Tourism Organisation
essential to be extra competitive on price. a good book and a bit of pampering!
TTG Knowledge – February 2010
27
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44