Barbados to welcome
1/2M visitors in 1999
Barbados Tourism Minister, Billie Miller says the island is preparing to welcome more than 500,000 visitors annually from the year 2000.
He said that Barbados recorded the highest ever number of tourist arrivals in 1997 of 472,290 and this trend will continue into 1999.
From January - August, 1998 Barbados recorded an increased in
long-stay tourist arrivals from all its major markets except the
United States. The latest statistics revealed that the island
had 347,051 visitors. This is an increase of 8.9 per cent, compared
to the same period last year.
However only 41,704 stay-over visitors arrived in August. This
is a 1.4 per cent decrease for the month as 1997 recorded the
highest total recorded for August in ten years.
The European market showed much promise in August as 14,518 visitors
arrived from Britain, the highest number for that month in the
last ten years. Europe recorded a 0.1 percentage increase compared
with August last year, but the United States, Canada and the Commonwealth
Caribbean recorded decreases of 14.9 per cent, 6.8 per cent and
0.1 per cent respectively.
Cruise passenger arrivals for August was 25,384, a decrease of
0.3 per cent, compared to last year. Total cruise passenger arrivals
for the period under review was 335,916.
According to Miller, the country has performed admirably despite
operating in an industry which is easily influenced by international
events such as politics, trade and the weather.
"The current dominance of the United Kingdom market underscores
the fact that tourism is a mirror of changing fortunes,"
he said.
In the 1980s and early 1990s, the United States was the market
leader holding this position until 1993.
In expressing his concern about the downward trend in the US market,
Miller said the island will now be targeting its marketing efforts
at the numerous second and third generation Barbadians living
in the US.
"Whilst marketing efforts are crucial in this regard, we
must also be aware that quality accommodation and service will
always play a part in attracting visitors.
"Upgraded first classed hotel rooms such as the redeveloped
Hilton Hotel and hotels on the new Needhams Point will add another
1,200 rooms," he said.
Through the Gems Project over 500 renovated and new rooms on the
south coast will be created by the end of the year 2000.
In 1997, Barbados recorded the highest ever number of tourist
arrivals. The 472,290 tourists who visited Barbados surpassed
the previous record of 461,259 set in 1989.
The figures from January to August, 1998 are 8.9 per cent higher
than those of last year for the same period. We expect a record
year, and look forward to reaching the historic benchmark of 500,000
long-stay visitors.
From a small untried cog in the machinery of this country's economic
activities, tourism has grown to become our principal engine of
growth, says Miller.
Tourism drive
The Barbados Tourism Authority (BTA) has been the key agency
responsible for the island's strong showing.
An essential element of this has been its marketing strategy.
The United States and Europe accounted for almost 74 per cent
of stayover arrivals to Barbados in 1997. The economic downturn
in Asia and Russia has adversely affected the stock markets in
both the United States and Europe.
"Without doubt, people's expectation of an economic downturn
will cause them to curtail their discretionary expenditures. This
includes spending on travel and tourism. This situation can have
a negative impact on our prospects for growth."
While the Asian economic crisis has dampened forecast travel from
that region, it still remains a competitor for Caribbean tourism.
According to the Caribbean Tourism Organisation (CTO), over the
1991 to 1995 period the East Asian/Pacific countries achieved
an annual growth rate for international arrivals of 10.8 per cent
and the Middle East 14 per cent in comparison to seven per cent
for the Caribbean. Travel bargains in Asia are at an unprecedented
level.
Airfares and room rates have been drastically reduced. These bargains
make travel to Asia more attractive for travellers from Europe
and North America, the Caribbean's major source markets.
The implications of this on travel and visitors to the Caribbean
are worrisome, added Miller, and the response must be strong.
He said Barbados is committed to a diversified product which embraces
national awareness, urban renewal, natural and heritage attractions.
These together with the authority's aggressive marketing strategies
should provide a cushion against the expected fall out.
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