BHTA Applauds Efforts To Expand Tourism Market

Bahamas Hotel and Tourism Association (BHTA) President Jackson Weech applauded the efforts of the Ministry of Tourism, Investments and Aviation and the Nassau Paradise Island Promotion Board (NPIPB) to broaden The Bahamas’ market base, which has historically, significantly been dominated by visitors from the United States of America.

Weech, in a statement to Guardian Business, said: “Strategic diversification into other key markets including Canada, UK, Latin & South America and beyond, is and will continue to be a wise and necessary strategy. While the US will always be our number one source market, it is vital that we continue to enhance our visibility, connectivity into other markets. We are pleased with the efforts that are being undertaken by our public and private sector partners, and we recognize and appreciate the results that are being realized.

Weech went on to strongly caution: “However, while diversification is key, what is as important is the need for The Bahamas as a premier tourism destination, to work collectively and collaboratively with its multi-sectoral public and private sector partners to deliver on the promises we make when we market the destination.

“Millions of dollars are being spent showcasing the beauty of The Bahamas, pristine beaches, gin-clear waters, our unique culture, history, artifacts, monuments, the genuine hospitality of our people, the sound of Bahamian music, the taste of our food. Are we delivering on our promise to provide that experience we promote far and wide?”

Weech was responding to recent reports from Deputy Prime Minister Chester Cooper, who said Canadian visitors are up by 50 percent. Additionally, the NPIPB also noted that it has seen a 100 percent increase in website traffic from the United Kingdom.

Weech added: “We recognize the efforts of our public sector partners, private sector entities, individuals and organizations that continue to do their very best to address this very important topic; yet we still suffer from visible, notable deficiencies in our product, people and place. There is so much more work to be done, more funds needed, more human capital, more resources are needed.

“We need to enhance efforts throughout the archipelago, particularly in our capital; attend to all areas that need cleaning, repair what is broken, keep our beaches, streets, and sidewalks litter free; and we need to proudly showcase our historical treasures, to ensure our visitors and local guests can enjoy every aspect of every island in our country while feeling welcome and safe.”

“The tourism industry has been built over the last half century based on a foundation of trust between the guests we entice to our shores, and the experience we indelibly imprint in their memories when we host them in our country.

“We must continue to exceed their expectations no matter what country they emanate from, if we are to continue to grow and develop as a premier tourism destination, and that means delivering on the promise we promote.”

By Youri Kemp
Senior Business Reporter
Nassau Guardian