Friday, March 29, 2024

TOURISM MATTERS: Value for money great marketing tool

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VALUE?FOR?MONEY is a frequently used phrase, but I wonder, from a tourism perspective, if we fully exploit it as a marketing tool or mission statement.
With our main market, Britain, still under considerable economic pressure, it is critical, both in terms of average spend and duration of stay, that we explore every possible opportunity to redress falling arrival numbers and occupancy levels.
It’s frankly very difficult to fairly argue that we are not a high-cost destination.
Going through a mass circulation British daily newspaper recently, you could not help to see that the average Briton pays a great deal less for many everyday products than we do.
One leading supermarket chain is offering 40 pounds sterling in vouchers when you spend the same amount.
It does not end with food or beverages; savings are right across the board. Take a small car that is currently being extensively advertised here in Barbados – the basic model can be purchased in England for around $21 000 on-the-road.
So how does this relate to tourism, you may ask?
Hire rate higher If our car rental operators are paying substantially more to purchase vehicles, then of course the daily hire rate is going to be much higher than in Britain.
With the recent hike in VAT and fuel prices, it is not going to make it any easier to narrow the price differential, so I think it’s time that we try and focus more on areas where we can offer value.
I thought that the recent announcement by David Neilands, the managing director of Super Centre, to colour-code the labelling of VAT-exempt items was a wonderful idea.
We have to make not just locals aware, but the substantial number of long-stay visitors who may totally or partially self-cater.
Educating agents
Years ago, the then head of the Barbados Tourism Authority’s Canada office, Rob McCleary, had a great way of “educating” visiting travel agents. He would take them to a supermarket, walk along the aisles, pick up a box of imported corn flakes and look at the $12 price tag.
I can almost recall the gasps of disbelief until he picked up a bottle of locally-made rum and with pride, pointed out that it also cost $12.
We have talked about improving linkages between agriculture and tourism for years; let’s make it happen at a national level and incorporate it in some sort of policy.
Clearly, those involved in food production have to step up to the plate in terms of continuity of supply, marketing and distribution.
In our experience, long-stay visitors want to sample a whole range of items that are locally produced.
If it is pointed out to them that this choice offers the very best value for money, then aren’t we on the way to ensuring a win-win situation for every sector of the economy?     

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