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CHTA: Do better despite growth


CHTA: Do better despite growth

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FOLLOWING A YEAR OF GROWTH, the Caribbean tourism industry must strive to do even better in 2016.

The Caribbean Hotel & Tourism Association (CHTA) has identified this as a major goal for the sector next year in its annual review of the industry.

“As we prepare for continued growth, the Caribbean must exceed guest expectations to maintain a competitive edge over other destinations,” the organisation said.

CHTA, whose membership includes the Barbados Hotel & Tourism Association, said this year was a good one for tourism, as the region “welcomed 26 million tourists to its shores and experienced a significant growth of 5.8 per cent over 2014”.

“The region’s tourism sector posted a six per cent increase in arrivals in the first quarter of 2015, the 17th straight quarter of positive growth. That represented a total of nearly eight million visits to the region in the first three months of 2015. The region also set a record in the first quarter for room occupancy (77.8 per cent), average daily rate ($289.84) and . . . revenue per available room ($188.25), according to the [Caribbean Tourism Organisation],” CHTA noted.

The regional entity also said this year it “took great care in becoming an invaluable resource to the hospitality and tourism industry and the region as a whole more than ever before”.

“Through the direction and vision of CHTA’s past president Emil Lee and a dedicated group of industry volunteers, CHTA has been able to refocus on supporting the national hotel and tourism associations and adding value to our membership where it counts most,  the bottom line,” it noted.

“Greater collaboration and engagement in addition to strengthening the national hotel and tourism associations throughout the region, CHTA welcomed a new era of public-private sector collaboration between CHTA and the Caribbean Tourism Organisation.”

“CHTA wants to encourage an ongoing constructive dialogue between hoteliers, allied members and the public sector to proactively look at improving tourism. Through its webinars, events and stepped up communications, CHTA has entered a new era of engagement with members adopting an open door policy aimed at growing upon the tremendous wealth, talent and expertise which exists within our broad member base,” it added. (SC)