TOURISM officials have strongly denounced what they term “false and misleading pronouncements” on the industry’s overall performance.
The St Lucia Tourist Board issued a statement this week from the desk of Minister Lorne Theophilus stating that tourism continued to be Saint Lucia’s leading industry; serving as the country’s primary engine of growth, stimulating wide spread economic activity, encouraging foreign and local investment while at the same time directly creating employment opportunities for thousands of Saint Lucians and, indirectly, for many thousands more through various suppliers and support industries.
The statement said the last four years had seen exceptional growth in the sector resulting in substantial gains in virtually all categories. The most encouraging category which boasts a considerable upsurge is with the significant increases in stay-over arrivals. This is the area that impacts almost every other category.
It said that between 2012 and 2015, the island recorded a 12% overall increase in arrivals, from 287,000 to nearly 350,000 arrivals. The United States, the largest and fastest growing source of stay over arrivals expanded from 38% to 44% of total arrivals over the last four years. In 2015, the island welcomed 152,738 visitors the largest number of US arrivals ever recorded, while UK, the second largest market, accounted for an average of 72,170 arrivals per year over the last four years peaking in 2014.
The Caribbean, the third largest market with the exception of August, logged increases in arrivals every month of the year resulting in a 13% increase in overall arrivals and an average of 18% market share over the four years. Arrivals from the Caribbean produced the largest number from that market in 2015 recording an impressive 62,745 stay over visitors.
Last year Saint Lucia recorded an impressive 344,908, stay-over arrivals – an increase of 2% over the previous record breaking year. Said Tourism Minister Lorne Theophilus: “The Island recorded increases in stay over arrivals every month during the first two quarters of 2015, with the best performances being recorded in January and May. The months from January to April and June and October of 2015, generated the highest numbers ever recorded for these specific months, while the figures for March were the highest number of visitors ever recorded in any one month period.”
Other encouraging trends include comparable growth in the cruise sector which continues to enjoy steady increases and has contributed to the direct positive impact of the tourism sector as well as having a tangible positive impact on other sectors . This growth coincided with an annual increase in cruise calls, although it was generated by 52 additional calls between 2012 and 2015.
All of these trends were contributing to what may be the most encouraging areas of growth, an increase in total expenditures by visitors during their stay.
According to Minister Theophilus this trend of visitors spending more while here in Saint Lucia resulted in real economic growth and it also meant that various other sectors were directly benefitting from the tourism sector reflecting the true fiscal contribution of tourism to the overall Saint Lucian economy
Are some of the monies being made from the tourist industry being reinvested into the industry through media education. One of the easiest ways for any thriving business to grow is through public contact and education. The businesses, most, who profit from the tourist industry need more educational ads expressing gratitude, reassurance of public”s acceptance of better treatment of tourism as it relates to the livelihood of the nation. Using media, to establish greater pride in promoting the country as one of the best places for retreat because of the level of professionalism and the attitude of its people. Having ads, commercials or program interviews updating and thanking the public for their participation, increasing success of the business. Allow the pride of being the best through actions act as a messenger by increasing the conscious awareness of foreigners where they want to visit because of superior quality service treatment. That pride of being the best in the business we need to survive should always be reinforced through public messages. Complements should be acknowledge and given to the public also as improvements occur. Ot takes two hands to clap. A way of boosting self pride and total pride as a nation. These are some of the simple answers to some of our problems that comes at a low cost but with huge benefits. However we seem to rely on an outsider to fix or solve those problems. Leaders, think of ways where you can make Lucians feel a sense of awesomeness knowing that they are one of the top ten countries where foreigners and locals feel better treated and respected. If you plant that seed, use the media and public as the germination platform and watch the country prosper. Remember, it takes time to reap the benefits.