THE recent comments made by Tourism Minister Dr. Ernest Hilaire are a stark reminder of the government’s utter incompetence in managing the tourism industry, a critical sector that drives St. Lucia’s economy. Since assuming office, the Minister has presided over a decline in airlift, with several airlines and routes from key markets in the UK and USA being lost. The industry has also suffered from a lack of cruise ship port calls, with a two-year drought between May and October, a phenomenon not seen in decades.
The Minister’s misguided remarks that tourism in St. Lucia only benefits a select few are not only inaccurate but also demonstrate his profound lack of understanding of the industry’s dynamics. His statement is wrong because tourism is a sector that employs thousands of Saint Lucians directly and indirectly, providing a significant source of income for many families. The industry’s benefits are not limited to a select few; it has a ripple effect on the entire economy, supporting local businesses, and contributing to the country’s GDP.
As the ancient Greek philosopher, Aristotle, once said, “We are what we repeatedly do. Excellence, then, is not an act, but a habit.” Unfortunately, the Minister’s habit of incompetence has become a hallmark of his tenure. His government’s myopic focus on events tourism has only exacerbated the problem, ignoring the sector’s inherent weaknesses. Events tourism, touted as a panacea for the industry’s woes, is a flawed strategy. It is a high-risk, high-reward approach that often benefits a select few, while leaving the majority of locals in the dark. The influx of visitors for events can put a strain on infrastructure, leading to overcrowding, noise pollution, and environmental degradation.
Furthermore, events tourism is seasonal, leaving a significant gap in revenue during the off-season. The government’s reliance on events tourism has also led to a lack of investment in other areas, such as infrastructure development, marketing, and product diversification.
The Caribbean Tourism Organization has identified St. Lucia as one of the few Caribbean tourism destinations that has not surpassed its pre-COVID-19 arrival figures, a stark reminder of the government’s failure to revitalize the industry. The government’s failure to develop a holistic plan for the industry has resulted in a piecemeal approach, with community tourism being touted as a solution. However, community tourism, in isolation, is not the answer. It is a vital component of a broader strategy, but it requires a comprehensive approach that addresses the industry’s structural weaknesses.
Today, there are over 2000 locally owned Airbnb rooms in St. Lucia more than the number of traditional hotel rooms on the island. Airbnb operations are a crucial part of the solution, providing an opportunity for locals to benefit directly from tourism. These operations not only provide accommodation options for visitors but also offer a unique cultural experience, allowing guests to immerse themselves in the local way of life. By supporting locally owned Airbnb operations, the government can ensure that the benefits of tourism are shared more equitably among Saint Lucians.
To revitalize the industry, the government must take a hard look at its policies and priorities. The following recommendations are crucial to growing tourism and increasing the number of local beneficiaries:
1. Airlift Development: The government must prioritize airlift development, negotiating with airlines to increase frequency and capacity, and investing in airport infrastructure to support growth.
2. Infrastructure Development: The government must invest in road infrastructure, improving the road network to facilitate easy access to all parts of the island. This will not only improve the tourist experience but also benefit locals.
3. Marketing and Promotion: The government must develop a comprehensive marketing strategy that showcases the best of St. Lucia, highlighting its unique selling points and promoting the island as a year-round destination.
4. Product Diversification: The government must invest in product diversification, supporting the development of new tourism products and experiences that cater to a wide range of interests and budgets.
5. Community Tourism: Community tourism must be integrated into a broader strategy, providing training and support to local communities to develop tourism products and services that benefit them directly.
6. Education and Training: The government must invest in education and training, equipping the workforce with the skills and knowledge necessary to support the growth of the industry.
7. Ease of Doing Business: The government must improve the ease of doing business, reducing bureaucracy and red tape, and providing incentives for entrepreneurs to invest in the industry.
8. Access to Financing: The government must improve access to financing for entrepreneurs, providing affordable loans and grants to support the development of new tourism products and services.
9. Capacity Building for Produce and Service Providers: The government must invest in building the capacity of local produce and service providers to hotels, ensuring that they can meet the quality standards required by the industry. This will not only improve the quality of the tourist experience but also increase the amount of money retained in the local economy.
As the great American author, Mark Twain, once said, “Incompetence is the hallmark of the unworthy.” It is time for the Minister to acknowledge his government’s incompetence and take corrective action to revitalize the tourism industry. The people of St. Lucia deserve better, and it is time for the government to take responsibility for its failures.