77 The Caribbean’s people and cuisine attract cruise visitors back year after year huge variety of cultures in the region, the incredible culinary experience and the rich history of the islands. It’s an amazing year-round destination.” The popularity of Caribbean itineraries is delivering significant economic benefits for the nations in the region, as well as for the Floridian ports they depart from. As Paige explains, the impact is more multi-faceted than it may at first appear. “Taxation and fees should not be looked at as main economic benefit the cruise industry delivers to a destination,” she explains. “They will also see significant rewards from the dollars cruise lines spend to promote the destination with travel agents or on broadcast media, or in the job created at the many different venues cruise passengers visit. Many destinations may miss the impact of the crew, who also spend a lot of money but in a different way to passengers. It’s also true that people start to think about their next vacation while they’re on their current one, and our research shows that more than 50 per cent expect to return to a region they have previously visited during a cruise on a land-based vacation in future, meaning a visit continues to have a positive impact into the future.” Success brings challenges of its own, however. The scale of the tourist industry in the Caribbean has prompted concerns about its sustainability in a place of such natural beauty. In response, the CTO has undertaken several projects aimed at preserving the region’s cultural heritage and natural resources while promoting responsible growth. “One of our flagship programmes is the Conference on Sustainable Tourism Development (STC), which has been running since 1997,” says Regis-Prosper. “This annual conference brings together stakeholders to discuss sustainable tourism policies, share best practices and explore strategies that member states can adapt to their specific needs. Through the STC, we reinforce the importance of sustainable tourism as a core element of the region’s economic strategy.” Other initiatives have included the Caribbean Hotel Energy Efficiency Action Program, which focused on mainstreaming energy conservation practices into Caribbean hotels, while the Climate Smart and Sustainable Caribbean Tourism Industry Project is designed to help the regional tourism sector enhance climate and disaster resilience. The CTO has also tried to expand the positive impact of tourism to local communities. “Community-based tourism has been identified as a regional development strategy to contribute to diversification of the region’s tourism product offerings,” says Regis-Prosper. “Our CommunityBased Tourism (CBT) Toolkit provides a comprehensive framework for Photo: Jamaica Tourist Board “ The people are the Caribbean’s number one strength” Michele Paige FCCA
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