Against a background of growing international competition in tourism, the Caribbean Tourism Organization (CTO) compiled this study with a view to identifying the size and scope of the intra-regional tourism market. Caribbean governments are committed to creating a network of interest among tourism personnel, travel agents, and other tourism suppliers within the Caribbean to sell the Caribbean product to Caribbean nationals, as an alternative to international destinations. CTO was mandated by member governments to develop and promote a Caribbean Market Guide similar to those created for other markets, but adapted to suit the Caribbean situation.
The intra-regional market study was compiled by KPMG Management Consultants (KPMG), and drew from information, statistics, travel trends and other appropriate sources of primary and secondary data readily available in the industry. The information collected served to highlight the importance of intra-regional travel to the overall tourism performance of Caribbean destinations, and presented recommendations to facilitate the growth and the development of this market.
In defining the intra-regional market we consider only travel between distinct jurisdictions, excluding all cruise traffic to the countries and territories of the region. Travel by residents of a jurisdiction within that country or politically-linked islands is not addressed in the report. For example, although residents of St. Kitts may travel to Nevis to visit friends and relatives or to vacation at a resort, this movement would not be captured in the statistics as an intra-regional visit and intra-jurisdictional marketing is not specifically considered.
Unlike the single country market reports previously commissioned by CTO, the intra-regional report considers data from 33 countries and territories, which creates unique challenges for both data collection and marketing. Although quantitative baseline data is provided for each country and territory, we discuss trends and marketing approaches using logical groupings and specific examples.
One of the challenges in developing this report on intra-regional travel was the availability of comparable statistical data for each country and territory. Where possible we have filled in the gaps in quantitative data based on the professional judgement of the project team, and have flagged the data accordingly.
In developing the report tremendous effort was made to solicit both factual information and perspectives from each destination. National tourism organizations, Ministries of tourism, statistical departments, hotel and tourism associations, CTO chapters and airlines were contacted and their input sought. Despite many calls and follow up requests by many members of our project team, less than half (42%) of those who were asked to provide information responded. {See Appendices B, C, D, E, F & G.) In some instances this may reflect a lack of interest in intra-regional travel, but in most instances we believe it is but a symptom of one of the region’s systemic weaknesses – the inability to develop and implement tourism related initiatives that transcend political boundaries.
The information presented in the report is current as of the date of publishing, however you are encouraged to consult original reference sources whenever up to date information is required. We have identified the original sources in the tables and graphs to assist you in accessing the credibility of these references and locating original sources of information