Adequate accommodation, what next? - THAG
“…tourism is a product for sale. As a result, it is subject to market pressures.”
Kaieteur News
May 5, 2007
Massive increases of direct financial investments in the accommodation sector worked to renovate an old product and to increase room capacity.
“Now that there are adequate rooms, what's next?” asked President of the Tourism and Hospitality Association of Guyana (THAG), Mrs. Cathy Hughes, when she presented the 2006 Annual Report for the entity.
The creation of internationally saleable events supported by effective international marketing must be addressed urgently to ensure a return on investment.
“There are several success stories we can learn from within the region, and only with a clearly articulated plan can we determine where we are headed, and in what time frame… As we wait, others are rapidly moving ahead in this globally competitive marketplace,” said Hughes.
She added that last year and much of the start of this year witnessed the transformation and restoration of the city of Georgetown to the "rare gem" that it is.
She added that harnessing the jump start obtained with Cricket World Cup (CWC) to move forward and create new opportunities is the challenge for the coming years.
Hughes suggested a partnership between the relevant agencies, Ministries, all the sectors, and all the people of Guyana. Only a holistic approach can achieve the common goal of success, she added.
“We must share and consult on all issues that will affect the industry…Without consultation and compromise, we do not each have a stake in the process, and cannot guarantee its success,” said Hughes
British High Commissioner to Guyana, Fraser Wheeler, in his presentation that focused on moving tourism in Guyana forward from an international perspective, stated that Cricket World Cup (CWC), in a very real sense, put Guyana on the map.
With regards to the assets that are unique to Guyana, he stated that there is advantage from being the only English-speaking environment in South America.
“This is a significant, unique benefit that goes beyond tourism. Its potential for creating economic growth, if other factors are put in place, is very considerable…Guyana is also unique in its fusion of the Caribbean culture.”
He added that, more importantly, (Guyana) is an unspoilt and diverse natural environment, ranging from rainforest to savannah and flood plains to mountains and great rivers, which contain a wealth of birds, fish and mammals.
The country also has an attractive capital which, through the clean-up campaign, is beginning to resemble its description as the “Garden City of the Caribbean,” said Wheeler.
He, however, emphasised that tourism is a product for sale in a market. As a result, it is subject to the market pressures of demand and supply, pricing, quality, among other pressures.
Apart from ‘Birding', which caters for the high end sector of tourism, he said, yachting is another area in which there is genuine potential, especially since Guyana is now featured in the main yachting manual for the Caribbean.
“This is a long-term prospect but, again, I suggest it should not distract, for the foreseeable future, from the birdwatching focus,” said Wheeler
Of particular importance, he noted, is that from an international perspective, the pricing system attached to tourism in Guyana leaves much to be desired.
“I have travelled in Africa, a not dissimilar market, and I have been struck by the contrast in pricing regimes with Guyana. In Africa, there is tremendous flexibility. There are low-season and high-season rates; there are weekday and weekend rates; and there are tourist and resident rates…
“In Guyana, there is generally one high rate for all people at all times, which means that most resorts are rarely full… I know that the international community would use the resorts far more if there was flexible pricing,” said Wheeler.
He added that one arena that needs to be engaged is security, especially since there is a perception overseas that Guyana is dangerous.
“The World Cup began the process of countering that perception. But there is a long way to go, and any serious incidents could undermine the progress made since the peaceful election last year.”
It is well recognised worldwide that the only way to deal with such problems is through a holistic approach--- building capacity in the police force is only one element.
There needs to be, for example, linkage to crime prevention, justice reform, and the threat of organised crime, Wheeler said.
“I have noted the efforts of the Government, and the donor community stands ready to support a holistic approach to tackle crime and security.”