The sixteenth Annual World Travel Awards were held recently
in London and what was patently clear was that
the Bahamas was not the
hottest destination in the Caribbean, a lofty
position that we as Bahamians had all but taken for granted for far too long.
Jamaica celebrated a “Sweet 16” by winning an
outstanding 16 awards. For the third consecutive year Jamaica was recognized as Leading Caribbean
Destination, World’s Leading Cruise Destination and Caribbean’s
Leading Cruise Destination. While questions are being asked in some
international quarters about whether it is truly “better in the Bahamas”, Jamaica
was honored for its “Once you go, you know” campaign, in a new category, Caribbean’s Leading Marketing Campaign.
The Jamaica Tourist Board was awarded Caribbean’s
Leading Tourist Board for the third year in a row. It is clear that Jamaica is a hot destination, a lofty position
the Bahamas
held for an extended period of time.
Jamaica’s
Director of Tourism John Lynch said, “We’re thrilled to be honored again with
some of the industry’s top awards. This recognition acknowledges the success of
our efforts in navigating the economic crisis and proves that Jamaica, with
its unrivalled offerings, attractions and easy access, is an ideal destination
that caters to all travelers.”
Many of Jamaica’s resorts and travel partners were also recognized, further
illustrating the destination’s outstanding tourism product:
• World’s Leading Villa – Round Hill Hotel & Villas
• World’s Leading Family All-Inclusive – Beaches Negril Resort & Spa
• Caribbean’s Leading Villa Resort – Round Hill Hotel & Villas
• Caribbean’s Leading Conference Hotel – Half Moon, Montego Bay
• Caribbean’s Leading Beach – Montego Bay
• Caribbean’s Leading Cruise Port – Ocho Rios
• Caribbean’s Leading Adventure Excursion Operator – Chukka Caribbean
Adventures
• Caribbean’s Leading Tourist Excursion – Dunn’s River Falls
• Caribbean’s Leading Honeymoon Resort – Royal Plantation Ocho Rios
• Caribbean’s Leading Airline – Air Jamaica
• Caribbean’s Leading Airport – Donald Sangster International Airport
Trafalgar Travel, a travel agency based in Jamaica, was also honored as the
Caribbean’s Leading Travel Agency for the third consecutive year.
Editor, I am quick to point out that there is nothing Jamaica has in terms of natural geography,
natural beauty and resources, access, skill sets and other intellectual capital
that the Bahamas
does not have. A credible argument can be made that the tourism goose that laid
the golden egg was taken for granted and we probably expected to remain at
number one in perpetuity as an entitlement.
What is constant is change and we must apply the principle
of “Kaizen”, or continuous improvement to our tourism product. The Bahamas was the
undisputed Heavyweight Champion of tourism before and we can reclaim that
crown.
I challenge all tourism stakeholders (all 305,000 of us
Bahamians) to cut and paste this article in a prominent location in your office
or home as a reminder of our dethronement and to motivate us to place all hands
on deck and all shoulders to the wheel to reclaim our coveted position as the
number one tourist destination in the Caribbean. Bahamians, our national pride
and way of life are at stake.
Yes Bahamas
tourism is down, temporarily, but certainly not out.
