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Table of Contents TABLE OF CONTENTS Good Practices in Tourism Awareness Programmes Introduction.............................................................................................................1 Rationale .................................................................................................................1 The Process .............................................................................................................1 A Summary of Results – Country Information & Results.............................................3 Country Profiles Antigua & Barbuda.................................................................................................5 Aruba.......................................................................................................................7 The Bahamas.........................................................................................................10 Barbados ...............................................................................................................12 Belize.....................................................................................................................15 Bonaire..................................................................................................................17 British Virgin Islands ............................................................................................19 Curaçao.................................................................................................................22 Grenada.................................................................................................................25 Jamaica .................................................................................................................27 Montserrat.............................................................................................................30 Nevis......................................................................................................................32 Puerto Rico............................................................................................................35 St. Kitts ..................................................................................................................42 St. Vincent & The Grenadines...............................................................................43 Suriname ...............................................................................................................45 Trinidad & Tobago ...............................................................................................48 Turks & Caicos .....................................................................................................49 Competing With the Best Good Practices in Tourism Awareness Programmes – Raising the Tourism Sector’s Profile and Status in Caribbean Countries - Good Practices in Tourism Awareness Programmes – Raising the Tourism Sector’s Profile and Status in Caribbean Countries - INTRODUCTION Many countries throughout the Caribbean region have a heavy reliance on tourism, which is one of the main economic sectors and also a major source of revenue, foreign exchange earnings, jobs and investment. In recognition of the importance of tourism to Caribbean economies many countries have developed and implemented tourism awareness programmes, targeted at different stakeholder groups in the society. These programmes assist in raising the tourism sector’s profile and status at the national level and are typically aimed at meeting a variety of stated goals, including creating a better understanding of tourism and its contribution to the national economy, attracting greater numbers of high achievers into the tourism sector, educating teachers and students about the importance of tourism and creating a greater social acceptance of tourism. RATIONALE The Caribbean Tourism Organization (CTO), through its Human Resources Department, has interacted with many countries in the region through its own regional tourism awareness initiatives. These initiatives include the “Making Waves’ bulletin (9-11 year olds), which is published twice yearly and shared electronically on CTO’s corporate website (www.onecaribbean.org) with all of the member countries; the Condé Nast essay competition (9-11 year olds); the Travel & Leisure Tourism Youth Congress (for 14-17 year olds); the “In My View” National Geographic Traveler photography competition for 12-17 year olds and the Rising Star Contest with Bon Apetit, an essay competition for students studying culinary arts. In its interactions with the countries the department has recognized that there are numerous national tourism awareness programmes, implemented by both the tourism public and private sectors of the Caribbean, which have been able to achieve the goals of raising the profile of the sector and educating various publics about the positive contributions of this sector. However, many of these programmes are only known within the confines of the specific countries implementing the programme, and much useful information and learning is thus constrained and not widely known. THE PROCESS The CTO, in keeping with its commitment to showcase good practices in all aspects of tourism, therefore decided to collect and share information on successful national tourism awareness programmes being implemented in CTO member countries. CTO’s data collection process involved the dissemination of letters and data collection forms seeking the active involvement of Ministries of Tourism, Boards of Tourism and national Hotel and Tourism Associations throughout the Caribbean. They were required to submit the relevant data, which included the following information: Brief description of programme Target Group(s) Good Practices in Tourism Awareness Programmes 1 How long has the programme been active How has the programme been marketed Feedback/Key Results Challenges/ Areas for improvement The following is a summary table listing the countries which responded positively to the request for information on their national tourism awareness programmes, the name of the programme, implementation agency, date when the programme started and target group(s). Good Practices in Tourism Awareness Programmes 2 A SUMMARY OF RESULTS COUNTRY INFORMATION & RESULTS NAME OF NAME OF DATE COUNTRY IMPLEMENTATION TARGET GROUPS PROGRAMME(S) IMPLEMENTED AGENCY ANTIGUA & Antigua/Barbuda Tourism Ministry of Tourism 2006 Secondary school BARBUDA Cadet Corps. students (15-18 year olds) ARUBA Aruba Promises Ministry of Tourism September 2006 Tourism service And Transportation Workers, educators, students, government workers etc. BAHAMAS H.O.T.E.L. Adopt-a- Bahamas Hotel 1992 & was re- High School School Program Association (BHA)/ branded in Students Ministry of Tourism 1998. BARBADOS Tourism Education Ministry of Tourism General Public, Awareness and Me Primary & Secondary (TEAM) Students, Teachers, Guidance Counsellors Public Sector Officers Industry Frontline Personnel & Community Groups BELIZE Public Awareness Students from the Belize Tourism Presentation Programme Primary, Secondary Board To Schools and Tertiary levels BONAIRE Smile, Boneiru ta Dushi/ Tourism Corporation April 23, 2007 Island wide Smile Bonaire is Sweet Bonaire/The Bonaire Government BRITISH VIRGIN Tourism Month-2007 -School children between ISLANDS Theme: “This is who we the ages of 5-16 are. Be proud…have BVI Tourist Board -General Public pride” -Business Community CURACAO -Curacao Planners- Curacao Tourist Entire population Board Good Will Host Programme GRENADA -School Visits Programme Grenada Board of -Primary & Secondary students -Tourism Awareness Week Tourism and teachers General public tourism service providers & stake-holders, government officials, students & teachers Good Practices in Tourism Awareness Programmes 3 NAME OF NAME OF DATE COUNTRY IMPLEMENTATION TARGET GROUPS PROGRAMME(S) IMPLEMENTED AGENCY JAMAICA Team Jamaica Tourism Product 1997 Tourism personnel: Development Company (foreign nationals, hospitality and tourism tertiary & vocational students) - entertainers, sports personalitie and government officials MONTSERRAT - Montserrat Host Training Montserrat Tourist 2005 Hospitality workers Programme Board Tour guides/operators - General Sector Training: Customs and Immigration officers Certification / Accreditation New entrants into the tourism - General Sector Training: sector Community Awareness General population Programme NEVIS - Introduction to Careers in Ministry of Tourism Primary and secondary Tourism Course school students - A Tourism Education in the General Population Primary Schools Course Visitors - Best Village / Best Garden Contest - Tourism Radio & TV Programmes - Annual Nevis Tourism Week PUERTO RICO - Blue Flag Beach and Marina Puerto Rico Tourism Certification Programme Company - Corporación Piñones se Integra - Hospitality and Tourism - Tourism Quality Programme - Programme of Community Education of Commitment and Service - Hello Tourist - Porta Caribe - My Precious Island - Symposium on Tourism Culture and Conferences ST. KITTS Ready to Welcome the St. Kitts Tourism April 2006 Entire Population World Radio Programme Authority ST. VINCENT Ministry of Tourism Employees, employers & THE Youth & Sports Students mainly. GRENADINES Department SURINAME Village Host Programme Suriname Tourism 2004 Amerindian and Foundation (STF) Maroon Communities TRINIDAD Local Tourism Tourism Government and Awareness Programme Development Company Other elected Officials;
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