DRAFT NATIONAL TOURISM POLICY A publication of the Department of Tourism Ministry of Business August 2017 1 Contents EXECUTIVE SUMMARY ................................................................................................................................. 5 VISION AND MISSION ................................................................................................................................... 8 1.0 OVERVIEW OF TOURISM ........................................................................................................................ 9 1.1 The Global Picture .............................................................................................................................. 9 1.2 Trends in the Caribbean ..................................................................................................................... 9 1.3 Evolution of the sector in Guyana .................................................................................................. 9 1.4 Tourism Growth ............................................................................................................................... 11 1.5 Contribution to the economy .......................................................................................................... 11 1.6 Economic Outlook ............................................................................................................................ 12 1.7 Key Players and Functions ............................................................................................................... 13 2.0 POLICY BACKGROUND .................................................................................................................... 14 2.1 Policy Formulation Process .............................................................................................................. 14 2.2 Rationale ........................................................................................................................................... 14 2.3 Policy Objectives .............................................................................................................................. 15 2.4 Policy Implementation Phases ......................................................................................................... 16 3.0 DEVELOPING THE PRODUCT........................................................................................................... 17 3.1 Introduction ...................................................................................................................................... 17 3.2 Overview ........................................................................................................................................... 17 3.3 Key Objectives .................................................................................................................................. 18 3.4 Policy Direction................................................................................................................................. 18 3.5 Key strategies ................................................................................................................................... 19 3.6 Actions Proposed ........................................................................................................................ 19 3.7 Proposed Activities ........................................................................................................................... 20 4.0 MARKETING THE PRODUCT ................................................................................................................. 29 4.1 Introduction ...................................................................................................................................... 29 4.2 Overview ........................................................................................................................................... 29 4.3 Key objectives ................................................................................................................................... 29 4.5 Key strategies ................................................................................................................................... 30 4.6 Actions proposed ............................................................................................................................. 31 4.7 Key Performance Indicators ............................................................................................................. 35 5.0 PROMOTING INVESTMENT .................................................................................................................. 36 5.1 Overview ........................................................................................................................................... 36 2 5.2 Key objectives ................................................................................................................................... 36 5.3 Policy direction ................................................................................................................................. 36 5.4 Key strategies ................................................................................................................................... 37 5.5 Actions .............................................................................................................................................. 37 5.6 Key Performance Indicators ............................................................................................................. 38 6.0 HUMAN RESOURCES – EDUCATION AND TRAINING ........................................................................... 39 6.1 Introduction ...................................................................................................................................... 39 6.2 Overview of current situation .......................................................................................................... 39 6.3 Key Objectives .................................................................................................................................. 40 6.4 Policy Direction................................................................................................................................. 40 6.5 Key strategies ................................................................................................................................... 41 6.6 Actions .............................................................................................................................................. 41 6.7 Key Performance Indicators ............................................................................................................. 42 7.0 MANAGING THE DESTINATION ............................................................................................................ 43 7.1 Introduction ...................................................................................................................................... 43 7.2 Overview of current situation .......................................................................................................... 43 7.3 Key Objectives .................................................................................................................................. 44 7.4 Policy Direction................................................................................................................................. 44 7.5 Key Strategies ................................................................................................................................... 45 7.6 Actions .............................................................................................................................................. 45 7.7 Key Performance Indicators ............................................................................................................. 51 8.0 POLICY IMPLEMENTATION AND MONITORING .................................................................................. 52 9.0 FUTURE CHALLENGES ........................................................................................................................... 53 9.1 Airlift ................................................................................................................................................. 53 9.2 Climate Change and extreme weather conditions. ......................................................................... 53 9.3 Economic Recession ......................................................................................................................... 54 9.4 Oil Driven Economic Boom .............................................................................................................. 54 9.5 Crime and Unrest ............................................................................................................................. 55 10.0 CONCLUSION ...................................................................................................................................... 56 11.0 BIBLIOGRAPHY.................................................................................................................................... 57 11.0 APPENDIX ........................................................................................................................................... 59 3 LIST OF ABBREVIATIONS CBT - Community Based Tourism CTO - Caribbean Tourism Organisation