CARIBBEAN: Enhancing the tourism product

Enhancing the tourism product
Web Posted - Mon Sep 29 2003
By Adrian Loveridge 

JUST one hour and 50 minutes after boarding a plane in Barbados, and with a 
change of aircraft in St. Lucia, we are touching down on the ‘Island of 
Flowers’, Martinique. Driving north-east to our accommodation graphically 
reminds us that despite the closeness of many of our neighbours, the 
contrasts are refreshingly apparent. 

For instance the mountains, verdant lush valleys, strikingly different 
architecture and even the wafting smells like fresh bread being baked and 
roadside vendors grilling chicken. 

Our home away from home is an 18 century manor house and cluster of converted 
cottages, set amidst a wonderful, tranquil, rural location, but just minutes 
from the coast. The smiling manager, Jean-Michel, on hearing our car ascend 
the rocky drive leaps out to warmly greet us. A cold drink is offered and 
then we are taken to our suite. 

Antique furniture, four poster beds, an expanse of balcony with amazing 
views. This is what the hospitality industry is all about. The ability to 
make people feel special. 

If any of our tourism planners reading this column has any doubts about the 
importance of heritage tourism, and the vital role it will play in catering 
to our ageing market of tomorrow, then I strongly recommend they visit 
L’Habitation Lagrange and another nearby former banana and pineapple estate, 
the 17th century Hotel La Plantation Leyritz. 

Turning our derelict and decaying historical treasures into high earning, job 
creating tourism opportunities, where visitors pay a premium price for 
special experiences, is a niche market we cannot go on largely ignoring. It 
does not all have to be at the level of L’Habitation Lagrange. 

For years, both on metropolitan and offshore France, small often abandoned 
farm buildings have been transformed into architecturally appealing 
alternative accommodation offerings called Gites. 

They attract a growing number of regular visitors looking for a rural 
alternative to the often urban box like traditional hotel structure, and who 
wish to be close to nature. 

No one, especially those in privileged decision making positions, can ever 
think this industry stands still. It is, and will always be, in an evolving 
mode.Only if we continue to understand this are we going to capitalise on new 
visitor openings. 

Instead of looking at now idle factories can we not, just as Sir David Seale 
has done, look at them as potential revenue earners? 

Bulkeley could easily become our first Gites village, and an imaginative tour 
operator could package the accommodation with transfers, car rental, fine 
dining experiences and a heritage passport to offer a truly unique product. 
Being small geographically does not limit our ability to think big. 

Two existing airlines are about to start new transatlantic services. AIR 
Caraibes, LIAT’s intra- regional partner, with a non-stop ser-vice from Fort 
de France and Pointe a Pitre to Paris, and Air Holland a new 258 seater 
767-600 from St. Maarten to Amsterdam. 

Is there not a smart partnership opportunity here for us? Fort de France is 
just one hour away, with a direct flight, and Air Caraibes already operates 
aircraft capable of flying any number of people from 18 up to 64 on similar 
short distances. 

Air Holland’s introductory fares are just 299 Euros, or about US$320,return 
St. Maar-ten/Amsterdam, or not as much as most of us pay to reach Miami less 
than half the distance away. 

If we, as a combined private/public sector initiative, totally picked up the 
cost of the feeder services to and from St. Maarten and Fort de France, it 
would present us with almost seamless connections directly into the French 
and Dutch capitals. 

Even if Air Holland was unable to provide the feeder service, perhaps they 
could be persuaded to operate a once a week triangle service, Amsterdam – St. 
Maarten – Barbados – Amsterdam. 

Again,with the same combined marketing support to virtually eliminate 
financial risk to the carriers. 

If push comes to shove, BWIA currently operates at least twice a week from 
Barbados to St. Maarten. Is there any co-operative possibility there? 

We keep proffering as one of a number of excuses that European visitors being 
forced to change airports in London is a major deterrent to attracting more 
of them. Then let’s simply side step the problem and instead look for 
alternative creative solutions. 

Passengers presented with the possibility of joining a long haul flight at an 
airport on their doorstep, on an airline they are familiar with, tagged 
luggage to the final destination, has to at least form the basis of an 
attractive package. 

While it is my fourth or fifth time in Martinique, it is the first occasion 
when there has been sufficient time to really explore the island. Several 
things stand out. 

The enormous acreage dedicated to Bananas, and the high level of production 
facilities, helicopter and small plane crop dusting. 

The civic pride of virtually every town and village, literally bursting with 
miles and miles of flower lined roads and avenues. 

Prominently displayed everywhere you travel, custom built receptacles for 
recycling glass, plastic, paper and metal. One of the special privileges that 
goes with the luxury of being able to visit other countries, is the 
realisation that we can still learn so much from our neighbours, even though 
they may only be minutes away. In addition to all the ‘normal’ attractions, 
Martinique has used its history to take tourism, to a higher level of 
interest. 

Not only with several centres of rum production, but others dedicated to 
Bananas and sugar cane. 

Neglected relics of the past have become profit centres of the future. 

Finally, I would like to offer my personal accolade of the week to a young 
in-flight attendant on the return journey home. 

Clearly, proud to be Bajan, on the final approach he took a few moments to 
point out highlights on the coastline. 

The deep water harbour, new Hilton, Accra Beach and the fish fry at Oistins. 
Among the passengers were seemingly many first time visitors and they 
certainly appreciated the gesture. Great job, Ryan. With attitude like that 
it wouldn’t surprise me if one day you might be running the airline, if there 
is any justice. 

(Adrian Loveridge hotelier and social commentator) 


SOURCE: Barbados Advocate