BARBADOS: Fund launched

Fund launched
Web Posted - Thu Oct 23 2003
By Jenique Millington 
The launching of the Private Sector Tourism Fund could inject $1.7 million 
annually into the tourism industry for further marketing and product 
development. 

This figure was quoted by President of the Barbados Hotel and Tourism 
Association (BHTA) Wayne Capaldi as he said that due to global challenges 
facing the industry, it had become apparent that there was the need for a 
private sector tourism fund to be introduced to assist with a development of 
product and marketing focus. 

He was speaking during a Press conference at the launch of the fund yesterday 
at the BHTA headquarters. 

Stating research had been conducted within other territories to see what was 
being done, Capaldi outlined accommodation sector members would be given two 
options to make contributions, including collecting funds directly by levying 
a cash per room night charge to guests or paying a monthly flat fee rate 
based on hotel size. 

According to figures given by Capaldi, the rates for these contributions 
would range from $0.50 to $4 a night depending under which category the hotel 
fell. 

The funds collected would be divided at 70 per cent for marketing and the 
remaining 30 per cent for product development, and according to him, had been 
split in this way due to the fact that “there was a great need to increase 
the funds available for hard marketing initiatives”. 

He stated the funds would fall into nine product clubs to ensure that a 
cross-section of the tourism product would be represented and these clubs 
would include airlines, cruise, small hotels, meetings and incentives, 
diving, golf, festivals, weddings and food. 

“The total of $1.19 million would be equally distributed among these clubs to 
ensure that all areas of the product benefit,” Capaldi said. 

Funds from the marketing portion would be placed into the Grantley Adams 
International Airport, as well as beautification and garbage campaigns and 
human resource development. 

Capaldi said that participating hoteliers would be expected to display a 
prominent sign notifying guests of the charge to be levied and added that 
members would also be able to take advantage of income tax concessions 
granted under the Tourism Development Act. 

Calling the trust fund “timely” President of the Barbados Tourism Authority 
Oliver Jordan said while marketing was important, the focus should be on the 
upgrading of the product adding “Barbados has to be prepared to offer better 
service.” 


SOURCE: Barbados Advocate