PM SPENCER LAUNCHES TOURISM TRANSFORMATION TASKFORCE

St. John’s, 10th June……Prime Minister the Hon. Baldwin Spencer on Thursday officially launched the Tourism Transformation Taskforce; a coming together of stakeholders in the industry to identify effective strategies that will support the Ministry of Tourism in developing an optimal business model by the assimilation of a diverse array of perspectives, backgrounds, experiences and talents.

During the launch which took the form of a Tourism Power Breakfast, Prime Minister Spencer challenged the stakeholders to go beyond Transformation of the tourism industry to the Creation of A New Tourism.

“We will have to create A New Tourism, if Antigua and Barbuda is to become the best Brand in Caribbean Tourism. That is the real task the Sunshine Government is asking you to take on,” he said.

The country’s leader said that his government’s mission is to create A New Tourism for Antigua and Barbuda. “You no doubt notice that I have transitioned from “Tourism Transformation” to “A New Tourism.” The Sunshine Government recognises tourism as a top priority. We see tourism as a strategic export industry,” PM Spencer stated.

He added, “In this context, we see human development as central to the creation of A New Tourism in Antigua and Barbuda. This means that training must be as important as marketing. Training has to be a core strategy in the New Tourism. The Government is considering options for providing incentives to hoteliers who invest in training. Training is not confined to what will take place here at the Hospitality School. Tourism training must involve the entire population.”

Among the objectives of the Tourism Transformation Task Force TTT is to provide the Ministry of Tourism with strategic guidance in identifying broad issues and problems within the industry and recommend options for redefining and repositioning the tourism product.

Below we present the full text of the Prime Minister’s address at the launch. (ends)
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PRIME MINISTER
THE HON. BALDWIN SPENCER

FEATURE ADDRESS

TOURISM POWER BREAKFAST 

TO LAUNCH THE TOURISM 

TRANSFORMATION 

TASK FORCE

HOSPITALITY TRAINING SCHOOL

DUTCHMAN’S BAY

THURSDAY, JUNE 10TH, 2004

Good Morning.

I knew I was coming to a Tourism Power Breakfast this morning.

I had no idea that I would be facing so many of the powerhouses in tourism.

With the movers and shakers gathered here, this is more than power.

This is Shock and Awe!

The forces assembled here are capable of any task. My Tourism Minister will set you.

I want to express my thanks to every one of you for responding to the call for your involvement in the National Tourism Transformation Mission.

The Minister of Tourism has set you a very tight timeline for your initial reports.

That will only be the beginning.

In very large measure, the mission to transform tourism will continue to be in your capable, caring and powerful hands.

I would like to challenge you to go beyond Transformation of our tourism industry to the Creation of A New Tourism.

We will have to create A New Tourism, if Antigua and Barbuda is to become the best Brand in Caribbean Tourism.

That is the real task the Sunshine Government is asking you to take on.

In recent years, Antigua and Barbuda, with the rest of the world, has had to deal with economic downturns, terrorism, war and SARS.

By itself, Antigua and Barbuda has also had to cope with a relatively mature tourism plant, badly in need of modernisation.

We have also had to deal with a silence in the market place that was deafening. 

A lot of what was being reported about Antigua and Barbuda was negative.

I am not sure that the country did nearly enough to generate positive reports to offset the negatives.

I am quite sure that a stronger advertising presence in key market areas would have helped.

That did not happen.

All of this brings us to our Mission to create A New Tourism for Antigua and Barbuda.

You no doubt notice that I have transitioned from “Tourism Transformation” to “A New Tourism.”

The Sunshine Government recognises tourism as a top priority.

We see tourism as a strategic export industry. 

In this context, we see human development as central to the creation of A New Tourism in Antigua and Barbuda.

This means that training must be as important as marketing.

Training has to be a core strategy in the New Tourism.

The Government is considering options for providing incentives to hoteliers who invest in training.

Training is not confined to what will take place here at the Hospitality School.

Tourism training must involve the entire population.

If we are better brothers and sisters, and neighbour and colleagues, we could not help but be better hosts to our visitors.

The National Cleanup this weekend will be valuable training for the population.

I will be out there at 6 o’clock Saturday morning.

My Ministers will be on the cleanup trail as well.

I expect that everyone in this room will be significantly involved in the National Cleanup.

I am counting on you to make Antigua and Barbuda Sunshine Clean.

The New Tourism will be created by a strong partnership between the private sector and public authorities.

The National Cleanup is a preview of such a partnership in action.

A Sunshine Clean destination is a major step in the direction of the New Tourism.

There is much more to do.

We have to significantly reduce, if not entirely eliminate, the seasonality in our tourism business.

This calls for creative product enhancement.

We have excellent options in Heritage and Cultural Tourism.

We need to create events around the Calendar.

Events tourism is sustainable tourism.

But I am sure you will be developing all of these concepts during Task Force Sessions.

So let me leave you to do your work.

I have to go off now to meet an investor who has submitted a serious proposal that can add considerable value to our product offerings.

Another project for new investment is just about to be concluded.

We recently had significant investment with the sale of Hawksbill property.

Not yet three months and we have several new investors.

Antigua and Barbuda can best respond to the confidence of investors by creating a New Tourism in which all stakeholders will have a special place and take special pride.

Honourable Ministers.

Ladies and Gentlemen.

I have great pleasure in launching the Taskforce for the Transformation to A New Tourism for Antigua and Barbuda.

Remember as you transform that Antigua and Barbuda must not settle for being a popular destination.

Antigua and Barbuda must not settle for being a preferred destination.

Antigua and Barbuda must do all that it takes to make our country the best brand in Caribbean Tourism.

That is your mission.

God Speed!

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