“We have created a new advertisement campaign οΎ– TV, newspapers, billboards and events. For the very first time our TV advertisement captures the multiple Islands of The Bahamas. It features Bahamians, historical spots in our culture. It sends a message to the world that The Bahamas is more than one island and offers more than sun, sand and sea,” he said.
“Our new campaign aims at distinguishing The Bahamas as a tourist mecca, a vacation dream with enchanting civilization-to-civilization experience.”
Mr Wilchcombe was addressing delegates Thursday at the Progressive Liberal Party’s 48th annual convention at the Wyndham Nassau Marriott Resort and Crystal Palace casino.
Eye on competition
He pointed out however, that although visitor arrivals from January to September are up by three per cent compared to the same period last year, it would “be foolish” for The Bahamas to believe that the industry would grow without ensuring that the tourism product is better than or equal to the competition, particularly the Hispanic nations of Cuba, The Dominican Republic and Cancun, Mexico.
“Each of these territories have entered this new game late, but each pushes the envelope, emphasizing excellence, and deploying highly-rated marketing,” he said.
“Fellow delegates that does not mean that we should be ashamed or despondent,” Mr Wilchcombe continued. “To the contrary, the Bahamas is still regarded as the mould country for the tourism industry.”
he added, however, that this approach demands “energy, scholarship and determination” and we must not compromise on the delivery of the promise.
“It is for that reason that my ministry is boldly challenging the status quo and moving with resolute haste to improve our product, and market all Islands of The Bahamas,” he said.
Arrivals up
Mr Wilchcombe said that overall arrivals for the year to date are generally good. He said that visitor arrivals from January to September are up 3 percent compared to the same period year. Air and Sea arrivals for Nassau/Paradise Island from January to September were up by 1 percent, Grand Bahama down 6 percent and the Family Islands up by 12 percent.
He continued that the average daily room rates from January to September were up 5 percent from $158.52 to $165.79 for the same period last year and Grand Bahama’s daily room rate was up from $84.15 to $86.39. The average hotel occupancy for January to September in The Bahamas stood at 67 percent; 69 percent for New Providence, 50 percent for Grand Bahama, and 38 percent for the Family Islands.
Overall growth good, but…
According to Minister Wilchcombe, his ministry no longer has a problem with airlifts and cruise arrivals in The Bahamas, which continue to grow, with the exception of Grand Bahama.
Insofar as cruise visitors to Grand Bahama was concerned, Mr Wilchcombe said, his ministry was presently negotiating with cruise lines and expected in the very near future to present to the nation its new package aimed at creating further growth in the cruise industry.
He said he will not be satisfied and his colleagues will not rest until they have in place a sustainable tourism industry, with the Bahamas’ yearly hotel occupancy rate exceeding 70 percent.
“We will not be satisfied until we eliminate the accepted ‘slow months’,” he said.
Grand Bahama behind
Shifting his focus to the nation’s second city, Mr Wilchcombe said that Grand Bahama’s tourism industry must get “traction”, as it has “faltered and failed.” He added however, that his ministry is determined to reverse the situation.
“I am very pleased that Mrs. Willie Moss is the new Chairman of the Grand Bahama Island Promotion Board,” he said. “She brings commitment to work with the Ministry and dedication to build tourism on Grand Bahama Island. I look forward to discussing with the Board among other things the revitalization of Goombay Park.”
New casino
Mr Wilchcombe also advised that the Gaming Board is working diligently with the new casino operators in Lucaya, Isle of Capri to have the casino ready for opening in December. He said that although a date has not yet been set, Bahamians are now being hired and the new casino and other developments will reposition Grand Bahama as a tourism destination.
He said that over the next several weeks there will be major changes at the Gaming Board due in large part to retirement and also to reposition the Board for a rapidly changing gaming industry.
Gambling review
Mr Wilchcombe told the convention that he has asked the Chairman of the Gaming Board to conduct an intensive fact-finding investigation into the level of illegal gambling in The Bahamas and has also visited several lottery operations in several states.
“We intend to gather information, access information, discuss with the Cabinet of The Bahamas before discussion with the church and the public,” he said.
By Tamara McKenzie, The Nassau Guardian
