National
Tourism Awareness Campaign
Kicked Off
Thursday at a conference held at the Radisson Aruba Resort
& Casino, a National Tourism Awareness Campaign was launched. While the details of
that campaign are yet undecided, the general ideas were discussed and formalized at a
brainstorming session involving key executive in hospitality and many leaders of our
community.
The afternoon took off with five different presentations, given by Myrna Jansen
of the Aruba Tourism Authority, Horace Hord, the CEO of the Aruba Hotel
& Tourism Association, Dr. Lili Beke, the Minister of Tourism, Eduardo
de Veer, the President of the Aruba Hotel & Tourism Association and guest
speaker Vincent Vanderpool-Wallace, Director General of Tourism in the
Bahamas.
At the end of the presentations the audience broke off into
smaller work groups identifying challenges, formulating targets and discussion available
mediums. This is a national effort, says Horace Hord, a long-term undertaking. We are
kicking off a campaign that will safeguard our tourism. We're planning ahead for a
successful future, he adds. The upcoming campaign is designed to give all Arubans from
school children to adults a finite understanding what tourism dollars do for the economy
of the island. According to Hord, the prevailing thought was to introduce tourism as a
school subject, make it part of the learning curriculum. However Vincent
Vanderpool-Wallace in his address suggested finding ways of integrating the subject into
every area of teaching, from math, to literature to history. With the target date set at
the year 2002, officials here have a lot of work to do before the blue print is made
public. Hord points out that the potential success of the project lies in the fact that it
is a national apolitical effort with private and public sector participants. It flies no
other flag, but the Aruban one.
Also invited to the
conference, the representative of the 10 political parties and representatives of 6
private sector NGO's including the FTA, the worker's union. Among NGO's in attendance were
the San Nicolas Business Association, the Aruba Merchant Association and the Chamber of
Commerce. They reacted very positively, prepared to contribute their resources to enhance
awareness of the importance of tourism, island wide. Various decision-makers within
government agencies, including the Airport, Justice, Labor and more, received invitations
to hear and be heard. With the appropriate education the island's ultimate goal will be
reached, namely quality of service improvement.
We need to raise our level of excellence, Hord
states, and improve our standards, which are already unique in the Caribbean.
Incidentally, to learn a bit more about tourists' perceptions, ATV, channel 15, hit the
streets interviewing visitors. All those quizzed unanimously reported finding a very
friendly, service oriented population. According to Hord, areas in need addressing are
safety, security, product development, sustainability, environmental protection, training
and education. This is not a one-shot deal, this is a forever way of doing business, he
concludes.
Guest speaker Vincent Vanderpool-Wallace
is perhaps the number one expert in the Caribbean on national educational campaigns. In
1992, he recounts, the Bahamas was viewed as sourly and dirty by those visiting and by
those who have never been who heard from those who vacationed there already. The country
was plagued by attitude problems, real and perceived. The Bahamians then jointly put their
heads together and decided to make changes. Tourism is after all everyone's business. The
results are proof positive to the fact that campaigns of this kind, work.
Vanderpool states that quality of
visitors; length of stay; guest satisfaction and island perception are much improved and
that all measures indicate the turnaround was critical. The Bahamas are now a better place
than ever to vacation, and tourists are the first ones to say so. Vanderpool reports it is
crucial for the general population to embrace the reality that every failure and every
success is not just owned by a single individual, the minister or a sloppy waiter or the
rude taxi cab driver. It belongs to the complete nation. You are personally responsible,
he continues, for the quality of time tourists have in your country, and you have a
responsibility to contribute to their more positive opinion of you.
Myrna Jansen of the Aruba Tourism Authority in her
presentation focused on the challenges confronting the Aruba tourism product, how tourism
affects all sectors, and how it is influence by the goings-on on the island. The
collective endeavor, she explains, will be governed by World Tourism Organization Global
Code of Ethics for Tourism, which was created to help minimize the negative impact tourism
might have on the environment, on cultural heritage, indigenous people, customs and
traditions and help maximize the benefits of the economic boom it brings. We need to roll
up our sleeves she concludes and produce timeshare legislation, preservation and zoning
laws, tourism laws, we need to do a better job at integrating immigrants, it is all tied
to our tourism product.
Eduardo de Veer used to opportunity to once more air his
views. Just like airlines use yield management to get better operational results, Aruba
should do the same. Can't beat around the bush anymore, he admonished. The island, with an
inventory of 8000 room has ample opportunity to play host to 800.000 land visitors,
annually. While in 1992 Aruba surpassed the Bahamas in performance it is today lagging
behind. If we do not manage the product carefully, de Veer advises, we might as well go
back to be an island nation of 5,000 people. That's how big Aruba was, before tourism was
introduced.
At the end of the afternoon, all present signed a
declaration, in Papiamento, endorsing the public union and the drive towards the
development of a more humanistic, equitable county with a sustainable tourism product
within the framework of an open and liberal economy.
[courtesy
of Rona Coster ]
Back to top