THE IMPORTANCE OF TOURISM INFRASTRUCTURE

Presented by

Kenneth Atherley Barbados Port Inc.

September 3rd 2014

“Homeporting and Cruise Tourism”

“It’s a fact that the kind of infrastructure needed to spoil (not just satisfy)

visitors

involves constantly looking at every structure, business and person”

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How important is infrastructure?

Moves a destination to another level by increasing capacity (port limits or lack of attractions can limit the potential)

Adds to the brand/product elements to be promoted. Important marketing tool.

Creates leverage for achieving greater operational efficiencies, better flows, separation of conflicts etc. But.. the kind of infrastructure needed

to spoil (not just satisfy) visitors involves constantly looking at every structure, business and person.

Fitness Test for a successful cruise destination

“Physical infrastruct

ure is a requirement to be in the cruise tourism

business, but it is

not sufficient

to be successful

”

Global Destinations Fitness

Test TM

GLOBAL DESTINATIONS DEVELOPMENT, LLC

Fitness Test for a successful cruise destination

“Physical infrastruct

ure is a requirement to be in the cruise tourism

business, but it is

not sufficient

to be successful

”

a. Physical Conditions and Operations

i. Geographic Location of Port

ii. Dock Facilities and Anchorage

iii.Landside Arrival Conditions

iv. Buses and Taxis

b. Guest Experience

i. Retail Shopping and Ambiance

ii. “Free Activities” within Walking Distance

iii. Shore Excursions and Tours

iv. Food and Beverage

c. Operating Experience, Brand Equity and Market Appeal

i. Cruise and General Tourism Experience

ii. Brand Awareness with Cruisers, Travel Agent

iii. Marketing Program

iv. Ability to Differentiate versus the Competition

d. Onboard Revenue Potential and Costs of Cruise Ship Visits

i. Shore Excursions and Tours Commissions

ii. Retail Shopping Commissions

iii. Head Tax, Port Costs and Related

iv. Pilotage, Water and Other Supplies

The Health Fitness Test - Barbados

GLOBAL DESTINATIONS’ FITNESS TEST

Barbados Today Future Forecast

Letter

Grade Points

Letter

Grade Points

A. Physical Conditions and Operations

1. Geographic Location of Port C- 4.5 B- 5

2. Dock Facilities and Anchorage D- 3.9 A+ 6.25

3. Landside Arrival Conditions D 4.1 A+ 6.25

4. Buses and Taxis A 6 A+ 6.25

Subtotal, Physical Conditions and Operations 18.5 23.75

B. Guest Experience

1. Retail Shopping and Ambiance C 4.5 A+ 6.25

2. “Free Activities” within Walking Distance D 4.1 B- 5

3. Shore Excursions and Tours B 5.35 A 6

4. Food and Beverage F 0 A 6

Subtotal, Guest Experience 13.95 23.25

Sugar Point - Barbados

Barbados Today Future Forecast

Letter

Grade Points

Letter

Grade Points

C. Operating Experience, Brand Equity & Market Appeal

1. Cruise and General Tourism Experience A 6 A 6

2. Brand Awareness with Cruisers, Travel Agents C 4.75 A 6

3. Marketing Program A 6 A 6

4. Ability to Differentiate vs. Competition B 5.35 B 5.35

Subtotal, Experience, Brand Equity and Market Appeal 22.1 23.35

D. Onboard Revenue & Costs of Cruise Ship Visits

1. Shore Excursions & Tour Commissions A 6 A 6

2. Retail Shopping Commissions C 4.75 A 6

3. Head Tax, Port Costs and Related B 5.35 C 4.75

4. Pilotage, Water and Other Supplies B 5.35 A 6

Subtotal, Onboard Revenue and Costs 21.45 22.75

TOTAL POINTS (out of 100) C 76 A 93.1

The Health Fitness Test - Barbados

What is needed to be an attractive

Homeport destination? Department of Shipping, Trade and Transport, University of the Aegean, Greece

Ports Management

Situation Characteristics

Provision of Intermodal

transport chains

Political conditions and regulatory framework

Port Services to Passengers

Port Infrastructure

Port Services Cost Port Efficiency

Port Services to Cruise Ships

Site Characteristics

Natural Port Characteristics

Proximity to markets of cruise passengers

Attractiveness of neighbouring areas

City amenities

Political conditions and regulatory framework

Ports Management

Situation Characteristics

Provision of Intermodal

transport chains

Political conditions and regulatory framework

Port Services to Passengers

Port Infrastructure

Port Services Cost Port Efficiency

Port Services to Cruise Ships

Site Characteristics

Natural Port Characteristics

Proximity to markets of cruise passengers

Attractiveness of neighbouring areas

City amenities

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What is needed to be an attractive Homeport destination?

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Provision of Inter-modal Transport

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Port Efficiencies and Services to Passengers

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While useful, the two models have not adequately addressed the carrying capacity imperative – how much growth or development is acceptable before negatively impacting on the environment.

Reference the Belize 2000, 2003 and later Cruise Policies: • 8000 cruise passengers per day limit • Specific sites to be identified for cruise and long

stay visitors • No more than twenty (20) divers or snorkeler's

will be allowed to be present at the same time in an area of one hundred (100) square yards.

Cruise development studies should include local specialists and service providers – not only consultants. Public participation in decision making should be embraced

So...How important is infrastructure?

Our cruise tourism infrastructure is the brick and mortar, the workers in the sector, the suppliers and facilitators, the agents and port personnel, our tourism agencies etc. This “superstructure” is important.