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Reimagining Tourism through Human Capital Development

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“Reimagining Tourism through Human Capital Development” written by Jamaica’s Minister of Tourism, Hon. Edmund Bartlett.

Around the world today tourism processes, tools, structures, systems and actors are being radically reviewed, reorganized and remade. In other words, tourism is being reimagined. What this means is destinations across the globe must find innovative methods to remain relevant and viable in this increasingly competitive industry.

Here in Jamaica, through strategic policy programmes and initiatives, we have been playing our part in this reimagining exercise in a bid to thrive in this space. Arrivals and earnings continue to hit records with 1.7million visitors (stopover and cruise combined) coming to our shores and spending USD1.2billion within the first four months of 2019; and the sector’s contribution to the country’s GDP now stands at 9%. Despite our continued successes we have never been complacent and seek to improve on this record growth.

A major component in the reimagining process is our human capital development strategy. This is a critical area to develop as our people remain our most iconic attraction. They represent the driving force behind our continued success and we recognize that to remain top of mind in the market and maintain our competitive advantage we must build our human capital by training and certifying them so as to increase their stackable credentials. This is why we have run the gamut from High School, through Tourism Sector workers and now into the realm of Graduate studies.

Hospitality and Tourism Management Programme

Last year we launched the first ever Hospitality and Tourism Management Programme (HTMP) in collaboration with the Ministry of Education, Youth and Information. The HTMP is a unique certification programme for high schools offered by the American Hotel and Lodging Educational Institute (AHLEI), which will allow students to gain entry-level qualifications in tourism as well as Associate Degrees in Customer Service and is recognized by the Jamaica Customer Service Association (JaCSA). This is a two year program currently offered in 33 High Schools across Jamaica with a cohort of 350 students now and will be expanded to 650 students by 2020.

Jamaica Centre of Tourism Innovation

The Jamaica Centre of Tourism Innovation (JCTI), was launched in 2017 as a pathway to professional certification in the sector. Its mandate is to identify competent workers in the industry who are not certified and also graduates from tertiary institutions who have theoretical knowledge but no practical experience. This programme will allow the workers of the sector to achieve mobility in the workspace while being effectively positioned to command professional advancement.

The JCTI, which was established with local and international organizations, is also on target to train 8,000 tourism workers over the next five years.

In April of last year, over 150 persons graduated from the JCTI with American Hotel and Lodging Educational Institute (AHLEI) and NVQJ Certification. While in November, over 300 persons received certification in tourism related fields including: 14 Certified Hospitality Educators; 9 Certified Hospitality Instructors; 17 Culinary Tutors; 12 Culinarians and Pastry Chefs; 20 Bartender Trainers and over 200 Bartenders.

In addition, we have established a program to certify workers in the entertainment sub-sector of our Hotels with 26 workers already achieving certification from the inaugural Tourism Linkages Network’s DJ Capacity Enhancement Training Program.

Graduate School of Tourism

With the changing technologies and modalities in the global tourism industry, the focus of talent development must extend beyond traditional areas and now consider the emerging skill requirements of an increasingly differentiated and segmented tourism sector. We recognize that even though tourism is a highly labor-intensive sector, the majority of the tourism-related jobs available are deemed to require low to medium-level technical skills and tend to offer relatively limited prospect for economic mobility. Consequently, the sector may not be viewed as attractive by a large number of people seeking high-skilled jobs.

The future of tourism lies in the manipulation and exploitation of Information and Communications Technology (ICT) capabilities such as big data, big data analytics, blockchain technologies, the Internet of Things, robotics, etc. We therefore need to urgently capitalize on the opportunities for high-skilled employment that are being generated in the ICT-related fields in tourism.

Within this context, we continue to identify the relevant skillsets needed to fill jobs in the evolving tourism sector with the anticipation that these skillsets will be translated into curricula that can be implemented as professional higher education programmes by tertiary institutions in Jamaica.

This is why I recently made a pitch at a function at the University of the West Indies for the institution to establish a School of Tourism. It will specialize in emerging areas, such as resilience-related studies, climate management, project management, tourism management, tourism risk management, tourism crisis management, communication management, tourism marketing and branding, monitoring and evaluation, sustainable tourism policies and tourism entrepreneurship. The University of the West Indies (UWI) should have its first-ever Graduate School of Tourism established at its Western Jamaica Campus by 2020.

Conclusion

We are doing this level of human capital development to not only reimagine the sector but influence the labour market arrangements, by professionalizing the sector and creating a cadre of workers that are qualified, certified and can be classified. Tourism workers will now be able to attract remuneration based on their certification and this is the surest way of securing tenure.

Building the capacity of our workers to be more innovative in this global industry is indeed the future of tourism. As we anticipate even further growth with more hotel rooms and more visitors, our workers will be the driving force in meeting these increased demands.

MEDIA CONTACT: Jamaica Ministry of Tourism, Corporate Communications, 64 Knutsford Boulevard, Kingston 5, Tel: 920-4926-30, Fax: 920-4944

Puerto Rico Tourism: Out with the old, in with the new

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“Since our inception last July, we hit the ground running to accelerate the tourism economy,” said Brad Dean, CEO of Discover Puerto Rico. “This brand campaign follows a strong publicity effort that set up Puerto Rico as the top place to visit in 2019 and a recently revamped website, DiscoverPuertoRico.com.

“The creative highlights our two strongest assets – our culture and our people – and will help us strengthen traveler’s familiarity with what makes our Island one-of-a-kind.”  The campaign officially launches today across digital channels via digital banners, social, pre-roll and a follow-up TV spot that will launch in coming weeks in key markets. Additional marketing support is expected throughout the rest of 2019, to attract visitors to the Island during the summer travel season.”

Discover Puerto Rico, Puerto Rico’s newly-established Destination Marketing Organization (DMO), announced today the rollout of Puerto Rico’s brand campaign called “Have We Met Yet?” which draws inspiration from Puerto Rico’s cultural and natural offerings and at its essence, focuses on the hospitable and welcoming nature of its people. By posing the question “Have We Met Yet?” the creative re-introduces the Island to the world and brings to life the exotic yet familiar essence of Puerto Rico. As the U.S. mainland’s “neighbor to the south,” the new campaign showcases through Puerto Rico’s iconic doors how the Island welcomes visitors with open arms.

Following extensive research that showed that Puerto Rico’s brand identity was neutral in the minds of travelers, this new campaign is this next phase of Discover Puerto Rico’s brand repositioning process, enabling the Island to fully capitalize on its rich tourism product offerings and emerge as a leading Caribbean destination. The creative repositions the island as that neighbor that one dreams of – with the festive flair, the ocean view, the incredible art collection, the delicious food. Puerto Rico is the neighbor you’ll laugh with, celebrate with, and maybe even fall in love with.

“Puerto Rico’s people, its rich culture and unparalleled natural offerings, combined with the fact that it’s a U.S. territory and easily accessible, were key factors that led to this creative. We’re excited to debut this brand campaign as it opens the door, literally, to endless possibilities that showcase the spirit of the Puerto Rican people and everything the Island has to offer,” said Leah Chandler, CMO of Discover Puerto Rico.

Travelers exposed to the new brand campaign will be immediately drawn by the colorful vibrant doors and stunning imagery found throughout the Island. The creative highlights many aspects that make Puerto Rico a unique destination—ranging from its people, its cuisine, its festive spirit, its natural attractions, and much more.

“The campaign invites travelers to visit Puerto Rico and meet us, the neighbor that you can’t live without,” said Chandler. “Puerto Rico was named the #1 Place to Visit in 2019 by the New York Times and has topped over 20 other notable lists of places to visit this year,” she added. “We want to send a message to all travelers that this is THE year to visit Puerto Rico. The entire island is eager to welcome them.”

The creative was ideated and produced by Beautiful Destinations, with support from local production crews who traveled throughout the Island to capture the beautiful scenery, thousands of colorful doors, and welcoming faces of the Puerto Rican people.

To view the “Have We Met Yet?” creative online, visit YouTube.com/DiscoverPuertoRico and be on the lookout for additional campaign creative coming soon.

Travel News | eTurboNews

Turkish Airlines adds Marrakech to flight schedule

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Starting on April 15, Istanbul – Marrakech – Istanbul direct flights will be commenced five days of a week as Turkish Airlines reinforces its title of flying to more international destinations than any other airline.

Successfully completing its “Great Move” process and transferring all of its passenger operations to its new hub, Istanbul Airport, Turkish Airlines now adds Marrakech, tourist city of Morocco, to its flight network. As the national flag carrier’s first inaugural flight from its new home, Marrakech became Turkish Airlines’ the second destination in Morocco while becoming its 308th destination globally.

The inaugural flight from Istanbul Airport, landed in Marrakech Menara Airport, was welcomed by the customary water cannon salute in a formal ceremony, to which attended by the executives both from the global carrier and Marrakech Menara Airport, and press members as well.

Commenting on this inaugural flight, Turkish Airlines Chief Marketing Officer (CMO), Ahmet Olmuştur stated that; “With Istanbul Airport, a new era has begun in the global aviation. Our new operation center offers an important opportunity for us to develop our globally unparalleled flight network performance even further. Thus, we are working on new strategies to capitalize on this opportunity. Marrakech will always hold a special place for us as it is the first destination we added from our new home. We are happy to carry our passengers to this crimson city with our privileged travel experience.”

Known as the “Crimson City” due to the color of its soil, Marrakech offers tourists and travelers the opportunity to experience the entire allure of North Africa in a single location. Bringing historical buildings, famous mosques and colorful flower gardens together at the foothills of Atlas Mountains, Marrakech is well on its way to become one of the favorite tourism centers of the world. As the first capital of Morocco, whose name means “Land of God” in the Berber language, Marrakech’s streets are teeming with the historical heritage of various cultures.

Passengers, travelling to Marrakech with the privileged travel experience of Turkish Airlines, will be able to visit various significant locations for cultural tourism while experiencing different activities such as nature and wildlife tours.

Istanbul – Marrakech – Istanbul scheduled flight times beginning from 15th April 2019;

Flight No. Days Departure Arrival
TK 619 Monday, Wednesday, Friday, Saturday, Sunday IST 11:30 RAK 14:30
TK 620 Monday, Wednesday, Friday, Saturday, Sunday RAK 15:25 IST 22:05

All times are in LMT.

To view the flight schedules, please visit turkishairlines.com or contact the call center at +90 212 444 0849 or visit any TK sales office.

Travel News | eTurboNews

Marriott has a 2020 vision when it comes to expansion in Asia

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From the 15th Hotel Investment Conference – South Asia, Marriott International  today announced its continued expansion plans in Asia-Pacific with its 2020 vision — an aggressive target to have 1000 hotels open by the end of 2020. This vision also could create up to 50,000 more job opportunities for the region. In 2019 alone, the company expects to add close to 100 new hotels or close to 20,000 rooms in the region, with several brand debuts in Australia, Hong Kong, The Philippines, Nepal and India. Marriott International’s portfolio in Asia Pacific currently encompasses over 710 properties in 23 countries and territories, operating under 23 of the company’s 30 global brands.

“The breadth and depth of Marriott International’s footprint means that we are able to offer travelers opportunities to experience more destinations, brands and experiences, especially through Marriott BonvoyTM, our industry-leading travel program,” said Craig S. Smith, President and Managing Director, Marriott International Asia Pacific.

“As important as our size is our commitment to deliver seamless and quality experiences for our guests at on-brand properties. Today’s traveler demands authentic, personalized and transformative experiences, whether for work or for pleasure, as a way of broadening their individual horizons and achieving a deeper understanding of the world. As the world’s leading hospitality company, it is in our DNA to strive to be part of our guests’ favorite moments and memories. We are dedicated to Marriott International remaining Asia Pacific’s favorite travel company.”

China, India and Southeast Asia as Marriott International’s Growth Drivers in the Region

Marriott International is well positioned to capitalize on global travel trends in China, India, and Indonesia, three of the world’s four most populated nations.

China continues to be the strongest growth driver for Marriott International in Asia Pacific, with more than 300 hotels in the pipeline. This accounts for more than 50 percent of the company’s pipeline in Asia Pacific. This year alone, Marriott International targets to open more than 30 hotels in China, including the first JW Marriott Marquis Hotel in China, the 515-room JW Marriott Marquis Hotel Shanghai Pudong featuring 6 food and beverage outlets; and the first Renaissance Hotel in the Fujian province with the planned opening of Renaissance Xiamen Resort & Spa in the fourth quarter of 2019. Outside of mainland China, the St. Regis brand is set to debut with the opening of St. Regis Hong Kong located in the historic Wanchai district.

With its recent 100th Marriott International hotel milestone celebrated in 2018, India continues to be the company’s second fastest growth engine in Asia Pacific with more than 50 properties in the pipeline. Marriott expects to reach more than 30,000 rooms open in India by end 2023. Given India’s robust economy and rising middle class, the country continues to present exciting growth opportunities, leveraging strong demand for Marriott’s select-service brands and growing demand for its upper upscale and luxury portfolios. The company expects to debut the Tribute Portfolio brand in India, with the opening of Port Muziris, Kochi, a Tribute Portfolio Hotel slated for the second quarter of 2019.

At the recent ASEAN (Association of Southeast Asian Nations) Tourism Forum, the ASEAN National Tourism Organizations revealed their collective efforts to marketing initiatives to inspire travel to Southeast Asia. Marriot International is poised to welcome these travelers, with over 140 signed hotels in its Southeast Asia pipeline, with Indonesia leading growth, meeting the growing demands of travel and tourism. In the Philippines, the company expects to more than triple its hotel portfolio by 2023. Sheraton, Marriott International’s most global brand, recently debuted in the country with the opening of Sheraton Manila Hotel. 

Marriott International continues its growth momentum in the Pacific region, with 50 hotels anticipated to be open by 2020. Australia should see several brand debuts in coming years, including The Luxury Collection and The Ritz-Carlton. The Tasman, a Luxury Collection Hotel, expects to open in Hobart in late 2019, and the 205-room The Ritz-Carlton Perth is slated to open in June 2019.  Element Hotels, Marriott International’s eco-conscious brand, is expected to debut in Australia with the opening of Element Melbourne Richmond in Q3 this year.

Marriott International Eyes New Destinations in Asia Pacific with Marriott BonvoyTM

Earlier this year, Marriott introduced Marriott BonvoyTM  — Marriott International’s travel program replacing Marriott Rewards®, The Ritz-Carlton Rewards®, and Starwood Preferred Guest®(SPG).  With Marriott BonvoyTM, travelers can experience the company’s newly introduced Asia Pacific website featuring rich experiential and user-generated content and offering inspiration for the next adventure in Asia Pacific. The company continues to focus on bringing new hotels to unchartered destinations sought out by our guests, with Marriott International’s first foray into Myanmar planned for 2020 with the opening of Sheraton Yangon Hotel.

As the Company Expands, Culture Remains a Bedrock For Success

Marriott International’s Asia Pacific vision could create up to approximately 50,000 new job opportunities in Asia Pacificby the end of 2020. Travel and tourism provide opportunities for experienced people or those new to the hospitality industry.  Research by the World Travel and Tourism Council (WTTC) highlighted that 1 in 5 new jobs created globally are attributable to travel and tourism.

As the company continues to grow, this also means that there is an increased opportunity for our associates to develop their careers and thereby improve their livelihoods. This is another way that Marriott International takes care of its associates. With a culture that empowers associates to live their best lives — putting people first has been the company’s core value since Marriott was founded more than 90 years ago. Marriott has built its business on taking care of its associates, who in turn take care of our guests. The company believes that creating a diverse and inclusive environment strengthens culture and community and drives competitiveness. Marriott International has won Aon Hewitt’s best employer for five consecutive years in Asia Pacific.

Travel News | eTurboNews

Ontario tourism sector set for Rural Tourism Symposium

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Tourism industry professionals from across Ontario will gather at Lang Pioneer Village in Keene this April for the second annual Rural Tourism Symposium. The one-day conference, with the theme “Redefining Success”, takes place 8:30 a.m. to 5 p.m. on Thursday, April 11, at the Peterborough County Agriculture Heritage Building at Lang Pioneer Village.

More than three million visitors visit Peterborough & the Kawarthas every year, including rural destinations such as Stoney Lake. Peterborough & the Kawarthas Economic Development is hosting tourism industry professionals from across Ontario on April 11, 2019 for the second annual Rural Tourism Symposium in Keene.

Hosted by Peterborough & the Kawarthas Economic Development (PKED) in partnership with Chatham-Kent Tourism, the event is also supported by Grey County Tourism, Simcoe County Tourism, Headwaters Tourism, Kawartha Lakes Tourism, and Kawarthas-Northumberland (Regional Tourism Organization 8).

There’s no question that tourism is an important economic driver in Ontario, particularly for rural communities. According to PKED’s director of tourism and communications Tracie Bertrand, Peterborough & the Kawarthas alone draws around three million visitors every year who contribute approximately $300 million to the local economy.

“Part of our region’s competitive edge is that we offer the best of vibrant city, complemented by rolling hills of farmland and famed Ontario cottage country,” Bertrand says. “There are more than a thousand tourism businesses located in our region, ranging from retail to restaurants and from accommodations to attractions.”

But the April 11 symposium is not just limited to Peterborough & the Kawarthas: it’s been specifically designed to raise the profile of tourism in rural Ontario, and will attract rural tourism stakeholders, destination marketing organizations, and tourism businesses from across the province.

“We’re hoping this event sparks conversation and builds momentum for rural tourism in the province of Ontario,” Bertrand explains. “Industry professionals, both locally and from away, will gain insight from our expert speakers to leverage efforts at the provincial and national level, capitalize on opportunities, and create partnerships for success.”

The symposium begins with a keynote presentation entitled “Leverage Your Reach with Destination Ontario” by Lisa LaVecchia, president and CEO of Destination Ontario.

Legally known as the Ontario Tourism Marketing Partnership Corporation, Destination Ontario is an agency of the Government of Ontario that markets the province as a preferred four-season tourist destination in a globally competitive tourism market. Under LaVecchia’s leadership, Destination Ontario has produced innovative and award-winning brand campaigns, including the ‘Epic Is ON’ campaign for the Pan Am/Parapan Am Games and the ‘Where Am I?’ campaign.

The symposium also includes:

A presentation by Beth Potter, president and CEO of the Tourism Industry Association of Ontario, entitled “Stronger Together. Presenting a United Front for Rural Tourism” on how tourism industry professionals can collaborate with the association to achieve success.

An “Agritourism Farm Table Chat” led by the Culinary Tourism Alliance’s director of food tourism innovation Trevor Benson who, along with special guests, will discuss how to build bridges between the agriculture and tourism industries.

A presentation by Jewel Cunningham, director of Ontario Waterways with Parks Canada, called “Partnering for Success”. Cunningham will describe how partnerships can create exceptional visitor experiences and powerful economic impact in even the smallest of communities.

A presentation entitled “Showcasing Rural Ontario to National & International Visitors” by David Robinson of Destination Canada (formerly the Canadian Tourism Commission), a federal crown corporation that helps the Canadian tourism industry reach international markets. Robinson will explain how Canada measures up as a competitive hot spot for international travelers.

Finally, the symposium is also a stop on Canada’s national series of Tourism Town Halls, a partnership between the Tourism Industry Association of Canada, Destination Canada, and local industry partners. The Tourism Town Halls provide an opportunity for small and medium-sized tourism businesses across Canada to better understand efforts being made on national tourism issues.

“This tourism town hall will be especially important given the announcement of last week’s federal budget and the importance it placed on tourism as a high-growth sector,” Bertrand says.

The Tourism Town Hall includes a panel discussion with representatives from Destination Canada, the Indigenous Tourism Association of Canada, Tourism Industry Association of Ontario, and Peterborough & the Kawarthas Tourism, moderated by Michele Harris, director of economic and community development with the Municipality of Grey Highlands.

Reducing the negative impact on the environment is an important element of tourism, particularly in rural destinations, so sustainability is a focus of this year’s symposium. Rather than having print materials available at the symposium, information will be delivered digitally through a downloadable app. Waste, especially food waste, will be limited throughout the day and attendees will be encouraged to bring reusable water bottles and their own notepads or devices for making notes.

“We are excited to welcome tourism stakeholders from across the province and show them how we are redefining success in tourism in our communities,” Bertrand says. “We are equally excited to have our tourism operators come out and celebrate what makes our industry unique, right here in our own backyard at the Agriculture Heritage Building at Lang Pioneer Village.”

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