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India’s tea gardens beckon tourists

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India, one of the top tea producers in the world, is experimenting with tea tourism in view of the growing interest shown by tourists to visit tea plantations and tea factories. Ambling through a sprawling tea plantation with greenery all around in the early hours of the day watching a group of local women plucking two leaves and a bud at a fast pace with their nimble hands and collecting them into baskets slung on their shoulders is a winning sight for tourists. India now leads to give tea-buffs and tourists a closer understanding of tea by organizing tea tourism at places like Assam, Darjeeling (West Bengal), Nilgiris belt in Tamil Nadu, and a few pockets in Kerala and Karnataka.

Tea tourism is defined as tourism that is motivated by an interest in the history, culture, traditions and consumption of tea. Estate bungalows amidst sweeping acres of manicured tea plantations have now been converted into tourist accommodations. Not just staying in the midst of tea gardens, tea tourists  are taken to a tea factory, where they get to experience how the fresh green leaves are brought into the tea factory for withering to the rolling, drying and shifting stages, grading and packaging and followed by  a tea-tasting session where they could sip some of the finest tea that is grown in that area.

A view of Tea plucking in a tea garden of Assam

Assam in the lead for tea tourism

The first name that crops up in mind for tea tourism is Assam, the largest tea producing region in India.  The Assam Tea Tourism Festival held at Jorhat every year is a big hit with tourists. Staying in a rustic  colonial-era planter’s bungalow has its own charm. Home to more than 800 tea estates in the state,  where amidst luxury and serenity one can drift back in time to days of that elegant colonial aristocracy.  The B & A Limited operates through seven quality Tea Estates in the India’s largest tea growing region of Assam. The Guwahati Tea Action Centre, one of the busiest tea trading facilities in the world, is a place not to be missed. Others  include Corramore Tea Estate, Teloijan Tea Estate and Khongea Tea Estate besides a host of others.

Another major development which is currently in progress is the tourist-friendly makeover of  world’s oldest and biggest tea research center at Tocklai (Assam), with edifices  that each have a story to tell. A.K. Barooah, director of the Tea Research Association, said recently that the Tocklai Guest House, a heritage building, was home to  British tea planters A tea museum will be built with suitable dioramas, models and displays. He said Tocklai can tie-up with other tea tourism enterprises like Kaziranga Golf Resort (Bura Sahib bungalow), Banyan Grove and Thengal Manor bungalow in Jorhat district, the Mancotta chang bungalow and Chowkidingee chang bungalow situated in the heart of Dibrugarh town.”

West Bengal is also fast catching up with Assam in promoting tea tourism. Its Chief Minister Mamata Banerjee last month mentioned that her government will consider tea tourism to benefit tea plantations in the state.

She said, “We have allocated more than Rs. 1,000 crore for the welfare of tea garden workers since 2011. Tea tourism is also under our consideration.”

The WB state government permits one acre of tea estates to be used for tourism purposes. Currently there are 87 operational tea gardens in Darjeeling district covering an aggregated area of about 19,000 hectares under tea plantation. Darjeeling surrounded by tea orchards that produce the famous light-colored and aromatic Darjeeling Tea has the right ingredients for tea tourism. Makaibari Tea Estate and Homestay in Kurseong, 37 kms from Darjeeling, is one of the top tea producing gardens in the world. In the vicinity of  Darjeeling is the Happy valley Tea Estate, one of the highest tea gardens in the world. Raj-era estates located in some of the most scenic destinations in India — the rolling Himalayan foothills of Darjeeling and Dooars beckon tourists. Some famous estates include Glenburn Tea Estate, Sourenee Tea Estate, Singtom Tea Estate and Resort, Ambootia Tea Garden, Barnesbeg Tea Estate and  Castleton Tea Estate among others. Goodricke Group Ltd. is offering tourism opportunities in one of its tea estates in  Darjeeling where it has five gardens.

South India also catching up fast

Besides the Northeast belt, in south it is Tamil Nadu which is home to some of the largest tea-growing belts in the country. Nilgiris in Tamil Nadu is the largest tea producing district in South India, and its tea is  renowned for its aroma and flavor. With Tamil Nadu producing  65% of tea in South India spanning an area of 65,000 hectares, the Nilgiris area offers great scope for tea tourism. Valparai, a quaint hill station located about 100 km from Coimbatore, is teeming with tea plantations. Billimalai Tea Estate at Glendale, about 10 kilometers from Coonoor, is a perfect place to experience  how tea is processed.

Munnar in Kerala is rustic belle of hill stations where acres and acres of tea plantations feast one’s eyes. A visit to country’s first Tea Museum at Nallathanni Estate is highly recommended at it narrates the history of tea production in the region. The Kundala Tea Plantation in Munnar offers tourists the tea making process in great detail. Tea Sanctuary here is home to refurbished vintage colonial style bungalows amidst misty tea plantations. Considered the  highest altitude tea plantation in the world, Kolukkumalai, near Munnar, is known for  preserving the British heritage in tea-making at the factory here. Wayanad in Kalpatta district produces substantial amount of tea whose lush green tea gardens are a feast for the sore eyes. The Wayanad Tea County in the midst  of the picturesque  395 acre estate, many  vantage viewpoints, and trekking routes is a better option.

In Karnataka, Coorg, and  the Baba Budan Hills in Chickmagalur are tea-producing regions, but tea tourism is yet to catch here.

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Saint Lucian taxi company receives international service excellence certification

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A Saint Lucian taxi firm has become the first tourism taxi company in the Caribbean to be Hospitality Assured (HA) certified, an international certification programme for service excellence.

Holiday Taxi Limited is among a number of tourism enterprises in member countries of the Caribbean Tourism Organization (CTO) that recently completely the rigorous qualifying process towards certification.

The taxi company reported that the certification process significantly improved the knowledge and skills of its employees, who are now much better placed to strengthen its performance and overall competitiveness through service excellence.

“I would recommend [Hospitality Assured] to anybody,” said Holiday Taxi’s Lucien Joseph.

The Castries-based ground transportation firm was one of four tourism service providers whose participation in the HA certification process was funded by the Caribbean Development Bank (CDB) through a US$265,000 grant to train key HA support personnel and to fund the participation of 30 tourism micro, small and medium enterprises in the programme. The others businesses are Sunbreeze Hotel in Belize – the first hotel on the island of Ambergris Caye to be HA certified – as well as Grand Coastal Inn and Old Fort Tours in Guyana, both of which said they are now better prepared to introduce a culture of service excellence in all aspects of their businesses.

Hospitality Assured promotes and rewards the highest standards of service excellence in the hospitality sector and is seen as the standard for service and business excellence in the industry. It provides nine key performance indicators – customer research, the customer service promise, business leadership and planning, operational planning and standards of performance, resources that are required to deliver customer service standards, training and development, service delivery, service recovery and customer satisfaction improvement – against which an organization can continually evaluate and measure its performance with respect to service quality, while promoting an organizational climate of continuous improvement.

To facilitate the certification process the CTO assigns a business advisor to each enterprise to help the companies meet the minimum requirements on the nine steps of the Hospitality Assured standard. Certification is for a two-year period and there must be continuous improvement in order for a business to be recertified.

Ninety-one companies from fourteen CTO member countries have signed on to the program, with thirty-nine currently possessing certification. The businesses involved are mainly in the accommodation sub-sector, but there are also several sites and attractions, restaurants and coffee houses, tour and transportation companies, a retail store and a hospitality training institute.

Hospitality Assured is a service quality management certification owned by the Institute of Hospitality in the United Kingdom, managed and operated by the Hospitality Limited, U.K. and developed specifically for the tourism sector, to promote and reward the highest levels of service and business excellence. Hospitality Assured in the Caribbean is managed and promoted by the CTO. Any hospitality, leisure, tourism or service-oriented organization is eligible for Hospitality Assured certification, be they large or small, single or multi-operational.

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Reimagining tourism for the future

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In the last decade or so, tourism has positioned itself as a critical variable in the development planning space and the development discourse globally. Today businesses, governments, international organizations as well as NGOs have established, or are establishing programs, initiatives and programs to facilitate tourism for development. Academic institutions have also been introducing, organizing or reorganizing ‘tourism’ as an important element of their curriculum. The University of the West Indies is no exception. Through its many courses, centers and institutes, the UWI has been preparing our Caribbean nationals for the expanding opportunities and benefits being presented by the growth of the tourism sector. But we have much more to do.

Tourism and Development

According to the UNTWO, WTTC, CTO, PATA and several other regional and global institutions, tourism has been recognized as that force, which accelerates human development, social and economic inclusiveness, increased entrepreneurship and self-employment, the generation of decent work, environmental sustainability and also support regional integration.

Indeed, the contribution of tourism to both national and regional development continues to be enormous and I dare say unmatched. Firstly, tourism is linked to the notion of a sustainable economy in several ways. The economic indicators show that Caribbean is the most-tourism dependent in the world, tourism is the main economic sector in 16 out of 28 Caribbean states and the total contribution of tourism to employment in the Caribbean is estimated at 2.4 million jobs according to the World Travel and Tourism Annual Report for 2018. In Jamaica tourism employs one in every four persons.

Beyond direct employment tourism and hospitality there are vast indirect opportunities for supplying inputs to tourism enterprises catering to the visitor experience in areas such as accommodations, food and beverage, cultural and creative arts, entertainment and recreation, agriculture, manufacturing, banking and finance and foreign exchange.

Tourism is also linked to the preservation of heritage and culture through the concept of experiential tourism. Most tourists travel to have authentic experiences that require that they partake in activities and consume and acquire products/goods that are indigenous to the countries they travel. Tourism thus helps to preserve natural and cultural resources while generating revenues and incomes for local populations.

To unlock the potential of tourism to contribute to inclusive growth and development our main focus at the Ministry of Tourism is to find innovate ways to reduce economic leakage in the tourism sector and to improve retention. This mandate is already being executed through our Linkages Network which has been coordinating policies and strategies designed to strengthen linkages with other sectors of the economy particularly the agricultural and manufacturing sector, strengthen the benefits derived from the industry by local residents and communities and promote broader participation by nationals.

We however recognize that the competitiveness 0f the Caribbean destinations will significantly rely on how well we prepare our people for the emerging opportunities. If Caribbean destinations are to remain globally-competitive and increase their share of the global tourist market, we must find ways to unlock new sources of competitiveness and comparative advantage.

Traditionally the tourism sector has enjoyed one of the highest rates of labor mobility of any segment of the economy. However, many of the opportunities taken up by our citizens are those that require low skill and offer limited prospect for economic mobility. This fact is largely attributable to the fact that the majority of the tourism-related jobs are deemed to require low to medium-level technical skills. The global tourism market is however becoming increasingly differentiated and segmented. Consequently, the continued growth of Travel & Tourism in the region will depend on the right people with the right skills being available to meet this demand for additional human capital. And we at the MOT have been working to create a paradigm shift in the local tourism space which will see our citizens accessing more substantive jobs and I will discuss this some more in a minute.

Many trends are impacting the skills needed to perform competently in tourism-related jobs such as digitalization and virtualization, the need for sustainable behaviors & practices, the growth of non-traditional segments, the changing demographics of international travelers (more youthful, more specific), changing lifestyles and consumer demands and the need for data-driven policies. Technology has had a significant impact on tourism-related employment as well as supporting and changing how services are delivered. While technology has downgraded certain skills in the tourism sector it has upgraded other skills, particularly in the areas of marketing, information and communication. Caribbean destinations must recognize the differing preferences of a new generation of younger travelers and the growing importance of online services and marketing, especially through mobile internet. The future of tourism lies in the manipulation and exploitation of ICT capabilities such as big data, big data analytics, machine learning, blockchain technologies, the Internet of Things, robotics etc. We thus need to urgently capitalize on the opportunities for high-skilled employment that are being generated in the ICT-related fields in tourism.

The growth of non-traditional markets in Europe, Asia and Central America will require increased focus on cultural studies and the development of competencies in various foreign languages. The increased focus on data-driven policies to better understand the emerging needs of markets, to analyze trends and to predict future patterns means that tourism development strategy must increasingly emphasize research-based skills. The evolving tourism market will require modern managerial skills that can drive performance improvements in the sector by raising productivity through better staff planning and scheduling, employing new technology and improving employee motivation, thereby reducing staff turnover. Most importantly , we must equip our citizens with the competitive business management and marketing skills that are required to operate successful tourism enterprises in this globalized era.

In the current dispensation, the hospitality sector has to contend with negative perceptions of low wages and the lack of career opportunities beyond entry-level jobs. Studies have found that many university students have a peripheral view of tourism. There is oftentimes scarce information and misconceptions about the skills required as well as the opportunities for career development. National governments must take a lead in developing a long-term workforce development strategy. Ideally, such a strategy would be developed within the broader context of improving the industry’s competitiveness and sustainability, since the increasing demand for skilled labor will continue to present a major challenge in all countries. It is highly recommended that strategies and their implementation should be carried out with the private and education sectors and embrace agreed-upon commitments from the industry.

A robust institutional framework is needed to determine the education and training policies and programs that will support a more attractive labor market and business environment in tourism which will allow the industry to maintain a sufficient and highly-qualified workforce and hence support the enhancement of productivity in the industry. My view is that while formal qualifications are not always required in tourism, their existence, and a widely available opportunity to obtain qualifications and competency development in tourism may contribute to raising the prestige of the occupation and the sector in general.

A study by the WTTC revealed that Travel & Tourism’s human capital challenges are significantly higher than those faced in other sectors with most countries in study projecting to face a talent ‘deficit’ or ‘shortage’ in Travel & Tourism over the next ten years. Talent development will also prevent many high-skilled positions from being filled by migrant workers. Both public and private sector are thus encouraged to act now to address the anticipated talent shortage.

Given the robust nature of UWI’s tourism portfolio which was recently expanded with the recent launch of the region’s first Global Tourism Resilience and Crisis Management Centre, here at UWI, changes in the tourism space, new instruction technologies, the ever diversifying nature of tourism, it is time for the UWI to reimagine its tourism portfolio and consolidate its programs, courses, institutes, centers, etc. under one roof here in one of the Caribbean’s mecca of tourism (Montego Bay) with the establishment of a school or a faculty of Tourism.

Indeed, UWIs global recognition as a powerful intellectual institution will position the UWI to make an even more substantive contribution to the development of the region through such a Faculty or School. Certainly, this effort would have my support, and, although I cannot speak for my Caribbean counterparts, I am more than certain it would also have the support of the government of the region. More specifically, in keeping with the mandate of the administration that I am apart of, I reiterate my commitment to promoting a sustainable tourism product that advances the well-being of local communities and that incorporates more local talent in the delivery of tourism services.

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Tourism Linkages Speed Networking event yields over $630 million in contracts for local entrepreneurs

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Jamaica Tourism Minister, Hon. Edmund Bartlett yesterday revealed that his Ministry’s Tourism Linkages Speed Networking event has resulted in local Small and Medium Tourism Enterprises (SMTEs) negotiating contracts valued at over $630 million, over the past three years.

Speaking at this year’s staging of the Speed Networking event in Montego Bay, the Minister said, “I am pleased to share that Speed Networking 2016 resulted in contracts valued at some $181 million; while the 2017 event saw suppliers benefitting from over $200 million in contracts; and in 2018, the value of these contracts grew to over $250 million. That is over $630 million in contacts for local SMTEs from just three one-day linkages events.”

He also noted that among the top beneficiaries of the event, were Boss Furniture and Tortuga Rum Cakes.

Boss Furniture won a contract valued at $30 million to provide bedding and furnishings to Montego Bay’s new S Hotel while another $10 million in contracts with that property is in the pipeline.

In addition, Boss Furniture CEO Omar Azan is also in negotiation with the Sandals and Hendrickson Groups to supply their properties with locally made bedding and furniture. Tortuga Rum Cakes also negotiated a $500,000 contract with Half Moon Hotel, from their participation in the event.

Tourism Minister, Hon. Edmund Bartlett, (right) converses with (from left) Princess Hotels and Resorts’ Rafael Millán, President of the Jamaica Manufacturers and Exporters’ Association (JMEA), Metry Seaga, and Director of the Tourism Linkages Network, Carolyn McDonald-Riley at the fifth staging of the Tourism Linkages Speed Networking event.
Princess Hotels and Resorts, ranked eighth in the Spanish market has 19 hotels. They will construct 2000 new rooms in Hanover, to the tune of some USD500Million. The business-to-business initiative took place on March 20, 2019 at the Montego Bay Convention Centre.

“This event is a tremendous help to local manufacturers, farmers and service providers. In creating these linkages, it helps us to grow our business, provide jobs for our people, provide revenue for the government, and in the end grow our economies. Two years ago, I attended the event and got a big order from a hotelier and it can be like that for any supplier,” said Mr Azan.

The Minister noted that the event is a key initiative designed to offer support to SMTEs and helps to strengthen the linkages between tourism and other sectors of the economy, and in so doing, increases the economic impact of the sector.

“The strategy must be to increase the capacity to supply the demands that tourism consumption patterns require and find creative ways of building entrepreneurship among our local stakeholders to fill these requirements. In this way, we will retain more of the revenue generated by tourism in the local economy and stop leakages,” he said.

The Tourism Linkages Speed Networking event took place on March 20 at the Montego Bay Convention Centre. It is a core initiative of the Tourism Linkages Network in close collaboration with the Jamaica Hotel and Tourist Association (JHTA), Jamaica Manufacturers’ Exporters’ Association (JMEA), Jamaica Promotions Corporation (JAMPRO), Rural Agricultural Development Authority (RADA) and the Jamaica Business Development Corporation (JBDC).

The event format features fifteen minute pre-scheduled meeting appointments between Managing Directors, General Managers or CEOs of local supplier companies of products and services with Owners or Managers of properties, restaurants, attractions and other tourism entities throughout the course of one day.

Additional representatives from core areas within the hotel’s operation such as Purchasing, Food and Beverage and Maintenance who are in a position to make purchasing decisions also attend.

For this year’s staging organizers targeted suppliers from areas such as: Digital marketing, Content capture services, Maintenance providers and Entertainment. Other suppliers included areas such as furniture, fresh produce, craft, chemicals and cleaning products, cosmetics and spa products, training, electrical services and construction.

“Last year we had 56 supplier companies and 33 tourism entities in attendance. This year we have 110 supplier companies and 57 tourism entities, proof that this event is gaining traction because participants are seeing results,” said the Minister.

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