CTB Press Conference Presentation 15022016

Implementation STMP,
2015 RECAP & 2016 FORECAST
Agenda
• Implementation Strategic Tourism Master Plan
• Recap of the year 2015
• Visitor Arrivals overview of the year 2015
• In-depth on the main markets of 2015
• Expenditure
• Focus points & Forecast of 2016
Implementation
Strategic
Tourism
Master Plan
Looking Back
• Master Plan is evidence based, used an inclusive
approach and explains the rationale, the approach and
the timing
• Master Plan provides an overall direction how to
further strengthen the sector
• Master Plan was approved by the Council of Ministers
• Mr. Vincent Vanderpool-Wallace is appointed as
project leader
Looking Forward
• Tourism sector is about 18% of the total economy and
touches all other sectors
• Opportunities to further grow the tourism industry:
 Broaden the current demand structure
 Increase airlift
 Increase the public perception of tourism’s value
 Revamp the UNESCO heritage site Punda/Otrobanda
Envisioned Results
• A “new” destination brand, while still forwarding the
Caribbean’s traditional SSS (sun, sand, and sea),
promoting safety, stability, organizational prowess, and
character
• Nearly 4000 jobs
• Generate 2% real annual economic growth in the first
two years
• Close the RevPAR gap between Curaçao and the
Caribbean region
Implementation Structure
Responsibility
Members
Steering Committee
Strategic oversight of the Minister of Economic
implementation
Development
Board member of CTDF
Board member of
CHATA
Board member of VBC
Board member of CAH
Project Leader
Project Groups
Coordinating execution
Realising the desired
results in specific areas
of implementation
Mr. Vanderpool Wallace
Depending of the group
Implementation Structure
Project Group name
Marketing and Air Services
Focus
Integrated marketing and air service plan for
2016, synchronising budget, focus and
activities, and building on the total marketing
budget available, the masterplan and current
development in key markets.
Increase airlift, especially from the United
States, more specifically the Middle Atlantic
region that covers New York, Pennsylvania,
New Jersey, Maryland and Delaware
Members
CTB
CAP
CAH
Curoil
Hotelier/GM
Results
1. Integrated marketing and air service plan
2. Select new marketing company for US
3. New air services
Implementation Structure
Project Group name
Organisation
Focus
Revise the current structure of the Curaçao
Tourist Board to better be able to drive the
implementation of the Master Plan. The main
measure for success of the organisation is the
quality of the tourists’ experience.
The organisation’s main efforts will sponsor
coordination amongst stakeholders based on an
inclusive approach, and a public private
partnership with regards to support, execution
and funding
Members
t.b.d.
Results
1. The new National Tourism Organisation is
operational
2. Relevant data is collected, distributed and
used for the further development of the sector
3. Concept of public private partnership is
engrained within the workings of the entire
sector
4. Public and private initiatives are aligned and
enforce each other
Implementation Structure
Project Group name
Beautification and Visitor
Experience
Focus
Revamp the UNESCO heritage site
Punda/Otrobanda by looking at opening hours,
shopping mix, and food and beverage, as well as
entertainment in general.
Improve the visitor experience by enhance the
look and feel of primary tourist area’s and
corridors and creating awareness.
Members
CTB
Ministry of Economic Development
Ministry of Traffic, Transportation and Urban
Planning
Ministry of Health, Environment and Nature
DMO/SKO
CHATA
Results
1. Punda/Otrobanda have been appointed as
tax free shopping zone
2. Primary tourist areas and corridors have been
upgraded
3. Total population engaged by tourism
Implementation Structure
Project Group name
Funding
Focus
Finding the funds needed in short and long
term to execute the Masterplan
Members
CTB
Curaçao Bankers Association
Ministry of Finance
CHATA
Results
1. Public and private commitment to provide
the needed funds
2. Outstanding LGB (room tax) issues have
been solved
Recap 2015
Recap 2015:
First half of the Year
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•
•
•
•
•
•
•
•
Inaugural flight Air Canada: Montreal – Curaçao
Vakantiebeurs / New York Times Travel Show / Duikvaker / ITB/
ANATO / InfoMart / Caribbean Week New York
Curaçao Promotional video at Time Square
Operashon Siman Santu
Curaçao International Drag Fest 2015
Inaugural flight Avior Airlines: Valencia & Maracaibo - Curaçao
Inauguration new facility complex at National Park “Shete Boka”
CTB / Curaçao wins SABRE AWARD: #mijncuracao
Training front liners: Safety & Security, ‘Dushi Hende’ values, Client
Service, Effective Communication and Conflict Management.
Recap 2015:
Second half of the Year
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Inaugural flight Avior Regional: Caracas – Curaçao
Inaugural flight PAWA Dominicana: Dominican Republic – Curaçao
LATOS
Encuentro de Líderes para Líderes
Curaçao North Sea Jazz Festival – International promotion & press
coverage
CTO State of the Industry Conference 2015
Curaçao Extreme Finals 2015
KLM Curaçao Marathon
Curaçao ranked 3rd in Top 10 Best Caribbean Island for nightlife and golf
Launching Online ED card
NATOS
Inaugural flight Aruba Airlines: Aruba – Curaçao
Inaugural flight American Airlines: Charlotte – Curaçao
Inaugural flight Air Transat: Toronto – Curaçao
VISITOR
ARRIVALS
VISITOR ARRIVALS
Monthly
2015: 468,442 visitor arrivals
2014: 454,559 visitor arrivals
Growth: 3%
VISITOR NIGHTS
Monthly
2015: 3,847,400 visitor nights
2014: 4,009,086 visitor nights
Decrease: 4%
Region Performance in 2015
Monthly
Top 10 MARKETS in 2015
Monthly
Primary Markets
Monthly
Secondary Markets
Monthly
The
Netherlands
Top 5 States: The Netherlands
Monthly
The Netherlands: Accommodation & Nights
Monthly
Venezuela
Top 5 States: Venezuela
Monthly
Venezuela: Accommodation & Nights
Monthly
United States
of America
Top 5 States: United States of America
Monthly
USA: Accommodation & Nights
Monthly
Expenditure
Overall Expenditure
Direct impact of total spending increased by 6%
Expenditure in Million US $
Accommodation Spending
Expenditure in Million US $
Food & Beverage Spending
Expenditure in Million US $
Shopping Spending
Expenditure in Million US $
Transport Spending
Expenditure in Million US $
Online ED- Card
• Live on December 7th, 2015
• To Date a total of 7,500 visitors subscribed
• To Date a total of 5,500 visitors checked in
• 73% of these visitors are from The Netherlands
• Aim is to reach 10% of the total visitors in 2016
Forecast
2016
Forecast Visitor Arrivals
Overall Visitor Arrivals Increase of 10%
Targets per Market
Performance per Market
Key Focus Points
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•
•
•
•
•
•
•
Implementation Tourism Master Plan
Brand awareness
Increase airlift
Audit program hospitality & tourism industry
Marie Pampoen coastal development
Increase tourism perception through implementation
tourism awareness project (target group: youth)
Improve service delivery (main focus: front liners
tourism sector)
Improve safety and security at the beaches and tourist
areas
MASHA
DANKI!