~~Adz:Right~~*First Step in Development of New Tourism Plan; Current Projects Aligned with Key Findings*
Basseterre, St. Kitts (October 24, 2006) - Richard "Ricky" O. Skerritt, Minister of State in the Ministry of Tourism, Sports and Culture, announces the completion of two comprehensive research studies on St. Kitts' tourism product that will serve as the basis for development of the island's long-term tourism sector strategy.
The research was conducted by The OTF Group, based in Boston, MA. Results were generated from an attitudes and usage survey of 1,200 people conducted earlier this fall among both past visitors and potential visitors who had inquired about St. Kitts in conjunction with an extensive survey and interview process among St. Kitts' tourism stakeholders.
Visitor exit surveys were also conducted during the month of August at the RL Bradshaw International Airport in St Kitts.
~~Adz:Left~~As indicated by the research, the majority of St. Kitts visitors fall into the affluent and desirable Baby Boomer category, aged 42-60 who possess more wealth than the US national average and who have taken at least one prior trip to the Caribbean.
While visitors in this group list sun and beach relaxation as very important in choosing a leisure destination, they also expressed the desire for increased destination interaction with particular emphasis in the regions of eco-tourism and culture/heritage travel, seeking a meaningful experience that will impact them in a positive way.
Additionally, the research revealed that in order to construct a long-term plan for sustainable tourism, St. Kitts needs to focus on three key areas of strategic importance: 1) environmental protection, 2) strategic niche marketing and 3) empowerment and human resource development.
Widespread stakeholder cluster group consultation-type feedback also strongly recommended that all three areas of focus need to be based on a foundation of cooperation and alliance building between the public and private sectors. Fortunately, St. Kitts already has several products in various stages of execution to address this three-pronged growth directive, as follows-
~~Adz:Right~~St. Kitts has already begun to address the need to protect its fragile underwater environment with the selection of C.O.R.A.L. (the Coral Reef Alliance) to conduct a baseline assessment summarizing St. Kitts' current status of marine environmental sustainability, including observations of tourism provider practices, community conservation alliances, government readiness, financing and threat perception, as well as the steps that must be undertaken in order to establish and maintain successful Marine Protected Areas.
Members of the C.O.R.A.L. team have already traveled to St. Kitts twice to conduct their study and to hold stakeholder workshops on both St. Kitts and Nevis. An assessment is now being prepared for presentation to St. Kitts' authorities with a view to establishing a marine management system.
Meanwhile, earlier this year, the National Parliament declared all land above the 1,000 ft contour to be a National Forest Reserve. St Kitts is also well known for its lush and picturesque interior mountain chain which rises to nearly 4,000 ft at its highest point.
Furthermore, St. Kitts' new resort developments have been designed to complement the landscape and preserve the character, key attributes and natural environment that set the island apart from others.
Additionally, development primarily falls within the mixed-use category, featuring villas, condominiums, town houses and apartments in addition to traditional hotels or resorts, which taps into the trend of leading edge Baby Boomers aged 50-60 buying offshore vacation/retirement homes.
~~Adz:Left~~ Among these new mixed-use accommodations currently in the planning or construction phases are Ocean's Edge, Kittitian Heights, La Vallee and the Auberge Firesky project on the Southeast Peninsula.
"This past January, we launched an eight-point interim plan with a pledge to follow up by year's end with a comprehensive, long-term strategic plan for tourism development to guide us in the transition from an economy driven by the agribusiness of sugarcane production " our primary industry for over 300 years " to a service-oriented market economy driven by hospitality and tourism," said Richard "Ricky" O. Skerritt, Minister of State in the Ministry of Tourism, Sports and Culture. "I'm very pleased to report that we remain on course to fulfill this pledge, as The OTF Group has completed the research phase of this project and can now proceed to finalizing our long-term plan."
The St. Kitts Tourism Authority's main mandate is the marketing of the destination in the countries evidenced to be the main source of visitors to the country.
