PURSUING TOURISM PURPOSEFULLY

Apr 10, 2010 Features / Columnists, Peeping Tom

Guyana has identified three peak periods for tourism. It has identified the need for visitors to this country to have interesting things to do and places to go during their stay.
Yet in spite of the recognition of what needs to be done, there seems to be an inadequacy when it comes to planning ahead for these peak seasons.
Last year, a meeting was held with local entertainers in which the three peak seasons- Mashramani, the August holidays and Christmas- were indentified and suggestions made about the need to have activities during these periods so as to encourage persons to come to Guyana.
This was an excellent plan since it meant that the entertainers could have scheduled their plans to coincide with these peak seasons and the government in turn could have used these plans as part of its promotion exercises to lure visitors to the country.
The August holidays came and there was no major tourist plug in North America or the Caribbean. Christmas came and it was the same. However, we are told that last year, Guyana registered a record number of arrivals and since very little official promotion as done it suggests that had promotion been done, the arrival numbers would have been surpassed.
With most of our major industries- rice, sugar, bauxite, timber and fisheries— facing problems, and with an urgent need for more money to be circulated within the local economy, a viable alternative is needed.
Tourism, the fastest growing sector in the world, is one such area and in fact the government has so recognized its potential.
While the government cannot afford the traditional means of promoting tourism, there is a great deal which can be done within existing markets so as to attract visitors and particularly, family and friend-based tourism from North America and the Caribbean.
This newspaper has a New York edition and is widely read within the Diaspora. Surely this can be the means through which the government can use to attract overseas-based Guyanese to return home during these three peak periods.
The idea of using social based networks or even creating a website was also mooted as a means to circumvent the high promotion costs involved in advertising on major networks and international newspapers.
We have missed Mash but there were from all accounts a large number of foreigners in Guyana for the Easter weekend. However the August holidays are not far away and the government should begin to put together along with private promoters an entertainment package that would encourage Guyanese and tourists to come for the holidays.
This is also a time when kids are on their ‘summer’ break and thus there must be activities organized for them. This is where the various sporting organizations can be encouraged to put on summer camps where fun and learning can take place.
Someone however needs to take a lead role in coordinating this promotion and making it known to potential visitors who may be already making their travel plans. Forward planning is needed.
Jam Zone is a big hit coming towards the end of August. Last year, shows were sizzling. Yet many overseas-based Guyanese do not know about these shows.
This can be combined with major sporting events and other cultural activities so as to attract visitors from both Guyana and the Caribbean.
The latter market at one stage accounted for 25 per cent of visitor arrivals and thus constituted a major segment of overall arrivals.
There is a distinct difference in Guyana whenever there are large numbers of foreigners. Business is always good.
And therefore it is in Guyana’s interest not only to put on the little shows at the airport but also to use the period in the run up to these peak seasons to get information out to persons who may wish to see what Guyana has to offer.
The vision outlined at the meeting last year between the government and entertainers must not be put on the backburner. It was imaginative and workable and therefore deserves to be purposefully pursued.

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