The Tribune

By NATARIO McKENZIE

Tribune Business Reporter

nmckenzie@tribunemedia.net

The emergence of Cuba as a “new competitor” to this nation’s tourism industry should be used as a “motivating force” for improved product offerings and greater creativity, the Bahamas Hotel & Tourism Association’s (BHTA) president said yesterday.

Stuart Bowe told Tribune Business in an e-mail: “We recognise that the business of ‘tourism’ is dynamic and ever-evolving. We encourage our industry partners to use the emergence of ‘new competitors’, such as Cuba, as a motivating force to constantly improve our product offerings, drive marketing creativity in attracting international travellers, and most importantly to heighten our levels of service to unprecedented levels.”

He added: “It’s critical to note that at the base of our tourism offering must be value for money and a safe destination.”

US president Barack Obama this Wednesday announced sweeping changes to US policy with Cuba, moving to normalise relations with the island after more than 50 years.

Under the new measures, the US plans to reopen its embassy in Havana and significantly ease restrictions on travel and commerce within the next several weeks and months.

Some in the Bahamian private sector have already said that a fully open Cuba would eventually take a piece of the Bahamian tourism pie.

Prime Minister Perry Christie, acknowledging the US/Cuba developments, said the Bahamas must position itself, sooner rather than later, to be a fierce “competitor” with Cuba.

The announcement regarding the re-establishment of diplomatic ties between Cuba and the US is said to have followed more than a year of secret talks between the US and Cuba, including meetings in Canada and at the Vatican, and personal involvement from Pope Francis.