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on our way, we have our work cut out for us in the year to come because let’s be clear, we
are behind. As a matter of fact, Minister Martina and I have already discussed it, and plan to
update the plan in 2019.
Let’s come back to 2018. How have we performed so far this year? Stayover arrivals are up
7%, cruise arrivals are up 23%, and total visitor arrivals are up 16%. The top three markets
for stayover arrivals are the Netherlands, the USA and Colombia, in that order.
As the fastest growing economic segment, the tourism sector has the greatest potential to
spawn new jobs and create sustained economic growth. In 2018, our hotel partners’
average daily rates (ADRs) rose by 12%, RevPar increased by 16% and average occupancy
rates were at 75%. In total, the economic impact of the tourism sector accounted for $974
million USD, a 5% increase from the previous year. Direct economic impact accounts for
$593 million of the total, and indirect economic impact accounts for $381 million of the
total.
2018 has been a solid and encouraging year, and in moving forward, the Curaçao Tourist
Board will build off that momentum and strive to meet the visitor arrival targets set forth in
the Master Plan. As mentioned before, the implementation of the 2015-2020 Master Plan is
a bit behind schedule, but it is my intention to work on accelerating the implementation of
this plan.
Accelerating the implementation, by the way, does not only mean increasing arrivals; it also
means refocusing the CTB on its core mission of marketing the destination, as well as
monitoring the product. In that regard, one of my primary goals is to increase efficiencies at
the CTB. With limited resources, we have to be strategic in exploring new avenues for
growth and seek out productive ways to stretch those resources. We have to be both
cognizant of, and keep up with, global trends and employ the newest methodologies and
technologies to get our message to an emerging market of discerning travelers.
The very first mandate of the TMP is to create a new value proposition by positioning
Curaçao to stand out in the region and capitalizing on its unique attributes. This approach
began with the introduction of our new “Feel It For Yourself” global branding campaign,
which highlights the island’s rich history, authenticity, and overall feeling that encourages
travelers to explore Curaçao on their own terms. Drawing inspiration from the island’s
vibrant aesthetic, the striking new ads are anything but ordinary with purple oceans and
tangerine-colored skies, elements intended to differentiate Curaçao from the rest of the
region and make a splash in what we called the “sea of sameness.”
Sun, sea and sand have been the primary driver of the island and the region’s marketing in
the past, but today’s traveler is looking for an enriching, culturally immersive experience.
Anyone in this audience or anyone who has visited Curaçao can tell you that this 444
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