fp Turks and Caicos

More good news came this week from the Tourist Board, when Director of Tourism for the Turks and Caicos Islands Ralph Higgs announced the board was able to significantly reduce outstanding debts.

The board found themselves in an uncomfortable position last summer, being faced with several legal battles for millions of dollard in unpaid debts. That combined with the increasing financial problems of the government left the board with little money for marketing the destination.

However, the board took the matters in stride after Gov. Gordon Wetherell reorganized the board last year named Dr. Hubert Fulford as chairman and made Higgs acting director.

“We have had tremendous success in negotiating down the debts by almost 50 percent,” Higgs said. In addition, the board has “moved away from” all but one case of litigation.

“In order to move forward, we needed to get the indebtedness cleared away,” Fulford said. The board has been working each month to do that, and Fulford believes the debts will be resolved soon.

While admitting the budget is expected to be smaller than in previous years, Fulford said the board will continue to promote the country in an effective way.

Higgs says the board plans to be more creative and more proactive with its approach. With limited finances for traditional marketing, the board has had to be more strategic, taking advantage of public relations opportunities to keep the country on tourists’ radar.

The board is working closely with the Turks and Caicos Hotel and Tourism Association to promote the destination, such as at the recent even in Dallas, Texas. The fruits of these efforts can be seen in various magazine cover stories as well as television exposure in the U.S., Canada and U.K.

The board plans to promote the islands at several international trade shows such as the BIT in Milan, Italy, Feb. 18-21. BIT is the number one tourism workshop in Italy and one of the biggest in the world.

In addition to its continued efforts abroad, the Tourist Board will launch a year-long Tourism Awareness Program this month to keep local residents informed of the importance of tourism and to discuss ideas for improving the vital industry.

“Not only is it important for us to tell the world about Turks and Caicos, but we must ensure that our local public is fully educated about our destination as well as its attributes and career opportunities within the industry,” said Higgs.

“Over the next few months, the public will get a chance to see the faces behind the Tourist Board and get a better understanding of the board’s role in promoting the destination,” Higgs said.

The main goals of the program are to create a National Tourism Forum where ideas can be discussed with all partners at all levels, to promote and bring awareness of the importance of the local tourism industry, and educate the public of the functions of the Tourist Board and its staff.

“The Tourism Awareness Program is designed to be a very cost effective way of reaching out and sharing information and ideas with all stakeholder groups throughout the entire year,” said Donna Neely, marketing executive for the board. “We anticipate a brilliant year of events with many new initiatives that will continue to enhance our tourism product.”

Each month a department within the board will be responsible for planning and hosting activities which will educate and foster discussions with the public about the destination and the tourism product. March will be known as “Know your TCI, know your tourism product” month, where a focus will be placed on educating primary school children on the important role tourism plays in the country. Chairwoman Blythe Claire will be visiting public and private primary schools across the TCI educating the children on what tourism is and why it is important.

Higgs said the board expects a successful year. Although financial and other challenges have plagued the country, Higgs said the fundamentals are sound. “The destination continues to be one of the most popular in the region.”