The Tribune

The Minister of Tourism championed the Bahamas and the Caribbean before a 400-strong Los Angeles crowd featuring some of North America’s top travel agents.

Obie Wilchcombe gave the keynote speech at Sandals Resorts International’s travel agent unveilings, saying: “We have to appreciate that we’re not just talking about a hotel brand; we’re talking about a commitment by a Caribbean man who understands the ideology of the CARICOM.

“It was very important for me to come here to say thank you to ‘Butch’ Stewart, and cause the people who sell both the product and the destination to understand that they are contributing to the social and economic development of these islands.

“Because of the travel agents and Gordon ‘Butch’ Stewart, many Bahamians I know have meals on their table, roofs over their heads, are able to visit the hospital and see their doctor, and educate their children. It’s all because of the efforts they have made, and the tourism industry in general, which in our case contributes more than 60 per cent to GDP.”

Mr Wilchcombe said of his address: “It’s important that we stop and put everything into all perspective. I wanted to say thank you to those travel agents and have them understand what they’re doing; you’re not just making commissions for selling resorts, you’re also helping the growth and development of countries and the prosperity of people.”

As well as Los Angeles, Sandals’ west coast unveilings tour also included of Phoenix, Seattle and San Francisco, where more than 1,250 travel agents heard the latest news from the resort chain.

“Many of the countries in the world have now latched onto tourism. When the Ba hamas began tourism 50 years ago, we recognised many people came to the Bahamas in search of sun, sand and sea,” Mr Wilchcombe said.

“We’ve discovered that they look for sun, sand and sea and they want service, but they also want to have an appreciation of the culture of the destination. If you go to the Bahamas, you get what the Bahamians do. If you go to Grenada, you get what the Grenadians do and so on.”

He added: “Travel agents have been able to hold our countries in their hands and speak to the world about the future of these countries and realise that the tourism industry can improve your country’s resilience, its sustainability, cause rapid growth and be able to provide jobs.

“Each island has unique features and Sandals has been able to use these unique features to sell the destination. Sandals co-brands with the destination. In the case of the Exumas in the Bahamas, we were having difficulty seeing growth in the economy, and because of Sandals we’re seeing more airlift and more recognition.

“In Sandals, you’re talking about one of the world’s most renowned brands. They’ve created an international appeal. It helps in ‘the draw’ and people become familiar with the destination because of the brand. If you have a brand like Sandals connected to your country, it will cause growth,” the Minister added.

“Over 20 years ago we needed new brands and new inventory. When Sandals came onboard we were an instant hit again, and you’re beginning to see it in Exuma. You will see it in all the places where Sandals is. You see it in the Turks and Caicos, you’ll see it in Grenada, you’ll see it in Barbados.”

Effusive in his praise of Mr Stewart, Mr Wilchcombe added: “He is renowned for marketing, in fact he has been able to master it, and no one does it as good as he does. You see Sandals everywhere, and it becomes part of your psyche. It is imperative for us as Caribbean men and women to celebrate him. Not only has he caused his own personal growth as a hotelier, but he’s gone into islands that were suffering and has been able to cause economic and social growth that impacts families, lives and generations.”