Clustering for exponential growth in the tourism sector In our study

Clustering for exponential growth in the tourism sector In our study targeting American visitors published in 2019: Only 21% of respondents were familiar with CBT, but 79% said they were willing to try. That means 20million visitors are interested in community-based tourism (CBT) Sign-up to our newsletter for updates on calls for proposals, consulting opportunities or new research findings www.competecaribbean.org [email protected] Covid is reducing the number of visitors but we can get each one of them to spend a lot more !

Why Compete Caribbean? In the early seventies, real GDP per capita* was 4x higher in the Caribbean than that of the Rest Of Small Economies (ROSE) of the world. Today it’s smaller at 0.9 1970 ROSE 2014 Caribbean ROSE Caribbean * A measurement of the total economic output of a country divided by the number of people and adjusted for inflation.

What is Compete Caribbean? A technical assistance program for PSD A consortium of donors Phase 1 (USD 32.5M) completed in 2017 successfully: 12,000 jobs created 41% increased in revenues ( 153M) 23% increased in exports ( 37M) Phase 2 (USD 22.5M) started in 2017 Same goals but greater focus on Women-owned firms (WOF) Climate change 3

Productivity & Innovation in the private sector (a) Clusters and value chains Cluster capacity building in vulnerable countries Four calls for cluster proposals Pillar 2 Pillar 1 How we execute? The Compete Caribbean Partnership Facility (CCFP): 2 pillars, various instruments Business climate reforms (a) Policy & regulatory reforms Focused on business and innovation climate, particularly DB indicators (b) Entrepreneurship & innovation ecosystem OECS and Jamaica ecosystem Corporate venturing (regional) Social innovation in Belize Public procurement for innovation (regional) (c) Technology adoption and diffusion Technology Extension Services (TES) Blue Tech Challenge Fintech and blockchain innovation Ag-Tech pilots Climate change Inclusiveness (b) Institutional strengthening Focused on evidence-based policymaking (c) Knowledge products & dissemination Enterprise Surveys and others Gender Catalytic impact Sustainability

What is a cluster? Why clustering? A cluster is a group of interconnected firms operating near each other that collaborate and compete to obtain a larger share of the global market. Benefits for firms 1. 2. 3. 4. 5. 6. Joint marketing increase global market share Access to different or larger markets Training shared resources eg: tour guides Advocacy investment in infrastructure Research and product development Better coordination tial n e s Es Covid post Benefits for gov./NGOs/dev. agencies 1. Multiplies spillover effect in communities 2. Increase protection of natural assets 3. The combination of cooperation and competition fosters innovation over time 4. Higher productivity, higher wages 5. More successful start-ups 6. Attracts Foreign Direct Investment (FDI) Key success factors / Best practices 1. 2. 3. 4. 5. 6. Local proximity: Face-to-face interactions to build trust and share knowledge A mix of firm size – micro, small, medium and large, local, international Connections with academic and training institutions Lead by the private sector, supported or facilitated by BSOs Common vision and consensus on top priorities to grow Starts with quick wins: address low-hanging fruits

Clustering is powerful but not easy! Call for cluster proposals in 2017: only 19% of applications from tourism Insufficient given the impact on inclusive and sustainable economic development in the Caribbean Capacity building effort of BSOs to support clusters, including CTO CBT projects can represent the best example of cluster initiatives involves collaboration among MSMEs and large firms integrates business relationships at the local, national and international levels Address coordination failures A Community-Based Tourism (CBT) toolkit developed and shared with MoT and the private sector 6

What? The CBT toolkit includes 5 tools that people can use to achieve specific purpose Purpose COMMUNITY TOURISM DEVELOPMENT Tool Community-Based Tourism (CBT) toolkit Description Use Files 1 Tourism Assets Template to prepare an inventory of tourism assets found in the community (businesses, experts , infrastructure, natural sites, etc.) Document and assess the number, range & quality of tourism assets that can be used to increase tourism revenues. Tourism Asset Inventory.xls 2 CBT Diagnostic A frame of reference to assess the community’s capacity/needs for CBT based on key success factors (KSFs). Assess market readiness and gaps to identify priorities that can be included in a project plan and/or funding proposal Diagnostic tool: Questionnaire and CBT framework.xls ENTERPRISE DEVELOPMENT 3 CBT Enterprise User-friendly business guide to develop profitable CBT enterprises that return benefits to communities as well. Start, improve, formalize and expand CBT business operations PRODUCT DEVELOPMENT 4 Consumer Assessment of willingness-topay of American visitors for experiences that can be offered by Caribbean MSMEs. Refine, expand and price the product offerings to increase tourism spending Consumer research.pdf Training manual.pdf Power presentation.ppt MARKET DEVELOPMENT 5 CBT Profiles Promote the diversity of CBT opportunities in the Caribbean Destination profile template.doc 10 destination profiles already created Inventory handbook research in American market by Euromonitor /-2-page template to collect information about the types of Database of CBT experiences found in the community to attract visitors. profiles in the Caribbean? CBT Enterprise Handbook.pdf Business Support Services.pdf (by country) Facilitator’s guide.pdf 3 handouts for learning.doc

COMMUNITY TOURISM DEVELOPMENT 1 Tourism Asset Inventory Excel template to prepare an inventory of assets found in the community which are valuable for CBT development I. Accommodations II. Attractions III. Services 1.1 Bed & breakfast 1.2 Cabin / lodge / ecolodge 1.3 Campground 1.4 Apartment / villa 1.5 Guest house/ inn 1.6 Homestay 1.7 Hostel 1.8 Hotel 1.9 Other 2.1 Festivals & Events 2.2 Culture & Heritage Attractions 2.3 Natural Attractions 2.4 General Attractions 3.1 Food & Beverage 3.2 Shopping & Markets 3.3 Transportation V. Experts VI. Infrastructure 5.1 Tourism 5.2 Natural and Cultural Heritage 5.3 Performing Arts 5.4 Visual Arts 6.1 Security 6.2 Health 6.3 Visitor 6.4 Other IV. Experiences (Tours & Activities) 4.1 Culture & Heritage 4.2 Water-based Adventure 4.3 Land-Based Adventure Local 8

6 types of assets, 19 sub-types: 171 ideas of assets g Infrastructure vities) - 3 types, es 5. Local Experts - 4 types, multiple sub-types 1 4.3 Land-Based Adventure 5.1 Tourism 6. Supporting Infrastructure 5.2 Natural and 5.3 Performing Cultural 5.4 Visual Arts 6.1 Security 6.2 Health Arts Heritage farmer actor artisan community doctors Watch program ATV/quads boat captain cycling cook/chef historian caving driver hiking tour guide police services geologist (rocks) dance group film maker security service medical clinics ornithologist (birds) dancer designer trained security other guards horseback riding housekeeper / cleaner fisher folk music group potter other walking natural / alternative healers storytelling musician photographer singer print maker mountain biking other 6.4 Other 171 ideas of what can be used / improved in a community to generate more revenues from visitors bank artist spa therapist artist 6.3 Visitor hospitals 2) Attractions: 2.1 Festivals and Events, 2.2 Culture & Heritage Attractions, 2.3 Natural Attractions, 2.4 General Attractions Name (How people recognize the place, i.e. brand name) Location Type (select from drop- Sub-type (select from (Village & street where down menu or refer to drop-down menu or the attraction is Asset List) refer to Asset List) located) Name of main contact Phone for booking (XXX-XXX-XXXX) (First & Last name) Email Website Facebook Page Community owned? (yes/ no/ partially) Name of main owner(s) (First & Last) (If Any) % of female ownership Short Description Briefly describe - description of attraction (max 150 characters) Comments Include notes on visitor appeal, visitor capacity, other relevant info e.g., renovations, closures, development plans 1 2 3 4 5 6 7 9

COMMUNITY TOURISM DEVELOPMENT 2 Diagnostic tool Frame of reference to assess market readiness and gaps based on KSFs, and discuss priorities that can be included in a project plan and/or funding proposal 7 dimensions that must be assessed for community tourism development 1. Governance and Leadership 2. Community Participation 3. Access to Resources 4. Infrastructure & Services 5. Human Resources 6. Tourism Assets 7. Product Development and Marketing For each dimension, market readiness can be assessed for 28 key success factors in CBT 10

The KSFs facilitate discussion to identify priorities and reach consensus Governance and Leadership CBT integrated in local economic planning Representative governance Partnerships Independent administration Community Participation Community interest Knowledgeable community members Community consultation and engagement Protocols for visitors Access to Resources Access to land Protected CBT assets Access to business support services Access to finance Access to capital investments Access to technical training Infrastructure & Services Accessibility Basic infrastructure (water, waste, electrical, communication and financial services) Health and medical Security Human Resources Management skills Operational skills Licenses and credentials Tourism Assets Asset inventory Signage Retail/shops Product Development and Marketing Market research Product base Marketing Industry linkages 7 dimensions and 28 success factors for effective communitybased tourism (CBT) 11

Questions suggested to facilitate: Assessment process Discussion with community members Prioritization Fundraising Compete Caribbean-Caribbean Tourism Organization Community-Based Tourism Readiness Diagnostic - Success Factors Criteria and Scoring Key CBT success factors Assign a score based on best estimate of the extent to which the community meets each criterion Meets 2 points Partially meets 1 point Does not Meet 0 point 0 0 0 0 0 0 Comments (e.g., Acti vi ti es a l rea dy pl a ce to meet criteri on, a s s i s ta nce requi red to meet i t, cri ti cal ga ps to be a ddres s ed to meet i t) Governance and Leadership CBT i ntegra ted i n loca l Is Communi ty Bas ed Touri s m CBT part of a broader communi ty devel opment pl a n? economic pl a nni ng Does the communi ty pri ori ti ze CBT as a devel opment s trategy? Does the communi ty have a wri tten CBT devel opment s trategy or pl a n? Ha s zoni ng been done to des i gnate areas i n the communi ty to be us ed for touri s m? Repres enta ti ve Is there a ma na gement commi ttee (or group) res pons i bl e for CBT? governa nce Does the CBT commi ttee i nvol ve women? Is the CBT commi ttee repres entative of communi ty members (e.g., youth, elderl y, fa rmers , fi s hers , as rel eva nt to the communi ty)? Pa rtners hi ps Does the communi ty have s trong partners hips wi th government, NGOs or other a gencies tha t s upport the communi ty's CBT development pla ns ? Independent Does the communi ty have es tabli s hed admi nis trative and fi na nci a l s ys tems a nd procedures s pecifi ca ll y for Admi ni s tra tion devel opi ng a nd managi ng CBT (e.g., s eparate accounti ng s ys tems a nd ba nk a ccounts us ed only for CBT development, CBT funds not s ubject to appropri ati on for other us es )? Section Subtotal: Community Participation Communi ty i nteres t Knowl edgea bl e communi ty members Communi ty cons ul ta ti on & enga gement Protocol s for vi s itors Is there i nteres t from communi ty members to champion CBT a cti vi ti es ? Ha ve you a ddres s ed any res i s tance from communi ty members aga i ns t CBT? Ha s touri s m a warenes s educati on been conducted to hel p communi ty members unders ta nd touri s m a nd its opportuni ti es (e.g., how the touri s m s ector works , the benefi ts a nd dra wba cks , the types of jobs a nd bus i nes s opportuni ti es i t creates , s ocial i mpact)? Does the communi ty have knowl edge and experi ence i n CBT (e.g., touri s m tra i ni ng been done, communi ty members own or ha ve worked i n touri s m enterpri s es )? Does the CBT commi ttee, or communi ty decis i on makers , hol d regul a r meetings to di s cus s CBT devel opment wi th communi ty members ? Does the communi ty have a s ys tem that is us ed to provi de i nforma tion to communi ty members ? (e.g., publ i c i nforma ti on boa rds , What's App group, Facebook group) Does the communi ty have a s ys tem to al low communi ty members to provide i nput a nd/or ma ke deci s i ons on CBT i ni ti a tives tha t affect the communi ty (e.g., community meeti ngs , voti ng)? Ha s the communi ty defi ned cul tural and/or communi ty protocol s a nd bounda ri es tha t protect the communi ty a nd refl ect communi ty val ues and bel iefs (e.g., s ites not to be vi s i ted, unwa nted vi s i tor beha vi our, pri va cy infri ngement)? Subtotals: Access to Resources Acces s to l a nd Does the communi ty own l ands or have s ecure l egal acces s to l a nds where CBT devel opment i s pla nned or where CBT a cti vi ti es ta ke place? 12

What is it? The CBT toolkit includes 5 tools that people can use to achieve each purpose Purpose COMMUNITY TOURISM DEVELOPMENT Tool Community-Based Tourism (CBT) toolkit Description Use Users 1 Tourism Assets Template to prepare an inventory of tourism assets found in the community. Inventory number, range & quality of tourism assets in community, identify strengths and gaps Community Organizations National Tourism Organisations (NTOs) Business Support Organisations (BSOs) 2 CBT Diagnostic A frame of reference to assess the community’s capacity for CBT based on key success factors (KSFs). Assess market readiness and gaps to identify priorities that can be included in a project plan and/or funding proposal Development agencies Community organisations ENTERPRISE DEVELOPMENT 3 CBT Enterprise User-friendly business guide to develop profitable CBT enterprises that return benefits to communities. Start, improve, formalize and expand CBT business operations CBT Enterprises owners & managers NTOs BSOs PRODUCT DEVELOPMENT 4 Consumer Assessment of willingness-topay of American visitors for experiences that can be offered by Caribbean MSMEs. Refine, expand and price the product offerings to increase tourism spending Entrepreneurs Business Support Organisations (BSOs) National Tourism Organizations (NTO’s) MARKET DEVELOPMENT 5 CBT Profiles Promote the diversity of CBT opportunities in the Caribbean CTO representatives in 13 USA, UK and Canada NTOs Tour operators Visitors Inventory handbook research in American market by Euromonitor /-2-page template to collect information about the types of Database of CBT experiences found in the community to attract visitors. profiles in the Caribbean?

ENTERPRISE DEVELOPMENT 3 CBT Enterprise handbook User-friendly guidebook to help entrepreneurs develop profitable CBT enterprises that return benefits to communities. 1.0 The Global Travel Industry 1.1 1.2 1.3 1.4 Many Different Parts The Global Scene Impacts of Tourism Global Tourism Trends 2.0 Understanding CBT 2.1 What is Community-Based Tourism (CBT)? 2.2 What are the Benefits and Drawbacks of CBT? 2.3 Community-Based Tourism in the Caribbean Types of CBT Experiences in the Caribbean: 2019 3.0 Protecting and Involving Your Community 3.1 What is Cultural Authenticity? 3.2 How Can You Protect and Benefit Your Community? 4.0 Planning your CBT Business 4.1 4.2 4.3 4.4 What is a ‘Market Ready’ Tourism Business? What are the Steps to Starting a CBT Business? What Goes into a Business Plan? Where Can I Get Help for My Business Plan? 5.0 Understanding Your Markets 5.1 What is Market-Driven Research? 5.2 Which Types of Visitors Have the Most Potential? 5.3 Who is my Ideal Guest? 6.0 Developing Your Product 6.1 6.2 6.3 6.4 6.5 What What What What What is Packaging? Types of CBT Packages Do Visitors Buy? are the Essential Qualities of a CBT Product? Product Can I Offer? are the Steps in Product Development? 7.0 Pricing Your Product 7.1 How Does the Travel Distribution System Work? 7.2 What Commissions Do the Travel Trade Expect? 7.3 What are Net and Retail Rates? 7.4 How Do I Calculate My Net Rate? 7.5 How Do I Calculate My Retail Rate? 14

ENTERPRISE DEVELOPMENT 3 CBT Enterprise handbook User-friendly guidebook to help entrepreneurs develop profitable CBT enterprises that return benefits to communities. 8.0 Meeting Visitor Expectations 8.1 What is Values-Based Guest Hospitality? 8.2 How Can I Create a Sense of Place? 8.3 What is Genuine Hosting? 8.4 How Should I Prepare Guests for Their Visit? 8.5 How Can I Learn from Feedback? 9.0 Marketing Your Product 9.1 What are the 4 Ps of Marketing? 9.2 What Goes into a Marketing Plan? 9.3 Why is Branding Important? 9.4 How Do I Make a Marketing Content Library? 9.5 Why is Online Marketing Important? 9.6 What are the Best Ways to Market? f ctories o 13 dire rt services sup po t business r relevan fo s t c a t n to with co s n e e d e d in n o ti u t ti ins obta usiness, b a r e t is cate, reg ng certifi li d n a h food etc. 10.0 Developing Financial Management Skills 10.1 Why Do I Need Financial Management? 10.2 How Do I Estimate My Start-up Costs? 10.3 How Do I Prepare an Annual Operating Budget 10.4 How Will I Finance My Business? 10.5 What are the Essential Financial Statements? 10.6 What about Taxation and Reporting? 10.7 Why Should I Get Professional Assistance? 10.8 Checklist for Financial Success 11.0 Building Your Support Network 11.1 Building Your Support Network Glossary Appendix 1: References and Resources Appendix 2: NTOs and CBT Development Appendix 3: Experience Development Template Appendix 4: Example Code of Conduct 15

The CBT enterprise handbook is based on the market-Readiness model developed by Small Planet Consulting and others

What is it? The CBT toolkit includes 5 tools that people can use to achieve each purpose Purpose COMMUNITY TOURISM DEVELOPMENT Tool Community-Based Tourism (CBT) toolkit Description Use Users 1 Tourism Assets Template to prepare an inventory of tourism assets found in the community. Inventory number, range & quality of tourism assets in community, identify strengths and gaps Community Organizations National Tourism Organisations (NTOs) Business Support Organisations (BSOs) 2 CBT Diagnostic A frame of reference to assess the community’s capacity for CBT based on key success factors (KSFs). Assess market readiness and gaps to identify priorities that can be included in a project plan and/or funding proposal Development agencies Community organisations ENTERPRISE DEVELOPMENT 3 CBT Enterprise User-friendly business guide to develop profitable CBT enterprises that return benefits to communities. Start, improve, formalize and expand CBT business operations CBT Enterprises owners & managers NTOs BSOs PRODUCT DEVELOPMENT 4 Consumer Assessment of willingness-topay of American visitors for experiences that can be offered by Caribbean MSMEs. Refine, expand and price the product offerings to increase tourism spending Entrepreneurs Business Support Organisations (BSOs) National Tourism Organizations (NTO’s) MARKET DEVELOPMENT 5 CBT Profiles Promote the diversity of CBT opportunities in the Caribbean CTO representatives in 17 USA, UK and Canada NTOs Tour operators Visitors Inventory handbook research in American market by Euromonitor /-2-page template to collect information about the types of Database of CBT experiences found in the community to attract visitors. profiles in the Caribbean?

PRODUCT DEVELOPMENT 4 Consumer research Assessment of willingness-to-pay of American visitors for experiences that can be offered by Caribbean MSMEs. 1. What are visitors interested in spending their money on? 2. How much are they willing to pay? 3. How can Caribbean MSMEs take advantage of this? Refine, expand and price the product offerings to increase tourism spending Increase employment and revenues for people across sectors: farming, agroprocessing, logistics, transport, tourism, creative industries, furniture, etc. 18

15 activities prioritized out of 30 considered based on potential benefits for Caribbean MSMEs Niche Markets Category Culture and Heritage Tourism Agro and Food Tourism Culture and Heritage Tourism Scientific, Academic, Volunteer and Educational Tourism (S.A.V.E.) Number of businesses Community involvement Employment potential Interest/ Popularity (US) Capacity in the Caribbean Score Local Tourism 100-2000 100 High High High High 5.00 Food and Beverage Tour Expeditions that include visits/excursions linked to food and related products and activities. Tours might highlight the process, include a tasting and/or culinary cooking activity. Popular tours include rum, coffee, spices, and chocolate. 30-1200 26-100 High High High High 4.70 100 High Mid High High 4.50 1-25 High High High High 4.40 Activities in the destination where the local food and beverage including agricultural products, gastronomic offerings and methods of food preparation are the primary pull factors and key 10-15 aspects of the experience. Can be offered at family and local restaurants including the traditional fish fry. 100 High Mid High High 4.40 A culinary experience that includes products that are locally grown or sourced. This may include a farm tour, harvesting ingredients, and/or a cooking class in addition to a meal/tasting using locally sourced ingredients. 26-100 High High High Mid 4.20 1-25 High High Mid High 4.00 1-25 Mid Mid High High 3.50 Homestay A homestay property is an alternative accommodation in a private residence/local home that accommodates paying guests. Travelers usually stay with a family and experience their cooking. 35-110 Homestays can be offered by individuals and their families or by structured organizations. Travel experience which has as a primary motivation the tourist’s engagement and experience in learning, self-improvement, School Exchanges intellectual growth and skills development. Includes a broad and Cultural 1000-2000 range of products and services related to academic studies, skill Immersion enhancement, school trips, career development courses and language learning among others. Experiences can be focused on Traditional Cuisine Agro and Food Tourism Farm to Table Culture and Heritage Tourism Price range Tourism activity that offers experiences linked to the local/host community. May include multiple activities across various tourism niches and categories, with an aim to offer an authentic and local experience. Experiences may be packaged to include transportation, accommodation, meals, a guide, etc. Agro and Food Tourism Scientific, Academic, Volunteer and Educational Tourism (S.A.V.E.) Category Definition 25-110 Trips taken to a destination for the purpose of assisting the host community, often with a social cause as the primary motivation Volunteer with with travel as a complementary feature. Examples include 800-2000 Local Experience voluntourism for reconstruction in the aftermath of a natural disaster, community development activities, conservation, and clean-ups. Tourism activity that is owned, operated, and/or managed by members of indigenous communities, and offers unique and Indigenous authentic experiences to visitors while also contributing to 30-110 Tourism sustaining local livelihoods, protecting valued socio-cultural traditions, and the natural and cultural heritage resources of the community. 19

15 experiences prioritized based on interest level of tourists and benefits for Caribbean MSMEs Hig h Food-related B) Promote internationally A) Prioritize A) Prioritize These activities show highest benefits for the region. They are most interesting to US tourists. B) Promote internationally Caribbean benefits* Benefits for the Caribbean are high. US tourists show low interest; therefore, promotion and repositioning are required. Develop locally C)C)Develop locally US tourists are highly interested in these. They bring lower benefits to the region therefore they need further development. Lo w D) Redefine D) Redefine Low Interest level among tourists is low, as are the benefits for the Caribbean compared to the rest of the activities. Requires repositioning to strengthen both. C) Develop locally Interest level of tourists** *Caribbean benefits refer to the combination of metrics from the scorecard (community involvement, employment potential, capacity, activity price, and number of businesses) **Interest levels based on consumer survey, N 629 High 20

The four top activities that can generate the most revenues for Caribbean businesses involved agrifood Traditional Cuisine Most are willing to pay as much as US 100 for their experience. Average current price is 10 Half of respondents are willing to pay more for food sourced locally, and nearly 40% for organic produce. Farm to Table Majority would pay as much as US 100 for their experience. About half of respondents are willing to pay more if the experience is locally sourced, embraces environmental sustainability, and offers VIP options or access. Food & Beverage Tour Most are willing to pay up to US 300 per activity. 35% are willing to pay more for attributes like Organic certification, locally sourced, benefits everyone fairly, etc. Around 20% are willing to pay at least 25%-50% more for VIP options and access. 21

Each activity analyzed: preferred characteristics, who to target, how to market, how to price, etc. Local Tourism Most are willing to pay as much as US 300 per activity. Over half are willing to pay more if they know the ticket price % that goes back to the community and VIP options. Farm tour Willingness to pay varies from 31 to 300 Current price range currently offered in the Caribbean: 20-150 Should include transport and be combined with other activities 22

Other key findings from survey responses Deal breaker: Perception of safety and hygiene Inform customers Certifications to show that standards are met Use community tourguides Visitors want to know, see and feel Grown without chemical Organic Sourced locally Providing benefits to local community Fun to experience Research and book online Raise awareness Tell them! Show them! Agritourism tour guides? Only 21% of respondents were familiar with CBT, but 79% said they were willing to try once they became aware. 30million visitors to the Caribbean in 2018: that means a market potential of 23million visitors to our communities!! 23

What is it? The CBT toolkit includes 5 tools that people can use to achieve each purpose Purpose COMMUNITY TOURISM DEVELOPMENT Tool Community-Based Tourism (CBT) toolkit Description Use Users 1 Tourism Assets Template to prepare an inventory of tourism assets found in the community. Inventory number, range & quality of tourism assets in community, identify strengths and gaps Community Organizations National Tourism Organisations (NTOs) Business Support Organisations (BSOs) 2 CBT Diagnostic A frame of reference to assess the community’s capacity for CBT based on key success factors (KSFs). Assess market readiness and gaps to identify priorities that can be included in a project plan and/or funding proposal Development agencies Community organisations ENTERPRISE DEVELOPMENT 3 CBT Enterprise User-friendly business guide to develop profitable CBT enterprises that return benefits to communities. Start, improve, formalize and expand CBT business operations CBT Enterprises owners & managers NTOs BSOs PRODUCT DEVELOPMENT 4 Consumer Assessment of willingness-topay of American visitors for experiences that can be offered by Caribbean MSMEs. Refine, expand and price the product offerings to increase tourism spending Entrepreneurs Business Support Organisations (BSOs) National Tourism Organizations (NTO’s) MARKET DEVELOPMENT 5 CBT Profiles Promote the diversity of CBT opportunities in the Caribbean CTO representatives in 24 USA, UK and Canada NTOs Tour operators Visitors Inventory handbook research in American market by Euromonitor /-2-page template to collect information about the types of Database of CBT experiences found in the community to attract visitors. profiles in the Caribbean?

MARKET DEVELOPMENT 5 CBT destination profile 2-page template to collect information about the types of experiences found in the community to attract visitors. Part 2: Se Part 1: Community Profile Community Name: Click or tap here to enter text. Database of CBT destinations in the Caribbean Introduction Name of community and location (max 2 sentences): Click or tap here to enter text. What name means/How community got its name – interesting info, (max 2 sentences): Click or tap here to enter text. Interesting tidbit that shows or highlights an interesting angle (few sentences): e Click or tap here to enter text. Key Details Click or tap here to enter text. Population (number of people): Click or tap here to enter text. Indigenous Groups, if relevant (breakdown by %, if possible): Click or tap here to enter text. Languages (main ones, in rank order): Customs, traditions or practices to be observed: Click or tap here to enter text. Location (fill in details): Longitude Click or tap here to enter text. Note: also use Google Maps to prepare a map showing Latitude Click or tap here to enter text. location, geographic features, etc. Elevation Click or tap here to enter text. Click or tap here to enter text. Topography: few sentences with features: Click or tap here to enter text. Weather: few sentences with features: Community Arts, Culture and Heritage Experiences A few sentences about the community-based arts, culture and heritage experiences available to visitors, developed based on tourism inventory and field mission. (General overview. No specific info on businesses providing tours.) Click or tap here to enter text. Natural Attractions A few sentences about the special natural features/attractions of the community, such as parks, protected areas. Focus on connection to community – e.g. places which are draws for the destination, and where CTEs take visitors, good places for viewing flora and fauna Click or tap here to enter text. Accommodation A few sentences about types of community accommodation available in the area. If none, provide info about accommodation partners community works with. (General overview. No specific info on businesses providing tours.) Click or tap here to enter text. Visitor Information Names, phone numbers, emails, social media pages for sources of visitor information for community Click or tap here to enter text. ay e, Do & St e Typ offered experience Contact the type of ed. es as need e refers to ences. Typ etc. Add or delete lin to enter eri e exp her e t provid ak tour, Click or tap er terprises tha inal plants walk, kay Name here to ent t. munity en tap dic tex or com me enter ck on bs/ Cli tap here to or Specific info e walk, her tap here to enter ag ck vill Cli r, text. er al tou Click or here to ent e.g., cultur er text. Click or tap here to ent e to enter t. her tap tex er or tap ent ck or Cli Click here to text. er Click or tap here to ent text. er text. Click or tap here to ent text. er Click or tap here to ent , text. Click or tap information text. er ent to le, include here text. are availab ces, at least one of s ge Click or tap ka rism pac experien tou y re nit mo t. s mu or tex ge com ing 2 ence Packa kages link destination Multi-experi lti-day pac d/or multineeded. day and mu erience an lete lines as If multi-exp d/or sample erprise. Add or de to actual an nity ent mu links, etc. com a ered by ishment t. tex which is off er food establ here to ent al the type of Click or tap er text. e refers to ved e.g., loc here to ent vices. Typ of food ser Click or tap beverage ser cialty refers to type and d d Foo e foo lty rant. Spe cia tau Community terprises that provid res Spe d. é, & de Type en er meal, caf s as nee here to ent Community nd, fast food, home n. Add or delete line Click or tap sta ria Contact er e.g., street sine, vegeta here to ent text. igenous cui enter Click or tap Location cuisine, ind tap here to enter or to ck e Cli her text. er Click or tap here to ent Name er text. er here to ent Click or tap here to ent text. er Click or tap Click or tap here to ent text. to enter Click or tap text. text. or tap here to enter ck e Cli her t. tap tex Click or e to enter her t. tap tex e.g or ed ., Click text. tion offer er here to ent accommoda text. Click or tap the type of needed. e refers to as Typ s n. n t. line tio tio tex da delete moda Type er y Accommo vide accom etc. Add or here to ent Communit ses that pro B, ecolodge, hotel, Click or tap y enterpri B& Contact er Communit est house, here to ent text. hostel, gu Click or tap e to enter her Location er home stay, tap ent or to Click here text. er Click or tap here to ent Name er text. er Click or tap here to ent here to ent text. er Click or tap here to ent Click or tap text. er Click or tap here to ent text. er tap ent text. or to ck e Cli her text. enter to Click or tap e her text. Click or tap text. er here to ent text. Click or tap y text. to communit text. get re to He w t er ho How to Ge here to ent details on rt relevant Click or tap enter text. to e Provide sho her or tap t. s) Click to enter tex By Air: e direction or tap here driv ck lfCli (se er text. : By Road here to ent service): t. ared bus gas Click or tap to enter tex e tors (e.g. By Road (sh her tap ndly to visi Click or that are frie and plug By taxi: s, list places ty – volts, frequency . Boat one e.g lic : police, her pub n By Ot es such as 3) electrici ms – if no .; Informatio vic & oo etc ser shr es ty es, wa vic uri of , caf d sec location Visitor Ser services: 1) ess points - safety an services – key tourism internet – public acc assistance ; 5) health Details on 2) 4) Visitor information taurants); applicable; s of visitor stations, res available hours, if r and source as ito ll vis a we as by ed type can be obtain etc. where help s, None ics, hospital Mobile doctors, clin n Daily Landline essible Less Tha Daily Publicly acc Satellite Set Times : ms roo Type: wash 24 Hours s one sse N ine : Bus Grid Internet: Availability mmunity n Daily s: Co Generator Less Tha le Access Point Daily Renewab Set Times Type: Hours 24 20 : 2 Electricity: Square Availability 110 Round Voltage: Flat Pin Type: enter text. to e her Click or tap istance: er text. 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How to leapfrog: Access to digital payment solutions Research published in 2019 revealed that Caribbean firms are disadvantaged compared to their peers in other countries The Role of Fintech and Regulations in Enabling Caribbean MSMEs to grow and innovate* More than half of Caribbean MSMEs are underbanked for a variety of reasons. The lack of access to cost-effective digital payment solutions prevents access to potential customers – both online and offline In 2017, the size of the informal sector in the Caribbean represents 35% to 44% of GDP** transactions among micro and small businesses are done in cash but visitors come with limited cash despite having a high willingness-to-pay for Caribbean products and services Complete this 5min survey: https://docs.google.com/forms/d/e/1FAIpQLSeDIMXUNLl 2gsJE1IdziOkVIkthwfcIe3VfcOsPNPb7fETi5g/viewform * The role of fintech and regulations in enabling Caribbean MSMEs to grow and innovate, Compete Caribbean, 2019 ** Estimating the Size of the Informal Economy in Caribbean States, IDB publication 2017, p.4 26

Thank you! Sign-up to our newsletter: www.competecaribbean.org A multi-donor facility that provides technical assistance to increase the competitiveness of the Caribbean private sector. The results expected are increased employment, revenues and exports using an inclusive and sustainable approach. Hythe, Maxwell Main Road Christ Church, Barbados. Tel: 1. 246. 627. 8500 Fax: 1 .246. 429. 8869 Email: [email protected]

Examples of cluster projects Adventure and indigenous tourism in Guyana Protection of the arapaima fish for sports fishing Pure Grenada Global branding and market positioning Treasure Beach in Jamaica Capacity building of CBTEs and DMO St.Lucia: mobile app for local sourcing Food & rum festivals involving communities and authentic food (chef for development) 28

The four top activities that can generate the most revenues for Caribbean businesses involved agrifood Beach Tourism Tourism activity that is centered around the marine environment. It includes visits to coastal towns and recreational activities related to enjoying the sun, sand, and sea including sunbathing, snorkeling, paddle boarding, scuba diving, walking/playing on the beach, etc.) Ecolodge A tourist accommodation facility that is ecologically designed and managed to have a minimal negative impact on the natural environment and host community in which it is situated. Ecolodges are mainly located in a remote destination in nature, and are often built from natural materials. Farm to Table A culinary experience that includes products that are locally grown or sourced. This may include a farm tour, harvesting ingredients, and/or a cooking class in addition to a meal/tasting using locally sourced ingredients. Farm Tour An activity linked to a tour/visit to an agricultural farm. This can include organic farm tours, or tours of specialized crops such as coffee and cacao plantations, spice farms and medicinal herbs. Farm tours may include meals, food tastings, and/or accommodations. Festival Festivals are events centered on celebrating or commemorating some aspect of local indigenous culture, heritage and traditions, spiritual practice, gastronomy, film and/or music of a country, community, religion, ethnic or social group. Festival Tourism is a popular niche market segment, defined as travel for the main purpose of attending festivals. Food and Beverage Tour Expeditions that include visits/excursions linked to food and related products and activities. Tours might highlight the process, include a tasting and/or culinary cooking activity. Popular tours include rum, coffee, spices, and chocolate. Heritage Site Historical, cultural, archeological and indigenous sites and ruins such as monuments, buildings, structures and cemeteries of significant local value or where political, military, cultural or social history has been preserved. Homestay A homestay property is an alternative accommodation in a private residence/local home that accommodates paying guests. Travelers usually stay with a family and experience their cooking. Homestays can be offered by individuals and their families or by structured organizations. 29

Indigenous Tourism Tourism activity that is owned, operated, and/or managed by members of indigenous communities, and offers unique and authentic experiences to visitors while also contributing to sustaining local livelihoods, protecting valued socio-cultural traditions, and the natural and cultural heritage resources of the community. Local Tourism Tourism activity that offers experiences linked to the local/host community. May include multiple activities across various tourism niches and categories, with an aim to offer an authentic and local experience. Experiences may be packaged to include transportation, accommodation, meals, a guide, etc. School Exchanges and Cultural Immersion Travel experience which has as a primary motivation the tourist’s engagement and experience in learning, self-improvement, intellectual growth and skills development. Includes a broad range of products and services related to academic studies, skill enhancement, school trips, career development courses and language learning among others. Experiences can be focused on specific subject areas or aspects of culture where learning is the primary goal, and travel is a complementary criterion. Traditional Cuisine Activities in the destination where the local food and beverage including agricultural products, gastronomic offerings and methods of food preparation are the primary pull factors and key aspects of the experience. Can be offered at family and local restaurants including the traditional fish fry. Traditional Health and Wellness Tourism that is based on locally significant wellness activities, done by tourists with the principal purpose of improving their health and wellbeing. Examples may include mineral baths, spa treatments, courses on ancient herbs and their uses, etc. Volunteer with Local Experience Trips taken to a destination for the purpose of assisting the host community, often with a social cause as the primary motivation with travel as a complementary feature. Examples include voluntourism for reconstruction in the aftermath of a natural disaster, community development activities, conservation, and clean-ups. Wellness Activities that offer preventive, lifestyle-enhancing, relaxing, pampering and healing treatments. Experiences can include yoga, mindfulness, and meditation retreats including detox retreats, and retreats guided by expert nutritionists among other specialists. Wildlife Tourism in Natural Habitat Trips to destinations with the main purpose of observing the local fauna. Includes birdwatching, turtle watching, and generally observing wildlife in its natural habitat. This does not include reserves or sanctuaries. Source: Caribbean Tourism Organization, United Nations World Tourism Organization, and Euromonitor International