A Different Dutch Caribbean: An Island With More Than Just White, Sandy Beaches

Tourism is the largest industry in Curaçao and by far contributes more to the economy, directly and indirectly, than any other sector. “Though the island prides itself in having a diverse economy, including the refinery, the financial sector, and the harbor, tourism remains its most prized industry,” stated Dr. Robertico Croes, Associate Director of the Dick Pope Sr. Institute for Tourism Studies at the Rosen College, part of the University of Central Florida.

TEXT PRISCILLA LOTMAN

In June 2015, after many years without a Tourism Master Plan, Croes and his team, on behalf of the Curaçao Tourism Board, presented the findings and recommendations for the sector. The plan aims to set clear guidelines for the development of the tourism sector over the next five years for Curaçao.
One of the main drivers of the new Tourism Master Plan is data. The team has done extensive research on a number of items within this industry to identify trends, spending patterns, investment requirements, required number of flights, the markets that should be targeted and the perception of both the locals and the tourists of Curaçao. The results are the basis for the growth spiral the team foresees, should the recommendations be implemented and the investments made.

The Tourism Industry and Socio-Economic Development
For the last four decades, tourism has experienced continued growth and deepening diversification to become one of the fastest growing economic sectors in the world. Modern tourism is closely linked to development and encompasses growing numbers of new destinations. These dynamics have turned tourism into a key driver for socio-economic progress.
Curaçao would like to jump on this bandwagon and is taking the first steps in finding the right direction with the tourism master plan. In 2019, the island will see changes to the refinery, the financial sector and the debt repayment. In addition, structural problems such as unemployment, youth unemployment and almost stagnant economic growth need to be resolved both on a short and long term basis. This Master Plan focuses on the growth and income of the tourism sector to tackle these issues. “Tourism should be the strategic spearhead,” said Croes. “Growth in this sector will boost economic output, create jobs and consolidate businesses.” According to Croes, the undertaking and implementation of the Master Plan will address economic and social development, mobilization of the private and public sector, and institutional strengthening.

“Growth in the tourism sector will boost economic output, create jobs and consolidate
businesses.”

Island Impressions
The Tourism Master Plan is based on three premises; it is customer focused, it is based on a bottom up approach and it is data driven. There are about 250 direct stakeholders in this project, and the results are based on surveys and interviews with over 3000 people. “The findings of these surveys have been interesting,” said Croes. “Tourists rate the island highly, and ironically, the local population is much less positive about Curaçao and its hospitality industry.”
Croes’ main points are will, determination and approach. “We have a good base and we can build from there. It is a question of will, and being nice to people is half the work,” Croes stated. “It’s important that the island is highly rated by the tourists after they have visited the island – so they come back.”
With the Caribbean islands known for their pristine beaches, crystal blue waters and easy-going lifestyles, it is no surprise that tourism is the main industry for most islands. Aruba and St. Martin, as Dutch Caribbean islands, are both exceptionally well known in markets such as the United States and Europe. “Curaçao can build on this: we don’t need to reinvent the wheel. For tourists the word ‘Dutch’ is synonymous with stability and safety,” said Croes. “Curaçao will be marketed as “a different Dutch Caribbean; an island with more than just white, sandy beaches.” It should not be the ‘best kept secret’ anymore. The island is ready for center stage.”

Market Segments and a Focus on the United States
Croes and his team have come to the conclusion that the first market to be targeted should be the United States, though the Netherlands and Venezuela will continue to be important markets for Curaçao. “Considering the market size, spending power and affinity with the Caribbean islands, we’re advising that Curaçao should start looking towards the US consumer for growth – especially in the mid-west and the New England regions of the country,” Croes recommended. He went on to mention that the plan, which will be presented to the Curaçao Tourism Board, includes specific details on which US states and demographic markets the island needs to focus on, how many more flights need to be implemented and from which airports.

US tourists are targeted for a number of reasons. They are more likely to stay in a hotel, they typically stay for less than eight days, they spend more on average on vacation than other sectors and they are a large market with over 300 million people. These factors result in more direct income for the sector and a boost to the economy as a whole. “At the moment we have about 50,000 US tourists arriving each year, compared to the 600,000 that Aruba welcomes. Increasing the arrival rate by 10% in the coming five years is feasible,” Croes said compellingly. He also confirmed that US tourists look for that eclectic destination where there is interaction with the local community, a rich history and a relaxing beach; Curaçao checks all these boxes.

The Way Forward
A change in mindset is what Croes advises. “Tourism has no future if it is not embedded in the people. This means that we should consider flexible working hours in Punda, duty free areas, and an overall more positive attitude about our island,” he asserted. There is also the responsibility of ensuring that Willemstad, on the UNESCO World Heritage list, be preserved and developed. It is a jewel of the island. Conde Nast, in their article about Curaçao in June 2014, focused on exactly this, “Curaçao is known for its gorgeous beaches, but there’s plenty more to do there than just catch rays, including new history-focused museums, a unique food culture, and a UNESCO-listed historic downtown.”

“Curaçao should not be the ‘best kept secret’ anymore. The island is ready for center stage.”

Croes declared, “It is important to remember that it is not only the hotels, restaurants and shops that will profit from a growth in the tourist sector. The financial industry, the transportation and communication sector, and ultimately the government will all benefit. When each of us realizes that, there will be more collective effort to work towards growth.” Ultimately it is the responsibility of the entire population to ensure that there is more collective effort to propel the island forward and to appreciate the value of tourism. It is in everyone’s best interest and it will lead to a more prosperous future for Curaçao.