Our second Future of Ageing 2019 open slot winner, Rochelle Amour, Research Fellow
at the Caribbean Institute for Health and Research, highlighted the importance of inclusivity in current tourism approaches and facilities and of recognising the diversity of older people.
The Caribbean is the most tourism-dependent region in the world. The industry is so successful that international chains and local hoteliers can influence local policy and industry regulations. The
Caribbean is also among the fastest ageing regions. In order to remain competitive both locally and internationally, the industry needs to pay closer attention to older persons.
Currently, destinations often stereotype older travellers, falsely assuming they want to play golf all day, are on a budget, won’t explore or can’t fit in with younger people. Despite the attractive warm climate and retirement-friendly culture, there is a lack of inclusive facilities for older tourists or visiting diaspora.
Inclusive policies can also empower older residents who want to continue working and offer better accessibility to and understanding of older markets.
Find out more about Future of Ageing 2019 - https://ilcuk.org.uk/event-the-future-of-ageing/
Maximising the longevity dividend - tourism in the Caribbean - Future of Ageing 2019 - Rochelle Amour
1. Future of Ageing 2019
Maximising the longevity dividend
#FutureOfAgeing
2. Maximising the longevity dividend –
tourism in the Caribbean
Rochelle Amour, Caribbean Institute for Health Research
#FutureOfAgeing
3. www.uwi.edu/caihrTHE UNIVERSITY OF THE WEST INDIES | CAIHR
Rochelle Amour, M.Sc. (Gerontology)
Research Fellow, CAIHR, UWI, Jamaica
International Longevity Centre UK Future of Ageing 2019
5 December, London, UK
Maximising the Longevity Dividend:
Tourism in the Caribbean
4. www.uwi.edu/caihrTHE UNIVERSITY OF THE WEST INDIES | CAIHRTHE UNIVERSITY OF THE WEST INDIES | CAIHR
Overview
The Caribbean Context
Maximising the Longevity Dividend In:
1. Heritage Travel
2. Cannabis Tourism
3. MICE/Business Tourism
Take Away Points
5. www.uwi.edu/caihrTHE UNIVERSITY OF THE WEST INDIES | CAIHRTHE UNIVERSITY OF THE WEST INDIES | CAIHR
Caribbean Context
• Caribbean is a very diverse
region
• Resilience building among
Caribbean destinations
is key
• Large Caribbean Diaspora
in US, Canada & UK
• Jamaica largest English-
speaking island in
Caribbean
6. www.uwi.edu/caihrTHE UNIVERSITY OF THE WEST INDIES | CAIHRTHE UNIVERSITY OF THE WEST INDIES | CAIHR
•Tourism the fastest growing
industry in JA
•Known for its vibrant culture
•Paucity of reliable and
transparent data sources
Jamaican Context
Photo: Mapsland.com
7. www.uwi.edu/caihrTHE UNIVERSITY OF THE WEST INDIES | CAIHRTHE UNIVERSITY OF THE WEST INDIES | CAIHR
Travelling to
experience the
places and activities
that authentically
represent the stories
and people of the
past
-The National Trust for Historic Preservation in the United States
1. Heritage Travel
Photo: www.plantain.me
9. www.uwi.edu/caihrTHE UNIVERSITY OF THE WEST INDIES | CAIHRTHE UNIVERSITY OF THE WEST INDIES | CAIHR
Heritage Travel:
Plantain and
The Jamaican
Opportunity of the
Diaspora
Caribbean Case:
Photo: www.plantain.me
10. www.uwi.edu/caihrTHE UNIVERSITY OF THE WEST INDIES | CAIHRTHE UNIVERSITY OF THE WEST INDIES | CAIHR
2. Cannabis Tourism
•A fast growing,
US$334b global market
•Older persons fastest
growing cannabis user
market
Photo courtesy: www.sunseaandsensi.com
11. www.uwi.edu/caihrTHE UNIVERSITY OF THE WEST INDIES | CAIHRTHE UNIVERSITY OF THE WEST INDIES | CAIHR
Cannabis Tourism:
Sun, Sea and Sensi
and the Jamaican
Opportunity of
Reggae and Wellness
Caribbean Case:
12. www.uwi.edu/caihrTHE UNIVERSITY OF THE WEST INDIES | CAIHRTHE UNIVERSITY OF THE WEST INDIES | CAIHR
3. Meetings, Incentives, Conferences &
Exhibitions (MICE) Tourism
•A US$752b global market
set to double by 2025
•Provides off-season
income, better
infrastructure, increased
expenditure and
potential repeat visitors
Photo courtesy: beyondsummits.com
13. www.uwi.edu/caihrTHE UNIVERSITY OF THE WEST INDIES | CAIHRTHE UNIVERSITY OF THE WEST INDIES | CAIHR
Meetings, Incentives,
Conferences &
Exhibitions (MICE)
Tourism and the
potential for
TechBeach
Caribbean Case:
14. www.uwi.edu/caihrTHE UNIVERSITY OF THE WEST INDIES | CAIHRTHE UNIVERSITY OF THE WEST INDIES | CAIHR
In Summary…
The economic opportunity of ageing in Heritage Travel, Cannabis Tourism
and MICE Tourism holds vast opportunity.
In order to further maximise the longevity dividend we need:
1. Improved national strategies for better gov’t engagement
2. More research to support sectors’ global positioning
3. More inclusive infrastructure, particularly at MICE facilities
15. www.uwi.edu/caihrTHE UNIVERSITY OF THE WEST INDIES | CAIHR
Contact:
rochelleamour@gmail.com
Twitter @rochelleamour
www.rochelleamour.com
Thank you!
Notes de l'éditeur
In terms of what we’ll be discussing, I’d like to give an overview of the Caribbean context; and then I’m going to present some case study examples of how some Jamaican companies have come to understand, and in some cases, maximise the opportunity of ageing in 3 non traditional types of tourism and I hope to leave you with some useful take away points
The Caribbean is a diverse region, loosely separated into English speaking, Spanish speaking, French and Dutch Caribbean, most of which are small island states whose economies are quite dependent on tourism.
Generally, tourism dependent islands aim to build resilience in the face of natural disasters; global shifts in economic and industry trends- including the shift away from ‘sun sea and sand’ tourism toward meaningful experience-oriented travel
Caribbean diaspora is a large, well-educated, and affluent demographic mostly located in the US (4m+,) Canada and the UK.
Jamaica- Largest English speaking island
Tourism in JA, a longtime economic staple, is also the fastest growing industry: visitor expenditure accounted for about 50 per cent of Jamaica’s foreign exchange inflows last year, followed, not far behind, by remittance flows from the diaspora (IOM, 2018)(JIS, 2019- report from Min of Tourism- https://jis.gov.jm/tourism-on-track-to-become-fastest-growing-sector/
When I say I’m from the Caribbean, people automatically assume I’m Jamaican, even though I’m actually Trinidadian. They’re strong culture and international reputation, bodes well for their tourism industry
Just a point to note- like many other developing countries, the region is still coming to terms with ageing societies and there is a paucity of research in this area, so I’m very grateful to colleagues and industry experts who agreed to share their insights to compile these case study examples.
EXTRA NOTES:
Total pop’n of Caribbean: 44m
Largest diaspora communities- Cuba, Dom Rep, Haiti (affected ofc by political climate)
Highest rates of emigration- Guyana; St Vincent & the Grenadines
Source: IOM 2017 report: https://reliefweb.int/report/haiti/migration-caribbean-current-trends-opportunities-and-challenges
JA pop’n- 2.7m (2018 stats). It’s also an ageing society with just over 12% of its pop’n at 60 years and over
Earlier this year, an Airbnb commissioned study that took place in 8 countries, found that there’s been a 500% increase in travelers using the online accommodations broker to trace their roots in the past 5 years. In one of the country sites, over 80% of survey respondents said that they considered heritage trips to be more valuable than a normal vacation. Other research indicates that heritage travelers spend 33% more than other tourists and stay about 22% longer. In a great example of multisectoral collaboration, Airbnb partnered with 23andme, a popular DNA testing / genetic service to help travelers plan trips as unique as their DNA.
https://www.mytravelresearch.com/culture-and-heritage-tourism-boosts-visitor-economy/
For the Caribbean, heritage travel is a huge opportunity, particularly among the older diaspora demographic. These may include persons who moved away at a young age and have not been back to the Caribbean in decades, but they have a sense of nostalgia about the region; or who want to introduce their US or UK born children and grandchildren to their roots. Plantain is the only Caribbean company so far to directly target this opportunity- most of their clients are over 50 members of the diaspora who want to invest in documenting their Caribbean heritage and ancestry to pass onto future generations, including guided tours of their family’s childhood homes and communities because they are no longer familiar with the place. Perhaps for the first time, Caribbean emigrants have the time and the money to reconnect in this way. This ofc has run off potential for the local service industry like taxis, accommodation, etc. Yet, the Inter American Development Bank’s 2016 research on the diaspora echoed a popular sentiment- that Caribbean governments need to do more to facilitate reconnection with the diaspora- culturally and economically. This can create even greater opportunity for this sector.
EXTRA NOTES:
heritage tourism market in developing countries is estimated to be in the range of US$5 to $10 billion 20 years ago by the OAS
A study by the InterAmerican Development Bank (2016) found that Ninety percent of the Caribbean diaspora wants to engage deeper with the region.
Perhaps the fastest growing sector within the tourism industry is cannabis tourism, currently valued at 334b globally. What does this have to do with older markets? According to a recent study from Colorado University in the US, older persons comprise the fastest growing cannabis user market. They use it for pain management, to aid with sleep, anxiety, depression & recreation. Older persons in Jamaica have been using things like marijuana tea as a sworn herbal remedy for generations.
Last year, Rolling Stone magazine had this headline- the short answer is yes. According to Sun, Sea and Sensi, the Caribbean consulting company for foreign, diasporic and local cannabis business JA leads the region due to its proximity to the US, it’s cultural reputation and positioning of cannabis tourism within reggae festival tourism and the booming wellness tourism industry. Both of these tend to attract an older tourist demographic, but of course the wellness tourism industry provides an upscale, safe and controlled cannabis user experience, along with other naturalistic approaches. So far, it’s a big seller. Yet, inefficient regulatory authorities and a lack of sensitization among authorities to the cannabis sector has proven a challenge for both locally and foreign owned businesses.
Lastly, MICE/ Business tourism- a global earner of 752b US dollars (2016) projected to more than double by 2025. Currently, the major business meeting or conference destinations include Singapore and the US, but developing countries like Kenya for example are understanding more and more the opportunity this sector presents for off-season income, development of better tourism infrastructure, increased expenditure over leisure travellers in less time, and repeat visitors- useful for small island states which must remain resilient and adaptable
This picture is an example of an ad for tech beach, the most esteemed Caribbean annual tech conference brand with a big focus on knowledge transfer and mentorship. But it can be mistaken for an ad for a relaxing vacation, and that is the point. It hosts conferences year round in different islands, and attracts speakers from companies like Pixar, Jack Dorsey of Twitter, Google, etc. After speaking with one of the organisers of TechBeach, they acknowledge the missed opportunity of attracting older, diasporic expertise to their mentorship market. It is also notable that some of the facilities used for this and other conferences should be more amenable to older users.
Improved ntl strategies for better governmental engagement with for example the diaspora and the cannabis tourism sector
More research for example into consumption patterns of older diaspora or into Caribbean grown cannabis
More inclusive infrastructure- something we always advocate for- but can particularly benefit MICE facilities which are expected to be more sophisticated and perhaps tailored than leisure facilities
Most importantly, from everyone I’ve spoken with, its clear that dialogue is important- within Jamaica, within the region and with our diaspora in order to maximise the longevity dividend in the Caribbean. Thank you.
