Implementation STMP,

2015 RECAP & 2016 FORECAST

Agenda

• Implementation Strategic Tourism Master Plan

• Recap of the year 2015

• Visitor Arrivals overview of the year 2015

• In-depth on the main markets of 2015

• Expenditure

• Focus points & Forecast of 2016

Implementation

Strategic

Tourism

Master Plan

Looking Back

• Master Plan is evidence based, used an inclusive

approach and explains the rationale, the approach and

the timing

• Master Plan provides an overall direction how to

further strengthen the sector

• Master Plan was approved by the Council of Ministers

• Mr. Vincent Vanderpool-Wallace is appointed as

project leader

Looking Forward

• Tourism sector is about 18% of the total economy and

touches all other sectors

• Opportunities to further grow the tourism industry:

Broaden the current demand structure

Increase airlift

Increase the public perception of tourism’s value

Revamp the UNESCO heritage site Punda/Otrobanda

Envisioned Results

• A “new” destination brand, while still forwarding the

Caribbean’s traditional SSS (sun, sand, and sea),

promoting safety, stability, organizational prowess, and

character

• Nearly 4000 jobs

• Generate 2% real annual economic growth in the first

two years

• Close the RevPAR gap between Curaçao and the

Caribbean region

Implementation Structure

Responsibility Members

Steering Committee Strategic oversight of the

implementation

Minister of Economic

Development

Board member of CTDF

Board member of

CHATA

Board member of VBC

Board member of CAH

Project Leader Coordinating execution Mr. Vanderpool Wallace

Project Groups Realising the desired

results in specific areas

of implementation

Depending of the group

Implementation Structure

Project Group name Marketing and Air Services

Focus Integrated marketing and air service plan for

2016, synchronising budget, focus and

activities, and building on the total marketing

budget available, the masterplan and current

development in key markets.

Increase airlift, especially from the United

States, more specifically the Middle Atlantic

region that covers New York, Pennsylvania,

New Jersey, Maryland and Delaware

Members CTB

CAP

CAH

Curoil

Hotelier/GM

Results 1. Integrated marketing and air service plan

2. Select new marketing company for US

3. New air services

Implementation Structure

Project Group name Organisation

Focus Revise the current structure of the Curaçao

Tourist Board to better be able to drive the

implementation of the Master Plan. The main

measure for success of the organisation is the

quality of the tourists’ experience.

The organisation’s main efforts will sponsor

coordination amongst stakeholders based on an

inclusive approach, and a public private

partnership with regards to support, execution

and funding

Members t.b.d.

Results 1. The new National Tourism Organisation is

operational

2. Relevant data is collected, distributed and

used for the further development of the sector

3. Concept of public private partnership is

engrained within the workings of the entire

sector

4. Public and private initiatives are aligned and

enforce each other

Implementation Structure

Project Group name Beautification and Visitor

Experience Focus Revamp the UNESCO heritage site

Punda/Otrobanda by looking at opening hours,

shopping mix, and food and beverage, as well as

entertainment in general.

Improve the visitor experience by enhance the

look and feel of primary tourist area’s and

corridors and creating awareness.

Members CTB

Ministry of Economic Development

Ministry of Traffic, Transportation and Urban

Planning

Ministry of Health, Environment and Nature

DMO/SKO

CHATA

Results 1. Punda/Otrobanda have been appointed as

tax free shopping zone

2. Primary tourist areas and corridors have been

upgraded

3. Total population engaged by tourism

Implementation Structure

Project Group name Funding

Focus Finding the funds needed in short and long

term to execute the Masterplan

Members CTB

Curaçao Bankers Association

Ministry of Finance

CHATA

Results 1. Public and private commitment to provide

the needed funds

2. Outstanding LGB (room tax) issues have

been solved

Recap 2015

Recap 2015:

First half of the Year

• Inaugural flight Air Canada: Montreal – Curaçao

• Vakantiebeurs / New York Times Travel Show / Duikvaker / ITB/

ANATO / InfoMart / Caribbean Week New York

• Curaçao Promotional video at Time Square

• Operashon Siman Santu

• Curaçao International Drag Fest 2015

• Inaugural flight Avior Airlines: Valencia & Maracaibo - Curaçao

• Inauguration new facility complex at National Park “Shete Boka”

• CTB / Curaçao wins SABRE AWARD: #mijncuracao

• Training front liners: Safety & Security, ‘Dushi Hende’ values, Client

Service, Effective Communication and Conflict Management.

Recap 2015:

Second half of the Year

• Inaugural flight Avior Regional: Caracas – Curaçao

• Inaugural flight PAWA Dominicana: Dominican Republic – Curaçao

• LATOS

• Encuentro de Líderes para Líderes

• Curaçao North Sea Jazz Festival – International promotion & press

coverage

• CTO State of the Industry Conference 2015

• Curaçao Extreme Finals 2015

• KLM Curaçao Marathon

• Curaçao ranked 3rd in Top 10 Best Caribbean Island for nightlife and golf

• Launching Online ED card

• NATOS

• Inaugural flight Aruba Airlines: Aruba – Curaçao

• Inaugural flight American Airlines: Charlotte – Curaçao

• Inaugural flight Air Transat: Toronto – Curaçao

VISITOR

ARRIVALS

VISITOR ARRIVALS

Monthly

2015: 468,442 visitor arrivals

2014: 454,559 visitor arrivals

Growth: 3%

VISITOR NIGHTS

Monthly

2015: 3,847,400 visitor nights

2014: 4,009,086 visitor nights

Decrease: 4%

Region Performance in 2015

Monthly

Top 10 MARKETS in 2015

Monthly

Primary Markets

Monthly

Secondary Markets

Monthly

The

Netherlands

Top 5 States: The Netherlands

Monthly

The Netherlands: Accommodation & Nights

Monthly

Venezuela

Top 5 States: Venezuela

Monthly

Venezuela: Accommodation & Nights

Monthly

United States

of America

Top 5 States: United States of America

Monthly

USA: Accommodation & Nights

Monthly

Expenditure

Overall Expenditure

Direct impact of total spending increased by 6%

Expenditure in Million US $

Accommodation Spending

Expenditure in Million US $

Food & Beverage Spending

Expenditure in Million US $

Shopping Spending

Expenditure in Million US $

Transport Spending

Expenditure in Million US $

Online ED- Card

• Live on December 7th, 2015

• To Date a total of 7,500 visitors subscribed

• To Date a total of 5,500 visitors checked in

• 73% of these visitors are from The Netherlands

• Aim is to reach 10% of the total visitors in 2016

Forecast

2016

Forecast Visitor Arrivals

Overall Visitor Arrivals Increase of 10%

Targets per Market

Performance per Market

Key Focus Points

• Implementation Tourism Master Plan

• Brand awareness

• Increase airlift

• Audit program hospitality & tourism industry

• Marie Pampoen coastal development

• Increase tourism perception through implementation

tourism awareness project (target group: youth)

• Improve service delivery (main focus: front liners

tourism sector)

• Improve safety and security at the beaches and tourist

areas

MASHA

DANKI!