Q: What are the objectives of the association?
A:  CITA is a private sector member based association committed to providing the vital united representation of tourism related groups that is necessary to compete within the region and worldwide. The membership is designed to represent each sector in the tourism industry, consisting of allied and land based attractions, accommodations, restaurants, watersports operations, tour and transport operations and cruise businesses.

As stated by our mission statement, CITA provides leadership, guidance and appropriate services for the benefit of its members.
The results of the 2010 strategy session of the board of directors earlier this year highlighted the following objectives:

• Lobbying: CITA will provide supporting the tourism industry and its member businesses through government relations (lobbying) and through initiatives that will drive the industry forward and meet the goals of the country. CITA developed a list of top priorities that allows the association to maintain focused lobbying efforts. See www.caymantourism2020.com
• Value: Increase involvement and provide value to member businesses through regular sector meetings, information distribution and aligning CITA with efforts to increase tourism arrivals.
• Marketing: Provide marketing support for membership both locally and internationally.
• Leadership: Contribute to Caymanian workforce development through students and Caymanians of all ages. This is accomplished through programmes such as the Tourism Apprenticeship Training Programme whereby the Ministry of Tourism and the CITA select applicants who wish to enter into the tourism industry. They are trained in core competencies at UCCI or ICCI and then continue with on the job training at CITA member businesses. The professions studied include front desk operations, food and beverage service, food preparation, house-keeping and spa attendant. Upon completion, graduates receive a TATP certificate and CARIBCERT recognition in the appropriate category.
• Excellence: Retain and improve quality tourism workforce and promote service excellence. In order to achieve this, CITA conducts training workshops and rewards excellence in service through its annual stingray tourism awards programme; hosts a gala dinner each year and presents persons from each category in the tourism sector with the highest award bestowed in the Cayman Islands, a Stingray Tourism Award and also encourages its members to take part in the PRIDE programme, which offers free training in customer service through the Department of Tourism.

Q: What are the current issues facing your membership/industry and how is the association dealing with them?
A:  The top issues facing our membership and the tourism industry include:

• Immigration: Increase in work permit fees, processing time, rollover policy...all of these have negatively impacted businesses. In the tourism industry, where there is already a small margin and the product depends heavily on service, it creates undue pressure when business is interrupted by the loss of a key staff person or when recruiting is slowed. The increase in fees is also putting tremendous burden on businesses that are already struggling and have seen their work permit fees double for positions that do not contribute to significant fiscal return.
• Cost of doing business: over the last decade the overall cost to do business in the Cayman Islands has risen tremendously and in most cases the cost of goods and services sold has either decreased or remained steady. One example in particular is an annual travel promotion that focuses on the dive industry during the fall period. Cayman Madness offers six nights’ accommodation, airfare, dinners and parties each night and a week of diving. The package is being advertised for virtually the same price as it was a decade ago, less than US$1,200.
• Crime: For a destination that prides itself on being safe and family friendly, we are at a critical point where all sectors need to come together to support efforts at reducing crime in the Cayman Islands. Our association continues to lobby with Government and the various departments to address the issues of our industry. With regards to crime, CITA is investigating ways to get regular increased patrol in high traffic tourism areas and continues to liaise with the membership and RCIP's designated community officers to ensure there is a collaborative effort.

Q: What are the main drives that the association will be doing in the next year to involve and support your membership/industry?
A:  The Kittiwake shipwreck will create a new attraction and drive more visitors to the Island. Sinking events are set to take place in December 2010 and the benefits will be ongoing through media exposure and word of mouth. www.kittiwakecayman.com

International promotions in conjunction with Department of Tourism’s media plan include Summer Splash,  Get Warm (winter promotion) and in 2011 the Cayman Madness (fall dive promotion) will be revived along with a wholesale DIVE Marketplace Week, which will take place for travel trade partners next November.  Other ongoing local events include:

• The Annual Stingray Tourism Awards Gala: 9 November, 2010 at the Grand Cayman Marriott Beach Resort
• Concierge Workshop/Pre-Season Pep Rally: will take place 14 December followed by a membership mix and mingle.
• The second annual Culinary Month in January 2011: an initiative to promote the local restaurants and culinary talents in Cayman and will feature a variety of membership events including Cayman Cookout and Taste of Cayman. See www.tasteofcayman.com.ky

For more information:
Harry Lalli, President
Cayman Islands Tourism Association
Trina Christian, Executive Director
T: 949-8522
E: director@cita.ky
W: www.cita.ky