Opportunity vs Nightmare
Mon, Jun 9, '03
Australian journalist Trevor Marshallsea certainly hasn't endeared himself to Caribbean people. His story last week about the theft in Trinidad of valuable equipment belonging to the Australians made headlines around the world. Then, in an interview with the Barbados Nation, he opined that the service industry in the Caribbean leaves a lot to be desired.
"The whole service industry needs to have a look at itself. Whenever things go wrong, nobody seems particularly concerned. No one apologises". From his experience during the Australian tour, Mr Marshallsea has questioned the competence of the Caribbean to organize a successful World Cup in 2007.
Journalists are seen as semi-Gods, and so if you had never been to the Caribbean, this would certainly put you off ever calling up your travel agent to book a trip to one of our islands. But those who have experienced any of our charming islands will paint a different picture. I've been lucky to see some of those pictures being painted first hand, having spent 12 years working in the tourism industry. I've witnessed tears of sadness when guests have to leave to go back home. Hugs, kisses and a million thank you's typify the farewells I have been a part of. Could Mr Marshallsea's assessment of the state of the service industry in the Caribbean be exaggerated?
Let's be frank. To some, the term 'service' brings back memories of times gone by that many would like to forget. For those persons, to serve is demeaning. Unfortunately, this myth is perpetuated by Caribbean governments' meagre allocation of funds to educational institutions which are supposed to prepare our people to enter the industry. According to John Bell, former Executive Director of the Caribbean Hotel Association, governments treat hotel training schools like low-grade technical schools for students who cannot make it into other careers. 'Last resort' and 'pots and pans' are two common phrases used to describe how many Caribbean people view the tourism industry.
On the other hand, to a great many of tourism employees who work tirelessly in attending to the needs of their guests, service is an honour. Many of my colleagues express their delight in seeing that their visitors are looked after with as much detail as they would when they invite friends to their home. This is the real Caribbean - the Caribbean that Mr Marshallsea obviously missed. This is what you would have to look hard to find anywhere else in the world. The smiles. The offers of help. The willingness to share. Priceless.
It would not be right to dismiss all of Mr Marshallsea's comments, for those of us who live in the Caribbean experience days when the service that we get irks us to boiling point. True, there are some who do not understand the importance of the customer, whatever colour, race or class he or she may be.
Education therefore has to be an integral part of a well thought out plan, not in the sense that we have to send everybody back to school but we need to educate all sectors who are likely to be most involved , about key customer service do's and don'ts and in so doing, create a service culture.
This job is most expertly handled by the various tourism organizations throughout the region. In fact, in order to standardize the training, an organization such as the Caribbean Tourism Organization (CTO), should be appointed co-ordinator of training in those islands where World Cup matches will be played.
Chris Dehring, the Jamaican banker handpicked to head up the organizing body for the 2007 World Cup, met with the Board of CTO last week as well as regional Tourism Ministers and private sector tourism executives.
Mr Dehring cautioned Caribbean governments and cricket organizations about the high standards necessary to stage a successful World Cup. Those standards encompass cricket facilities, travel, logistics, crowd control and of course, service. If a comprehensive plan, not a band-aid solution, is constructed now, 2007 will be a glorious time for the Caribbean.
The World Cup should be seen as a sports tourism event, not just merely as another international cricket event. We have begun to see countries like St Lucia penetrating the untapped niche market of Sports Tourism. Scores of overseas visitors trek to the Caribbean annually to follow their teams.
Others who are coincidentally on an island when international cricket is being played, head to the grounds to experience 'calypso cricket'. Take Neil Parker from Surrey, England for example. Having booked a short holiday to Grenada at the end of May, he discovered that he would be there for the final two ODIs between West Indies and Australia. Who could resist the opportunity of seeing Brett Lee unleashing them at over 90 miles per hour? The hotel arranged tickets and having got a great seat in the top tier of the main pavilion of New Queen's Park, Mr Parker described the atmosphere as electric both in the ground and on the island.
"You cannot buy memories like that. I felt proud to be an honorary West Indian for the day". Having made buddies with the locals seated near to him he experienced the Grenadian culture and cuisine first hand. "I shared their rum punch, (with cherryade and orange) that was a new one on me. I ate Oil Down and Jerk Pork and sang and danced for the West Indies". Rather than stew over the fact that his taxi driver was 90 minutes late, Mr Parker went back inside the ground and was mesmerized by the party atmosphere in the ground after the game.
"The Posse [party stand] was full and they were still going at it like maniacs, I cannot explain the buzz this all gave me. I sat there watching them all for ages until the taxi driver wandered in. Wonderful stuff"
The Caribbean has its share of problems where service is concerned but it isn't as horrible as Mr Marshallsea describes it. We don't deny that more could be done to improve standards in some of the service sectors, and the work needs to start now with collaboration among all stakeholders especially those in the tourism sector.
With the natural warmth and friendliness of Caribbean people, Mr Dehring and the West Indies Cricket Board (WICB) have an opportunity, not a nightmare. The region will be given the chance to showcase the richness of our culture, and allow overseas visitors to experience cricket like nowhere else on this planet. Then more visitors will sum it up like Neil Parker does. "What an experience, I feel privileged to have been there". He is already calling to make his booking.
When England plays the West Indies at New Queen's Park in Grenada on April 28, 2004, he will be there. Chances are when the World Cup rolls around in 2007, Neil Parker will be jumping in the stands.
Hopefully, Mr Marshallsea will also be there to experience 'calypso cricket' at its best.
