NEW YORK – The faith tourism market is big business and one in which the Caribbean should be making greater inroads.
Speaking ahead of Counterpart International’s 12th Caribbean Media Exchange on Sustainable Tourism (CMEx) – to be held on the island of Puerto Rico from May 15 to 19, 2008 – former CNN News Anchor Andria Hall, a Christian author and producer of women’s conferences in the Caribbean, said “whether its conferences, crusades, retreats or a girlfriend’s getaway, a strong faith tourism strategy is both urgent and prudent for the Caribbean region at such a time as this.”
The radio and television personality, who is the author of “The Walk at Work: Seven Steps to Spiritual Success on the Job,” congratulated the Jamaican government for its recent plans to position the island as a faith tourism destination, a move which she believes will bless the nation abundantly.
The religious tourism and hospitality market has an estimated value of US$18 billion and includes 300 million annual travelers. “We are beginning to understand the dynamics of that marketplace and the power of religious tourism across the globe. (It) is a huge market sector that remains essentially untapped by Jamaica,” said Jamaica’s Minister of Tourism, Edmund Bartlett who recently disclosed that a new 5,000 capacity convention is expected to be unveiled in 2009 large enough to facilitate conventions hosted by faith-based groups.
Andria Hall
In addition to Andria Hall, CMEx will hear from Kevin Wright, Founder and President of the World Religious Travel Association and an award-winning author of four faith-based travel guidebooks, including “The Christian Traveler Planner”. “Faith tourism is considered one of the fastest growing segments of world tourism today and has grown beyond just a niche market – today it is a multi billion dollar industry that comprises its own niches, such as conventions and meetings, leisure vacations, pilgrimage travel, cruising and retreats,” said Wright.
Kevin Wright
Both Hall and Wright concur that the market is no longer dominated by 55 years olds, and now appeals to people of all ages – including young professionals and baby boomers as well as travelers seeking high end products and services. “We need to seriously take a look at the girlfriend getaway market – women of faith are constantly looking to get away together and get alone with God,” said Hall, who has organized similar getaways in the Bahamas, Jamaica and St. Lucia.
A recent survey on women travelers in the United States shows that girlfriend getaways are becoming more popular as women escape their personal and professional lives for stress relieving sojourns – or what others describe as “spiritual centering”.
Miles McPherson
Also confirmed for the conference is former National Football League (NFL) player Miles McPherson, the President of Miles Ahead, and Senior Pastor of the Rock Church in San Diego, California. Pastor McPherson’s bold, down-to-earth and humorous style has become his trademark. His father is from Jamaica and he is the author of several books and articles.
At CMEx in San Juan, reporters, editors, young people, and marketing and development specialists will interact over four days with representatives of the hospitality sector, civil society and government to explore the theme “Embracing the Diaspora, Connecting Communities.” Key is examining how tourism, including the faith tourism market, can improve the health, wealth, environment and culture of destinations.
The upcoming CMEx meeting, produced by Counterpart International and hosted by the Puerto Rico Tourism Company, is supported by Almond Resorts, American Eagle/Executive Airlines, Association of Caribbean Media Workers, The Barbara Pyle Foundation, Bahamas Ministry of Tourism, Bay Gardens Resorts, Bermuda Department of Tourism, Black Entertainment Television (BET J), Caribbean Broadcasting Union, Caribbean Tourism Development Company (CTDC), Caribbean World News Network, Choice Hotels International, Coco Resorts, Counterpart Caribbean, Harry Edwards Jewellers, Jamaica Tourist Board, Mayberry Investments Ltd., Ruder Finn, SpeakEasy M.E.D.I.A., Spirit Airlines and the St. Lucia Tourist Board.
