WASHINGTON – “There is still time to use the 2007 Cricket World Cup as a positive force for longer term tourism promotion in the Caribbean,” said the head of an international development agency.
Lelei LeLaulu, president of Counterpart International which organizes the Caribbean Media Exchange on Sustainable Tourism (CMEx), said “the region should move quickly to ensure that the hundreds of thousands of cricket fans expected in the Caribbean for Cricket World Cup are inspired to promote the region as a tourist destination.”
Speaking after the inaugural meeting of the Leadership Council of George Washington University’s Business School, LeLaulu said it was “not too late for the Caribbean to get into the game.”
According to Dr. Lisa Delpy Neirotti, professor of sport, event and tourism management at The George Washington University School of Business, “The host countries need to develop a strategic plan outlining proactive measures before, during, and after the competition in order to maximize tourism opportunities around Cricket World Cup.”
Some of these tasks include media familiarization trips and outreach to other event organizers interested in bringing regional or international competitions to the Caribbean, said Professor Delpy Neirotti who also urged dialogue with corporate sponsors to stimulate interest in pre-post incentive travel or sales meetings, on-site promotions to develop a database of visitors to encourage repeat business, and a training program of volunteers that will serve as a basis not only for improved service and a better visitor experience during the competition but for future events and the tourism industry as a whole.
LeLaulu agrees that “we should be organizing press trips for journalists from India, Pakistan, Africa, Europe, Australia, and New Zealand, where the sport of cricket thrives, and where people have a thirst for news of all kind from the region hosting the global tournament,” he said. LeLaulu said by so doing the region can get “triple hits” on the sports as well as the leisure, food and lifestyle pages, adding “these opportunities will not last for long.”
“Why aren’t countries inviting celebrities from the traditional cricket-playing nations to the Caribbean where they can be filmed enjoying the unparalleled offerings of the region?” he asked. “Imagine a couple of Bollywood or Hollywood stars being filmed and gushing about the Caribbean. Or, stars of Britain’s Coronation Street and scores of other luminaries from Africa and the Antipodes mixing with local people. These films could be played way after Cricket World Cup has ended,” he added. “And don’t forget, the main sport in the storied Silicon Valley – with its legions of internet millionaires – is cricket.”
Professor Delpy Neirotti, a world authority on Sports Tourism added, “Cricket World Cup is a great opportunity but the region needs to be pro-active, otherwise the full potential of benefits will not be reaped. Aggressively working with the media and providing them feature stories, access to celebrities and unique local culture can generate a high return on investment. Likewise, working with Cricket World Cup sponsors to integrate information about the Caribbean into their advertising produces tremendous results.”
“By the time the overs start, the opportunities to take maximum benefit of Cricket World Cup will be over for the tourism teams. Now is the time to take action,” LeLaulu concluded.
