SAN JUAN, Puerto Rico – The tourism industry does not have to be hostile to sustainable environmental and social development.
Addressing delegates at Counterpart International’s recent Caribbean Media Exchange on Sustainable Tourism (CMEx) in San Juan, Puerto Rico, Terestella Gonzalez Denton, Executive Director of the Puerto Rico Tourism Company (PRTC), stressed it is possible to advance economically without sacrificing attention to people. “One of my top priorities has been to promote the development of our tourism product in a responsible way that is, above all, focused on the well-being of our people and our environment.”
Although tourism in Puerto Rico only accounts for six percent of the Gross National Product, Gonzalez Denton and her team recognize the benefits. “In the Caribbean region as a whole, tourism represents 35 percent of the Gross Domestic Product; employing, directly or indirectly, one out of every four people in the region, and generating billions in taxes and revenues for government agencies that are then reinvested into the community,” she noted.
Terestella Gonzalez Denton
Executive Director of the Puerto Rico Tourism Company
Gonzalez-Denton acknowledges that there are many who do not see the benefits that the industry contributes to communities, choosing instead to focus on a limited view of social issues, potential environmental deterioration and the corrosion of our urban landscape. “It is true that we must take care how we proceed when developing tourism on our islands to ensure these issues are addressed properly, and this is the responsibility of all of us who work in the tourism industry.”
Tourism, she said, ought to develop while maintaining a delicate balance of priorities. “As government officials, we continuously face the challenge of responding to the various expectations placed on the industry. We must keep a balance between making the right decisions for economic development and meeting the needs of tourists by keeping tourism facilities competitive through improvements while ensuring that development happens with thought and respect for our environment and surroundings.”
The executive director believes that with a well-managed tourism industry, this balancing act is attainable. “It brings me pride to see government, industry and non-profit organizations joining together to embrace guidelines and criteria that seek to reduce the environmental impact of development and improve tourism’s contribution to sustainability and environmental conservation.”
Gonzalez-Denton and local tourism officials are building an integrated approach to tourism planning and management, including legislation and public policy to promote sustainable tourism. Legislation, combined with the proposed Office of Sustainable Tourism of Puerto Rico and an Environmental Tourism Policy, are a part of a comprehensive “Master Plan” which will contribute to Caribbean-wide efforts to develop a Public Policy of Sustainable Tourism.
Efforts in Puerto Rico include programs to educate and equip citizens for involvement with the sustainability movement, to develop and support eco-tourism projects, and preserve natural sites and landmarks.
The PRTC will host the upcoming 8th annual Caribbean conference on Sustainable Tourism Development from April 25 to 29 in San Juan. “As hosts, we aim to take a leadership position in this movement, which can only help us all make progress in the right direction toward building our economies and preserving our beautiful islands for future generations,” she said.
Lelei LeLaulu, president of Counterpart International, the non-profit development agency, and a director of the World Tourism Forum for Peace and Sustainable Development, lauded Gonzalez Denton’s plans as “people-oriented tourism development which many countries should look at very carefully”. Puerto Rico has broken some exciting new ground, he noted.
CMEx San Juan sponsors and supporters included Almond Resorts, Association of Caribbean Media Workers, Barbara Pyle Foundation, Bahamas Ministry of Tourism, Bay Gardens Hotel, Black Entertainment Television (BET J), Caribbean Alliance for Sustainable Tourism, Caribbean Broadcasting Union, Caribbean Hotel Association, Caribbean World News Network, Coco Resorts, ENG Caribbean Vision Center, Puerto Rico Tourism Company, Ruder Finn, SpeakEasy M.E.D.I.A. Inc., Spirit Airlines, The Tourism Development Company Limited of Trinidad and Tobago, United Nations Development Programme, and “We are the Caribbean Media Services”.
