So the evolution is upon us. The new tourist is looking for an intangible experience. The traveler is using their experience, knowledge and hefty disposable income in their selection of tourism destination. Moreover, the new tourist is looking for destinations that offer authenticity and uniqueness rather than a mass product that can be found anywhere. Also, these tourists are head over heels with destinations that offer distinct products and services which can use technology to amply market themselves and prevent that digital communication divide that separates producers, tourists and the destination from each other.

(Bejing -Culinary Focus)

So what’s the solution?

Creative tourism. This is a relatively new niche to destination markets worldwide. Creative tourism stems from cultural tourism. Richards and Raymonds (2000) dubbed creative tourism as “ tourism which offers visitors the opportunity to develop their creative potential through active participation in courses and learning experiences which are characteristic of the holiday destination where they are undertaken.”

Other destinations are already making the change. Thailand offers “discover the new you,” with tag lines like “amazing Thailand always amazes you.” Their packages tap into the originality of tradition and skill in Thailand and offer a variety of Thai specific activities; Muay Thai Training,  Thai cooking classes, rice Farming lessons,  Thai performing arts classes, Thai massage teachings, craft and weaving lessons.

(Thailand – Arts, Cuisine and Culture )

So does Trinidad and Tobago have what it takes to compete with other destinations?

Let me help you out, we are the most cultured and diverse population in the Caribbean and by extension the world. So are we too far gone and a byproduct of our western hemisphere and American counter parts? Of course NOT! Take a look around people, it seems like creative tourism has been around us all our lives, in our communities, in our and homes constantly the driving force behind our development and the pinnacle of a real “Trinbagonian” definition. Our culinary secrets and tapestries of art, craft, architecture, music, pottery, jewellery and fashion  are just a few of the many niches that are readily available for us to package and market to the world.

(Trinidad – Fashion – Zadd and Eastman)

Who benefits?   

Everybody can benefit from creative tourism. Unlike cultural tourism which focuses on more public packages these are specific and entail small groups.  The trickle down and multiplier effect in the economy goes directly to the producer. There are more linkages than leakages because the money is retained in the host country. There is ownership of the product and services by the community. Consequently, this has notions for empowerment of a local people who are more than just sellers but teachers in their field of expertise.  Also, there is opportunity for sustainable development of the products and services since they are developed and distributed on smaller scales. Tourists have the greater advantages of learning new skills, a sense of achievement and a profound attachment to the destination since there is a more satisfying experience than just active participation by feeling a sense of belonging communicated by locals and strong connections to the community.

Hmm, it seems like we have the necessary resources, the authenticity, the diversity of culture and the ancestral blessing of creativity pulsing through the veins of every “Trinbagonian.” So what are we waiting for Trinidad and Tobago? The clock is ticking are we going to stay behind or LEAD the race as one of the popular Caribbean tourism destinations?

The choice is yours…. My opinion is simply here to stimulate thought….

Are we in it to win it?!

Fashion Destination Trinidad and Tobago!!

Think about it…

From time immemorial there has been the evolution of the “new tourist” who wants more than the standard package of sun, sea and sand. This tourist is more knowledgeable, experienced and has more disposable income. Destinations worldwide are taking heed of this change and are diversifying and repositioning their tourism product. They are investing in an all out campaign to have the competitive edge over other destinations by introducing niche market and alternative forms of tourism.

Fashion tourism is an alternative form of tourism that is gradually becoming one of the more sought after niche tourism markets. They seek a destination to fulfill their needs and desires for new tastes in clothing, shopping and the overall experience of the destination’s culture that reflects its creativity, innovation and intricate tapestry of skills and knowledge of the host country. They want to actively participate in the destination’s fashion experience. Fashion is always evolving and the new tourist will not be kept behind. They want to get on board with the latest trends and tastes especially if this means destination travel.

Some destinations are already taking advantage of this relatively new craze. South Africa has capitalized on this venture and they have engrained their names in the realm of Paris. Gavin Rajah, a South African designer has been chosen to showcase his collections at Paris Fashion Week. He used the opportunity to highlight the culture and talent of South Africa therefore stimulating interest from the French population in the beautiful South African destination.

However, the buzz is not only in South Africa; London is also a leading fashion capital and Britain’s fashion industry is already worth 3 billion pounds. It is a premier shopping destination and boasts of shopping districts as the major tourist attractions and emerging markets appealing to the tourist as the ideal shopping holiday. According to Angela Ahrendts, Burberry’s chief CEO, there is a growing Traveling Luxury Consumer who makes up 10 % of Burberry sales. In addition, the Chinese community spends six times more on luxury fashion when they travel outside their mother country. High spending foreign tourists have created a 32 % boost in post tax profits at Harvey Nichols a department store in London. Harods, another store reported that the Chinese were its top spending international visitors spending 3,500 pounds with each visit. This diversification of their tourism sector has contributed significantly to the United Kingdom’s economy.

Meanwhile, Trinidad and Tobago has been making their own mark on the international fashion scene. The prominent Caribbean Fashion Week takes place every year in Jamaica and feature talented designers from the twin island republic of Trinidad and Tobago. International celebrities and socialites  participate in the prestigious and glamorous event. Also, Trinidad and Tobago has developed their  very own Fashion Week Trinidad and Tobago which has been growing to become a recognized event in the regional fashion industry.  In 2011, there was the emergence of a Project Runway Season 9 winner, former Trinidad and Tobago beauty queen Anya Ayoung Chee. This secured the little island’s name even more in the distinguished realm of fashion. Anya  has debuted collections such as Pilar.

Brazilian born, Trinidadian raised Fashion designer Chandra Maharaj is also making headlines on the international fashion scene.  Her designer label is synonymous with Miami Fashion Week,  The 3^rd Annual Rockstar Fashion Throwdown, WinTv Miss Indian Network Pageant, Plitz Passion for Fashion Swimwear Show.  Chandra Maharaj’s swim wear collections; Amazonas, Zambi  reflect the deep roots of her diverse culture, experience and love  for the art form of fashion designing. This fashion goddess; Chandra Maharaj asserts that Trinidad and Tobago has a unique type of creativity and energy. She says, “..they have a special way of showing creativity whether it be their clothing, music, movies.” While she confirms that there is an availability of fabrics for designers there is a need for more options for the designers to develop and evolve their product. Hence, Chandra emphasizes that the artists need the support and aid from the entities involved in the industry.

Of course other Fashion Districts are infamous for their events, launches, cocktail parties and festivals. However, there is so much to do at Fashion Destination Trinidad and Tobago. Whilst mall hopping and street shopping are common these activities are undertaken in cultural capitals of the country. So shoppers and designers are not only exposed to the fashion experience but they can participate in cultural exchange  and be swept away by the vibrant aura of the people and the ambience. Whether you choose to satisfy your inner fashionista, splurge a little extra at local designer boutiques or  get your swag on with luxury fittings then the  temptation and the opportunity to do so is there for the taking. The international community can even get a sneak peek at Carnival, the pivotal point of culture in Trinidad and Tobago. Today the production of this event and the visitor arrivals are phenomenal. But the most critical and beautiful part of “The Greatest Show on Earth,” is the costume. Mas Camps are busy year round innovating, designing and capturing the costume rather the trademark of the people, heritage and history. Band launches have become centre stages for Carnival costume couture and subsequently the ideal essence of an island party. This Fashion Destination has something for everybody to do. Fashion students wishing to elope to a Caribbean paradise and fuse their creativity with island inspiration  can opt for fashion studies at The University of Trinidad and Tobago or even enroll at local academies in the art of beauty and its aesthetics.

Undoubtedly, Fashion destination Trinidad and Tobago is still in its infancy stage compared to other destinations.  There is a lack of some needs that can challenge any destination propelling in the direction of becoming a fashion tourism capital of the Caribbean.  The local fashion industry has potential for gaining momentum.  The nation celebrated its 50^th anniversary of independence this year with a plethora of activities and celebrations of a Trinbagonian identity. The people behold an epiphany and soon greater understanding of the wealth of our ancestral customs and traditions. These customs have trickled down through bloodlines to allow sons and daughters of the isles to tap into their creativity and offer the international community, a unique piece of heaven on earth, a local fashion industry revamped, re-energized and 100 % local. The nation is well poised for explosion onto the international scene. The time is now to truly get together; develop, diversify and showcase what we have to offer.

LET’S GO TRINIDAD AND TOBAGO

REPRESENT!!!!!!!!

So there I was CEO of Let’s Go Trinidad and Tobago; a tourism development and promotion organization venturing on a journey. This time to explore a potential niche tourism market called fashion tourism at a local fashion event.  Style Spirit is the second annual fashion show event in Trinidad and Tobago. Style Spirit was coordinated by Trinidad Look book, a local magazine. Already, my expectations were heightening as well as my doubts as I anticipated the transformation of a regular warehouse to a fashion runway somewhere in San Juan, Trinidad.

On arriving, there was a buzz of activity and runway music blasting from a warehouse that sat on the top of a hill. Thankfully, there was police presence and even someone to direct attendees to parking. There was so much energy and vibes that it was eclectic. There was even a hostess who courteously seated patrons.  It seemed like the rain deterred the evening’s attendance. However, the presence of local celebrities and socialites could not be overlooked; the girl from Kimba Sorzano’s “Over You”, Sarah Jane Waddell, Hans de Vignes, Samantha John, Sandalias sisters and the lovely Chandra Maharaj.

Then it was time for the show. Style Spirit had begun and the designers were pelting down the runway with creative aesthetics and silhouettes that were eye pleasing and mind teasing.  I understood that there was the dire need to use a warehouse and to simplify the venue with seating, runway, lights, music and the warmth of Trinbagonian people because fashion needs to speak for itself.

The fashion collections spoke, sang and told tales of a local people with warm tones of orange and brown. There was strength in patterned prints of black and white as well as dominance of a strong Trinbagonian woman in hues of black. The grace and style of a woman captured in the perfect tapering of white gowns.  Undoubtedly, the shapes and shades of exotic Trinbagonian women were forever vibrant, youthful and energetic in royal blue, yellow green and patterned prints for swim wear and resort casual collections.  The hair and makeup stylists did justice to runway debuts by using fresh, natural and edgy appeals where necessary.

The excitement was too much for my little fashionista heart.  The gorgeous models must be commended for a job well done.  My little shopping heart was beating so fast for every show stopping, “must have” accessory piece.  The accompanied bursts of applause from the audience only helped overwhelm my passion for fashion. Each piece ranged from edgy to natural they all seemed to be screaming, “Buy me!”

In addition to the previous night’s designers Sunday’s showing of collections by Van  der Vlugt, Fashion Dandy, Liilah, A-Lan swimwear, Delia Alleyne, 36 EDR, Rhion, Loud by Afiya, Kimaya Glasgow, Hak Gwai  evoked the stirrings of Style Spirit. Their passion, sense of fashion and their very essence of being was felt as it emanated from every article of clothing they carefully and skillfully crafted.  Undeniably, the shopper won’t be wearing a random piece but a signature of style and a brand of the designers’ spirit that is Style Spirit.

The finale fashion show ended with an after party at Tequila Twist on the popular Ariapita Avenue. Patrons would reminisce and party with one of the coolest DJ’s in the local entertainment industry; Dj Private Ryan. As the evening came to a close it dawned on me that this was style spirit. Fashion tourism was Style Spirit.  The act of people journeying to a destination to actively participate in and possibly consume fashion summed up the fashion weekend’s proceedings as well as the definition of fashion tourism. In retrospect Style Spirit by extension fashion tourism didn’t start that evening rather it just got a pedestal to echo the unsung voices of an art form poised to take over the realm of fashion tourism worldwide.

Let’s Go Trinidad and Tobago!

REPRESENT!!