As the most industrialized nation in the Caribbean, Trinidad and Tobago has focused on developing its energy, financial services and manufacturing industries to the relative neglect of its tourism business. But today there is renewed interest in positioning the country’s two islands as an upscale resort destination.

Arthur Lok Jack, one of the country’s leading entrepreneurs and a key participant in the government’s economic development plan, says, “The energy sector brings in substantial foreign exchange but it is not a big employer. We need to diversify the economy to increase employment.” Ali Khan, general manager of the Hilton Hotel in Port of Spain, agrees, “Tourism is important for any country, whether you have energy or not. It is an important complement to the GDP of this country. Imagine how many extra jobs tourism can create that energy does not.” Prime Minister Patrick Manning stated in his 2003 budget speech that a tourism development plan would invest TT$305 million (US$49 million) into the tourism industry over the next three years, providing an expected 15,000 jobs. Still, the sector received only TT$15.6 million in this year’s budget, which Ram Ramesh, chief executive officer of Caribbean Money Market Brokers, says is “clearly not sufficient to provide the thrust so badly needed in this sector.”

And the country has much to offer, with some of the most unspoiled white sand beaches in the Caribbean and excellent scuba diving. In addition to the sun, sand and sea that other islands boast, Trinidad has some of the region’s richest culture. The country is home to steel pan bands and calypso music, and is a cultural melting pot of African, Indian, Chinese, European and Middle Eastern heritage. Its towns are dotted with Christian churches, Hindu temples and Muslim mosques, and its inhabitants celebrate Christian Lent, Hindu Phagwa and Indian Divali, a festival of lights. Both islands are famous for their bird populations and are home to 200 of the 433 recorded species.

Tourism revenues account for just 2% of Trinidad’s GDP. The Tourism and Industrial Development Corporation (TIDCO) estimates the islands have received just TT$114.8 million ($18.4 million) in foreign direct investment in the tourism sector between 1995 and 2002. In 1999, the tourism industry earned the country $200 million and employed 15,000 people. The Hilton Hotels Group, which owns a hotel in Port of Spain and one in Tobago, and Allied Hotels, which owns the Crown Plaza in Port of Spain, are among the biggest foreign investors in Trinidad’s tourism sector, which must compete with established destinations such as Jamaica and Barbados. Kahn says Trinidad must differentiate itself from the other mass-market destinations in the Caribbean. “I believe that we can benefit immensely from a niche of high-spending clients from Europe and North America,” he says. “We need to establish a real image of the islands repositioning and we need to market this well-kept secret through referrals.”

Angostura Holdings and Guardian Holding jointly developed Tobago Plantations Ltd., a resort that houses the 200- room Hilton Tobago as well as private residences. “We have gone into high-end tourism and it is a policy that we plan to maintain,” says Godfrey Bain, chief operating officer of Angostura. He says many visitors to Tobago Plantations are British and German, and many like Tobago as a winter residence. More international flights going directly to the island are making it easier for tourists to get there.