Tourism is, at its heart, largely a hedonistic, self-involved business. Essentially, it involves collaboration between government and business designed to cater to the tastes of the ignorant (as in “unfamiliar”) traveller, while highlighting the “best” of a country. The most successful tourist economies are extremely adept at branding their cultures in order to entice visitors and their dollars to their lands. In this regard, the Caribbean islands have shown particular prowess.
In the eyes and mind of the world, “the Caribbean” has become, quite simply, a collection of magnificent beaches, interchangeable except for their varying degrees of exclusivity. It is romanticised as the ideal place to “get away” to for some “rest and relaxation;” Shangri-La realised.

The trouble with this mythic vision is that it is just that, a myth. Missing from this luxuriant tableaux is anything truly Caribbean beyond, of course, the landscape. Unlike most other destinations where pleasure is paramount in tourism, the Caribbean takes pains to hide her heart from travellers who seek her shores. The richness and diversity of its people, its history and its cuisine are artfully and intentionally hidden from view, with the exception of a few superficial displays for the curious few. Even on an island as small as St. Kitts, it is rare for tourists to venture from their concierge-endorsed itineraries and limited guidebooks to seek out the island’s true beauty – her rich culture. Even when surrounded by Kittitians and Kittitian culture, many tourists only see what they want to; what we have encouraged them to see, the brilliant sunshine, the smiling faces, and vibrant colours blending together like an elaborate sheet of batiked cotton.

What is missing from the experience of tourists to the Caribbean is a full cultural experience similar to those that are marketed so well in other areas of the world. Consider this description of Bali, another popular island destination, from the homepage of that island’s official tourism website:    

Bali Island, the perfect holiday destination for all ages, offers something for everyone…. This tropical paradise has a unique blend of modern tourist facilities combined with wonderful shopping and a rich past and heritage…. Like many islands, Bali has developed a world of its own. It not only captures what is special about Indonesia but also has a uniqueness of its own.

Now contrast it with this description from the homepage of St. Kitts’ official tourism website:    

Welcome to the exotically beautiful island of St. Kitts. Like no other island in the Caribbean,  St. Kitts seems to embody a kind of lush tropical paradise usually associated with the South Pacific. The atmosphere here is palpably luxuriant. It is an intoxicating blend of sunlight, sea, air and fantastically abundant vegetation.

Do we not have a rich history to share? Do we not have unique things to offer to the world? Are we not a world of our own, and can we not be described within our own context, rather than being compared to other islands half a world away?

We must begin to export our culture, first by acknowledging to ourselves its resonance on the world stage, followed by a concerted effort to make the world, starting with tourists, take notice. We may be small, but we are mighty. We can start small by using our creativity to elevate our cuisine; Caribbean Fusion could be the next big culinary trend, and it can start here! We must also stake claim to our arts: batik and sculpture, and our artists (like writer Caryl Phillips) and celebrate them by putting their works on display not just in our own stores, but in the hotels and inns around the islands, and by encouraging more indigenous festivals. We must also show our visitors that despite their well-deserved popularity, there is much more to Caribbean music than Bob Marley and the Wailers and introduce them to the strains of the string band and the siren-call of Soca.

It is our responsibility to ensure that, in the future, rather than hiding in the shadows, our cultural wealth shares renown with our exquisite shorelines.

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