GTA needs rebranding, reorganisation to maximise tourism potential

– new GTA Director says

For the Guyana Tourism Authority (GTA) to break barriers and promote Guyana as a tourist destination, there is a severe requirement that the organisation be aligned, in order for it to correspond to the areas that will be endorsed in the future.
This was revealed by the newly appointed Director of the GTA, Brian Mullis during his formal introduction ceremony to the public at Cara Lodge on Thursday.
Speaking at the event, Mullis noted that Guyana should be propped as a tourist destination on a worldwide scope, which is considered as the most important characteristic of tourism development.
“I want to elevate destination Guyana in the global marketplace in order to maximise the positive social economic and important conservational outcomes of tourism. We’re seeing this happen all across the world. It is the most progressive recipe sustainable tourism development,” he stated.
As such, Mullis stated that this vision can only be achieved be tackling the situation from the foundation, which is the GTA.
“In order to achieve that agenda, I have to focus on taking action and generating outcomes and maintain open lines of communication. It is probably no surprise that one of the primary things that I have to do is maximise alignment. It starts with the Guyana Tourism Authority. We need more alignment within our own organisation. That will be no small feed and will take some time to get it right but it will be a model that will enable the organisation to grow,” Mullis indicated.
From that point onwards, there are plans to further implement this alignment to both Public and Private Sector entities that are associated with the promotion of Guyana’s tourism sector.
“It is also alignment with supporting organisations that we’re working on within the Government starting with the Department of Tourism but also other governmental organisations that are important to our work like the Protected Areas Commission [and] also aligning with the tourism private sector,” he stated.
While addressing the gathering on his priorities and responsibilities as the new Director, Mullis asserted that his main focus is to implement licensing for the tourism institutions in Guyana. For the sector to develop, changes must be made to facilitate the demands of the industry.
He said, “A top priority for us is licensing and I know there’s doubt and skepticism but we’re trying to fix what is not a functional system right now for a while. Because of that (licensing), it can only get better.”
“We have to focus on a more progressive and holistic approach to destination development. We cannot continue to engage in ad hoc tourism development. A lot of destinations go that way but then when there is that alignment and coordination, they’re able to take things to the next level,” he added.
Additionally, the aspects of the country’s widespread offerings as a tourist destination will be marketed on a global standpoint. It was indicated that there has been a lack of marketing in the past, which testifies to the sector being stagnant.
“My priorities are, in addition to fostering this alignment, is very substantive in achieving the overall aim and agenda of elevating destination Guyana [with] marketing. We all know, we need more marketing. We’re working to secure market representation in our private markets,” the new Director stated.
While highlighting the urgency of these implementations, it was revealed that a committee has been appointed from the Board of Directors to assist with the Terms and References that will address these modifications.