Tourism Corporation Bonaire (TCB) organized its fourth annual
Bonaire Tourism Summit on September 27th, 2024, at Plaza Beach & Dive Resort.
Commissioner Clark Abraham presented the future of Bonaire Tourism, elaborated on the
importance of Key Performance Indicators (KPIs), and provided more information about airlift
and cruise tourism. Commissioner Abraham said, “It’s great to see such a strong turnout from
our tourism partners at today’s Tourism Summit. This demonstrates our collective drive and
commitment to collaborate in our most vital economic sector. By working together, we can
achieve our objectives and ensure lasting success.”
Miles Mercera, CEO of TCB, outlined an ambitious roadmap for Bonaire’s tourism sector during
the 2024 Bonaire Tourism Summit. Emphasizing sustainability, local inclusion, and economic
growth, Mercera announced a comprehensive set of actions and KPIs.
According to a recent study published by CBS, Bonaire’s GDP in 2022 saw an 8.8% increase
compared to the previous year, reaching approximately $662 million, largely due to a surge in
tourism. Tourism contributes a substantial 40% to Bonaire’s GDP, or roughly $265 million,
confirming its role as the island’s main economic driver. With these figures as a backdrop,
Mercera highlighted the importance of continued investment in tourism to sustain growth and
improve the quality of life for locals.
“Tourism is not just about numbers; it’s about the people and the future of our island. We must
invest more in our infrastructure, local businesses, and human capital to stay competitive
globally,” Mercera stated during the summit.
Mercera’s presentation included several measurable KPIs designed to ensure a balanced
approach to tourism that benefits both visitors and residents:
1. Attracting 180,000 stay-over visitors for 2024, with 129,678 visitors already welcomed
year-to-date.
2. Increasing total tourism expenditure by 5% year-over-year will benefit local
businesses, accommodations, and services. Currently, U.S. visitors spend approximately
$300 per day, while Dutch visitors spend around $160 per day.
3. Achieving a visitor satisfaction score of 9, with a focus on service quality, cleanliness,
and overall experience, which is currently rated at 9.
4. Maintaining repeat visitors above 50%, with a likelihood-to-revisit score of at least 8. At
present, more than 50% of visitors return, and the likelihood-to-revisit score is 9.
5. Supporting five young entrepreneurs in launching tourism-related businesses and
fostering local economic inclusion.
6. Facilitating the education of 10 Bonairean students in tourism at MBO, HBO, or WO levels
to strengthen local talents.
7. Creating 12 community events annually, emphasizing cultural heritage and local
engagement.
8. Executing three cultural preservation projects each year, aiming to increase cultural
tourism to 3% of total visitors, up from the current 1%.
9. Maximizing marketing efforts to convert outreach into actual bookings through digital
and traditional platforms.
Mercera also highlighted the significant return on investment (ROI) that tourism generates for
Bonaire. “For every $1 invested in tourism, the island sees a return of approximately $132.50 in
direct spending,” he shared, making a strong case for increasing the current annual tourism
investment from $2 million to $4.5 million. If achieved, this investment could see Bonaire’s GDP
grow to an estimated $701.55 million, a 5.97% increase.
Beyond economic figures, Mercera emphasized the need for strategic investments to reduce the
island’s dependence on specific markets, support new and current airlines, support room growth
of 60%, create job opportunities for locals, and enhance local infrastructure.
“Standing still is not an option,” Mercera said. “We are dedicated to driving progress by expanding
air service routes, strengthening environmental conservation, forging new global partnerships,
and supporting the growth of our local businesses through tourism.”
As part of STMP 2017-2027, the organization has to shift towards functioning as a Destination
Management and Marketing Organization (DMMO). This change will allow TCB to balance
promotion with product management and development, ensuring Bonaire’s tourism
development benefits the island’s economy and unique natural environment.
Mr. Ewald Biemans, owner of Bucuti & Tara Beach Resort Aruba, discussed the adoption of best
practices in sustainability. STINAPA provided insights on eco-tourism and the balance between
visitation and conservation. Maarten van der Scheer, CEO of Bonaire International Airport, gave
updates on the airport and new route developments. Corendon shared information about its
airline and the new flight route connecting Bonaire and the Netherlands. Jody Diamond, owner
of Diamond Public Relations, offered an overview of media coverage for the first three quarters
of the year and expectations for the final quarter.
Veroesjka de Windt, CEO of BONHATA, presented data on occupancy rates, average daily rates,
and revenue per available room, comparing 2023 to 2024. She showed that overall, there was a
modest increase in the occupancy rate in 2024. The average daily rate this year has consistently
outpaced 2023, with September 2023 having an ADR of $179 and in 2024 $203. Overall, Revenue
per available room in 2024 has shown solid growth compared to 2023. Despite a slight rise in
occupancy this year, the sector remains cautious about Q4 rate forecasts, even with JetBlue,
Corendon, and WestJet entering the market.
TCB would like to thank all partners who attended this year’s Annual Bonaire Tourism Summit.
