Lessons to Learn

• If the sun shines, take credit for it
• Don’t hide what you have
• Turn misconceptions into selling points
• Use what you have, don’t wait for what you don’t
• Don’t chase the money, chase the clients and money will follow

Tourism Trouble in Paradise

Welcome to the Jungle

Suriname is a small country located on the northeastern coast of South America. Although it has a lot to offer in terms of natural beauty, cultural heritage, and biodiversity, this paradise is not a very well-known tourist destination compared to some of its neighboring countries.

According to the World Bank, the number of international tourist arrivals in Suriname has been relatively stable over the past few years, with around 250,000 visitors in 2019. This represents a modest increase from previous years but still falls short of the country’s tourism potential.

Suriname’s tourism industry has been impacted by the COVID-19 pandemic, like many other countries around the world. Travel restrictions and health protocols have been put in place to curb the spread of the virus, which has had a negative impact on the industry.

However, Suriname has been taking steps to promote its tourism industry in recent years. The government has invested in infrastructure development, such as improving airport facilities and expanding the road network. In addition, initiatives have been launched to promote sustainable tourism and protect the country’s natural and cultural heritage.

Overall, the current state of tourism in Suriname appears to be a work in progress. While there is potential for growth, it may take some time and effort to fully develop the industry and attract more visitors to the country.

So what are they doing wrong?

There are several factors that may be contributing to Suriname’s struggle with tourism. Here are a few potential reasons:

Lack of marketing:

Suriname isn’t doing enough to promote itself as a tourist destination. Many potential visitors may not even be aware of what Suriname has to offer in terms of attractions and experiences and the Ministry of Tourism isn’t doing much to change it. A quick search shows an almost non-existent consumer outreach (limited website, difficult to contact, no recommendations for itineraries or attractions, etc.). It’s almost like they’ve delegated TripAdvisor to promote their country. A key component they’re missing is working with local and outside tour operators. When tour operators hit the ground, THEY’LL promote and advertise the destination as a normal part of business, often spending even more in marketing than the Ministry of Tourism. For example, Google “Morocco Tours” and prepare to be overwhelmed by the number of ads that come up. Now Google “Suriname Tours” and see the lack of ads that appear. While hotels and attractions may promote themselves to a limited market that seeks them out, the destination as a whole would benefit from tour operators promoting it also.

lack of Openness

The Ministry of Tourism and service providers should be a cheerleader for the country. Every fresh coat of paint, every piece of new pool furniture, every new restaurant menu, and even every sunny day needs to be celebrated and promoted. But they don’t talk about it. Why? For a bunch of reasons.

First is their privacy policy. The Ministry of Tourism is unable to share the contact information of tourism service suppliers with tourists/tour operators. So if you call, they won’t be able to provide you with any information. They also won’t let their own tourism service suppliers know the name and information of tourists/tour operators that want to do business with them. It’s like there’s a black hole of information where people with money to spend and people that want to work for the money are tossed in and never heard from again. So instead of promoting tourism, they’ve succeeded in stopping it.

Second is their gatekeeper policy. The Ministry of Tourism will take your information (licenses, passport copy, credit references, corporate filings, and blood type), and then inject themselves into the middle of your business. They’ll determine the resources you’ll need, the destinations to visit, and the suppliers you’ll use. Then you have to fly down for a face-to-face meeting. So much can go wrong. What if they don’t understand what programs I’m trying to develop for my market and they bring the wrong players to the table? Do I have to fly back several times before I’m finally with the right resources? How do I know I’m not being set up by the Ministry so I’m only doing business with his nephew’s cousin’s best friend’s roommate? It’s a page right out of the old Soviet Intourist Office.

Cultural differences also play a factor. Assuming you’ve made it to Suriname and have managed to find the service providers you want to hire, they won’t take the job. Problem is, if they don’t know you, they won’t work with you. It’s like the whole concept of tourism (people you don’t know) is lost on them, but they want the money from it. It’s like walking down the middle of the street swinging bags of money yelling “there’s this and more if you work with us!” and everyone runs inside, locks the doors, turns off the lights, and crawls under the bed.

Limited infrastructure

Saying Suriname’s tourism infrastructure may be lacking, making it difficult for visitors to access certain areas or to find accommodations, transportation, and other amenities is an excuse, not a reason for the country’s poor performance. What does a country need for a successful tourism infrastructure? In simple terms: somewhere to sleep, somewhere to eat, something to do, and a way to get there. That’s it. Suriname has people living happy and comfortable lives so the infrastructure is already there, it just takes a bit of creativity to organize and use it correctly. Often though, what we’ll hear is “We need X before we can bring tourism.” and X is often big money projects, water parks, convention centers, etc. You know, the kind of projects that local politicians love to name after themselves. But if you have locals going about their daily lives, you’ve got all the infrastructure you need.

Safety concerns

Suriname has a perceived relatively high crime rate, which may make some tourists hesitant to visit. But that’s just a perception, the reality is that even the US State Dept says “Suriname – Level 1: Exercise Normal Precautions” which means it’s no more dangerous than any US city. Additionally, there are concerns about diseases like malaria and dengue fever, which can be contracted from mosquito bites. But only the Yellow Fever vaccine is recommended for travelers.

Limited attractions

While Suriname does have some unique and interesting attractions, such as the capital city of Paramaribo and the Suriname River, there may not be enough to keep tourists engaged for an extended period of time. Fortunately, most Americans are lucky if they get a week of vacation, so there’s not much worry about them running out of things to do in the limited time they have.

Lack of investment

Without significant investment in tourism infrastructure and marketing efforts, Suriname may struggle to attract visitors and build a sustainable tourism industry. This is a bit of a trap though. Does every destination need a waterpark? Does it need a convention center? No. Use what you have now, don’t wait for what you don’t have, and let the market determine and provide what you do need.

To improve its tourism industry, Suriname may need to address some of these issues, such as improving its marketing efforts, investing in infrastructure, and addressing safety concerns. Additionally, the country may need to consider developing new attractions or experiences that can appeal to a broader range of tourists.