Published On: Fri, Oct 26th, 2012

The Curaçao North Sea Jazz Festival: Exceeding All Expectations

WILLEMSTAD - A team of researchers from the Dick Pope Sr. Institute for Tourism Studies of the Rosen College of Hospitality Management at the University of Central Florida conducted an economic impact study and assessed visitors’ satisfaction of the festival.

The third annual Curaçao North Sea Jazz Festival drew a huge crowd as the line-up featured world famous performers, including guitar legend, songwriter, ten-time Grammy Award winner and three-time Latin Grammy Award winner, Carlos Santana. The Curaçao North Sea Jazz Festival was held at the World Trade Center Curaçao in Piscadera Bay for its third consecutive year, featuring two major concerts on August 31 and September 1, 2012.

The festival organizer invested US$5.6 million in the 2012 festival, which was 14% more than in 2011. The festival churned out nearly US$20 million in the local economy, exceeding last year’s festival by more than 20%. The average tourist whose main purpose to visit Curaçao was attending the festival spent an unprecedented US$299 per day, which is equivalent to US$1,854 per trip. A total of 5,312 tourists attended the 2012 festival, up nearly 8% compared to 2011.

The research showed that the festival has been a spectacular success for the island, attracting crowds of visitors during the two days of the festival and enhancing the destination image. The extensive media coverage that the festival has triggered for the island surely helps craft a positive image in the minds of potential tourists that have never visited the island before. Travelers from all over the world and local residents together enjoyed a celebration of music. Due to the festival, a significant amount of promotion was provided to the island of Curaçao, the image of Curaçao has become more positive and stronger, and the economic impact of the festival has been momentous.

Value added investment

The Curaçao North Sea Jazz Festival attracted 12,542 tourists during the past three annual festivals, generated nearly US$22 million in direct spending due to the festival, and had a total contribution of nearly US$40 million to the Curaçao economy. Compared to 2010, spending per tourist increased a whopping 146%. Over the past three editions, the festival sold over 52,000 tickets in total (10,000 in 2010, 20,535 in 2011, and 22,000 in 2012).

Exceeding expectations

The festival maintained its attractiveness gained over the past two editions. Satisfaction and quality levels have increased significantly since 2010, indicating that the festival has been able to continuously exceed attendees’ expectations. The experience gathered at the festival is becoming memorable, and the value perception of attendees has increased significantly over the years.

The festival is ushering momentum through increased emotional bonding, stemming from higher levels of enjoyment and more socialization opportunities that benefit the overall Curaçao impression on the tourists who attend the festival. Enjoyment and socialization opportunities appear to be the main motives for international tourists to attend the festival. Imbuing high doses of emotional bonding is paying dividends in higher levels of loyalty.

Website: www.curacaonorthseajazz.com.
Facebook:  www.facebook.com/curacaonorthseajazz.

CNSJ

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