LUKE EDWARDS

TT CARNIVAL is much more than a colourful celebration; it is a cultural exhibition involving a wide array of stakeholders. Who are the stakeholders of this Carnival? The stakeholders include the Government, private sector, Trinidadian/Tobagonian diaspora, cultural ambassadors and, most importantly, the people of TT. As a result the Government and private sector firms should continue to support Carnival due to its significant impact on the country's economy and cultural heritage.

The Carnival season serves as a vital component of the nation's tourism industry, attracting visitors from around the globe and contributing substantially to the local economy. By providing funds, infrastructure and logistical support, the public sector ensures the smooth execution of the festival. The private sector aids by providing corporate social responsibility programmes, sponsorships and investments in various cultural events. It is through their continued support that the TT Carnival can thrive as a globally recognised cultural extravaganza and a key contributor to the country's economic prosperity.

According to research, more than 33,000 visitors travelled to TT annually for Carnival from 2010 through 2020. In 2023, the number of Carnival visitors increased to over 27,000, representing a substantial 210 per cent increase from the previous post-covid19 pandemic year. This surge in tourism contributed to a total revenue of approximately $420 million (US$62 million) spent by visitors during the Carnival period in 2023. Despite variations in visitor numbers and expenditure over time, the data indicates that Carnival remains a major driver of tourism and economic activity in TT.

The Trinidadian/Tobagonian diaspora not only acts as a cultural bridge for Carnival, but also brings significant economic benefits to the festival. The Government and private sector can assist the diaspora entrepreneurs in leveraging their cultural connections and expertise to enhance the profitability of Carnival. By fostering business partnerships with local enterprises and investing in Carnival-related ventures, they can contribute to the festival's economic success.

Providing platforms for marketing Carnival-related merchandise and services, along with financial support, grants and business development programmes, can empower the diaspora to grow their Carnival-related businesses effectively. Through their advocacy and promotion of Carnival within their respective communities, the Trinidadian/Tobagonian diaspora plays a key role in driving international tourism and visitor participation in the TT Carnival.

Cultural ambassadors play a crucial role in safeguarding and promoting the diverse traditions and heritage of Carnival. The Government and private sector can support cultural ambassadors in translating their Carnival art into sustainable financial returns. The Government can offer funds and grants to nurture the creative endeavours of cultural ambassadors, allowing them to produce high-quality artistic expressions and Carnival pe