Promote region as one

Chairman of the Caribbean Tourism Organisation (CTO), the Hon. Beverly Nicholson-Doty’s wish for the Caribbean tourism sector is that all countries commit to promoting the region as one destination throughout 2014.

“That we would each commit a percentage of our annual tourism budgets towards the marketing of a strong Caribbean brand so that the Caribbean Tourism Development Company, which we own jointly with the Caribbean Hotel and Tourism Association, can bolster our campaign for the region’s benefit.”

According to her, there is a major opportunity awaiting the region in both traditional and emerging markets.

She recalled that at the recent State of the Industry Conference, it was noted what the region needs to do to successfully pursue new sources of business while also solidifying our mainstay markets.

The Chairman is also urging governments in the New Year to come together to address the onerous taxes that suffocate our sector.

“While we will not soften our stance on requesting the British authorities address the Air Passenger Duty in a manner that is equitable, we cannot ignore the effects some of our own tax regimes are having on intra-regional travel.

“Allow me to challenge those who work in the industry to embrace your important role in this critically important sector. We need to truly deliver on the experience in the New Year, knowing full well that seemingly small acts of kindness can create a big impact in giving visitors reasons to recommend our destinations to others. Let us enter 2014 as proud nations and territories of the Caribbean, ready to work together in harmony to achieve results we richly deserve,” she expressed. (TL)