American Express are renewing its commitment to actively support Caribbean Marketplace 2006 and 2007, one of
several initiatives they have targeted to help to market the region as a tourist
destination. The help is part of the company’s longstanding commitment as a
Caribbean Hotel Association (CHA) affiliate to promote effective sales and marketing
efforts to benefit CHA members and the travel and tourism industry in general.

“As in any other business, the return on investment (ROI) of our efforts for its
beneficiaries is a fundamental consideration,” said Dianelys Rodr’guez, Vice
President of Strategic Partnership & Caribbean Market Head, American Express Travel
Related Services.

“Given our commitment to maximize the support available for the
Caribbean, Caribbean Marketplace has become the hub of our support in sales and
marketing.  The event needs no positioning - it is indisputably the single most
important regional tourism marketing event every year - and our support seeks to
ensure it continues to grow and evolve,” she concluded.

Rodr’guez added that parallel Amex initiatives - such as ‘Beyond the Beach,’ a
marketing platform that promotes the Caribbean’s diversity of offerings in addition
to sun and sea; and the sponsorship of a joint CHA/CTO consumer website still in the
planning stages - are designed to complement its collaboration with CHA. 

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