The Caribbean`s tourism industry may recover more quickly than other regions now that the new regional campaign, dubbed “Life Needs the Caribbean” is up and running.
Deputy Chairman of the new CHA Charitable Trust (CHACT), Vincent Vanderpool-Wallace, said the fall season is typically slow for the Caribbean, but with 30-second television spots airing on television stations across North America, the region`s number one industry should “breathe a lot easier” than others.
Vanderpool-Wallace, Director-General of Bahamas` Ministry of Tourism and The Trust`s public sector representative, said he is encouraged by the increasing confidence of tourists to take to the Caribbean`s skies, something which the region must continue to promote. “People are escaping to the Caribbean because it`s easy, safe and the experiences are many and varied,” said Vanderpool-Wallace. “We must capitalize on this.”
The tourism director urged nations who haven`t joined the regional initiative to get on board since “our economies do not work until travel returns”. “You have to be visible if you are taking the business of tourism seriously,” he said.
The destinations to have joined are Antigua and Barbuda, Aruba, Bahamas, Barbados, Belize, Bermuda, Dominica, Grenada, Guyana, Jamaica, Montserrat, St. Kitts and Nevis, St. Lucia, St. Maarten, St. Vincent and the Grenadines, Trinidad and Tobago, Turks and Caicos and United States Virgin Islands.
The Caribbean Hotel Association Charitable Trust is a Public/ Private Sector conglomeration of major hotel chains, airlines and credit card companies who have joined forces through the Caribbean Tourism Organisation - with both CARICOM and non-CARICOM nations - in order to market and promote the Caribbean as a single destination. A regional fund has enabled the launch of a television campaign with a related call-to-action. The overall intent of the campaign is to brand the region and therefore compete with other regions of the world that have been taking ever increasing Caribbean market share of the US outbound traveler for nine consecutive years.