As war looms ever closer in the Middle East, booking a vacation in the Caribbean could be the best decision travelers make for immediate relief from the stress and associated anxiety.
“Our life really needs the Caribbean,” said Alex Sanguinetti the new Director General of the Caribbean Hotel Association. “The Caribbean is politically stable, safe, close to North America and is a more strategic choice for those who want to spend quality time with their loved ones.”
He called on industry officials to join regional tourism efforts to position the Caribbean as a preferred, peaceful haven. “North Americans still consider travel an essential part of their lifestyle. So despite concerns about international travel, now is the time to hit the pavement and aggressively pursue business.”
A senior representative of the Caribbean Hotel Association Charitable Trust (CHACT), Sanguinetti believes the new Life Needs the Caribbean
regional marketing campaign is helping member destinations through the difficult market conditions. “Our marketing and advertising efforts are stimulating demand in a tough market. But we`ll need all hands on deck to make it through the winter season,” he said.
Last fall, CHACT
launched the US$16 million campaign to market and promote the Caribbean as a single destination. The Trust, a public/private sector alliance, united major hotel chains, airlines and credit card companies with the Caribbean Tourism Organisation, CARICOM and non-CARICOM nations for the extensive US television campaign. The second phase of this TV campaign has just been completed.
Eighteen destinations participate in CHACT`s campaign: 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 the United States Virgin Islands.