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Is the European market important to the Caribbean?

Ben Kilbey

Just how important is the UK market to the Caribbean? Do holiday makers really realise the potential of a multi-destination trip to the Caribbean? Do many even realise that the Caribbean is rich and diverse in its make-up and structure? Speaking to Caribbean Travel News Julia Hendry, Director Marketing UK and Europe, CTO, gave her views on the importance of the European market to the Caribbean and reflected on the importance of such great meeting events as ITB Berlin.“The European market is an important one for the Caribbean, as a premier year round warm weather destination. It has proved a resilient market during the difficult trading period following September 11, has shown growth throughout the region in 2003 and is forecasted to so do the same in 2004.”

The Caribbean’s presence was felt in earnest at this years ITB back in March including ex CTO Secretary General Jean Holder , who welcomed the opportunity of meeting with so many of the organisations European industry partners. This was a clear indication of the importance of the bridges made in the past and the need to secure them in the future.
“The Karibik Forum held on Saturday 13th March, entitled Caribbean in Vogue, emphasised the regions popularity and an industry panel from all sectors discussed the sheer diversity of the region and the value for money offered.

The Caribbean village once again provided a focal point for our exhibitors centred around the Karibik bar, sponsored this year by Dertours. With a number of new countries entering the European market, the key focus of ITB was the opportunity to look at new emerging markets for the region.”