region to be branded through advertising

"TOURISM DEVELOPMENT cannot be anything other than a private/public partnership and that's why CTO has joined forces with the Caribbean Hotel Association to own and promote one Caribbean brand," Vincent Vanderpool-Wallace, secretary-general of the Caribbean Tourism Organisation told delegates at the 28th Caribbean Tourism Conference (CTC-28) recently.

"We are going to establish the Caribbean together as the world's best known owned brand," he said, adding, "The customer doesn't decide on the experience based solely on those who work in the industry. Visitors only care about the quality of the product and services they receive and not who provides those services."

He noted that the public and private sector partnership will result in a new logo, the establishment of a business development unit, the establishment of a single consumer website with multiple languages to reflect the languages of the Caribbean.

CTO and CHA will also work together to establish a single membership site, which will provide information on best practices and the latest news.

They will also create a corporate rate agreement for all constituents to utilise and an official Caribbean Life magazine to promote the region together. Vanderpool-Wallace noted that the magazine would be a print version because "when I lay down in bed at night I can't take my laptop with me, but want to have my magazine to read".

Other planned initiatives include a Miss Caribbean pageant and a Caribbean fashion week and the Caribbean Awards for Innovation in Tourism.

To enhance the brand through advertising, he is suggesting the launch of a plan similar to that which propelled Intel, the world's largest computer chip maker, to prominence and call it "Caribbean Inside." In this type of campaign, Intel uses all other advertisers such as the computer companies to promote Intel inside as a brand.

"If all Caribbean advertisers used the Caribbean logo inside their ads we would have an enormous advertising campaign.

"Caribbean trade shows and consumer shows will be promoted throughout the marketplace and we will share the news of all that we are doing as well as the visitor news with the local population to foster tourism awareness."

The CTO secretary-general also announced plans to revolutionise the region's relationship with travel agents in the marketplace and in the Caribbean, suggesting an approach that will be beneficial to all the parties.

"There is no individual who can be a true specialist on all CTO destinations. However, these travel agents in their communities know their customers and what they want. We intend to couple them with our travel agents in the Caribbean as host agencies with linkages with the experts in the marketplace, especially with the growth of the home-based agent network," he said.

He also urged the need to increase low cost/high quality air services and to build on a Caribbean experience that begins on www.Caribbean.com website and includes a Caribbean Life magazine, referral to travel agents or online bookings which allows them book tours, reserve restaurants and chat with other guests.