OUTGOING PRESIDENT of the Caribbean Hotel Association (CHA), St Lucian hotelier Berthia Parle, has urged tourism officials to keep upgrading performance levels in order for the Caribbean to truly attain world class status.

Speaking at the opening of the four-day Caribbean Hotel Industry Conference (CHIC) at Hyatt Regency Hotel, Parle said this was necessary to meet consumers' demand.

She told more than 900 delegates: "Consumers today demand an authentic Caribbean experience delivered by warm-caring hospitable employees with the highest performance levels.

"As we all seek to promote the sustainability of our destinations, our products and services must also be of a sustainable nature. We must open our minds to new marketing ideas and communicating initiatives, to stepping out of our comfort zone and living up to our principles."

She said these challenges might be formidable, but with the will of a together public and private sector, survival was certain. (CH)