WANTED: a multimillion-dollar regional Caribbean marketing campaign to help boost tourist arrivals, raise visitor spending and increase the profits of the vital industry that fuels economic growth.
That plea, of sorts, has come from Hugh Riley, the Caribbean Tourism Organisation’s (CTO) secretary general who told the Nation that the CTO delivered that message to CARICOM’s presidents and prime ministers at their recent summit in Grenada.
“There is no collaborative Caribbean marketing campaign right now,” Riley said. “The last time we did one was 15 years ago and it was a US$10 million campaign.
“Individual member countries, the hotels and the attractions have not stopped advertising. But they don’t have the wherewithal to make the kind of impact that needs to be made. That is exactly what the challenge is.” (TB)
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