After years of “separatism” marketing, the diverse Caribbean islands are developing a single regional brand to promote the tourism industry that drives most of their economies. The new marketing campaign looks to reverse a decade long declining trend. Some Caribbean islands tourism decline are greater than others. With the advent of the internet, it may be real difficult to reverse a tourism trend when people can read about the wide spread crime, drugs and money laundering that occurs. Years ago, no one paid any attentions … not any more.
“Whether we like it or not, we’re all intrinsically tied,” Chastanet said in an interview Oct. 20 at the trade organization’s 30th annual conference in San Juan. “If you can create more awareness of the Caribbean, then all the destinations in the region will benefit.”
Caribbean tourism, which drives most of the region’s economies, grew at an average annual rate of less than 3.5 percent over the past 10 years, compared with 4.5 percent around the world, the trade group’s statistics show
However, the Caribbean just does not get it when it comes to travel. Tourism is not only cyclical, its fickle and its human choice. Tourism is like buying a computer. There is always a bigger and better place to go. People will vacation in places that are new and upcoming. Not places that have done nothing with their hotels, restaurants or infrastructure in 10, 15 or 20 years. The Caribbean was hot in the 80’s and 90’s and not because of phony marketing campaigns. It was new and different. People today have seen it and done it, that’s why they have moved on to other areas and locations to travel and spend their hard earned money. Tourists also like kid friendly and safe places.
The Mediterranean is the place to go these days and no marketing campaign can change that. The cruise lines have certainly learned that fact as they have allocated more ships to the Mediterranean and away from the Caribbean. The Caribbean may want to save its money on marketing and invest it in their police departments to provide some sort of appearance that safety is a concern. Caribbean …. actions speak louder than words and in some cases it just doesn’t matter. A trend is just that and there is nothing one can do to change it. Disco was popular too at one time.