Caribbean Brand Crucial to Crisis Response

Caribbean Community (CARICOM) Secretary General Edwin Carrington says a regional tourism brand is critical to lessening the impacts of the global economic downturn on the region’s tourism sector.

Speaking recently at his annual end of year briefing, Carrington said that the global economic downturn could have serious negative impacts on the industry. “We need all the more urgently to prepare a brand that will offset the diminution of the tourism sector,” he said.

Assistant Secretary General, Trade and Economic Integration, Ambassador Irwin Larocque further cautioned member states against cutting back on spending which would otherwise promote tourism at regional and national levels.

He also illustrated the importance of the regional marketing plan, to which CARICOM Heads of Government agreed to, saying that “when persons consider a holiday in the region, they think first of the Caribbean and then within the Caribbean context, to a particular destination and to a particular experience”.

Ambassador Larocque sought to allay fears that the promotion of a regional tourism brand would stifle national brands. He said that member states would derive greater benefits from the regional promotion since the Caribbean brand would reach markets which some were not able to enter individually.

“The Caribbean brand will enhance and augment the promotion that will be taking place for national tourism...It will redound to more tourists coming to the region,” he insisted.