Caribbean Tourism Organization on Media Swing through Canada

Representatives of the CTO (Caribbean Tourism Organization) met last week with media in Toronto at George Brown College, and the day’s events included a press conference, a media marketplace and awards luncheon, and it all culminated with an evening of fun punctuated with a variety of Caribbean musical acts.

During the press conference, CTO’s Secretary General, Hugh Riley, unveiled strategy regarding the direction of marketing the Caribbean on a worldwide scale. He emphasized that CTO stands for advocacy and goes to bat on issues on behalf of member islands. He mentioned that Canada has always been consistent with their loyalty to Caribbean destinations, and also posited that there indeed are ways to welcome people to your country warmly, while maintaining security.

Riley unveiled the great significance of the CTO’s Total Visitor satisfaction Program. The Caribbean is quite unique in that tourism is more critical here than in any other place in the world. As a result, it’s important to look at every possible area. Things cannot be brilliant in one area, and OK in another and falling short in yet another. The Caribbean must deliver superior service in every area.

For a number of years, the CTO has held an annual conference on ecological initiatives. Hugh Riley believes that the Caribbean cannot “greenwash” visitors , and genuine efforts are indeed in place. At the annual conference, the previous year’s projects are seriously dissected and there is always a search for best practices regarding marine eco-systems, harmful emissions and the proper use of resources for sustainability. In 2011, this conference will take place in April in Bermuda, and an invitation was extended for people to attend.