Philadelphia’s Marketing Strategies Capture Caribbean’s Interest
Philadelphia’s Marketing Strategies Capture Caribbean’s Interest
By Bill Milligan
President of the Caribbean Hotel & Tourism Organization (CHTO), Josef Forstmayr, notes “the findings by the U.S. Travel Association are further recognition of the importance of tourism on a destination’s economy through the infusion of increased revenues and the creation of jobs.
“CHTA, along with the Caribbean Tourism Organization (CTO), recently re-launched the marketing and business development unit, the Caribbean Tourism Development Company (CTDC), with the mission of owning, protecting, advancing and enhancing the Caribbean brand”, he said.
Forstmayr looked at many cities throughout the U.S. and their tourism marketing campaigns, using Philadelphia as an example, it’s “With Love, Philadelphia XOXO” and their successful promotional budget of $4.3 million in 2009-2010 generated 3.7 million incremental trips to Philadelphia and a 10-to-1 return on investment. With a total of $432 million in visitor spending, $24 million in new state tax revenue and $22 million heading to the coffers of local governments. Over 7,000 new jobs were added with a reasonable $600/job for advertising costs.
Forstmayr says: "We hope that both the private and public sectors throughout the Caribbean recognize the importance of funding a tourism marketing campaign via the CTDC to promote the Caribbean brand which will only serve to benefit all economies of the region," He is also one of the most enthusiastic supporters of the Caribbean Tourism Development Company, CTDC, the marketing and business development unit owned equally by the Caribbean Hotel and Tourism Association (CHTA), and the Caribbean Tourism Organization (CTO).
Philadelphia’s tourism campaign is paying off with increased hotel occupancy and tourist visits, locally and nationally. With a population of a bit over 1.5 million (city proper) this multi-ethnic potpourri of races and cultures offers the potential tourist a plethora of things to do, museums, arts, sports, high end shopping, parks, architecture, boating events and concerts on the river, historical sites and an active night life. Many neighborhoods still retain their original ethnic flare, with the Italian Market area (Bella Vista) being a good example where one can step back into an old world environment, shopping the street markets, watching bocce in one of the local parks or indulging in excellent Italian cuisine.
Visitors in the mood for a summer festival, a soccer game, a mural tour or a trip to the zoo town will find it in Philadelphia, the second-largest, Hispanic-populated city in the northeast. With the Hispanic population growing faster than any other ethnic group in the region, according to the U.S. Census Bureau, many new arts and cultural opportunities are emerging that celebrate Hispanic traditions. Here’s a look at what’s going on this summer:
- Raices Culturales Latinoamericanas’ second annual three day event of Latin Roots & Rhythms Festival celebrates Latin-American, Spanish, and African dance, music and culture with entertainment and authentic performances. 215-425-1390…latinrootsandrhythmsfestival.com.
- Big-name Bachata performers, salsa dancing, food and craft vendors bring the world together with GLOBAL FUSION WEEK and FESTIVAL, July 11-17 on the river at Penn’s landing. 215-636-3322, globalfusionfestival.com.
- Family friendly Feria del Barrio festival celebrates Latino music, food, dance, arts and culture on September 11th in El Centro de Oro neighborhood. 215-4263311, tallerpr.org.
- Cuba’s vibrant Danza Contemporánea de Cuba fuses classical European ballet with Spanish and Afro-Caribbean styles at the Merriam Theater for its U.S. debut. (215) 893-1999, kimmelcenter.org
Philadelphia’s tourism marketing has paid off, but it requires that extra outlay of cash up front and a vision, one which the President of the Caribbean Hotel and Tourism Association, Josef Forstmayr hopes to bring to the Caribbean in order to maintain and increase tourism to that region.
