What is on the wish list of the Caribbean Tourism Organization for 2014?
In a holiday-season message, CTO Chairwoman Beverly Nicholson- Doty laid it out very clearly: She wants each of the Caribbean countries to commit to promoting the region as one destination.
In her email to members, she said she hoped Caribbean countries would commit a percentage of their annual tourism budget towards the marketing of a strong Caribbean brand “so that the Caribbean Tourism Development Co., which we own jointly with the Caribbean Hotel and Tourism Association, can bolster our campaign for the region’s benefit.”
Nicholson-Doty pointed out that major opportunities await in both traditional and emerging markets. “We have learned what we need to do to successfully pursue new sources of business while solidifying our mainstay markets," she wrote.
She praised the destinations that have invested in language training and long-haul airlift to prepare for first-time visitors in 2014.
"Let's also address the onerous taxes that suffocate our sector," she said.
“We will not soften our stance or our request that the British authorities address the Air Passenger Duty in a manner that is equitable," she wrote, "nor can we ignore the effects that some of our own tax regimes are having on intra-regional travel.”
In January, the CTO will celebrate its 25th anniversary. During the year-long celebrations that will follow, “it is hoped that we will be able to harmonize our efforts to boost travel to and within the region,” Nicholson-Doty said.