Gay Nagle Myers
What are the messages being sent by Caribbean tourism bureaus to current and future travelers to the region?
It's tricky. Tourism officials have to walk a fine line and remain sensitive to the residents' fears of the virus; try to quell travelers' concerns about when and if to travel again; direct their questions regarding refunds and rebooking procedures to the proper channels; and at the same time support their destinations as valued vacation options when the time is again right to travel. Touting scenes of happy tourists splashing in turquoise seas, relaxing on white sand beaches and sipping tropical drinks somehow seems totally inappropriate right now.
I asked a number of tourism bureaus what they are saying to travelers in the face of closed borders, canceled flights and cruises and shuttered hotels and resorts. Here are some answers.
"Jamaica will always be the land of One Love, One Heart and One People, a bold and resilient community made up of those here at home, abroad and our extended family of visitors who choose our island year after year to vacation. Even as we face this unprecedented and challenging health pandemic, which has disrupted the world, we urge you all, near and far, to observe the many calls for social distancing. We are doing the same and look forward to when we will be able to get together again." Donovan White, director of tourism.
Aruba. "Our highest priority is the health and well-being of our residents and our visitors. While we can't welcome guests at this time, we still want to connect with our audiences and share Aruba's natural beauty as a positive and calming presence in this time of panic and uncertainty.
"We have shifted our content strategy to deliver uplifting messages to keep our One Happy Island in people's minds and hearts. Our goal is to virtually bring Aruba to people until we can be together again. We hope future travelers see Aruba as a place of hope, and when it is safe to bring visitors to our sunny shores, we will be ready to welcome them with open arms." Ronella Tjin Asjoe-Croes, CEO of the Aruba Tourism Authority.
Martinique. "In this very difficult moment that we are now facing, our first thoughts go directly to all the people affected by this pandemic. This is a very hard time, especially for the travel industry, which is why we had to take drastic measures to fight the virus. Hotels have been closing to respect instructions and travel restrictions implemented by the French government. This is a time where safety and caution are crucial, but when better days will come, Martinique will be there to welcome our guests with open arms." Francois Baltus, CEO of the Martinique Tourism Authority.
Anguilla. "We are reaching out to travelers through our social media platforms with 'We Are All In This Together' messages of empathy and inspiration, recognizing that across the globe, we are all in the same situation, confined within borders, often compelled to stay indoors. We will share our Anguilla experiences and activities virtually in 15 videos presented by iconic Anguillians while we await the happy day when we can once again welcome our visitors to Anguilla in person." Donna Daniels-Banks, chairwoman of the Anguilla Tourist Board.
St. Lucia. "The global crisis is the silent equivalent of a Category 5 hurricane and all the disasters we have faced before in the Caribbean, but worse. Our experience sets the groundwork for navigating this new territory as we move toward the post-coronavirus landscape. We look forward to having our visitors, who are like family to us, return when it becomes safe to travel again. In the short term, to provide a virtual vacation for consumers, we started a Seven Minutes in St. Lucia live Instagram series on March 26, on Tuesdays and Thursdays, bringing yoga and meditation from the Pitons, cooking with a St. Lucian chef, cocktail making with local rum, live local DJ dance parties and more.
"We miss our beloved visitors. Our immediate plan is to virtually available to past and future visitors with social media, video calls and email as our primary means of communication." Beverly Nicholson Doty, CEO of the St. Lucia Tourism Authority.
Bahamas. "is taking the time now to plan for the future, as unexpected as that timeline may be. When this is all behind us, we will happily welcome all visitors to our shores. As always, our goal is to ensure that the Bahamas reminds top-of-mind for customers considering the Caribbean for their future travel plans. The partnership with our travel partners will play a vital role in our recovery. Together, we will get through this." Joy Jibrilu, director general of the Bahamas Ministry of Tourism.
"Dominica looks forward to the day when we can welcome visitors back to our lush rainforests, natural hot springs, aquatic adventures and colorful culture. In the meantime, we encourage travelers to share their memories from Dominica and hope that the photos and videos of the Nature Island will inspire travelers to keep dreaming of the travels that await them." Colin Piper, CEO of the Discover Dominica Authority.
"Barbados' message is basically 'we got you,' which is something we affectionately say to individuals that we care about to let them know we stand with them, we are here for them and that we will get through this together. We will be using our social media platforms and other channels to uplift and inspire travelers through engaging content. In this period of social distancing, we're continuing to embrace our travel friends virtually around the world reassuring them that once this situation is behind us, we will be back together again celebrating the art of living in Barbados." Eusi Skeete, U.S.A. director of Barbados Tourism Marketing.
"Grenada's immediate plan of action includes protecting the health and safety of all on our shores and to follow the measures implemented by the Ministry of Health to mitigate the spread of Covid-19. In preparation for recovery, we have measures in place to support those in the tourism and hospitality industry on-island who have been affected financially by this pandemic. We remain positive and look to that moment when we can welcome visitors back to our shores." Clarice Modeste-Curwen, minister of tourism and civil aviation.
"Nevis' underlying message is that 'we're all in this together.' We've maintained contact with travelers via our social media channels by sending gentle reminders about the beauty of the destination. The Nevis Tourism Authority is working behind the scenes to develop programs to welcome tourists back once we're all on the other side of this crisis. We're using the time to reach out to frequent travelers to let them know we're thinking of them. We're also refreshing some of our marketing materials so that we will be ready with a fresh approach and new ideas when the time comes." Jadine Yarde, CEO of the Nevis Tourism Authority.
"Puerto Rico takes great responsibility in helping stop the spread of Covid-19, so we're not encouraging travelers to visit us now as everyone needs to stay safe in their homes. We encourage travelers to daydream about our island now and consider a visit later, when the time is right. The goal is to keep our destination top of mind for future recovery. We invite people everywhere to escape to Puerto Rico virtually to meet some of our best local talent and immerse themselves by joining a salsa lesson, a cocktail making class and a cooking demo in a virtual getaway. Puerto Rico's music and gastronomy are at the center of our island's culture. Once it's time to explore again, visitors will find no shortage of places to discover." Brad Dean, CEO of Discover Puerto Rico.
"Curacao is committed to maintaining open lines of communication to ensure that everyone receives the most up-to-date information. The government, tourist board, private sector partners and everyone in between are committed to keeping the island as safe and as healthy as possible so they can emerge from this ready to welcome back visitors. The island and the tourist board are encouraging guests to postpone their trips rather than cancel them. Residents are coming together to spread messages of hope. The Curacao Tourist Board shared a video on its social channels featuring the island's diverse people, from hotel staff and restaurant managers to dive operators and security officers, with a message encouraging everyone to stay strong.
"We are in this together and brighter days are ahead. Curacao's entertainment industry went a step further with #lightthesky. On March 22, rays of light coming off the Queen Juliana Bridge beamed into the skies over downtown Willemstad to share a message of support, hope and thankfulness." Rebecca Marval, marketing director, Curacao Tourist Board.
"U.S. Virgin Islands is encouraging travelers to postpone, not cancel, their visit. A warm welcome will await future travelers once the crisis subsides. Discussions are ongoing with air and cruise partners as the territory prepares for its post-pandemic recovery." Joseph Boschulte, commissioner of tourism.