BRIDGETOWN, Barbados -- The first-ever television campaign to
promote summer travel to the Caribbean region will launch in late
April on nationwide cable channels.
A similar campaign to increase winter traffic will air next
Details of the $16 million campaign, funded jointly by a number
of Caribbean governments and Caribbean Hotel Association member
hotels, were hammered out at a meeting sponsored by the Caribbean
Tourism Organization Feb. 8 in Barbados.
The monthlong campaigns will feature four 30-second TV spots
with the theme "Life Needs the Caribbean."
Michael Youngman, CTO marketing director, said the aim of the
ads "is to contrast life in the Caribbean vs. life in an everyday
Ads, which will carry a "call your travel agent" tag line, will
direct viewers to a toll-free number and a Web site for specific
hotel and package information.
Tourism ministers also discussed methods of sustaining financing
for subsequent regional campaigns.
One proposal calls for implementation of a modest visitors tax
collected at the time of booking. Monies collected would be
earmarked for a Caribbean Tourism Development Fund.