SAN JUAN -- Keynote speaker for the Caribbean Hotel Industry Conference (CHIC), being held June 13 to 16 at the Wyndham El Conquistador Resort & Spa in Fajardo, Puerto Rico, is B.J. Cunningham, a British entrepreneur best known for provocative brand creation.

Cunningham created and marketed the U.K. cigarette brand named DEATH, which he described as the "honest smoke." He said that authentic and powerful branding requires the truth, "and the future is about market depth and involvement."

Alec Sanguinetti, Caribbean Hotel Association director general, called Cunningham "a wizard at flipping a conservative market and reversing resistance" and predicted his speech would provide "food for thought on the course our region should chart in this recovery period."

CHIC's conference theme is Caribbean Tourism, Stronger Together.

To contact reporter Gay Nagle Myers, send e-mail to [email protected].

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