TTG spoke with Dominic Fedee, chairman of the Caribbean Tourism Organization (CTO), about its strategy, Brexit and all the challenges facing the region.
The first step is to achieve a collaborative effort from all the islands, so we can market the Caribbean as a single brand.
This will hopefully ensure there is greater visibility in consumer and trade markets and encourage more people to visit the region.
We’ve realised that our destinations have been successfully promoting themselves, and in some cases
we’ve seen the New York, Toronto and London CTO offices colliding with and replicating efforts made by these Caribbean nations.
We want to be strategic, to look at what’s being achieved on the ground by the destinations themselves, and then focus on what the CTO can do to complement their strategies rather than compete with and duplicate them.
We will have a smaller presence in the UK, but the usual trade activities will continue.
A number of our islands and hotels already have representatives on the ground, and there has already been a lot of great work completed by our respective destination members here too.