#TheCaribbeanAwaits; November established as Caribbean Tourism Month

BY TVISHA MISTRY

There are countless beautiful destinations around the globe all known for their individual characteristics. Some countries are known for their winter beauty, others for their romantic locations, many for their historic sights, and some for the country’s tropical climate, and beautiful coastlines.

The Caribbean is such a place. Known for its beautiful landscapes and its pleasant environment. The Caribbean is the perfect holiday destination for everyone. Whether you are looking for a romantic getaway or a trip with your family or friends; the Caribbean has a lot to offer.

Earning the majority of its economy through the tourism industry, the Caribbean has taken a hard hit due to COVID-19. In the midst of a global pandemic, the number of tourist visitors has decreased significantly in the Caribbean. Low tourism has caused the economy of the islands to drop, impacting both the infrastructures and the local residents living in the regions.

#TheCaribbeanAwaits
To help the tourism industry improve in the Carribeans, the Caribbean Tourism Organization, abbreviated as CTO had announced a social media campaign in light of the Caribbean Tourism month in November. During the course of the month, individuals used the hashtag, #TheCaribbeanAwaits, and tagged CTO, along with the respective country to share their “Can’t wait to experience” moments in the Caribbean. This campaign aimed to acknowledge the Caribbean’s prominence as a tropical paradise as COVID-19 continues to impact the global travel and tourism industry.

CTO is a Caribbean tourism development agency headquartered in Barbados, dedicated to advertising the Carribean as the perfect holiday destination due to its year-round tropical weather.

The primary goal of the agency is to increase media coverage on Carrabean tourism and raise awareness on the importance of tourism for the development of the countries. Comprising of members from different countries and regions, the agency’s purpose is to lead sustainable tourism and present a united Caribean front- One Sea, One Voice, One Caribbean.

“This theme complements the region’s success in generally containing the spread of COVID-19, which has taken a major toll on tourism along with other sectors of our economies. Caribbean countries have taken the required steps to protect our citizens and residents, conducted the required training to prepare our tourism and related frontline workers for the return of visitors, and put the health protocols in place to reassure our potential visitors and residents that we take their health seriously. This has been the groundwork, and now we seek to rebuild the sector,” said Neil Walters, the CTO’s acting secretary-general in a message to mark the start of the month.

“The resilience of the Caribbean is shown by the progress we have made towards the resumption of tourism activity. Currently, about 25 Caribbean countries have reopened their borders to commercial travel, either fully or partially, and others are putting the necessary measures in place to welcome visitors.

This year’s theme further compliments the reopening of our borders, as the clarion call ‘We welcome you’ speaks to the fact that the Caribbean is the perfect place for those who have begun to travel or are thinking of traveling soon, to find solace in a place that is an oasis of health at this time,” Walters added.

Additionally, The CTO, with support from its members, executed a photo and video campaign reflecting the Caribbean culture, as well as a series of short celebratory-themed “live” demonstrations on Facebook. These live sessions included cuisine and cocktails demonstrations as well as discussions on Caribean tourism; to promote excitement about the Caribbean.

During the live session, some of the region’s most talented mixologists and chefs prepared and displayed their culturally unique blends and aromatic flavors. These recorded demonstrations are now available for viewing on CTO’s Facebook page.

The event that followed the live demonstrations was the virtual learning session on November 20th. During this session, CTO member countries shared updates and unique selling points with travel advisers.

“Your space in the Sun.”
Apart from CTO’s efforts, the Antigua and Barbuda Tourism Authority’s creativity, during the COVID-19 pandemic was awarded, The Travel Weekly Magellan Awards for their marketing campaign “Your space in the Sun.”

The Travel Weekly Magellan Awards are premier awards presented for the travel industry, recognizing the best in travel and acknowledging the outstanding travel professionals behind it all.

Travel Weekly announcing the Antigua and Barbuda Tourism Authority’s victory stated, “Judged by a group of your peers and held to the highest standard of excellence, your entry stood head and shoulders above the rest.”

The Antigua and Barbuda Tourism Authority’s tailored their strategy and included a heavy focus on social media and the launch of the “Your Space in the Sun” campaign with a television advert and a digital platform roll-out. The 30-second ad clipping can be viewed on the @AntiguaBarbuda Youtube channel.

Antigua and Barbuda Minister of Tourism, The Hon. Charles Fernandez, commenting on the award, applauded the team, “There was an unwavering commitment to keeping travelers informed during the COVID-19 pandemic, and for proactively developing a digital marketing campaign that resonated with the travel trade and consumer.

Antigua and Barbuda’s tourism marketing efforts continue to adapt to suit the situation. I am optimistic that with the combined efforts of the private and public sector, and the resilience of the Antigua and Barbuda Tourism Industry, that we will come out of this pandemic stronger.”

Antigua and Barbuda’s Ministry of Tourism confirmed that Virgin Atlantic airways will continue its services to and from the United Kingdom. The airlines will maintain their twice-weekly passenger flights through to November 21st and thereafter until the end of the UK’s national lockdown.

To improve the conditions of the Caribbean economy it is imperative that tourists visit the regions. With the health and safety measures taken and the protocols set in place, the Caribbean remain a safe, serene, and beautiful must-visit holiday destination.