By Bevan Springer, Market Place Excellence

November 15, 2024

Remembering Lorine Charles-St. Jules

Our team at Marketplace Excellence mourns the loss of Lorine Charles-St. Jules, former CEO of the St. Lucia Tourism Authority, who passed away this week.

Lorine was a driven, passionate, and highly respected tourism marketer who made many personal sacrifices to promote her beloved St. Lucia and uplift her Caribbean neighbors. 

With unwavering dedication, she contributed significantly to the growth of St. Lucia’s tourism sector, always approaching her responsibilities with clarity and commitment. Lorine understood the importance of relationships, as demonstrated by the heartfelt tributes from industry peers across the Caribbean and beyond. 

Not only was she a results-driven tourism professional, but Lorine was also a caring, humble, and warm-hearted individual who shared the essence of Caribbean hospitality with everyone she encountered. Her impact on those around her was profound and lasting.

The Caribbean has been enriched by her life and mourns the passing of one of its brightest stars. May she rest in peace.

Caribbean shines at World Travel Market 2024

CTO Secretary-General & CEO Dona Regis-Prosper and her team had a highly productive meeting with Julia Simpson, President & CEO of the World Travel & Tourism Council (third from right), at WTM in London. From left to right are Aliyyah Shakeer, CTO’s Director of Research; Evelyne Freiermuth, WTTC Government Affairs Director; Florian Valmy-Devillers, Business Development Director for the CTO Chapter UK & Europe; and WTTC Senior Vice President Virginia Messina.

The Caribbean Tourism Organization (CTO) marked a highly successful presence at this year’s World Travel Market (WTM) in London, with strategic engagements and productive discussions that set the stage for a strong future. Led by Secretary-General & CEO Dona Regis-Prosper and Director of Research Aliyyah Shakeer, CTO showcased the region’s tourism potential and reaffirmed partnerships with key global industry players.

The Caribbean Pavilion at WTM, along with individual destination stands, were vibrant hubs for attendees, showcasing the region’s diverse offerings and fostering fruitful collaborations. Regis-Prosper was among a number of Caribbean speakers, including Rosa Harris, Cayman Islands Director of Tourism, and Colin James, CEO of the Antigua and Barbuda Tourism Authority, who captivated audiences during panel discussions.

One standout moment was the Ministerial Roundtable, which offered a platform for the CTO to connect with members and industry leaders. This high-level meeting facilitated the exchange of ideas and the exploration of new growth opportunities for the Caribbean tourism sector. Katrina Dawson from ForwardKeys delivered an insightful presentation on current travel trends, highlighting a 9% year-to-date increase in Caribbean air arrivals compared to 2023. 

Shakeer outlined a transformative vision for the organization’s research capabilities with a strategic focus on improving data collection, standardizing reports, and enhancing partnerships with industry leaders. Upcoming initiatives include the launch of a tourism statistics dashboard, which will centralize key metrics and make data more accessible for stakeholders, empowering member countries to make data-driven decisions for sustainable growth.

Florian Valmy-Devillers, Business Development Director for the CTO UK and Europe Chapter, also addressed the roundtable and emphasized the importance of a cohesive marketing strategy. He shared exciting plans for 2025, including expanding the Caribbean’s presence in British and European markets through targeted outreach and strategic media partnerships.

Tobago Secretary talks tourism at World Travel Market 2024

screenshot Councillor Tashia Burris of Tobago. To watch video clock HERE

Tobago brought its unique flair to World Travel Market 2024. In this interview, Councillor Tashia Burris, Secretary of Tourism for Tobago, shares the diverse opportunities being explored, from the island’s vibrant new Carnival product and rich cultural heritage to sports tourism offerings and emerging hotel developments. She also highlights the powerful synergy of Trinidad and Tobago coming together on the global stage.

Barbados celebrates Caribbean Tourism Month

screenshot Andrea Franklin, CEO, Barbados Tourism Marketing Inc. and Chairman, Board of Directors, Caribbean Tourism Organization. To watch video click HERE

Caribbean Tourism Month opened this month with a message from Andrea Franklin, CEO of Barbados Tourism Marketing Inc. and Chairman of the CTO’s Board of Directors. From being awarded Best Tourist Board at the Global Travel Awards to the Barbados Food and Rum Festival capturing the title of Caribbean’s Best Culinary Festival for the second consecutive year, 2024 is shaping up to be a landmark year for Bimshire.

The CTO is inviting everyone to celebrate the theme, “ONE CARIBBEAN: Building a Resilient Future,” highlighting the limitless potential of tourism.  Happy Caribbean Tourism Month!

Meet CMEx 2024 honorees

Simón Suárez, Vice President, Grupo Puntacana (left) and Marie McKenzie, Sr. Vice President of Government & Destination Affairs, Carnival Corporation & plc will be honored in Miami next month.

The countdown has started for the 2024 Caribbean Media Exchange (CMEx) Leadership Awards and Fundraiser, which will take place on Sunday, December 8, 2024, at Loews Coral Gables Hotel in Miami. Today, we spotlight two of the event’s honorees. Simón Suárez, Vice President, Grupo Puntacana Simón Suárez has served as Vice President of Grupo Puntacana since 2014. A 50-year tourism industry veteran, he is recognized as one of the leaders of tourism in the Caribbean region, always at the forefront of developing the Dominican product. Prior to Grupo Puntacana, he spent seven years as Chief Development Representative at Hilton Worldwide for Central America and the Caribbean. Before Hilton, he was Executive Vice president of Coral Hotels and Resorts, a Dominican development company with all-inclusive leisure hotels, a Hilton-branded business hotel, and real estate ventures. Before his tenure at Coral, Suárez was President of Unión Hotelera Dominicana, an investment company that developed several projects, including a four-star resort property on the North Coast of the Dominican Republic. From 1988 to 1997, he was President of Occidental Hotels’ local operating company, after holding senior positions within the banking and tourism industries, involved in financing of many hotel projects including the pioneering Playa Dorada Project in Puerto Plata.  Former president of the Caribbean Hotel and Tourism Association (CHTA), he has also served for years on the board of the Hotel and Tourism Association of the Dominican Republic (ASONAHORES), serving as President for the 2014-2016 term. In 2017, he was recognized as Caribbean Hotelier of the Year by the Caribbean Hotel and Tourism Association. Marie McKenzie, Sr. Vice President of Government & Destination Affairs, Carnival Corporation and plc Marie McKenzie has over 28 years of experience in the cruise industry, starting her career with Carnival Corporation & plc in 1996. In December 2016, she was appointed Sr. Vice President of Government and Destination Affairs, representing eight of Carnival’s leading brands. In this role, McKenzie leads strategic engagement efforts in the Caribbean, overseeing operations in over 27 countries and 57 ports visited by up to 10 million annual cruise guests. Her role is key in supporting the company’s strategic infrastructure and operational development efforts throughout the Caribbean. Previously, as Vice President of Global Destinations, Services & Sourcing, she managed sourcing and relationships with tour operators and port services in over 720 ports worldwide. McKenzie also served as Vice President of Global Financial Planning and Analysis. It was there she became integral to interpreting and engaging all eight leading cruise brands in preparing Carnival’s executive team for its quarterly earnings guidance and position on the overall strategy and financial direction of the company. She also led the process of capturing, consolidating, and analyzing data, as well as leading the corporation’s annual budget and planning process, which is key to the execution of the company’s long-term strategy. McKenzie began her career in 1992 with Arthur Andersen LLP in Washington, DC. She is originally from Jamaica, and a graduate of Howard University, where she earned her bachelor’s degree cum laude in accounting. She also attended Florida International University where she earned a master’s degree cum laude in international business. The 2024 CMEx Leadership Awards, which promises to be an extraordinary celebration of the achievements of Caribbean leaders in travel, tourism and communications, is powered by The Islands of The Bahamas (Bahamas Ministry of Tourism, Investments and Aviation). The event is also being supported by: Anse Chastanet and Jade Mountain, St. Lucia Blue Horizons Garden Resort, Grenada Brion City Hotel, BW Signature Collection, Curaçao Bucuti & Tara Beach Resort, Aruba Calabash Cove Resort & Spa, St. Lucia Comfort Suites Paradise Island, Bahamas Fort Young Hotel and Dive Resort, Dominica Gallows Point Resort, St. John, U.S. Virgin Islands Golden Rock Dive & Nature Resort, St. Eustatius Ladera Resort, St. Lucia Little Good Harbour & The Atlantis Historic Inn, Barbados Montpelier Plantation & Beach, Nevis Mount Cinnamon Hotel & Beach Club, Grenada Park Hyatt St. Kitts Christophe Harbour, St. Kitts Radisson Aquatica Resort Barbados, BarbadosThe Buccaneer Beach & Golf Resort, St. Croix, U.S. Virgin IslandsThe Courtleigh Hotel & Suites, Jamaica The Hamilton Beach Villas & Spa, Nevis The Hartling Group, Turks and Caicos The Jamaica Pegasus Hotel, Jamaica Tropical Shippin Wyndham Grand Barbados, Sam Lord’s Castle All-Inclusive Resort Marketplace Excellence Corporation For tickets and information, visit CMExmedia.org.

Digital Digest

Social media is a powerful tool for the Caribbean tourism industry to connect with audiences on a meaningful level. From embracing authenticity to leveraging new storytelling techniques, here are some ideas for elevating your brand’s social media presence. Understand the “Why” Behind Content: Focus on the story’s purpose and impact to ensure it resonates with audiences. Tailor Content to Specific Audiences: One-size-fits-all messaging rarely works, so tailor messages to different demographics. Avoid Casual Imagery: Be mindful that images with a casual tone may conflict with professional branding. Consistency and Visual Impact: Maintain brand consistency across platforms and use strong visuals to capture attention. Experiment and Take Risks: Push creative boundaries, take risks, and adopt new formats to keep storytelling fresh. Put Faces on the Feed: Posts with people tend to attract more engagement. Embrace Video Content: Videos generally perform better than static images. Tag Relevant People: Tagging individuals in your posts can broaden the reach as they are more likely to reshare. High-Quality Visuals Aren’t Necessary for Virality: Raw, authentic content can generate powerful engagement when it’s timely and relevant. Social media success in tourism goes beyond just sharing beautiful images; it’s about creating authentic, engaging content that resonates with your audience. By applying these strategies, industry professionals can build stronger, more genuine connections, keeping their brands at the forefront of a rapidly evolving landscape. Put these tips into action and see the true impact of social media storytelling.

Quotable Caribbean

“I have a duty to talk about our region – how to get to it, what is on offer, and then I can talk about the Cayman Islands as well. But, equally, as a Caribbean region, we have to work together. There’s no solo venture for the Caribbean. We have to be purposeful. We’re up against safaris in Africa, Dubai as a destination, Paris, Italy – all of these traditional markets that have a following (and) have a positioning that is super strong that we need to break through to be able to bring travelers into the Caribbean.” – Rosa Harris, Director of Tourism, Cayman Islands

Medical Moment

World Day of Remembrance (WDoR 2024) for Road Traffic Victims will be observed on November 17. Since the first recorded road death 125 years ago, over 50 million people have died worldwide, with hundreds of millions more injured, resulting in severe economic impacts on communities and families. 

According to the United Nations, Latin America and the Caribbean experience 110,000 road deaths and over 5 million injuries in road accidents. 

The Decade of Action for Road Safety 2021-2030 aims to reduce road casualties by 50 percent. 

This year’s campaign theme, “Remember. Act. Support.” emphasizes the importance of honoring those who have lost their lives, supporting those who have been affected, and taking action to prevent future road deaths and injuries.

Marketplace Excellence Corporation (MPE) is a global public relations, marketing and media company.

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