From Bevan Springer Market Place Excellence

October 28, 2024

FCCA Conference makes waves in St. Maarten

The 30th Annual Florida-Caribbean Cruise Association (FCCA) Cruise Conference & Trade Show concluded successfully in St. Maarten last week, leaving a lasting impression on the nearly 800 attendees. 

The event, held at Sonesta Ocean Point Resort, generated significant interest from across the Caribbean and Latin America, with delegates eager to participate in workshops and secure over 1,000 bilateral appointments with cruise line executives. This year’s conference proved to be another valuable platform for fostering growth and development within the cruise industry.

Beyond the formal business agenda, the conference provided ample opportunities for networking and relationship building. Attendees mingled with cruise executives in more relaxed settings, enjoying St. Maarten’s vibrant culture and history. 

A new Business Research & Economic Advisors (BREA) study found that cruise tourism and the 33.3 million passenger and crew onshore visits throughout 33 Caribbean and Latin American destinations directly generated a record $4.27 billion in total expenditures, along with more than 94,000 jobs paying more than $1.27 billion in wage income, during the 2023-2024 cruise year.

Caribbean leaders bond over Creole culture in St. Lucia

Over the weekend, St. Lucia was a vibrant hub of cultural celebration as Caribbean public and private sector tourism leaders joined in the final festivities of Creole Heritage Month, culminating in Jounen Kwéyòl (Creole Day) on Sunday. 

The island came alive with the rhythms of traditional music and dance, proudly showcasing St. Lucia’s rich heritage. 

Among those spotted enjoying the festivities in Rodney Bay were Dona Regis-Prosper, Secretary-General and CEO of the Caribbean Tourism Organization (CTO); Sanovnik Destang, President of the Caribbean Hotel and Tourism Association (CHTA) and Executive Director of Bay Gardens Resorts; and Vanessa Ledesma, CEO of CHTA

Caribbean Tourism Month starts Friday

The Caribbean Tourism Organization (CTO) has announced the theme for Caribbean Tourism Month 2024, which will be celebrated throughout November: “ONE CARIBBEAN: Building a Resilient Future”. This year’s theme reflects the region’s ongoing commitment to unity, recovery, and sustainable development, with a vision of a stronger, more resilient Caribbean tourism sector.

Throughout November, CTO will feature a social media showcase that spotlights the rich diversity and accomplishments of its member destinations and allied board. Caribbean tourism leaders and key stakeholders will share personalized video messages highlighting exciting new developments. These messages will be featured on the CTO’s social media platforms, providing a window into Caribbean tourism’s transformative journey.

CTO invites residents, travelers, and the global community to engage with the campaign by using the hashtag #OneCaribbean and participating in the month-long celebration.

Meet CMEx 2024 honorees Marc Melville and Tommy Thompson

Marc Melville, CEO of Chukka Caribbean Adventures Group (left), and Ellison “Tommy” Thompson, Independent Tourism Consultant, will attend the 2024 CMEx Leadership Awards and Fundraiser in Miami.

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 honorees to be recognized during the event.

Marc Melville, Chief Executive Officer, Chukka Caribbean Adventures Group

As CEO of Chukka Caribbean Adventures Group, Marc Melville is the driving force behind the company. Drawing from his early experiences at Chukka Cove Farm, Melville has been instrumental in the company’s growth. Under his leadership, the CCA Group has expanded from its original “Horseback Ride N’Swim” tour to offering over 85 Nature Adventure experiences in Jamaica, Belize, Grand Turk, Dominican Republic, Barbados, and St. Thomas (U.S. Virgin Islands).

In 1992, Melville returned to Jamaica to become Managing Director (and later on Chairman) for Tropical Battery Co. Ltd, a family-owned business, after his father, Daniel “Danny” Melville, entrusted him with its leadership. Marc Melville contributes significantly to other organizations beyond his role as CEO of Chukka. He is a board member of Chukka, Tropical Battery Company Ltd, Diverze Assets Inc., Rainforest Seafoods Ltd., and BCMG Insurance Brokers. His influence extended to the Jamaica Tourist Board, where he served from 2012 to 2016.

In recognition of his significant impact on the tourism industry, he was awarded the Order of Distinction in the rank of Officer (OD) in October 2022. Melville cherishes quality time with his children and playing polo.  

Ellison “Tommy” Thompson, Independent Tourism Consultant

“Tommy” Thompson is a highly accomplished tourism industry leader with a career spanning decades and continents. Known for his strategic vision and expertise in growing tourism markets, Thompson has left a lasting impact on destinations such as The Bahamas, Europe, and St. Kitts.

Thompson began his career improving the tourism product in The Bahamas, followed by leadership roles in Europe, where he expanded market share in key regions like the UK, Germany, Austria, and Switzerland. After earning his MBA from the University of Surrey in 2001, he returned as Deputy General Manager for Europe, securing direct airlift partnerships with Virgin Atlantic and First Choice Airways and enhancing access to The Bahamas.

From 2005 to 2021, Thompson served as Deputy Director General for The Bahamas Ministry of Tourism, Investments, and Aviation, driving significant growth through innovative marketing and strategic partnerships. In 2022, he took on the role of Chief Executive Officer at the St. Kitts Tourism Authority (SKTA), where he successfully led the island’s post-pandemic tourism recovery. His leadership introduced the “Venture Deeper” brand campaign and boosted airlift with the addition of year-round JetBlue service from JFK and regional flights from interCaribbean Airways, Sunrise Airways and Caribbean Airlines.

Today, Thompson continues to shape the global tourism industry as an Independent Consultant, offering strategic guidance to destinations worldwide. His mentorship and leadership have left an indelible mark on the industry, and his visionary approach continues to drive success in tourism development.

The 2024 CMEx Leadership Awards, which promises to be an extraordinary celebration of the achievements of Caribbean leaders in travel, tourism and communications, is being supported by:

• Blue Horizons Garden Resort, Grenada
• Bucuti & Tara Beach Resort, Aruba
• Calabash Cove Resort & Spa, St. Lucia
• Fort Young Hotel and Dive Resort, Dominica
• Gallows Point Resort, St. John, U.S. Virgin Islands
• Golden Rock Dive & Nature Resort, St. Eustatius
• Little Good Harbour & The Atlantis Historic Inn, Barbados
• Mount Cinnamon Hotel & Beach Club, Grenada
• The Buccaneer Beach & Golf Resort, St. Croix, U.S. Virgin Islands
• The Courtleigh Hotel & Suites, Jamaica
• The Hamilton Beach Villas & Spa, Nevis
• The Hartling Group, Turks and Caicos
• The Jamaica Pegasus Hotel, Jamaica
• Marketplace Excellence Corporation

Digital Digest

Data-Driven Decisions for 2025

Early MARCOM planning is essential for gathering and analyzing data well ahead of the upcoming year. This preparation enables a more profound understanding of past performance and emerging trends.

As you plan for the new year,

• Identify key performance indicators (KPIs) that align with your business objectives. Focus on metrics that truly matter, such as website traffic, conversion rates, social media engagement, and ROI on advertising spend.
• Invest in analytics tools that provide comprehensive data visualization and reporting. These tools can help you identify patterns, uncover hidden opportunities, and make data-driven adjustments to your strategies.
• Segment your audience by demographics, behaviors, and preferences to enable targeted messaging and personalized content, boosting engagement and conversions.
• A/B test different approaches to optimize your campaigns. You can identify what resonates best with your audience by experimenting with various elements like headlines, visuals, and calls to action.

By harnessing the power of data insights, Caribbean hospitality businesses can make informed decisions, optimize their marketing efforts, and achieve tremendous success in 2025.

Quotable Caribbean

“I want to applaud everyone throughout stunning St. Maarten, ‘the Friendly Island,’ for coordinating this successful event while showcasing the destination’s friendliness and hospitality, along with displaying their commitment and ability to grow cruise tourism. It was also humbling to see the cruise executives’ historic belief in our mission to link stakeholders and cruise lines to develop mutual benefits, proven by the event’s record number of one-on-one meetings.” – Michele Paige, CEO, Florida-Caribbean Cruise Association

Medical Moment

Recent findings from Harvard Health highlight some surprising health benefits of walking that can significantly enhance our well-being.

• Combatting Obesity: A brisk hour of daily walking can reduce the risk of genetic predisposition to obesity by an impressive 50 percent.
• Fewer Sick Days: A study involving over 1,000 participants revealed that those who walked at least 20 minutes a day, five days a week, experienced 43 percent fewer sick days compared to those who exercised once a week or less.
• Reducing Cravings: Research from the University of Exeterindicates that a quick 15-minute walk can halve the amount of chocolate consumed at work, particularly during stressful situations. Workers tend to eat only half as much chocolate after this brief exercise.
• Lower Breast Cancer Risk: According to a 2013 study by the American Cancer Society, postmenopausal women who walked at least seven hours a week had a 14 percent lower risk of developing breast cancer compared to those who walked three hours or fewer.
• Easing Arthritis Pain: Several studies have shown that regular walking reduces arthritis-related pain, and walking five to six miles a week could potentially prevent arthritis from developing.

These findings underscore the remarkable benefits of incorporating walking into our daily routines for better health and longevity.

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