Tourism Minister, Edmund Bartlett, says this is the ideal time for the Caribbean to embrace the concept of multi-destination marketing.
In an interview with JIS News, the Minister said that while the ‘go-it-alone’ approach has long been the accepted model throughout the region, there is now ample evidence to suggest that countries would be better off “by pooling their resources together.”
“Multi-destination marketing is not only a potential game changer, but is also one that could propel the Caribbean to the top of the food chain in global tourism,” the Minister noted.
“The tourism industry is highly competitive and demands sustainable and innovative marketing strategies to ensure long term success. Therefore, to this end, it has become increasingly necessary to strengthen co-operation networks between countries, so as to increase and better share the revenues generated by tourism,” he added.
Mr. Bartlett said that with multi-destination arrangements now in place with Cuba, the Dominican Republic and Mexico, Jamaica has “not only taken the lead in this regard,” but “we are making it abundantly clear that boosting our arrival figures remains a top priority.”
Source: Jamaica Information Service