Julie-Anne Burrowes from Caribbean Village says the Caribbean offers far more than stereotypes suggest
By
Sean Dudley |
This article was first published in the Autumn/Winter 2016 issue of International Cruise & Ferry Review. All information was correct at the time of printing, but may since have changed.
It is time to finish up that brightly coloured frosted drink with its unmistakable umbrella and a cherry… sadly, the world has moved on. Captain Stubing has left the Love Boat and is now doing community service aboard Fathom and passengers want wheat grass with a serving of kale after their Pilates class.
Guests’ experiences have moved beyond the traditional, ubiquitous sun, sea and sand mix synonymous with the Caribbean region to a vibrant potpourri of experiences fortified by the multicultural heritage inherent in the islands. Visitors to the Caribbean are presented with a myriad of choices – they can go Dutch, spice it up with the Spanish, explore the English or fall in love with the French. This richness is often not reflected in the way the experience is packaged and promoted within and outside of the region.
The thematic, multi-destination experience intrinsic in the islands is untapped – the Caribbean is not stale – its product is as fresh and dynamic as ever. What must be addressed, however, is the way in which the region has been, and continues to be, marketed.
To date no coordinated, sustained campaign exists to drive and promote regional cruising across the Caribbean. But, to be able to advance its global presence, the region must share a common vision as it relates to cruise tourism. Shared values and objectives should be agreed, increased collaboration needs to be achieved and more thematic itineraries have to be created which reflect the true spirit and essence of the region. The Caribbean is home to fantastic attractions and experiences, however, the challenge on a regional level is to bring these together in a creative and innovative way in order to re-energise the Caribbean brand and to tell the authentic Caribbean story.
Developing integrated and deliberate marketing strategies and messaging is also key, as is creating a collective strategy in relation to digital and social media channels. All of this can only be successful with a partnered approach to market research and shared best practices.
To ensure success, create synergies, craft fresh product offerings and improve its marketing platforms, the Caribbean is embarking on a collaborative effort to harness future demand. It has long been in the works but it is the rhythm of a region fashioned by its past, evolving its present and moving inexorably to its future...one Caribbean!