Antigua and Barbuda's Tourism Minister Harold Lowell

"We need to move the issue of joint destination marketing forward, beginning with the two markets that have been identified, the Canadian and the German markets," Lowell told the opening ceremony.  He reminded his fellow Ministers that international competition is becoming increasingly fierce and the OECS islands do not individually have the financial resources to maintain a sufficient market presence.  He said they could achieve greater effectiveness if they adopted a joint, rather than an individualized approach to marketing in certain key markets.
 
Lowell said there are several opportunities which have been defined, including the sharing of office space, undertaking joint road shows, collective approaches to consumer advertising, and joint educational seminars for travel agents. 

 

The Minister reminded the meeting that even in some of our traditional and major markets, among consumers and even sometimes within the trade, there is a distinct lack of knowledge and awareness of the Eastern Caribbean, never mind individual islands within the archipelago.

 

"Let us adopt an a-la-carte approach to the implementation of this initiative," Lowell implored his colleagues.  "Let us start with those markets where a) the need is most urgent, b) where we are most likely to see tangible and sustainable benefit, and c) where implementation would be easiest."
 
The business session of the two day meeting will receive a status report on joint marketing initiatives in the German market.  Discussion would also focus on the cruise sector with reference to sub-regional partnership possibilities with cruise lines, and the Puerto Rican experience.  The agenda also includes a look at imperatives for harmonization of tourism incentives in the OECS, safety and security in the yachting sector, and the sub-region's preparation for ICC Cricket World Cup 2007.
 
The Ministers were due to witness the opening of the OECS Puerto Rico Office on Friday.  The office will be used for, among other things tourism and investment promotion for the sub-region.