While this may not be universally accepted by all, can and should the private sector tourism industry do more to help itself?
The simple answer must be yes!
I firmly believe there are so many more ways that we can build smart partnerships to build our destination awareness in all the key markets.
As an example, many years ago we persuaded the three largest villa rental agencies to jointly produce a full page ‘ad’ that appeared in leading travel magazines like Caribbean Travel and Life. By collectively sharing the costs they were able to attract an audience that would have been price inhibitive if attempted individually.
As first you may think that you were collaborating with the ‘enemy’ and handing valuable business to your competition, but in today’s reality the consumer is savvy and well informed. They can make a defined choice based on their own preferences.
There would be nothing stopping our car rental agencies, major attractions and small hotels doing exactly the same and ideally, in one concerted effort, together. Continue reading