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Caribbean Tourism Pres In Promotion Play The Caribbean Hotel & Tourism Association leader says he has a new plan that will finally make it easier for the region to promote itself effectively. Thursday, August 23, 2012 Glenn Haussman

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Richard Doumeng thinks he finally has it figured out. The recently minted president of the Caribbean Hotel & Tourism Association says he has a plan to help promote the region that effectively sidesteps the number one challenge the organization has had in the past. That is, getting everyone to sign off on a plan before it is enacted.

And it’s a good thing too. With so many other destinations in the world growing in popularity, it’s becoming harder and harder for the Caribbean to stay top of mind with travelers. With 33 countries and up to 33 different priorities, figuring out a simple cohesive way to woo tourists and meetings that everyone can agree upon can be a Herculean effort.

“In the past we tried to figure out a way all 33 countries had to have common funds and all be in at the same time. We can’t get 33 countries to agree when to eat lunch and that makes it very interesting for consumers,” said Doumeng, who is also a second generation Caribbean hotelier and Managing Director of Bolongo Bay Beach Resort.

The idea centers on the re-launch of the site Caribbeantravel.com. But instead of waiting for all member nations to agree, Doumeng said this new pay to play site will offer consumers a general informational resource that has basic information on all Caribbean nations. Those nations that want to make their country pages more robust can do so without worrying that another country will try to block general funding.

Part of the problem is there has been to tourism organizations, the Caribbean Tourism Organization (CTO) and the Caribbean Hotel & Tourism Association (CHTA). Together the groups own the Caribbean Tourism Development Company, but even with that partnership Doumeng said in the past both groups operated in a parallel universe with both groups funding and creating separate promotions, websites, slogans and more. He added the one benefit of the prolonged recession has been to bring these organizations together in ways never thought possible too. And it’s a good thing too because this next effort may be the last chance for a cohesive strategy that is supported by member nations.

“Economic adversity brings people together like never before. We are telling people upfront this is the third time we attempting this cooperative effort and we have to do it right because we won’t get a fourth time,” said Doumeng. 

At caribbeantravel.com every country in the region will have a basic landing page that features a logo, photograph and basic information on the country such as languages spoken, size of country, currency used, gateway cities connecting to that country and other basic info like types of dining and styles of music played in nightclubs.

Those countries that do not pay to play will get no links and connectivity anywhere and those member nations that invest will get bells and whistles such as links, banners, You Tube connections and click-throughs directly to CHTA member hotels.

“We are not going to spend a bunch promoting everyone and we are not going to wait for all 33 countries to say yes. We believe stats don’t lie. You can see if a site is working and if [consumers] are finding you and coming. We want small victories and to build this initiative slowly. We want to reward those that advertise with us. That is the biggest change,” Doumeng said. “This site will be one of the most state of the art sites we have ever seen.”

In the past initiatives have been squelched when the region wanted to add a tax on airline tickets. But the U.S. based FAA, which overseas air travel, would not allow the U.S. Virgin Islands or Puerto Rico to participate. Another time a small fortune was spent on television advertising featuring the Beach Boys song Kokomo. That campaign lasted three months and vanished forever. 

Now, all member nations can figure out their own funding and bring it to the table. “The Caribbean is the un-owned brand name in the world and it’s the he most recognizable word in our part of the world. My challenge and goals to convince people we are not just competing against Marriott and Westin here in the Virgin Islands we are competing against the world.

“The first goal for Caribbean countries should be to take a little tiny percent of their budget and market the brand Caraibbean to get people to come to our part of the world. Then we can fight over which county they go to and then where they stay. We need to convince people it is worthy to reclaim Caribbean,” said Doumeng.

Doumeng understand skepticism will remain for some countries for a while at least. He understands previous failed efforts make them feel that way and by starting small he feels he can win their trust back over time.

Doumeng was elected President-elect by acclamation at the Annual General Meeting of CHTA, held last June in Miami, FL. He has served on the CHTA Board of Directors for 20 years and Vice President of the association for the past 10 years.