Destination Marketing Sets To Improve The Image Of Caribbean Travel/tourism Companies

Destination marketing representing Caribbean companies are determined to become the

primary way in which perceptions are shaped of these popular vacation spots. For visiting, investing, living, working and even studying, destination marketing is designed to promote the destination and act as its main messenger.

The Caribbean has been for decades a popular destination for North Americans. Despite the strengths of the defined islands, there are weaknesses which may make them unattractive to some. For example, the excitement of city living may not be at the same level as a place like Las Vegas, for example. The issue of safety and crime may also exist. Fortunately, destination marketing may alter these perceptions, using such strategies as including visitor stories, statistics and offering the same amenities of the big city in their efforts. It would be a good idea for destination marketers to alter current marketing strategies, designing them to disprove these weaknesses instead of ignoring them and using the same old images of wind-swept beaches and tropical sunsets (which are good but are over used to the point that they may no longer be as effective). Effective marketing relies on the compilation of customer trends and feedback, PR activity on a national and international scale that is consistent and ongoing

to attract media, and analyzing information compiled about customers (through surveys, site statistics, and other research) and the target audience to fully understand the most attractive ways to advertise and promote.

When it comes down to it, its all about the brand for past, current and potential clients. The brand is so important because travel/tourism companies seek to create an experience which hopefully transforms into a good memory. Its all in the mind, therefore it is up to destination marketing and destination marketers to create an image that is in line with the expectations of the client it represents. By creating the brand and the image, the first step is that a kind of virtual experience is created. The viewer is exposed to this image which is cultivated by their imagination and further marketing materials. This is the bait on the hook, which hopefully, a client may reel in.

by: Cole Seymour

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