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Caribbean Can Benefit From Multi-Destination Travel

Similar to how many travellers visit multiple countries during a trip to Europe, the Caribbean Hotel and Tourism Association’s president sees a lot of opportunity in the possibilities for multi-destination travel across the region.

“If you go to Europe, you don’t just want to go to one country, you want to go to two or three,” Nicola Madden-Greig told delegates at the 40th Caribbean Travel Marketplace taking place this week in San Juan, Puerto Rico. “That’s how we want to position the Caribbean. When you are thinking of coming to the Caribbean, why not spend time in two or three destinations and have that full Caribbean experience.”

With better inter-island air connectivity, she’s confident more visitors would want to visit two or more islands during a Caribbean vacation. From the depths of Hell in the Cayman Islands (an attraction with unique black limestone formations) to hiking Jamaica’s Blue Mountain range, she said there are a wide array of possibilities that await.

“Multi-destination travel has to be a regional priority because it benefits so many more people and their communities,” she told PressToday. “Governments will have to look at regional visas and how they can help the private sector obtain the cooperation of airlines. Hotels, airlines and tour operators in the region are increasingly working together to package multi-destination offerings and value-oriented packages.”

Similarly, Madden-Greig also sees potential in combining marketing efforts as a region instead of as individual destinations.

“There is a tremendous power and appeal of ‘Brand Caribbean,’” she said. “It is possible to compete individually while cooperating as a region — drawing from the region’s brand appeal. Each destination has its own unique appeal and just like planning a European vacation and visiting several countries, the Caribbean has a similar appeal. It provides the ability to have several unique vacation experiences based on culture, language, topography, gastronomy and more.”

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