Caribbean Tourism Organization · Funding Formula • Countries They pay membership dues •...
Transcript of Caribbean Tourism Organization · Funding Formula • Countries They pay membership dues •...
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CARIBBEAN TOURISM ORGANIZATION
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• Overview of CTO and its Departments
• Marketing the brand
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The region’s tourism development agency providing specialized
support and technical assistance to 33 member countries and private
sector members in the areas of:
• Financial & Resource Management
•Sustainable Tourism Development
•Research & Information Technology
•Human Resource Development
•Advocacy/Representation
•Marketing and Communications
Caribbean Tourism Organization
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Caribbean Tourism Organization Mission Statement
To provide to and through its members the services and information necessary for the development of sustainable tourism, for the social and economic benefit of the People of the Caribbean.
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Caribbean Tourism Organization Categories of Membership
• Governments
• Carrier members
• Allied members
• Chapter members
• Retail Travel Agency members
• Affiliate members
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Anguilla Curacao St. Eustatius
Antigua & Barbuda Dominica St. St. Kitts & Nevis
Aruba Dom. Republic St. Lucia
Bahamas Grenada St. Maarten
Barbados Guadeloupe St. Martin
Belize Guyana St. Vincent & Grenadines
Bermuda Haiti Suriname
Bonaire Jamaica Trinidad & Tobago
British Virgin Islands Martinique Turks & Caicos Islands
Cayman Islands Montserrat United States Virgin Islands
Cuba Puerto Rico Venezuela
CTO Member Countries
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Affiliate Members Include:
• Caribbean Hotel & Tourism Association
• UN World Tourism Organization
• Association of Caribbean States
• Caribbean Central American Action
• Inter-American Institute for Cooperation on Agriculture
• Organization of American States
• Organization of Eastern Caribbean States
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ORGANIZATIONAL STRUCTURE Council of
Ministers
Board of
Directors
Executive
Committee
Technical
Committees
Secretary
General
Deputy
Secretary
General
Director of
Research &
Information
Technology
Director of
Marketing for
the Americas
Director of
Marketing for
UK/Europe
Director of
Finance &
Resource
Management
Director of
Human
Resources
CTO Chapter
System
Executive
Council
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Funding Formula
• Countries They pay membership dues
• Contribute to a Regional Marketing Fund (RMF).
The dues and the RMF payments are based on a tourism arrivals formula, thus ensuring an equitable distribution of the financial obligation across the 33 member-countries.
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Other Funding
• Extra-Regional funding agencies re
projects and services • CTO’s income-generating activities
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Caribbean Tourism Organization Project Funding
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Finance & Resource Management
• Managing the finances of CTO’s operations globally.
• Coordinating the sourcing and acquisition of funding from worldwide funding agencies to provide programs that benefit CTO’s members.
• Contracting legal, auditing and other professional services to ensure compliance with applicable standards and regulations.
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Sustainable Tourism Department
Facilitates the sustainability of tourism throughout the region.
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STC 2011 - Bermuda
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STC 2011 - Bermuda
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STC 2011 - Bermuda
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STC 2011 - Bermuda
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STC 2011 - Bermuda
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Research and IT
• Provide information on which to make informed decisions
• Focus on and measure consumer behaviour
• Focus on and measure the vacation experience
• Provide the technology tools to facilitate effective communication
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Human Resources Department
Stimulates the environment for the development of a World Class tourism workforce in the Caribbean, which is able to deliver an exceptional tourism experience.
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Human Resources Dept.
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Advocacy
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Advocacy
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Advocacy
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Advocacy
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CTO is the Global Voice of 33 Countries
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Marketing and Communications
Manage the Public Relations, marketing agencies
and professionals contracted in the US, Canada, the UK, France, Germany, Holland and Italy.
Provide significant benefits to the entire list of member countries by raising the awareness of the Caribbean brand and providing opportunities for individual member countries to take advantage in their own specific ways.
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Crisis Communications
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Caribbean Week in NY
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Travel Agent Day - Canada
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Leadership Strategy Conference 2010
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Leadership Strategy Conference 2010
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CTO marketing
+ CHTA marketing
= CTDC
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Caribbean Tourism Development
Company
To own, promote, protect, advance and enhance the Caribbean brand.
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www.CaribbeanTravel.com
Using the theme “Life Needs the Caribbean”, create a website that delivers the best of our region’s tourism product.
The task
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Advertising Opportunities on CaribbeanTravel.com
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Communicating through newspaper campaigns….
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Communicating through our members
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Communicating through major trade and consumer events….
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Communicating through sports
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Communicating through public relations….
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Extensive PR coverage
generated by our public relations agencies
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Caribbean Tourism Development Company Empire State Building Lighting
Caribbean Heritage Month June 18, 2008
Total Running Time: 21 seconds Audience: 457,000
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Jenna Wolfe, NBC TV
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Communicating through branded merchandize….
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hemmed armholes
colour options
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colour options
WOMENSWEAR – SK102 FASHION T-SHIRT
98% / 2% spandex
135gsm *Island flag on sleeve – optional extra
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colour options
WOMENSWEAR – FR17 BEACH OVERSHIRT
55% cotton / 45% linen
130gsm
side vents
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CHILDRENSWEAR – GD05B T-SHIRT
100% cotton
orange / sapphire
180gsm
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BRANDED NECK LABEL, BUTTONS &
SWING TICKETS
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colour options
ACCESSORIES – BG663 BEACH BAG
washed canvas
size: 46 x 35 x 12cm
metal trims
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ACCESSORIES – QD103 LIGHTWEIGHT RUCKSACK
micro ripstop polyester
520gsm
breathable mesh back panel
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ACCESSORIES – SK72 BEACH HAIR
BAND
96% cotton / 4% elastene
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ACCESSORIES – 4205 BASEBALL CAP
linen / natural colour
sandwich peak
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ACCESSORIES – 4210 BASEBALL CAP
100% brushed cotton
navy / white
sandwich peak
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ACCESSORIES – BC041 SPORTS VISOR
100% cotton
pre-curved visor
self fabric side adjuster
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ACCESSORIES – MM03 TEDDY BEAR
12” bear
cotton T-shirt
printed
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“The greatest problem with communication is the illusion that it has been accomplished.” George Bernard Shaw
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For more in formation on the Caribbean Tourism Organization visit
www.OneCaribbean.org
One Sea, One Voice, One Caribbean.
Thank you!