BRIDGETOWN, Barbados, CMC – The Barbados-based Caribbean Tourism Organization (CTO) says it is moving to increase the visibility of the region’s presence in Europe following a landmark partnership with European-based entities, which represent over 85 travel-related companies and organizations.
CTO chief executive officer Dona Regis-Prosper announced the launch of strategic marketing initiatives to bolster the Caribbean’s brand in the United Kingdom and emerging markets in Europe, the Middle East, and Africa (EMEA).
In collaboration with the CTO Secretariat, the CTO Chapter UK & Europe will execute a comprehensive work plan to increase the region’s visibility and engagement with key audiences across these pivotal markets.
According to the CTO, the initiative will encompass various activities, including developing and executing targeted marketing programs for the UK and Europe, complete with Key Performance Indicators (KPIs) and plans to expand into emerging EMEA markets.
It will also strongly focus on digital marketing, with strategies tailored for the UK and Europe to boost the region’s online presence. The team will also manage and develop CTO-related commercial activities across UK and European markets, ensuring compliance with local laws and regulations.
The CTO said that the imitative would also allow for the conduct of regular analysis and presenting market insights on the UK, Europe, and emerging markets to inform strategic decisions and maintain close relations with media, trade associations, government bodies, airlines, and tour operators while serving as the CTO’s spokesperson in the UK and European markets.
“The CTO Chapter is thrilled to reignite our partnership with the CTO Secretariat after a four-year hiatus. This collaboration is pivotal in strengthening the Caribbean’s presence in our markets,” said Colin Pegler, the chairman of the CTO Chapter.
“Our board is committed to this collaboration, and the team is diligently working on a robust action plan for 2025 to keep the Caribbean at the forefront of global travel destinations,” he added.
Florian Valmy-Devillers, director of the CTO Chapter, said, “Our primary objective with the CTO team is to create synergy through a cohesive strategy across vital UK, European, and emerging markets.
“From cross-channel consumer campaigns to immersive travel trade training and media engagement, we are dedicated to delivering high-impact activations for our members and reviving the ‘One Sea, One Voice, One Caribbean’ spirit across our targeted markets and beyond.”
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