CARIBBEAN TOURISM ORGANIZATION - California State University
Caribbean Tourism Organization · Caribbean Tourism Organization Mission Statement To provide to...
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CARIBBEAN TOURISM ORGANIZATION
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• Overview of CTO and its services
• Marketing the Caribbean brand
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The region’s tourism development agency providing specialized
support and technical assistance to over 30 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 Grenada St. Lucia
Bahamas Guadeloupe St. Maarten
Barbados Guyana St. Martin
Belize Haiti St. Vincent & Grenadines
Bermuda Jamaica Trinidad & Tobago
Bonaire Martinique Turks & Caicos Islands
British Virgin Islands Montserrat United States Virgin Islands
Cayman Islands Puerto Rico Venezuela
Cuba
CTO Member Countries
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Affiliate Members Include:
• Caribbean Hotel & Tourism Association
• UN World Tourism Organization
• World Travel & Tourism Council
• 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 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 30+ 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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Finance & Resource Management
• Managing the finances of CTO’s operations globally.
• Coordinating the 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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Research and IT
• Provide trends and analysis 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 • OneCaribbean.org, CaribbeanTravel.com,
Caribbeanstc.com, Caribbeanb2B.com • Social Media accounts: Facebook, Twitter,
YouTube
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Human Resources Department
“Stimulates the environment for the development of a World Class tourism workforce in the Caribbean.” • An early start through Primary education • CXC curriculum will equip our youth. • Hospitality Assured helps to deliver an
exceptional tourism experience. • TVS will enhance our competitiveness.
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Advocacy: Issues and More
• Representing members' interests
• Government, NGOs, industry, media
• Regionally and internationally
• Reinforcing tourism’s importance
• Assisting members with their own message
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Marketing and Communications
• Manage the activities of marketing
communications professionals contracted in the Americas, the UK, France, Germany, Holland and Italy.
• Provide significant benefits to member countries by raising the awareness of the Caribbean brand
• Provide opportunities for individual member countries to take advantage in their own specific ways.
• Provide market intelligence, business forums, networking opportunities, media training.
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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
Create a website that delivers the best of our region’s tourism product.
The task
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Communicate through newspaper campaigns….
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Communicate through major trade and consumer events….
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Communicate through public relations….
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For more in formation on the Caribbean Tourism Organization visit
www.OneCaribbean.org
One Sea, One Voice, One Caribbean.