With the region enduring its worst economic downturn in a decade�tourism revenues have declined by unprecedented double-digit percentages, according to the Caribbean Development Bank�the stability of a relatively high quality-of-life standard enjoyed by most Caribbean nations is seriously threatened. 

�The decline started before September 11,� noted Dennis Tull, chairman of Intimate Hotels of Barbados and owner of Golden Sands Hotel. �We just can�t sit back and play dead ... if we don�t do something, someone else will,� he said, endorsing the idea of continuing a creative regional marketing programme even after the tourism industry has returned to a state of order. He did caution however that many prospective vacationers are still reluctant to travel because of international security concerns. 

President of the Jamaica Hotel and Tourist Association Josef Forstmayr admitted that Jamaica has been spoiled in the past decade by having consistent increases every year, and the industry would be lucky if existing market share is maintained throughout the remainder of the year.  �The regional marketing campaign is critical in raising the awareness of the Caribbean as a region so that our individual national programmes can have greater impact,� he said. 

Rolston Carryl, a Guyanese entrepreneur and owner of Newarc Travel and Tours in Manhattan, agrees with his colleagues on the need for a regional approach to marketing. �We have to be a lot more creative than we have in the past,� said Carryl, who specializes in group and convention business. �A lot of us do not know the different islands of Hawaii - people just go to Hawaii ... so to be competitive we must consolidate our marketing resources to get a better bang for our buck.� 

The new US $16 million marketing campaign, which will be launched at month-end on North American television networks under the theme �Life Needs the Caribbean�, represents the industry�s attempt to reverse one of the most dismal periods for tourism in recent memory. 

At last week�s Caribbean Community (CARICOM) Heads of Government meeting, a group of Ministers of Tourism and industry leaders discussed a proposal beyond the initial US$16 million contribution to establish a permanent funding formula that calls for a $2.50 per visitor assessment for each country. The Private Sector is calling for industry officials, both public and private, to continue to work feverishly to approve an acceptable formula.