CARIBBEAN TOURISM ORGANIZATION

• Overview of CTO and its services

• Marketing the Caribbean brand

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

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.

Caribbean Tourism Organization Categories of Membership

• Governments

• Carrier members

• Allied members

• Chapter members

• Retail Travel Agency members

• Affiliate members

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

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

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

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.

Other Funding

• Extra-Regional funding agencies re

projects and services • CTO’s income-generating activities

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.

Sustainable Tourism Department

Facilitates the sustainability of tourism throughout the region.

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

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.

Advocacy: Issues and More

• Representing members' interests

• Government, NGOs, industry, media

• Regionally and internationally

• Reinforcing tourism’s importance

• Assisting members with their own message

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.

CTO marketing

+ CHTA marketing

= CTDC

Caribbean Tourism Development

Company

To own, promote, protect, advance and enhance the Caribbean brand.

www.CaribbeanTravel.com

Create a website that delivers the best of our region’s tourism product.

The task

Communicate through newspaper campaigns….

Communicate through major trade and consumer events….

Communicate through public relations….

For more in formation on the Caribbean Tourism Organization visit

www.OneCaribbean.org

One Sea, One Voice, One Caribbean.