The recent virtual forum hosted by the Caribbean Tourism Organization (CTO) and the Caribbean Hotel and Tourism Association (CHTA) shed light on the importance of effective crisis communications in the face of natural and manmade disasters for the Caribbean tourism sector. With the 2023 Atlantic hurricane season already off to a busy start, the forum emphasized the need for collaboration, proactive communication, and strategic crisis management to ensure resilience and successful recovery.
Neil Walters, Acting Secretary General of the CTO, highlighted the significance of communication in crisis management, stating that it shapes perceptions, builds trust, and delivers accurate and timely information to internal and external audiences during challenging times. Effective communication can be the differentiating factor between chaos and order, despair and hope. Walters stressed the importance of the collaboration between the CTO and CHTA in ensuring the safety and well-being of visitors, industry professionals, and local communities.
Nicola Madden-Greig, Director of marketing and sales for The Courtleigh Hospitality Group in Jamaica and President of CHTA, acknowledged the impact of the COVID-19 pandemic as one of the most devastating health crises in a century. She highlighted the pivotal role of partnership between the CTO and CHTA in addressing the challenges faced by the Caribbean tourism sector. Madden-Greig emphasized the importance of working together at regional, national, and community levels to maintain the region’s legacy of resilience and success as a tourism destination.
The forum underscored the need for collaboration and coordinated efforts across stakeholders, including governments, tourism organizations, and local communities, to effectively respond to and recover from crises. By establishing strong communication channels, disseminating accurate information, and implementing proactive crisis management strategies, the Caribbean tourism sector can enhance its resilience and minimize the impact of disasters on its operations. The lessons learned from previous crises, such as hurricanes and the ongoing pandemic, inform the region’s preparedness and highlight the importance of unity in navigating future challenges.
As the Caribbean continues to face the potential threats of the Atlantic hurricane season and other crisis situations, the focus on strategic crisis communications serves as a reminder of the vital role it plays in ensuring the safety of tourists, protecting the industry, and fostering the region’s recovery. By working together and leveraging effective communication strategies, the Caribbean tourism sector can adapt, endure, and emerge stronger from future crises.