“We are delighted to relaunch our strategic partnership program efforts, especially as this signifies the impressive progress that has been made in our partner destinations and the cruise industry,” said FCCA President Michele Paige . “Through constant communications with all parties during this crisis, we have learned more about the needs of our partners and reorganized our new programs and initiatives to achieve their goals.”
The most significant changes in new programs and initiatives come from working with destination partners to develop actions for their different needs and goals – for example, more cruise stopovers, establishing a home port business, securing year-round stopovers, training programs, purchasing / supply and increasing employment.
Consumer and trade efforts
In addition to continuing the ‘The Caribbean is Open / The Caribbean for Everyone’ marketing campaign, which has generated over 6 billion impressions through ongoing initiatives and has shown a measurable improvement in the number of consumers planning to shop. Caribbean cruise new programs and campaigns aim to further stimulate demand for Caribbean travel.
They target consumers, travel agents, media and FCCA contacts to drive cruise traffic, including summer rollout and overnight stays, and to help convert cruise lines into vacationers.
FCCA’s B2B focus will be a mainstay of new programs, with opportunities to target cruise leaders and stakeholders through media channels and association publications, including Travel & Cruise magazine, produced and distributed by the FCCA and the Cruise Lines International Association. Other initiatives include events, ranging from private events to the FCCA’s annual Caribbean, Mexico, and Central and South America cruise conference, and other programs.