Black Meetings and Tourism

Black Americans and the millions of Caribbean natives in the U.S. Those execs who control the Caribbean marketing dollars should know that African-Americans are three times more likely to take group tours and vacations. According to Ebony magazine, about half of African-American travel is associat- ed with family reunions. That means there is great opportu- nity to leverage this propensity for group travel to the Caribbean for family reunions, church organizations, Black college alumni associations, professional organizations and social groups. The cost efficiency of group travel is very compelling to potential Caribbean tourists. In addition, Black Americans are more likely to plan a cruise vacation than others, and cruise passengers make up a large proportion of tourism in the Caribbean. In 2006, there were twice as many cruise visitors to the Bahamas than airline passenger arrivals. Also keep in mind that thou- sands of Black folks spend thousands of dollars above reg- ular cruise prices to sail with radio personality and philan- thropist Tom Joyner on his Fantastic Voyage charity cruise. In fact, the May 2009 cruise was Joyner's 10th –– and the first year he did not sail in the Caribbean. His supporters forcefully voiced their discon- tent. Joyner assured them that his cruise will return to the Caribbean in 2010. And so will the dollars that the 3,000 Black folks on Joyner's cruise spend. The Caribbean is an ideal get-a-way destination for multi- cultural travelers because it offers so many attractions that African-Americans seek when they vacation: exotic location, culture and heritage connection, and a shopping bonanza (about half of Black American travelers say shopping is a primary vacation activity). And then there is the island music as well as music festivals, the lovely beaches, opportunities for health, wellness and spa treatments, and gambling. Yes, gambling. Most African-American travel planners say their groups enjoy visiting casinos or take gaming trips. As great as the Caribbean is, Black American travelers can't be taken for granted. They want to be invited and feel welcomed. When we vacation, we go where we don't have to worry about racism and rudeness. We travel to and spend our money where we feel wanted and will be treated well. Imagine the possibilities if more marketing campaigns were created specifically to inform, educate and enlighten African-Americans about the won- ders, beauty and cultural heritage of the Caribbean? We need campaigns designed specifically to entice and invite our people to sample the food, music, dance, adventures and common history offered by our friendly neighbors who look just like us. And though Black Americans have been affected dispro- portionately by the world economic turndown, we take it in stride because we have always been financially stressed and depressed. Yet that does not keep us from spending what money we have on personal treats like luxury cars, regular hair appointments and leisure travel. Those Caribbean islands that specifically reach out to Black Americans will reap the benefit of more tourism dollars to support their economies. David Thompson, prime minis- ter of Barbados, has said that "not enough has been done to target that [African-American] market. I think each Caribbean country has its own unique features, some which would be attractive to African- American tourists. . ." I agree with the prime min- ister. Each of the islands indeed has its own flavor, its own character, its own unique history, its own special some- thing. That's what we need to make Black Americans aware of, that there is something special for travelers in all income brackets, whether you are looking for a family-friendly, budget conscious resort, a perfect honeymoon or couples spot, or a luxurious retreat with all the comforts that money can buy. The Caribbean has so much to offer multicultural travelers and Black Americans, and those in tourism and marketing decision-making positions must aggressively go after people they have not sought out before. You must reach out to Black Americans to invite and entice and encourage more to take advantage of the wonders of the islands. By doing so, you can make a difference in profit and loss and fatten the travel coffers of each individual country that reaches out. Carol H. Williams is president, CEO and chief creative officer of Carol H. Williams Advertising, the largest inde- pendent ad agency in the country that is female and minor- ity owned. She has offices in Oakland, Chicago and New York, and provides advertising and marketing services to Fortune 500 clients, including General Mills, Procter & Gamble, Hewlett Packard, The Walt Disney Company, and Nationwide Insurance. In 2008, Advertising Age reported that CHWA developed the No. 1-rated television commercial for general consumers. "not enough has been done to target that [African-American] market. I think each Caribbean country has its own unique features, some which would be attractive to African-American tourists. . ." Black Meetings & Tourism June/July 2009 : www.blackmeetingsandtourism.com 34

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