Caribbean Marketers Battle Passport Requirement

[Jason]

Roadblock: Caribbean Marketers Battle Passport Requirement

By Mike Beirne, BrandWeek Leisure & Travel

CHICAGO – As if battling the off-the-mark projections for an active hurricane season wasn't bad enough this year, Caribbean destinations now have another challenge to hurdle this season. According to the Travel Industry Association, just 27% of Americans possess a passport.

The Western Hemisphere Travel Initiative, one of the anti-terrorism measures passed by Congress last September, requires air passengers entering the U.S. from within the Western Hemisphere to carry a valid passport, starting Jan. 23. However—and this loophole shows that the cruise line industry hired some darn good lobbyists—a recent amendment postpones the passport requirement for U.S. citizens re-entering from Canada, Mexico or through seaports until June 1, 2009.

Previously, Americans could go to Caribbean destinations and not need a passport to come back home. They still can if they are returning from the U.S. Virgin Islands and Puerto Rico.

Caribbean tourism boards, resorts and the Caribbean Hotel Association are fuming about that 2009 amendment arguing that it gives cruise ships an unfair advantage. Yet amid all that fuming, there is some marketing going on.

SuperClubs resorts in Jamaica, the Bahamas, Curacao and the Dominican Republic are rolling out a "Passport Included" promotion to allay the sticker shock of paying passport fees ($97 for adults and $82 for children under 16). SuperClubs will pay those fees if the all-inclusive vacation is booked by Jan. 8.

The Couples and Sunset resorts in Jamaica are dangling $200 in spa credits and upgrades for travelers who arrive between Jan. 1 and April 1. The Jamaica Tourist Board and Jamaica Hotel and Tourist Association is giving travelers with new passports—that have that island stamped as their first port of entry—credits for attractions, greens fees, discounts and gifts in the amount equal to the cost of a U.S. passport. Also, CheapCaribbean.com is offering passport rebates to anyone who books a trip, and to any customers who have already booked travel, during 2007.

[Lisa63]

These are clever ideas. These places rely heavily on tourism, and I hope these promotions are successful.

[JoeyandDavid]

interesting I agree it is clever......... it's one thing to get them there it's another to "keep them coming back"....