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Caribbean Fair Offers Opportunities to AgentsMay 21, 2007 By: Joe Pike Travel Agent
Officials encouraged to share booth space with agents
Travel Agent recently spoke with Fernando Abreu,
deputy director of marketing for the Caribbean Tourism Organization (CTO), to
find out some measures agents attending the 37th annual Caribbean Week should
take in order to beef up sales to the destination.
Caribbean Week, which runs from June 9 to June 17 in
from consumers and to further educate agents and operators about how to sell
Fair at South Street Seaport
From our conversation with Abreu, Travel Agent
learned that, above all else, agents should mark down June 12 on their calendars.
That is the day of the Caribbean Fair at the South Street Seaport in
to 6 p.m., CTO countries and private sector partners will man booths displaying
promotional materials, indigenous products and other items representative of
All CTO member agencies are invited to promote their
business and even make sales at the booths. Abreu says CTO member agencies from
have all been invited to attend. He says usually about 50 or so agents take
advantage of the opportunity, and that all governments participating in the
fair are being urged to invite agents to sell the destination during the fair.
Opportunity to Make Sales
"This is something we hope agents take full advantage
of," says Abreu, who has been involved in the event for more than eight
years. "We are actually asking the governments to share their booth space
with agents. Consumers, whose interest is piqued by the fair, can then book a
trip with an agent right then and there."
Agent Kimber Leivi, for her part, has taken full advantage
of this opportunity for the last four years. Leivi, who works for Travel
Collaborative, has made the trip from
every year to attend the fair and other Caribbean Week events. She says it is a
perfect opportunity to learn the hottest product news from the islands and pass
it along to consumers.
"I usually e-mail my clients about a week or so before
I go and ask them what islands they are curious about," she says.
"For example, if someone tells me they are interested in
then when I get back, I will pass it along to my clients and hopefully pique
their interest even further."
Travel Collaborative sells 60 percent leisure and 40 percent
corporate, but Leivi sells primarily leisure and is a certified specialist in
such destinations as Puerto Rico and the
Leivi says the week has been instrumental in learning new
hooks to pitch to
it is also a great promotional tool for agencies. She recommends sponsoring a
CTO fundraiser. For any agency that sponsors a CTO charity event, advertising
is given in return.
"This week is really a great tool for agents," she
says. "The networking alone is worth it. You meet so many government
officials and tourism officials face to face. You get your name out there, your
company's name out there. It's definitely worth it for anyone who sells the
For more information on Caribbean Week, visit www.caribbeanweekny.com.
Fernando J. Abreu, an 18-year veteran of the hospitality and
tourism industry, has been the deputy director of marketing for the Caribbean
Tourism Organization (CTO) since March 1, 1999. Abreu is responsible for
developing strategical marketing programs and securing marketing partners in
North America for the
CTO-member countries. He provides the principal liaison within the CTO's
management for all Chapter activities in the
Prior to joining CTO's marketing staff, Abreu held the
position of U.S. Sales Director for AMHSA Hotels. His responsibilities there
included overseeing advertising and public relations for the hotel group within
market, and attending a series of travel trade shows. Abreu has fulfilled
various positions that help define his credentials. After serving at the
Ministry of Tourism of the
the director for the Dominican Republic Tourist Office and helped attract North
American wholesalers, travel agents and the media to the destination.