Cayman gets direct marketing to FCCA

The Cayman Islands has recently signed an agreement that will place them above most other Caribbean cruise destinations and allow the Islands direct marketing access to top executives in the industry.

The agreement, the 2022 Florida Caribbean Cruise Association Presidential Level Strategic Development Destination Partnership, was reached between the FCCA and the Ministry of Tourism and Transport, and is an exclusive marketing package being offered to only three Caribbean destinations. The agreement permits the destinations to be marketed directly to FCCA member lines which operate over 90 per cent of the global cruising capacity.

Kenneth Bryan, Minister for Tourism and Transport, said that safely and successfully welcoming cruise passengers back to the Cayman Islands had been one of their top priorities, as it was of significant importance to the local tourism industry and community.

“We are pleased to have like-minded partners such as the FCCA that not only wish to return to the Cayman Islands but will work strategically with us to enhance the cruise experience like never before,” he confirmed.

The new agreement promises open access to the FCCA Executive Committee, comprised of presidents and above, of FCCA member lines, and allows the destination to have a prominent presence at industry conferences which allow the Ministry and Department of Tourism to highlight Cayman’s cruise operators and cruise tourism experiences more overtly. Additionally, the agreement will utilise FCCA’s cruise executive committees, including new and renewed sub-committees focused on employment and purchasing, for a series of meetings and site visits focused on the Cayman Islands’ objectives.

Minister Bryan stated that the marketing package offered the best exposure for the Cayman Islands to build a closer relationship with the FCCA and member cruise lines, as well as with cruise and travel stakeholders, consumers and more than 25,000 travel agents.

“It will showcase the Cayman Islands brand and image throughout the year to decision makers, while relaying our message and displaying our offerings through the FCCA’s conferences and events,” he said.

Some of the other features of the strategic partnership include a focus on converting cruise guests to stay-over visitors, promoting summer cruising, engaging travel agents, creating consumer demand and developing a destination service needs assessment that will detail strengths, opportunities, and needs.

Micky Arison, Chairman of FCCA and Carnival Corporation & plc., said the agreement showed the momentum that both FCCA and destinations were gaining with cruise tourism’s continued recovery.

“The Cayman Islands has been a long-standing partner of the industry, and I am honoured that this agreement signifies the return of a premier cruise destination, along with the rebound of so many lives and livelihoods,” he said.

Michele Paige, President, FCCA said they were proud of what they had achieved with Cayman.

“Through this agreement, FCCA will fulfil the Cayman Islands’ individualised initiatives, which focus on assisting the private sector, improving employment, fostering cruise lines’ purchase of local goods and more that will help Caymanians prosper from the economic impact that the industry brings,” she said.

DOT Director Rosa Harris said cruise tourism had been intrinsic to the Cayman Islands identity for decades.

“Through this partnership with FCCA, we are eager to further elevate our tourism product and welcome a new generation of adventure-seekers aboard cruise ships,” she said.