Its new tourism advertising campaign is costing the government millions of dollars on which there should be a return. Going forward with a view to growing and sustaining the tourism product, the mind-set of the Bahamian people will have to change. It will just not be good enough to simply “rename, rebrand and position.”
If it is business as usual, in which visitors are given inadequate goods and services for their money, then the resonance of “Just off the coast familiar” will be a reminder that the familiar should be avoided.
Minister of Tourism Obie Wilchcombe means well and must be commended for the effort that’s gone into creating the campaign. The bottom line though is the mind-set of the people in the tourism industry, the union leaders, and the general population.
The wheel has already been invented.
Letter to The Editor>
