chapter  12
Weathering the Storm – Crisis Marketing for Small Island Tourist Destinations
ByBarney G. Pacheco, Acolla Lewis-Cameron
Pages 16

Given the economic significance of tourism to these island economies, any crisis invariably results in negative ramifications for the destination that ripple through the economy. Grenada is cited as an example where in 2004 hurricane Ivan completely destroyed the tourism industry, the very foundation of the economy. The volcanic eruption in Monsterrat in 1995 left the island destitute, while spiralling crime in the tourist centres of Ocho Rios and Montego Bay in Jamaica continue to negatively impact on the tourism industry. Every year, mainly during the hurricane season, the Caribbean region in particular is compelled to rally its forces to respond to a crisis. For island destinations, the unspoken question is ‘who will it be next?’ The fundamental challenge for island destinations at a time of crisis is maintaining a positive image of the destination and regaining the visitor’s confidence in the destination.