SAN JUAN, Puerto Rico – The Caribbean Hotel Association (CHA) says it will be implementing a number marketing/public relations measures, on behalf of regional hotels, in light of a possible war in Iraq and the likely impact on the tourism industry.

“From the experience of the Gulf War and the aftermath of September 11, 2001, a drop in demand is to be expected,” said Dominican hotelier Simón B Suárez, president of CHA.

“On the one hand, the industry as a whole must be well prepared to weather a difficult period, whose severity will be determined by how protracted or swift is the conflict. On the other hand, it is those that respond proactively with targeted strategies that will have the edge,” he said.

At the same time, the CHA has asked its members to put in place policies that will protect visitors whose trips are cancelled or who find themselves stranded in the Caribbean.

The CHA, in a statement, said it was also developing a public relations contingency plan to minimise the negative impact on the Caribbean hospitality industry, by underscoring the region’s key attributes in the current climate, such as its geographical proximity to the United States, safety, and the diverse offerings for families to travel and spend time together. As a part of the plan, the CHA said it has added a section in its website, www.caribbeanhotels.org, to serve as a forum for information exchange for members.

“In today’s turbulent times, we feel more committed than ever to work in conjunction with the public sector for a common approach,” said Berthia Parle, first vice-president of the CHA and chairperson of the advocacy committee.

Added the CHA: “We are encouraging Caribbean governments to identify and implement support plans. For example, if a hotel offers reduced room rates to a stranded guest, the government should waive the tax for that room as well.”