"Marketing in Difficult Times" was surprisingly good post-lunch session. Terry Thornton of Carnival did a great job moderating and synthesizing the input of a group that included various ministries of tourism from the Caribbean, as well as port and shore excursion company reps.

The highlights:

• Some simply emphasized making it through: "Survive to sell another day. That's where we are as a company, where we are as an industry" - John Byles, Chukka (shore excursions)
• Others see the current situation as an opportunity for aggressive advertising: "We cannot crawl under a rock and hide. Because when this recession is over, we'll have to play catch-up" -Donald Dawson, Jamaican Marketing & Sales, who recently blitzed his core markets with television and display advertising, including taking over the NYC Port Authority for all of January and February
• "Test, measure, and learn. ... You'll find six or seven things that work, but probably not what you think." - Terry Thornton, Carnival
• And while some always make an effort to put a positive spin on things, others were more blunt: "It's realism time now. Before, the market was growing. Now it's only the people who deliver the best product at the best price that will survive." - Hon. Allen Castanet, Minister of Tourism from St. Lucia

Terry also pointed out the classic adage, "don't be afraid to ask for the business." And Bill Tollbert, of the Miami Tourism Bureau carried through, reminding the group, on behalf "Please spend money here."

OK. Off to dinner...