Skift Take
Haiti has clear markers to prove its potential -- island neighbor Dominican Republic and its private beaches run by cruise lines -- but it needs to make a clear pitch to potential travelers that promises them the Caribbean vacation they dream about.
The billboard on Interstate 95, with its azure sea and sugar-colored sand, could have been an ad for any of the myriad tropical destinations hoping to woo travelers abroad.
But the tagline might be surprising to some: Haiti, Live the Experience.
The billboard ,which was erected in August by the Haitian government, is the latest salvo in what the country's tourism officials and hospitality industry say is a battle to rebrand a country known more for political unrest and natural disasters than its historical landmarks and natural beauty.
The I-95 billboard has since been removed, but others will soon appear not only in South Florida's Haitian enclaves such as North Miami and Hallandale, but places like South Beach -- a nod to the savvy and well-heeled travelers Haiti hopes to someday attract.
"We can't keep seeing the negative, we have to start somewhere," said Guy Francois, Haiti's vice consul to Miami. "We just need to bring awareness to the country. We need to get the pride back."
The focus on attracting travelers from -- or who are passing through -- Miami comes as Haiti's Ministry of Tourism embarks on an ambitious worldwide pitch, traveling to tourism fairs in Latin America and Europe and whizzing a global tourism czar along on a helicopter tour.
But some industry experts, as well as some Haitians in the diaspora, say pitching Haiti as a generically tropical destination ignores more marketable traits unique to Haiti.
"If they sell beaches, sun and palm trees they're going to lose," said Bruce Turkel, a Miami-based marketing guru who has worked as a brand consultant for Puerto Rico. "There are plenty of audiences that will go to Haiti happily, like adventure travelers and cultural tourists whether they're interested in music or art. That's what Haiti needs to concentrate on."
Haiti must compete with its next-door-neighbor, the Dominican Republic, which has perfected the all-inclusive resort package complete with beaches and day excursions. In 2011, Domi
