The Secretary General of the Caribbean Tourism Organisation (CTO) arrives in Bermuda tomorrow for a brief visit.

Vincent Vanderpool-Wallace will address a group of tourism officials to discuss the CTO and its efforts on behalf of tourism entities in the Caribbean region.

This group will include members of the Bermuda Hotel Association, Chamber of Commerce and the Bermuda Alliance for Tourism.

Bermuda is a member of the CTO and recently attended the Caribbean Tourism Conference in St. Thomas in the US Virgin Islands.

The Harvard-educated tourism chief added that Bermuda, just like the rest of the Caribbean, needed to be the low-cost, high-quality provider in order to succeed and called for and end to all tourism-led initiatives that do not result in increased foreign exchange, increased employment, poverty reduction, an improved reputation and stronger economic linkages.

Warning that unless there was more focus on delivering a quality experience, nothing else would work. Mr. Vanderpool-Wallace?s unique approach to marketing, the ?four Ps? approach: Product, Price, Placing and Promotion, have been adopted in Bermuda and quoted numerous times by Tourism Minister Ewart Brown.