With better outcomes than those reaped the year before, the tourism industry gets to World Travel Market. The World Tourism Organization has spread its forecasts and they speak of an uptick in the world travel sector, roughly up 4 percent from 2009. IATA has posted welcomes news on a rebound in air traffic while the first signals of an increase in tourist arrivals worldwide are now trickling in. The fair provides an excellent opportunity to shore up those achievements, an event in which the Caribbean countries are awaited with anticipation. Congratulations. The challenge is to move on toward an offer that could reach out beyond the traditional sunbathing option and make more room for a genuine contact with the local history and culture in a bid to piece together and strengthen a much richer and more diversified tourist product in terms of opportunities and interests; in short, a more profitable and sustainable product for the destinations. Taking down those roads will bring us closer to a responsible action and to fulfilling the current desires and expectations of the end consumers.

José Carlos de Santiago