Derecho del Turismo en las Américas

418 DERECHO DEL TURISMO EN LAS AMÉRICAS B$ 4.1 million by 1965 and B$ 4,992,268 by 1966 (Cleare, 2007, p. 153). This sizeable budget was even larger than that of the US. In fact, in May 1965 reports are that Richard Joseph, the Travel Editor of Esquire , informed the US House on Ways and Means Committee that, while the US spent US$ 3.5 million to promote tourism, The Bahamas was spending more than US$ 4 million “to sell tourism to a place the size of Connecticut and with a population about the same as South Bend, Indiana” (Cleare, 2007, p. 153). The promotion budget was used to implement several new and bold strategies that propelled The Bahamas to the forefront of tourism development worldwide. A well‑equipped News Bureau, for example, was employed, public relations and advertising personnel were contracted and sales offices were established in the US, Canada and Europe. Private flying was targeted as a new niche market and the country continued to focus The Bahamas as an attractive and exotic film production destination. Group travel also grew in importance. Two major tourism destinations – Paradise Island and Freeport/Lucaya on Grand Bahama Island – were developed and promoted as a millionaire’s paradise. In fact, the promotional programmes were directed to an upscale market and the budget covered areas such as publicity, advertising, public relations, sales aides, films, subsidies and the cost of maintaining overseas sales offices.The promotional slogan for the country used was “ It’s Better in The Bahamas ”. This was changed in 1995 to “The Islands of The Bahamas… it just keeps getting better” . Today each island in The Bahamas is branded and promoted separately as its own unique and authentic destination within the country – each with its individual island logo as part of the overall slogan: “The islands of The Bahamas”. In 1966, The Bahamas attracted over 800,000 visitors and, by 1968, The Bahamas welcomed its first one million‑plus visitors who spent a total of US$? 2 billion. At the turn of the 21 st century, in 2000, the country received 4 million‑plus with a visitor spent of US$ 1.8 million, and, in 2005, more than 5 million visitors arrived in The Bahamas, spending US$ 2.1 million. In 2018, the country welcomed a total of 6,622,015 visitors to the islands of The Bahamas. Arrivals include air arrivals, arrivals by sea/yachts and cruise passenger arrivals. This success provided much‑needed funds to improve harbours, infrastructure, medical facilities and social programmes within the country. Table 5 summarises the increases in tourist arrivals by air, sea and cruise at various intervals after 1964, when the Promotion of Tourism Act was passed.