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Going Zig with Caribbean weight-loss tourism.

by Cdr. Bud Slabbaert

weightlosstourism06112025Have you ever heard of a “Zig when they Zag” campaign? “Study the methods of your competitors and do the exact opposite”, David Ogilvy, an advertising pioneer often hailed as the “Father of Advertising.” He revolutionized the industry by blending emotional appeal with rational benefits. Contrarian branding thrives when one challenges standards with purpose, not just to be different, but to be unforgettable.

According to regional tourism boards, over 20 Caribbean islands host culinary festivals. Various media mention about 10 different Culinary Capitals of the Caribbean spanning from the Cayman Islands to Barbados. Contrary to culinary festivals that celebrate indulgence, gourmet legacy, and flavor, weight-loss tourism would emphasize wellness, detox, and transformation.

The United States, a major tourism source market for most of the Caribbean territories, is a country where weight loss is a main issue, driven by high obesity rates and growing demand for wellness tourism.

The global weight loss market exceeds US$250 billion. The Caribbean owns the most under-leveraged asset: nature’s healing infrastructure. It doesn’t need not selling a product. It can export a transformation. The region can build the world’s first branded weight loss tourism circuit where every island becomes a gateway to vitality.

Weight-loss and diet-focused tourism is a thriving niche within the broader wellness travel industry. It's often called weight loss retreats, fitness holidays, or detox tourism, and it's designed to help travelers jumpstart healthier lifestyles in immersive, supportive environments.
These experiences are often marketed as transformational journeys rather than quick weight-loss fixes with pills, vaccinations or even surgery. They emphasize sustainable lifestyle changes over crash diets.

David Ogilvy’s approach to weight-loss tourism branding campaign would likely include the following. Don’t position it as a retreat but rather as a rebirth. He would define the offer as more than a vacation, but instead a turning point. He’d position it as an emotionally enriching journey to reclaim health and vitality. His headline mastery would come up with slogans like “Lose weight. Gain life”, “Where the ocean meets your new beginning”, or “Escape the ordinary. Return transformed.” He would use a testimonial like “I came for the Caribbean beach. I left with a new body, a new mindset, and a new life.”

A full Ogilvy-style campaign concept for Caribbean weight-loss tourism, tailored to wellness, youth, and regenerative goals with clarity and emotional pull. “We offer direction. Our islands are more than beautiful; they’re biologically restorative. Here, weight loss is not punishment. It’s empowerment. The Caribbean helps guests shed more than pounds; they shed doubt, fatigue, and fear. It’s a rebirth. Book a reservation for your transformation, and your journey will begin here. Welcome to the Caribbean’s most vital export: vitality itself.”

There are so many potential expressions that are more meaningful than the common sun, sand, and sea clichés, which are marketing misalignment and brand fatigue, missing opportunities to differentiate through wellness and innovation. For instance: “Island-born wellness therapy, and cultural healing” or “Where the ocean meets your new beginning” or “Healing begins where the tide turns.” Or “From stress to strength. From fatigue to freedom” or “Immerse in nature and culture while focusing on personal well-being”, “Waste no more. Heal much more.”. Enough?

Smart targeting, especially toward U.S. wellness seekers or high-net-worth travelers, is underutilized. There is an overreliance on traditional tourism. Many destinations still depend heavily on cruise ships and all-inclusive resorts, which offer low per-capita economic impact and limited local engagement. There’s a need to pivot toward high-value, low-impact tourism, such as wellness and nature immersion.

What is this weight-loss tourism really all about, and what should be in it for them? They want their darn energy back and to renew their body and mind. They are too smart for woo-woo and too tired for hacks. They want to return home from a Caribbean vacation, with a body that feels 10 years younger and feels lighter by losing 10–15 pounds without hunger or humiliation.

David Ogilvy would have branded weight-loss tourism as a transformative lifestyle experience, anchored in credibility, emotional aspiration, and product truth. He’d avoid gimmicks and instead build a campaign rooted in trust, storytelling, and clear benefits.

“Position the region as a global leader in regenerative tourism and wellness experiences.”. Maybe there could be the Weight-Loss Capital (Zig!) of the Caribbean, contrary to the Culinary Capital (Zag!). Bold brands may do the opposite of their competitors and win big.

Weight-loss tourism typically includes structured wellness programs often combining fitness classes, yoga, meditation, and spa treatments. Restaurants could offer diet menus. Nutritionists tailor meals to support weight loss and detoxification. There could be metabolism-boosting workouts with activities that range from hiking and boot camps to aquatic fitness and dance. How about holistic therapies like massage, acupuncture, and mindfulness sessions to help reduce stress and support transformation?

Are you noticing something here? Different employment and career opportunities that can be well compensated. Also, new small business opportunities for entrepreneurial members in the community. The keyword for it may be tourism diversification.


Fun Miles’ Fun Lottery is back.

~Shop, Scratch, and Win amazing prizes, including a trip to Panama~

funmiles06112025PHILIPSBURG:---  The year-end excitement is back! Fun Miles and its partners present Fun Lottery, a festive campaign filled grand prizes. Members can participate in the Fun Lottery for a chance to win a trip to Panama with Travel Insurance and conveniently play the scratch game in the Fun Miles app to win more exciting rewards. The campaign runs from November 10, 2025, to January 23, 2026.

How Fun Lottery works
Shop at one of the participating partners: Kooyman, Windward Islands Bank, Sol Gas Stations Causeway, Simpson Bay, Sucker Garden, and Madame Estate, Carl & Sons, ENNIA and DA-BENU.

Scan your Fun Miles app or card with each purchase you make at a participating Fun Lottery partner and receive your Fun Lottery tickets. The more you spend, the more tickets you receive. Just enter your Fun Miles number (from your card or app) on your ticket and simply drop it into one of the designated ballot boxes at participating partners.

Every completed Fun Lottery ticket gets you closer to fantastic grand prizes, including:
 All-inclusive trip to Panama for 2, including a Travel Insurance from ENNIA
 100.000 Fun Miles
 An USD 1000,- Kooyman gift voucher
 1-Year FREE Breakfast from Carl & Sons

The Scratch Game
But the fun doesn’t stop there, the digital Scratch Game in the Fun Miles app offers even more chances to win. When you shop at any of the participating partners you will not only receive a Fun Lottery ticket, but Fun Miles members will automatically receive scratch cards in the app. Fun Miles members can scratch to win instant digital prizes, including vouchers for weekend stays, discounts, bonus miles, free products and more. All vouchers won appear under the “Vouchers” tab in the app, where members can easily access and redeem them.

Play in the app
Fun Lottery Scratch game is available in the free Fun Miles app. Members can view their scratches, vouchers and partner rewards in one place. New members can register in minutes and start playing immediately. The app is available in the App Store and Google Play.

About Fun Miles
Fun Miles has been active for over 25 years and is a popular loyalty program on five Caribbean islands. Members save miles at their favorite companies, redeem them for free products and services, and enjoy discounts, special offers and exciting prize campaigns.

More information
Visit funmiles.com, follow Fun Miles on Facebook, Instagram, YouTube and TikTok, or send us a WhatsApp message at +599 9 560 3300.

ODM: Don’t Let Your Guard Down. November is Still Hurricane Season.

PHILIPSBURG (DCOMM):---  Fire Chief and National Disaster Coordinator of the Office of Disaster Management (ODM) Clive Richardson, reminds the population that the month of November is still hurricane season and to remain prepared and vigilant.

The remaining 2025 storm names are: Nestor, Olga, Pablo, Rebekah, Sebastien, Tanya, Van, and Wendy.

To date there have been 13th named storms for the 2025 Atlantic hurricane where five became hurricanes, and of those four became major hurricanes of wind speeds of 111+ miles per hour.

The 2025 season has been described as exceptional or extraordinary and is only the second time in recorded history where you have had three Category 5 hurricanes form in a season. The previous year was 2005, 20 years ago.

According to meteorologists, within the past 25-years, there have been 17 named storms that formed during the month of November, including six major hurricanes with wind speeds of more than 111 miles per hour. The one that Sint Maarten is familiar with is Lenny in 1999.

Visit the website of the Meteorological Department of St. Maarten (MDS): www.meteosxm.com or visit their social media page Facebook.com/sxmweather/ for the latest weather reports.

For more information on hurricane preparedness and to find a list of official resources, please visit the Government website: www.sintmaartengov.org/hurricane where you will be able to download your “Hurricane Season Readiness Guide’ and “Hurricane Tracking Chart” or you can use the following link: https://shorturl.at/VbaxC

Listen to the Government Radio station – SXMGOV 107.9FM - for official information and news before, during and after a hurricane. You can also follow weather related news and information as well as national addresses by the Prime Minister, chairperson of the Emergency Operations Center (EOC) by going to @SXMGOV Facebook Page.

The hurricane season runs through November 30.

Jamaica Ambassador Mills Expresses Heartfelt Gratitude to Minister Plenipotentiary Arrindell.

millsgracita06112025THE NETHERLANDS (THE HAGUE):---  Her Excellency Diedre Mills, Ambassador to the Kingdom of Belgium and Head Mission to the European Union (EU), has expressed her heartfelt gratitude and outpouring of love, support and solidarity on behalf of the Government and the people of Jamaica during this difficult time after the passing of Hurricane Melissa.
In her letter dated October 31, 2025, Ambassador Mills added, “As we begin the recovery and reconstruction phase, we do so with the kind assurance of your unwavering commitment and steadfast support so that we can build back even stronger than ever.”
Her Excellency Sint Maarten’s Minister Plenipotentiary Drs. Gracita Arrindell had the pleasure of meeting Ambassador Mills on the sidelines of the United Nations Educational, Scientific, and Cultural Organization (UNESCO)’s General Conference in Uzbekistan in the historic city of Samarkand.
“The Ambassador personally expressed her gratitude for Sint Maarten’s expression from the outset of my address of solidarity with the people and Government of Jamaica while having the floor and attention of the UNESCO Conference. I also mentioned Haiti, The Bahamas, and the Dominican Republic, which were also impacted by Melissa.
“We are deeply saddened to learn that the Government of Jamaica has confirmed 28 fatalities to date associated with the passage of the hurricane. I extend my condolences to the families who have lost loved ones due to this natural disaster,” Minister Arrindell said on Thursday.
Minister Plenipotentiary Drs. Gracita R. Arrindell addressed the General Conference on behalf of the Honourable Melissa D. Gumbs, Minister of Education, Culture, Youth and Sport.
The 43rd UNESCO General Conference runs from 30 October to 13 November 2025.

CCRIF Announces 2nd Payout of US$21.1 Million (~J$3.4 billion) to Jamaica Following Hurricane Melissa – Bringing Total Payouts to US$91.9 Million (J$14.8 billion).

Cayman Islands:---  CCRIF SPC announced that it will make a second payout of US$21.1 million to the Government of Jamaica following the passage of Hurricane Melissa – due to the triggering of the Government’s excess rainfall parametric insurance policy. Previously, on October 31, CCRIF announced that Jamaica will receive a payout of US$70.8 million (J$11.4 billion) on the country’s tropical cyclone policy. The total payouts to Jamaica from CCRIF amount to US$91.9 million (J$14.8 billion) following the devastation caused by Hurricane Melissa.

On November 3rd CCRIF provided the Government with a portion of the tropical cyclone policy payout – US$8 million – to provide immediate access to quick liquidity (cash). The remaining US$62.8 million will be paid by November 13th – in keeping with CCRIF’s key value proposition of making payouts within 14 days of an event. The excess rainfall policy payout will also be made within 14 days, following final model verification. Excess rainfall assessments typically take a few days longer than tropical cyclone evaluations due to the complexity of rainfall distribution and localized impacts.

CCRIF’s parametric insurance policies are a key component of Jamaica’s comprehensive disaster risk financing strategy. Payouts from CCRIF provide its members with immediate access to liquidity to support vulnerable populations, repair critical infrastructure, stabilize public services such as water, and reduce the country’s economic exposure, safeguarding debt and fiscal sustainability targets and overall development gains.

Jamaica currently has coverage from CCRIF for tropical cyclone, excess rainfall and earthquake. CCRIF’s parametric insurance policies are designed to respond to the intensity of a hazard event, considering the assets exposed, and the modelled losses based on pre-defined models. The tropical cyclone policy is based on modelled losses from wind and storm surge, and the excess rainfall policy is based on the volume and distribution of rainfall. Prior to these two payouts for Hurricane Melissa, Jamaica received 3 other payouts in previous years on its tropical cyclone and excess rainfall policies for Tropical Cyclones Beryl, Eta and Zeta.

Since its inception in 2007, CCRIF has made 82 payouts totalling US$483 million (https://www.ccrif.org/aboutus/ccrif-spc-payouts?language_content_entity=en).

CCRIF CEO, Mr. Isaac Anthony plans to visit Jamaica to meet with senior officials to discuss how CCRIF can provide further assistance for the country’s recovery efforts and how it can support the Government in further enhancing its financial protection strategy.

For the previous press release, “CCRIF To Make Record US$70.8 Million (J$11.4 Billion) Payout to Jamaica Following the Devastation Caused by Hurricane Melissa”, click the link below:
https://www.ccrif.org/news/ccrif-make-record-us708-million-j114-billion-payout-jamaica-following-devastation-caused?language_content_entity=en

#ccrifspc #caribbean #jamaica #hurricanemelissa #disasterriskfinancing #naturaldisaster #catastropheriskinsurance #parametricinsurance #climatechange #lossanddamage #US$21million #excessrainfall #US$91.9million


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