I've written about the linguistic marvel that is Curaçao, and that's true of businesses as much as it is individuals. However, one thing I have noticed on the island is that many of the businesses are too complacent when it comes to their English marketing. I have immense respect for non-native speakers who do business in their second or third language, and that is so often the case on this island. The problem that I see, however, is the prevalence of an "it's good enough" attitude regarding English grammar, syntax, word choice and punctuation errors in marketing. That extends across digital, print and billboard advertising, and I truly believe that now is the time for businesses to take their English more seriously.
Today marked a historic day in Curaçao's post-pandemic tourism revival as a cruise ship arrived on the shores of the island after a year of eerie empty Punda streets. The island's tourist board also recently hosted a seminar on the North American market, and with Sandals poised to take over the iconic Santa Barbara Beach & Golf Resort, such a seminar couldn't have come at a more opportune time. All that to say, first language English speakers are coming to the island, and more will come.
Curaçao has not typically been high on the list of the average North American traveler. However, anyone who's been here knows it's not for the island's lack of Caribbean charm and splendour. With the resurgence of tourism and the drive to market to North America, visitors to the Caribbean are becoming more aware of the jewel that Curaçao is. Though tourism may not be the main driving force for many local businesses to be marketing in English, it is worth thinking about the potential of securing more first-language English clients. The island's tourism campaign aimed at North America can certainly have an effect on non tourism-based businesses as well. I should also mention the U.K. given Sandals' popularity with British tourists and the relative ease with which Brittons can get to Curaçao via Amsterdam. The island is on the brink of the native English speaker finding out what used to be the Caribbean's biggest secret. Local businesses should see that as an opportunity.
That takes me back to the point of this article which is that Curaçao businesses should consider investing in quality English if that's the language they choose to market in. Gone are the days when the error of using apostrophe+s for a plural is shrugged off. English sentences with Dutch sentence structure will soon no longer be ignored. The present perfect will finally be seen as necessary to provide clarity where the simple past won't do. These are just a few of the errors that often jump off the page to a native English speaker but get swept under the carpet by a non-native English speaker. Though the island's overall level of English in business is quite high, I'll be honest — it needs to be better. Those companies that have already identified that need are the ones who will take the lead in securing North American clients. An investment in perfecting the language you market in shows you take pride in your company and its message.
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