By  Bevan Springer

SAN JUAN, Puerto Rico - Exclude the Hispanic-American market and you make a huge blunder. Americans of Hispanic descent now spend so much that their buying power is estimated to reach US$1.2 trillion by 2011. Reaching the potent Hispanic-American market is one of the issues under discussion at the Caribbean Media Exchange on Sustainable Tourism (CMEx).

How potent is this market? Organisers of the Counterpart International-produced CMEx, to be held May 15 to 19 at the Holiday Inn San Juan on the Caribbean island of Puerto Rico, say that in just three years' time, nearly one out of every six residents in the United States is expected be of Hispanic origin.

"It is time to aggressively tap into this upwardly mobile and influential market," said Puerto Rican-based public relations consultant Nelly Cruz of Nelly Cruz & Associates. "Hispanic Americans form part of a vibrant Latin American and Caribbean Diaspora who are interested in experiencing the wonders of the Caribbean. But we need to communicate with them and should perhaps start with Hispanic media outlets in North America which now have an all-time high audience and influence," said Cruz, a former executive with the Puerto Rico Tourism Company, the hosts of the conference.

Cruz will join seasoned researcher Raul J. Lopez, president of the Los Angeles-headquartered Phoenix Multicultural, in reviewing US Hispanic demographics, exploring shifts in socioeconomics and detailing consumer behavior in the travel industry. "The Travel Industry Association of America recently valued meetings and travel among minority groups at US $92 billion. In addition, the lodging industry invested more than $13.6 million in advertising targeting Spanish-speaking Hispanics in the US. These are two compelling reasons for all professionals related to the travel industry to pay close attention to US Hispanics and their travel preferences," said Lopez, who is a native of Cuba and an American national.

The analysis of the Hispanic market will go beyond demographics and will highlight the cultural nuances, preferences and proven methods for targeting these consumers. "I look forward to discussing behavioral differences within Hispanic groups and delving into relevant topics such as destination selection, family travel and countries of origin," said Lopez.

"Embracing the Diaspora, Linking Communities" will dominate CMEx XII, a four-day event which will attract some of the best minds in the region and beyond in the lively interactive format that is a hallmark of the CMEx series.

The innovative symposium returns to Puerto Rico for the third year attracting representatives of the travel and tourism industry, government officials, media, youth delegates and development specialists to examine ways of using tourism to improve the health, wealth, environment and culture of destinations.

The upcoming CMEx meeting, produced by Counterpart International, is supported by Almond Resorts, American Eagle/Executive Airlines, Association of Caribbean Media Workers, The Barbara Pyle Foundation, Bahamas Ministry of Tourism, Bay Gardens Resorts, Bermuda Department of Tourism, Black Entertainment Television (BET J), Caribbean Broadcasting Union, Caribbean Tourism Development Company (CTDC), Caribbean World News Network, Choice Hotels International, Coco Resorts, Counterpart Caribbean, Harry Edwards Jewellers, Jamaica Tourist Board, Puerto Rico Tourism Company, Ruder Finn, SpeakEasy M.E.D.I.A. and Spirit Airlines.