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Cranky Travel: Can Lewis Black Save Aruba Tourism?
Because of their overwhelming dependence on tourism, the islands of the Caribbean have been hit especially hard by the latest global economic bummer. I read in the Economist this morning that the number of visitors is likely to fall by up to a third, a forecast that has prompted the Atlantis resort on Paradise Island to lay off 800 workers and caused investors to pull out of several planned multi-billion-dollar resort complexes. Usually in a business downturn, companies cut their marketing budgets, but there are always a few radicals that double down instead, gunning for visibility in a diminished field. Aruba is doubling down in this recession with a big advertising push that features the grouchy comedian and satirist Lewis Black, and it just might work.
