What's new? Well, there's a new Minister of Tourism in Stephen Cadiz, who was shifted from the Ministry of Trade two weeks ago when Prime Minister Kamla Persad-Bissessar reshuffled the Cabinet.

What else is new?

That's the very question Cadiz himself has come in asking as he is faced with reviving a tourism industry that, despite still being a notable contributor to the Gross Domestic Product (GDP), has stagnated in the past five years.

The sister isle is particularly in trouble, with the Tobago Hotel and Tourism Association looking for a "miracle" to stop its descent towards a flatline.

Tobago is now counting on Cadiz to reverse that trend.

"We have to ask ourselves what we have to offer that's new," Cadiz said during an interview with the Business Express last week, at his new office in Tower C on the Waterfront Centre, Port of Spain.

"The Caribbean product has changed little. So the fact is that maybe the product is tired. We have to figure what we can do that's different, how we can reinvent and how we are going to market ourselves as a destination.

"There is not a coordinated marketing effort for Trinidad and Tobago. My aim here is to take a long, hard look at what we need to change," Cadiz said.

In Tobago, Cadiz feels that a "visitor unwelcome" message was sent out to the world with the issue of the 2007 Alien Land Holder License order, where severe restrictions were placed on foreigners looking to buy and build on the island.

But are there no visitors who simply want to 'lime' on the sister isle?

"Yes, but the general idea that was sent out by the license order was a negative one and I think it discouraged foreigners and foreign investors," Cadiz said.

The State's relations with the Tobago House of Assembly (THA) also happen to be in near-tatters at this point but according to Chief Secretary Orville London, at least when it comes to tourism, Cadiz represents "hope".

Cadiz was, last Friday, the first government minister since the shuffle to pay a call on London, after addressing the Fine Cocoa and Chocolate Conference at the Magdalena Grand Resort on agri-tourism.

The Grand is also special to Cadiz. He worked rapidly to bring it onstream after talks with British Airways and Virgin Atlantic revealed they were considering pulling their Tobago routes - unless the Grand was available within a specific timeframe.

London is enthusiastic, describing the relationship with both past minister, Dr Rupert Griffith, and the current minister as "very good". He is pleased with the commitments made by Cadiz.

"We had some very encouraging discussions," London said in a telephone interview after the courtesy call.

"We spoke about many of the problems being faced by Tobago and Tobago tourism right now, including the problems we have with Caribbean Airlines and with the cruise ships."

London described his meeting with Cadiz as "frank and open", saying:

"He has promised his assistance to the sector and we are very hopeful, at this point."

Cadiz, too, is hopeful, but pragmatic. He does not underestimate the task ahead.

"This is a real challenge," he said.

"We see by the figures how important tourism is to us," Cadiz said.

"It covers every strata of our service providers."

A hotel, for example, may appear simple on the outside.

"A hotel is a mini-city, as they say," Cadiz pointed out.

"It accesses just about every service."

Across the region, moreso in T&T, room rates have dropped - yet the bookings remain unimpressive.

"Maybe the answer lies in working in tandem with other regional destinations, we don't know but we have to explore our options and come up with solutions and not too late," he said.

The near-death of this sector is bringing some Caribbean neighbours to their knees - Grenada being a case in point.

That country is today seeing lay-offs as hotel rooms remain empty, restaurant tables stay as they are set and flights arrive with a handful of visitors.

Just three weeks ago, the Grenada Hotel and Tourism Association (GHTA), sent out a representative, Randall Dolland, to promote its product in Trinidad.

This is the kind of remedial work Cadiz sees as being integral to the industry's survival.

"There is plain advertising and there is promotion, so what are we doing in the way of promotion?" he asked.

"Then there is the way we market. I don't think Trinidad and Tobago has as yet formed an identity as a destination. What are we offering? Destination marketing is what draws visitors today, and this is where the Eastern countries are excelling.

"They have shifted the market and they are doing a number on the Caribbean."

Culture and food aside, there is something else that the East has mastered - seamless service from start to finish. They have become very, very visitor friendly as democracies evolve in that hemisphere.

"The attention to detail at these destinations is incredible," Cadiz said.

"And this is where they are truly outstanding. Their service is flawless - from the moment a visitor books a flight or a hotel, the whole experience is seamless."

The modern traveller is savvy, with access to destination and service reviews - and is very easily turned off.

Cadiz has met some obstacles that an expectant traveller will find "silly".

"Under the regulations that prevent maxi-taxis from operating within the city, tour buses also cannot operate within downtown Port of Spain. They cannot work a PA system in the city. That is absurd," Cadiz said.

"These are the kind of basic kinks that restrict us in the formulation of a product," he said.