UB40 are encouraging tourists to travel to the Caribbean again following Hurricane Irma, which has put a third of Britons off visiting. 

Thee British reggae band have teamed up with Virgin Holidays to re-release their hit 90s single, Come Back Darling, along with a music video filmed in the Caribbean. 

As tourism numbers fall in the area, the campaign is meant to encourage holidaymakers to “come back” to the Caribbean.

In the uplifting footage, they can be seen driving towards Antigua in an open top jeep, singing the hit tune together. 

The video cuts to beautiful shots of holidaymakers walking on the beach, buying tropical fruit and jewellery in the markets, and swinging in hammocks at the “Relaxation Station”.

The finale is a lively party in the vibrant outside Pineapple Beach Club, with UB40 performing to a group of tanned, happy tourists. 

Hurricane Irma hit the region during September earlier this year, with devastating consequences for the surrounding areas.

The powerful hurricane was the strongest in the Atlantic region since Hurricane Wilma in 2005, and hit Antigua and Barbuda heavily among other parts of the area.

Hurricanes Jose and Maria also hit the region during the same period, adding to the troubles.

However, not all is lost for the Caribbean: while some areas – like Barbuda – were ravaged heavily by the storm, other areas – like Antigua, where the video was filmed – are now open again for tourism. 

The campaign comes as a necessary step as research shows a third of UK travellers are put off visiting the Caribbean because they believe it to be damaged by the storm.

Tourism in the Caribbean is a $36 billion industry, and local tourism ministries and hotel associations are understandably keen to protect it. 

Virgin Holidays Managing Director, Joe Thompson, said: “Putting a whole new meaning to the lyrics of ‘Come Back Darling’ has been a brilliant experience – and we hope it lands the message amongst the Great British public that Caribbean locals really do want them to ‘come back’.”

“Our music is inspired by the beautiful Caribbean islands and, of course, it has always been close to our hearts,” said UB40 frontman Ali Campbell. 

“Virgin Holidays works incredibly closely with tourism authorities across the region and want to put the Caribbean back on people’s radar for their 2018 holiday.  

“The islands are as stunning as ever and the misconception that the whole region has been devastated needs to be addressed.”

Virgin Atlantic continues to provide a twice-weekly service from London Heathrow to Barbados, an eastern Caribbean island.