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Puerto Rico Tourism: Out with the old, in with the new

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“Since our inception last July, we hit the ground running to accelerate the tourism economy,” said Brad Dean, CEO of Discover Puerto Rico. “This brand campaign follows a strong publicity effort that set up Puerto Rico as the top place to visit in 2019 and a recently revamped website, DiscoverPuertoRico.com.

“The creative highlights our two strongest assets – our culture and our people – and will help us strengthen traveler’s familiarity with what makes our Island one-of-a-kind.”  The campaign officially launches today across digital channels via digital banners, social, pre-roll and a follow-up TV spot that will launch in coming weeks in key markets. Additional marketing support is expected throughout the rest of 2019, to attract visitors to the Island during the summer travel season.”

Discover Puerto Rico, Puerto Rico’s newly-established Destination Marketing Organization (DMO), announced today the rollout of Puerto Rico’s brand campaign called “Have We Met Yet?” which draws inspiration from Puerto Rico’s cultural and natural offerings and at its essence, focuses on the hospitable and welcoming nature of its people. By posing the question “Have We Met Yet?” the creative re-introduces the Island to the world and brings to life the exotic yet familiar essence of Puerto Rico. As the U.S. mainland’s “neighbor to the south,” the new campaign showcases through Puerto Rico’s iconic doors how the Island welcomes visitors with open arms.

Following extensive research that showed that Puerto Rico’s brand identity was neutral in the minds of travelers, this new campaign is this next phase of Discover Puerto Rico’s brand repositioning process, enabling the Island to fully capitalize on its rich tourism product offerings and emerge as a leading Caribbean destination. The creative repositions the island as that neighbor that one dreams of – with the festive flair, the ocean view, the incredible art collection, the delicious food. Puerto Rico is the neighbor you’ll laugh with, celebrate with, and maybe even fall in love with.

“Puerto Rico’s people, its rich culture and unparalleled natural offerings, combined with the fact that it’s a U.S. territory and easily accessible, were key factors that led to this creative. We’re excited to debut this brand campaign as it opens the door, literally, to endless possibilities that showcase the spirit of the Puerto Rican people and everything the Island has to offer,” said Leah Chandler, CMO of Discover Puerto Rico.

Travelers exposed to the new brand campaign will be immediately drawn by the colorful vibrant doors and stunning imagery found throughout the Island. The creative highlights many aspects that make Puerto Rico a unique destination—ranging from its people, its cuisine, its festive spirit, its natural attractions, and much more.

“The campaign invites travelers to visit Puerto Rico and meet us, the neighbor that you can’t live without,” said Chandler. “Puerto Rico was named the #1 Place to Visit in 2019 by the New York Times and has topped over 20 other notable lists of places to visit this year,” she added. “We want to send a message to all travelers that this is THE year to visit Puerto Rico. The entire island is eager to welcome them.”

The creative was ideated and produced by Beautiful Destinations, with support from local production crews who traveled throughout the Island to capture the beautiful scenery, thousands of colorful doors, and welcoming faces of the Puerto Rican people.

To view the “Have We Met Yet?” creative online, visit YouTube.com/DiscoverPuertoRico and be on the lookout for additional campaign creative coming soon.

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MSC Cruises partners with Martha Stewart

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MSC Cruises – the Swiss-based world’s largest privately-owned cruise line – is partnering with internationally acclaimed home and lifestyle expert Martha Stewart on new, exclusive culinary and discovery experiences on board and ashore to make MSC Cruises’ guests vacation moments even more special and memorable. The partnership — themed Celebrate, Discover, Experience — includes specially curated shore excursions, celebration surprise gift packages, and onboard special holiday dinner menus and recipes.

“MSC Cruises is committed to developing enriching guest experiences and as such we partner with world-class experts in their field to create together something truly unique,” said Gianni Onorato, CEO, MSC Cruises. “Martha Stewart’s philosophy and passion for discovery is a perfect match for MSC Cruises and we are excited to bring her innovation, style and expertise to life in this special partnership designed to help our guests create memorable vacation moments with friends and family.”

“I’ve always enjoyed introducing people to new experiences, and I’m thrilled to be working with MSC Cruises on a partnership that embodies the true celebratory nature of travel, exploration and discovery,” said Martha Stewart. “The excursions showcase some of my favorite activities and help MSC Cruises’ guests discover some of the authentic and hidden treasures of destinations throughout the Caribbean. The holiday dinner menus and surprise gift packages encompass what I believe celebrations should include: good food, good company and commemorating great adventures and inspiration wherever we are.”

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New culinary experiences launched in Victoria Falls

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Earlier this year Pure Africa Destination Management announced its latest restaurant management partnership with Afro-Chic destination venue Zambezi House Restaurant, which was voted as one of the ‘Most Beautiful Restaurants in the World’ by Condé Nast Traveller.

The team at Pure Africa have since then been busy with the reimagination of designing culinary journeys in Victoria Falls for the menu relaunch of Zambezi House, which has taken much of its inspiration from the meandering journey of the venue’s key feature, the Zambezi River.

Pure Africa recently appointed head chef Mike van Rooyen for the development of the latest tasting menu at Zambezi House, forming part of the greater Pure Africa culinary art initiatives aiming to raise the benchmark for food tourism in Victoria Falls.

Our passion is rooted in travel, innovation, design, culinary art and impact, which form our company’s philosophy in looking to awaken this new African spirit together with local talent, international culinary techniques served with the key ingredient, which is warm Zimbabwean hospitality.

“Seasonal ingredients and traditional dishes reimagined, prepared with local knowledge, global culinary techniques and eventually served with the key ingredient, which is warm Zimbabwean hospitality.”

Pure Africa has coincided the latest Zambezi House menu offering, launching in early May 2019 with full day culinary packages for those travellers looking to experience the local food scene in Victoria Falls;

Pure Africa Culinary Journeys in Victoria Falls:

Historic Tram & Bridge Tour + Zambezi House Dinne

What to expect:

A guided tram tour of Victoria Falls Bridge paired up with freshly baked gourmet sandwiches to start, followed by a craft gin pop-up bar and gourmet snack table overlooking the spray of the Falls from the Zambian border and ending off with a three-course dinner tasting menu to be enjoyed later that evening at Zambezi House Restaurant.

Culinary Features:

Artisanal Sandwiches, Pimm’s Train Station Bar, Craft Gin & Tonic Pop Up Bar, Gourmet Scenic Snacks and a three-course Zambezi House dinner experience.

Luxury Deck Sunset River Cruise + Zambezi  House Dinner

What to expect:

A sunset river cruise down the Zambezi paired up with a relaxing three-course dinner experience perched on the edge of the river.

Culinary Features:

Gourmet sunset tasting boards, craft selection of premium beverages onboard the sunset river cruise followed by a three-course Zambezi House tasting menu prepared by head chef Mike Viljoen.

For more information about Pure Africa Destination Management and their latest culinary journeys please email or visit the Pure Africa Destination Management website.

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Indian travelers expected to spend $136 billion by 2021

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The Indian traveler has come of age, spending approximately $94 billion in 2018, on around 2 billion domestic and international trips, helping the Indian travel and tourism industry achieve unprecedented scale.

The momentum is expected to continue and the industry will grow at a 13 percent CAGR to $136 billion by 2021, according to a report, ‘How Does India Travel’. The report outlines how India spends on travel, the influence of online channels in their purchase journey and potential growth opportunities for travel businesses till 2021.

Deep diving into the $136 billion spends, the report cites a 12 percent growth in transportation ($50 billion), 13 percent growth in lodging ($21 billion) and consumption, which includes spends on shopping, recreation and food, to grow at 13 percent ($65 billion) over the next three years. Additionally, as more people come online, smartphone penetration improves and use of digital payments goes up, the report estimates that Indian travelers will spend an additional $24 billion on online travel bookings over the next three years, a growth from 25 percent in 2018 to 35 percent in 2021.

Online is a significant source of research

Elucidating the planning journey of Indian travelers, both for business and leisure, the report calls out five phases of a customer journey – Interest, Research, Booking, Experience and Sharing. The report states that during key research-heavy phase of interest, research and experience, digital plays a pivotal role with over 86 percent of consumers being influenced by online channels. During this phase, travelers spend their maximum time on search, travel tour provider websites, price comparison websites, and travel articles. Online video too plays a significant role with 21 percent of travelers being influenced by this platform. In the booking and sharing phase, the report states that nearly 60 percent of customers book transport and lodging online, and over 50 percent share feedback online with social media being the dominant platform.

Talking about the market opportunities for online travel players, Vikas Agnihotri, Country Director – Sales, Google India said, “New users perceive that online channels are geared towards the more frequent flyers and experience-oriented travellers; and existing travelers research online but the lack of trust in payments and booking experience make them end up booking offline. If travel players tap these online users through personalised marketing, messaging and travel plans, they can further augment online travel bookings. This can be done by adopting digital technologies to influence customers early in the journey and moving from one-time engagement to ongoing relationships to have a positive impact.”

“There is a perception amongst consumers that online channels are geared towards premium customers, along with a marked distrust around payment and pricing terms. It is imperative for businesses to address these concerns in order to effectively tap into the growing base of users.” Arpan Sheth, partner Bain & Company said.

Decoding the Indian travelers

The report further identified the five cohorts of travelers in India, across business and leisure travel, and categorised each against their online research behavior:

Frequent flyers: Nearly 70 percent of them booked online, cumulatively spent $17 billion in 2018. They make their choices based on convenience, availability, brand preference and past experiences.

Budget business traveler: 86 percent of them researched online whereas only 60 percent book online, cumulatively spent $20 billion in 2018. This cohort makes their decisions based on cost of travel, availability and consultation amongst their personal business network.

Experience-oriented traveler: Around 70 percent of their bookings were done online and cumulatively spent $22 billion in 2018. They extensively research both online and offline for ‘authentic’ experiences and convenience of options; display high loyalty towards preferred brand of airlines or hotels and actively share experiences.

Budget group traveler: 90 percent researched online and 55 percent booked online, cumulatively spent $29 billion in 2018. They make multiple decision-makers in the process and take the final decisions based on minimal cost.

Occasional travel visiting friends/relatives: 92 percent researched online but only 60 percent booked online, spent $6 billion in 2018. They maximize family convenience within a budget and believe online terms and conditions are restrictive.

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Barbican beefs up sales team

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The Barbican, a conference and international arts venue located in London, has appointed Jenny Waller as head of sales. The expanded role will see Jenny managing the growing sales team, which includes a renewed focus on international and association markets. Jenny will be supported in her role by the newly-appointed deputy head of sales, Charlie Smith.

Jenny has been promoted from the role of senior account manager within the Barbican team, where she has already achieved a number of significant wins for the world-leading arts and conference venue. These include major corporate and association events due to take place over the coming 24 months. Prior to working at the Barbican Jenny spent four years developing industry knowledge and expertise at Park Plaza Hotels.

Charlie returns to the Barbican, where he worked as an account manager for two years between 2016 and 2018. Other experience includes time developing sales skills at both Dreamland and HMS President.

“The Barbican is going from strength to strength,” commented Jackie Boughton, head of business events at the Barbican. “Last year we opened and showcased our new cinema offering, comprised of two cinemas and supporting food and beverage, as well as exhibition or networking space capable of seating up to 150 for conferences, meetings and private screenings. When added to our wider offering it makes the Barbican one of Europe’s most comprehensive venues. This in turn has led to an increase in both association and international bookings. Jenny has been instrumental in that success over the last year and was therefore the perfect choice to take on the demanding role leading our sales team. It is also a real pleasure to welcome Charlie back to the team – his in-depth knowledge of the venue is already having a significant impact on new business development.”

Jenny responded by saying: “This is a new and exciting challenge for me. Over the course of the next year I am particularly looking forward to working alongside our association specialists as we develop that market, whilst supporting our work with a strong presence at major international trade shows and events. The UK of course remains our core market and we are delighted by the ongoing support we receive from domestic clients booking direct or via our agency partners. However, there is still significant opportunity for us to develop internationally – particularly given our ability to partner with the Barbican International Enterprises team to deliver truly inspiring content and theming. The addition of Charlie to the team ensures we have the ongoing experience and depth of knowledge needed to deliver to the highest standards for our clients.”

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