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Go Global Travel seals the deal with Brazilian B2B accommodation provider

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Leading global B2B travel product consolidator and technology powerhouse Go Global Travel Ltd. (“Go Global Travel”) has completed the acquisition of a Brazilian B2B accommodation, transfer and other tourism services provider.  This is the seventh acquisition made by Go Global in the last 18 months.

Go Global Travel maintains 17 offices around the globe providing 24/7 local service in over 20 different languages.  This recent acquisition will further expand Go Global’s presence in Latin America.  

Commenting on the acquisitions, Ophir Ben-Ezra, CEO of Go Global, said: “This new acquisition is a continuation of our strategy of enhancing our service and product for the travel agents and strengthening Go Global in more geographies. Our M&A activity complements our robust organic growth and positions us to become the provider of choice for travel agents. I am also thrilled to welcome to the Go Global family the experienced management team of this acquired company.”

Go Global Travel is a portfolio company of funds advised by Apax Partners.

MEDIA CONTACT:  Han Yang yang.han@goglobal.travel 

Global Tourism Resilience and Crisis Management Centre Developing Broad Coalition to Aid in Great Abaco and Grand Bahama Relief Efforts

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Today, the Global Tourism Resilience and Crisis Management Centre (GTRCM), one of the first international organizations dedicated to providing resources and support to tourism-dependent nations around the world, announced that it is mobilizing efforts to assist the Bahamas following the devastating effects of Hurricane Dorian.

Former UNWTO Secretary General and GTRCM Co-chair, Dr. Taleb Rifai, stated, “while the damage caused by Hurricane Dorian is truly devastating, the 700 islands that comprise the Commonwealth of the Bahamas are intact and open for business. The GTRCM, along with its partners, will aid in coordination  efforts towards restoring normalcy on the islands of Great Abaco and Grand Bahama, the two islands affected by the hurricane.”

In his discussion with the Minister of Tourism of The Bahamas, the Hon Dionisio D’Aguilar, GTRCM Co-Chair the Hon Edmund Bartlett, Minister of Tourism of Jamaica, and members of the GTRCM board discussed the state of the industry and the nature of help that is required in the Bahamas. He also made contact with regional and international partners who are specifically involved in tourism development, to assist the Bahamas in the redevelopment of the two affected islands.

“We are developing a coalition of partners such as major hotels, airlines and all major tour operators who can provide resource support to enable recovery in Great Abaco and Grand Bahama islands,” said Minister Bartlett.

The Minister noted that one such local partner is the Sandals Resorts International (SRI), which has already, began a response mechanism through their SRI Foundation. In addition, Minister Bartlett noted that, through the efforts of those who have supported the GTRCM thus far, more than US $10,000 worth of water has been donated to those in Abaco, through the Centre’s partner the Bahamian non-profit group HeadKnowles.

Media Contact:

Corporate Communications Division

Fiona Fennell

Ministry of Tourism

64 Knutsford Boulevard

Kingston 5

Global Tourism Resilience and Crisis Management Centre Responds to Bahamas Crisis….Sandals Foundation to Collaborate

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Jamaica Tourism Minister, Hon. Edmund Bartlett, says that the Jamaican-based Global Tourism Resilience and Crisis Management Centre has begun to mobilize resources to assist the Bahamas following the devastating effects of Hurricane Dorian.

Speaking at a media briefing at the Jamaica Tourist Board’s New Kingston office today, the Minister stated that “we have begun the process, from the Centre, to reach out to the global tourism community, to mobilize resources to support the effort of bringing back the economies of our neighbor, as well as, to bring tourism resources.”

He also shared that the Centre has been in touch with Minister of Tourism in Bahamas, the Hon Dionisio D’Aguilar to discuss the state of the industry and the nature of help that is required.

Following this conversation, the Minister has made contact with regional and international partners who are specifically involved in tourism development, to assist the Bahamas in the redevelopment of their tourism industry.

“We are now moving to get in touch with our partners such as major hotels, airlines and all major tour operators who are beneficiaries from tourism and who can in fact provide resource support to enable recovery in countries which are  vulnerable and can be impacted,” said Minister Bartlett.

The Minister noted that one such local partner is the Sandals Resorts International (SRI), which has already, began a response mechanism through their SRI Foundation.

Speaking at the press conference, Deputy Chairman of the SRI, Adam Stewart shared that, “All three of the Sandals properties in the Bahamas have been unaffected which gives us [SRI] the opportunity to focus on recovery and assisting however we can. We are proud to be working with the Government of Jamaica and the Global Tourism Resilience and Crisis Management Centre to help our neighbouring island of the Bahamas who parts of which were badly affects by hurricane Dorian.”

He also shared that “This morning the foundation, through the efforts of those who have supported us thus far, donated US$10,000 worth of water, as a first gesture to those in Abaco, through our partner the Bahamian non-profit group HeadKnowles… A partner of Sandals has also donated US$100,000 worth of cleaning material which we will also be collecting in the next 48 hours.”

First announced during the United Nations World Tourism Organization (UNWTO) Global Conference on Sustainable Tourism in St. James in November 2017, the Global Tourism Resilience and Crisis Management Centre has partners from across the world. These partners include the United Nations World Tourism Organization (UNWTO); World Travel and Tourism Council; Caribbean Hotel and Tourism Association; Caribbean Tourism Organisation; and the Jamaica Hotel and Tourist Association (JHTA).

“The establishment of the Global Tourism Resilience and Crisis Management Centre at the University of the West Indies was a direct response to these types of disruptions which will come into our space from time to time and impact our economies. More specifically to find ways and means of building capacity to withstand these disruptions but more so to recover quickly and thrive after the recovery,” explained the Minister.

The overall goal of the Centre is to assess (i.e. research and monitor), plan-for, forecast, mitigate, and manage risks related to tourism Resilience and Crisis Management. This is being achieved through five objectives – Research and Development, Advocacy and Communication, Programme/Project Design and Management, as well as Training and Capacity Building.

During the press briefing, Minister Bartlett also disclosed that he will participate in the 23rd Session of the United Nations World Tourism Organization’s (UNWTO) General Assembly in Saint Petersburg, Russian Federation during the period September 9-13, 2019. 

“While in Russia, I will be presenting the case overall for further collaboration with the Centre in relation with dealing with Caribbean vulnerabilities. In the process, I will be supporting the Bahamas in their own recovery efforts.

“I will be partnering with the Minister there to ensure that a full appreciation for the extent of the damage in the area and the extent of support that is required is realised by all of the partners who will be coming from about 120 countries from across the world,” said the Minister.

MEDIA CONTACT: Jamaica Ministry of Tourism, Corporate Communications, 64 Knutsford Boulevard, Kingston 5, Tel: 920-4926-30, Fax: 920-4944

The Westin Verasa Napa: Not just a business, but a Pillar of the Napa Community

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The Westin Verasa Napa, located in the Oxbow District of downtown Napa, California, has proven time and again that it is much more than a hotel by demonstrating its passionate commitment to the local community. The company as a whole, as well as its individual employees, dedicate their time to improving the lives and culture of the area throughout the year.

Since opening in 2008, The Westin Verasa Napa has established itself as a pillar of the Napa community, showcasing a high standard of hospitality and devotion to the surrounding residents. When the city has been affected by earthquakes or fires, the hotel has jumped into action acting as a home base and support system for not just the public but police and firefighters as well. During the North Bay fires in 2017, The Westin Verasa Napa provided shelter for more than 60 evacuee families in addition to first responders, and was even the birthplace and first home for a newborn displaced by the tragedy.

The property has played host to numerous local events and exhibitions — including the Napa Valley Film Festival, Brian Culbertson’s Napa Valley Jazz Getaway, BottleRock Napa Valley, Napa Truffle Festival, Live in the Vineyard and ARTwalk. The property sponsors a number of events throughout the year to benefit the community, including Bottle Rock, Live in the Vineyard, Festival Napa Valley, Napa Valley Film Festival, Napa Valley Jazz Getaway, the Safeway Open, and the Napa Truffle Festival. The property’s signature restaurant, the Michelin-starred La Toque led by Chef Ken Frank, provides support for dozens of local charities each year including Napa Valley Food Bank, South Napa Shelter, Boys & Girls Club Napa, and more.

The Westin Verasa Napa’s employees also donate their own time to important local causes. This year, staff members manned an energizer station during the bike event for Tourism Gives Back, participated in Oxbow River Clean-Ups, and passed out snacks and gifted plants at the city’s Earth Day celebration. Please find images of the Westin staff at past volunteering events here.

Over the past decade, The Westin Verasa Napa has been a significant leader in the development of both the Oxbow District and Downtown Napa, as well as in the growth of popular neighboring destinations, such as the Oxbow Public Market, the Napa Valley Wine Train, and the new Oxbow Commons Park. 

We hope you will consider The Westin Verasa Napa and its commitment to the local community for a spotlight feature or any coverage that might be a fit. I’m happy to coordinate an interview with General Manager Don Shindle if interested. Thanks for considering!

About The Westin Verasa Napa

Ideally located in downtown Napa, The Westin Verasa Napa features 180 rooms and the full suite of Westin signature amenities and services designed to inspire wellbeing.  The Westin Verasa Napa is positioned on the bank of the Napa River and across the street from the Napa Valley Wine Train.  Additionally, The Westin Verasa Napa is adjacent to the Oxbow Public Market, a short stroll from the heart of Napa’s vibrant downtown retail and dining district, blocks from the famed Silverado Trail, and within walking distance of 15 of the Valley’s tasting rooms.

All guest rooms and suites feature a modern, residential design accented by a soothing, neutral color palate, sleek custom furnishings and signature Westin amenities such as the Heavenly BedÒ featuring lush sheets, down cushioning and a patented pillow-top mattress that cradles and contours to the body for complete comfort.  Another industry first, the Heavenly BathÒ, creates an invigorating spa-like experience, enhanced by the brand’s Heavenly Shower®, Heavenly® Robe and exclusive White Tea Aloe bath amenities.  In-room, high-speed Internet access and an ergonomic work space offer traveler’s convenience and productivity in a tranquil setting.  www.westinnapa.com

MEDIA CONTACT:

Carly Sperling

Glodow Nead Communications

San Francisco • New York • Singapore • Shanghai

1700 Montgomery Street  • Suite 203 • San Francisco, CA • 94111

O: 415.394.6500 • E: Carly@glodownead.com  

www.GlodowNead.com

Nepal promoted as a “Fountain of Buddhism” in Vietnam, Cambodia and Thailand

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Nepal Tourism Board (NTB), in coordination with Society of Travel and Tour Operators Nepal (SOTTO-Nepal), organized Nepal Sales Missions in Hanoi, Phnom Penh and Bangkok, the major cities of Vietnam, Cambodia and Thailand on June 10, 12 and 14, 2019 respectively. The Sales Missions were focused on promoting Nepal as a “Fountain of Buddhism” as well as a premiere holiday destination in the emerging source market.

‘Nepal Presentation’ featuring on major tourism attractions and activities of Nepal was made by NTB officials in the Nepal Evening Programs in Phnom Penh and Bangkok. The Presentation was also highlighted on Visit Nepal Year 2020 Campaign and Lifetime Experiences that tourists can have in Nepal. Nepal promotional video that was screened in the programs drew the attention of the audiences and awared them about destination Nepal. Mr. Ghanshyam Upadhyaya, Joint Secretary of Ministry of Culture, Tourism and Civil Aviation, in his remarks amid the audiences tried to enhance the confident of the local travel trade people by emphasizing the priority concern of Government of Nepal for tourism development. Nepal promotional video made by SOTTO-Nepal was also screened in the programs. Mr. Madhusudhan Upadhyaya, President of SOTTO-Nepal, addressing the audiences requested the local travel trade to join in hands with Nepali counterparts to sell Nepal as a destination choice for Buddhist pilgrims.

The participating travel trade companies from Nepal had business to business (B2B) meetings with the local buyers. The buyers were found interested in selling Buddhist site specific packages of Nepal. The meeting helped to enhance confident among the local outbound operators to keep Nepal in their travel itineraries.

In the Nepal Evening Program in Bangkok, His Excellency Mr. Ganesh Prasad Dhakal, Ambassador of Nepal to Thailand, expressing his satisfaction over the remarkable diplomatic relations existing between the countries since last 60 years, appealed the local travel agents to incorporate Lumbini in their outbound packages. Mr. Bikram Pandey, Goodwill Ambassador for Lumbini, had an insightful presentation on ‘Buddhist Circuits on Buddha’s Life across South Asia’. The program in Bangkok was coordinated by The Embassy of Nepal, Bangkok.

Thus, the Sales Missions have provided an opportunity to showcase tourism products of Nepal amid a gathering of local media and outbound travel companies of those countries, to educate them about Nepal as a must travel destination and finally create a strong network among the operators. It is hoped that more tourists will be visiting from these countries in the year 2020, when Nepal is celebrating Visit Nepal Year 2020.

These three countries are Buddhist dominant countries. So, Nepal can be a must visit destination for people of these countries. In the year 2018 around 12,454 tourists from Vietnam, 3,790  from Cambodia and 53,250 from Thailand visited Nepal. Nepal is well connected with these countries via Bangkok. Nepal Airlines operates three flights a week in Kathmandu-Bangkok-Kathmandu Sector. Similarly, Thai Airways and Thai Lion Air operate daily flight in the sectors.

Nepal Tourism Board was represented by Managers Mr. K. B. Shah and Mr. Suman Ghimire. Similarly, Immediate Past President of SOTTO-Nepal Mr. Anil Lama and 1st Vice President of NATTA Mr. Achyut Prasad Guragain were the special delegates along with other delegates form Nepali travel trade companies.

MEDIA CONTACT:  Sudhan Subedi ssubedi@ntb.org.np    

Bartlett Announces the Establishment of Four New Global Tourism Resilience and Crisis Management Centres

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Tourism Minister, Hon. Edmund Bartlett says four Global Tourism Resilience and Crisis Management Centres (GTRCM) will be opened in Japan, Malta, Nepal and Hong Kong, in an effort to build the resilience of the Asian tourism product.
“Today, the Global Tourism Resilience and Crisis Management Centre took on a new global perspective, when Nepal became the first of four regional Centres to be established over the next eight weeks. The Director of the Nepal Tourist Board, Deepak Raj Joshi and I, have completed an arrangement for the establishment of the first Centre in Asia,” said Minister Bartlett.

The Minister made this announcement on Friday, while participating in a panel discussion at the inaugural Asian Resilience Summit held in Kathmandu, Nepal on May 30 – 31, 2019. 

He went on to share that, “the GTRCM in Kathmandu will become the Centre for the areas covering China and India. The next Centre will be established in Hong Kong and the work is currently going on with the team.”

The GTRCM in Japan will be housed at the Japan International University, which is a private university located in Minamiuonuma city in Niigata Prefecture, Japan.

The first Centre, located at the University of the West Indies, Mona, was launched at the beginning of the year at the Montego Bay Convention Centre, with a number of local and international government leaders and partners, including Prime Minister, the Most Hon. Andrew Holness.

It was first announced during the United Nations World Tourism Organization 
(UNWTO) Global Conference on Sustainable Tourism in St. James in November 2017, and is tasked with creating, producing and generating toolkits, guidelines and policies to handle the recovery process following a disaster.

“These four new Centres will position the Global Resilience Centre as a true international construct. The University of the West Indies which hosts the primary Centre, will become the coordinating university for these outstanding other universities which are located across the globe slated to host these new Centres,” said Minister Bartlett.
During his visit, the Minister will meet with the Former UNWTO Secretary General, Dr. Taleb Rifai, regarding the recovery strategies for Nepal’s post-earthquake programme, at the request of Prime Minister Andrew Holness.

 Minister Bartlett will later travel to the US Virgin Islands to participate at the Meeting of the Clinton Global Initiative (CGI) Action Network on Post-Disaster Recovery during the period June 3-4, 2019.  This Action Network brings together leaders from across sectors to develop new, specific, and measurable plans that advance recovery and promote long-term resiliency across the region.

 The meeting will outline innovative programmes in the tourism sector and sustainable practices that are inclusive of Small and Medium Enterprises and conducive of economic growth.

“Jamaica continues in its thought leadership in tourism. We also continue to position our country and the Caribbean, as the new reference point for resilience building, particularly for countries that are highly tourism dependent,” said Minister Bartlett.

 The Minister is accompanied by Professor Lloyd Waller, Senior Advisor/Consultant and Miss Anna-Kay Newell his Executive Assistant, in Nepal. Professor Waller and Miss Newell will return to Jamaica on June 2, 2019.
The Minister, however, will return to Jamaica on June 6, 2019, as he will be attending the meeting of the CGI Action Network on Post-Disaster Recovery in the US Virgin Islands alone.

 The Minister received his invitation to visit Nepal from Deepak Raj Joshi, Chief Executive Officer of the Nepal Tourism Board. The Government of Nepal also funded the Minister’s participation in the Asian Resilience Summit.

MEDIA CONTACT: Jamaica Ministry of Tourism, Corporate Communications, 64 Knutsford Boulevard, Kingston 5, Tel: 920-4926-30, Fax: 920-4944

Jamaica to host first ever global Tourism Innovation Resilience and Crisis Management Summit in 2020

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Jamaica Tourism Minister Hon. Edmund Bartlett has announced that Jamaica will be hosting an international conference on Tourism Innovation Resilience and Crisis Management next year in Montego Bay.

The Minister made the announcement today during the 64th meeting of the United Nations World Tourism Organization’s (UNWTO) Regional Commission for the Americas (CAM), in Guatemala, where Jamaica was also recently elected as the chair for the biennium 2019-2021.

“We were able to have the support of the entire Commission and of course the Secretary General of the UNWTO [Zurab Pololikashvili], to host the first ever Global Tourism Innovation Resilience and Crisis Management Summit, to be held next year in Montego Bay. Jamaica will also host the 2020 meeting of the Americas,” said the Minister.

He continued by sharing that, “this effort back to back will position Jamaica, not only as the central global reference for innovation, resilience and crisis management but also will be the focus of entire Americas in terms of the deliberations of CAM.”

In 2017 Jamaica hosted the first ever Conference on Jobs and Inclusive Growth: Partnerships for Sustainable Tourism organized by the World Tourism Organization (UNWTO), the Government of Jamaica, the World Bank Group and the Inter-American Development Bank, aimed to set a new collaborative framework for tourism moving towards the 2030 Agenda for Sustainable Development. 

Earlier this year, Jamaica also hosted the first ever conference on Small and Medium Tourism Enterprises (SMTEs).

“We have been on this mission for a while – and are leading the path for global resilience. We have hosted successful global conferences, and of course, Jamaica provided the only and first ever, Global Centre on Tourism Resilience and Crisis Management. All these are very important Global achievements for tourism in Jamaica and emphasises thought leadership we are giving to the world of tourism,” said the Minister.

The Regional Commissions meet once a year to allow Member States to maintain ‎contact with each other and with the UNWTO Secretariat between sessions of the bi-annual General ‎Assembly. 

While in Guatemala, the Minister and his delegation will also participate in the International Seminar on Destination Management, which is taking place under the theme ‘New Challenges, New Solutions.’

The Seminar will discuss current challenges and opportunities facing destination management at national and local levels, including the changing role of Destination Management Organizations (DMOs) and the development of smart destinations.

The Minister is accompanied by Miss Kerry Chambers, Senior Director, Policy and Monitoring who will provide technical support. The team will return to the island on May 18, 2019.

MEDIA CONTACT:

Corporate Communications Division

Ministry of Tourism

64 Knutsford Boulevard

Kingston 5

Tel: (876) 920-4926-30

Fax: (876) 906 1729

Jamaica Global Resilience Centre to open in October

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Jamaica Tourism Minister, Hon. Edmund Bartlett, says the Global Tourism Resilience and Crisis Management Centre is scheduled to open by the first week in October at a newly refurbished J$27 million facility housed at the University of the West Indies, Mona.

“We have our first conference scheduled for the first week in October of this year, so we would like to bring the Board members from all over the world to come and to see the Centre functional and operational, whilst we are hosting the event,” said Minister Bartlett.

The overall goal of the Centre will be to assess (research/monitor), plan-for, forecast, mitigate, and manage risks related to tourism resilience and crisis management. This will be achieved through five objectives – Research and Development, Advocacy and Communication, Programme/Project Design and Management, as well as Training and Capacity Building.

It will specifically be tasked with creating, producing and generating toolkits, guidelines and policies to assist with preparatory and recovery efforts of tourism stakeholders affected by climatic, pandemic, cyber-crime and cyber-terrorism related disruptions.

Speaking yesterday at a site visit of the facility, the Minister said, “We are grateful to the University for allowing us the use of the space and more so to enable us to make it the kind of facility that we can be happy to welcome the world to participate here in great things and other kinds of cerebral activities. This partnership will give Jamaica, the Caribbean and the world a new opportunity to understand global disruptions.”

The Centre is focusing on four key deliverables that at this time. One is the establishment of an academic journal, which will be a compendium of scholarly publications, on various elements of the five segments of disruptions. The editorial board has been established, headed by Professor Lee Miles of Bournemouth University, with the assistance of George Washington University.

The other deliverables include: a compendium of best practices/ a blueprint for resilience; a resilience barometer to measure the resilience in countries and provide benchmarks to guide countries; and to establish an academic chair at the University of West Indies for innovation and resilience.

 “UWI will completely refurbish the Centre, which will include a well-appointed conference room, which will enable us to have the video conference technology needed to have virtual meetings to connect a number of board members who operate in different parts of the world.  It will include an office for the chairman and two other offices for deputy directors as well as the executive director, who I am very pleased to share is Prof Lloyd Waller from the UWI.

The Global Tourism Resilience and Crisis Management Centre will be staffed by local, regional and internationally recognized experts and professionals, in the fields of:  climate management, project management, tourism management, tourism risk management, tourism crisis management, communication management, tourism marketing and branding as well as monitoring and evaluation.

It will also provide research fellowship opportunities for individuals seeking to either expand their knowledge or, gain experience in tourism resilience and crisis management, through postdoctoral research, and internships for undergraduate and graduate students in fields of study related to tourism resilience and crisis management.

“We know that the presence of the first ever Global Tourism Resilience and Crisis Management Centre at the Mona campus is going to begin a whole new process of engagement in the Caribbean, in terms of global tourism activities here. We see this as a big part of the thought leadership and role that the Caribbean is now playing in global tourism.

“We are excited about the future of tourism, the opportunities for more research, the greater appreciation of how to manage disruptions and how to identify and track these disruptions. Then, the most important factor is the recovery process,” said the Minister. 

For more information, contact:

Corporate Communications

Ministry of Tourism

64 Knutsford Boulevard

Kingston 5

Tel: (876) 920-4926-30

Fax: (876) 906 1729

Unique forum on Thailand, The Greatest Story in Global Tourism HiSTORY

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The upcoming 60th anniversary of both Tourism Authority of Thailand and Thai Airways International, the two founding pillars of Thai tourism, in 2020 will be a good opportunity for some serious reflection on the past, present and future of what is now the kingdom’s leading job-creating industry.

In Thai and Asian culture, the auspicious completion of the 5th cycle of life marks a “Coming of Age”. But it is also a time for “soul-searching” on how to manage the realities of “ageing”.

On June 14, 2019, for the first time, a unique Forum will be organised at the Arnoma Grand Bangkok, to reflect on how Thai travel & tourism reached the current lofty heights and the challenges it faces.

According to forum organiser and chief presenter Imtiaz Muqbil, Executive Editor of Travel Impact Newswire, Thailand is the Greatest Story in Global Tourism HiSTORY. However, Thai tourism is now an “ageing industry” in search of ways to reinvent and reposition itself in an era of intense competition and mind-boggling change.

Mr Muqbil, who has been reporting on Thai tourism since 1981, will be sharing his unmatched archives of reports, studies and notes on Thai tourism, how it has grown and overcome many global, regional and local crises.

Says Mr Muqbil, “Over the next many months, dozens of seminars, forums and conferences will be held to assess the state of play. Many will be “official”, sponsored events with the usual congratulatory back-thumping. My forum will be more realistic, honest and balanced.”

The Forum, to be conducted in English, is an independent, non-sponsored event designed to ensure maximum freedom of independent discussion. It is perfectly targeted at the emerging generation of young Thai tourism leaders, expatriate travel & tourism executives (especially those newly arrived in Thailand), investors, diplomats, civil society activists, UN and other multilateral agency representatives, marketing consultants, and Chambers of Commerce members.

New emerging destinations in Asia and Africa, especially states, provinces and cities, will find it a good opportunity to learn from the successes and failures of the Thai tourism experience.

As the forum is meant for serious connoisseurs and students of Thai tourism history, attendance is being capped at 25. Please drop Imtiaz Muqbil an email <imtiaz@travel-impact-newswire.com> or call +662 2551480, +662 2537590 for further details on costs and other arrangements.

Further details:

http://premierthailand.com/110factors/
June 14, 2019: First Forum on The Greatest Story in Global Tourism HiSTORY

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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