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

April 25, 2019 by Forimmediaterelease

“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.

Travel News | eTurboNews

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Jamaica’s Tourism Minister Bartlett pumps J$200 million into Linkages Networks

April 18, 2019 by Forimmediaterelease

Minister of Tourism, Hon Edmund Bartlett has committed J$200 million to the Linkages Networks to help build out more products to enhance the visitor experience and ensure more inclusive growth in the sector.

Speaking at the launch of the new Top Events Jamaica Initiative yesterday at Devon House, Minister Bartlett said, “This year, we will be spending 200 Million dollars on the Networks to create the level of inclusiveness that connects the ordinary Jamaican to the tourism product and the product to the ordinary Jamaican.

This will be a huge game changer and we are going to change the narrative and also change the feeling of the public that tourism is only for the bigger suppliers and doesn’t include the smaller players.”

The Tourism Linkages Network’s (TLN’s) main focus has been to bring local tourism suppliers in contact with other sectors such as agriculture and manufacturing. In doing so, the Linkages Network creates more economic opportunities for our local tourism suppliers who can then earn more.

Minister of Tourism, Hon Edmund Bartlett (1st R) paused for a photo at the track and field display at the launch of the new Top Events Jamaica Initiative yesterday at Devon House

Driving this inclusive growth are five networks geared towards building out authentic Jamaican experiences for the visitors and increasing the earning potential of small suppliers and they are – Gastronomy, Sports and Entertainment, Shopping, Knowledge and Health and Wellness.

The new Top Events Jamaica initiative, being spearheaded by the TLN, is designed to increase visitor participation in events and activities island-wide through strategic partnerships and leveraging the power of technology, social media, and advertising.

In highlighting the importance of this new platform, Minister Bartlett, said, “Top Events will place all our best entertainment products and offerings under one roof. In doing so we are allowing visitors and locals alike to chance to find these offerings with the click of a button. Top events will be a critical element that brings together our authentic Jamaican entertainment products under one roof through the use of technology.

This type of interface is critical in the age of technology especially given that entertainment forms a large part of why people travel and as such there is value in building out more products of this nature to drive arrivals and growth in the sector.”

The Top Events initiative will include a microsite and an easy to use mobile app to increase visitor awareness and participation in the over 900 events held in Jamaica each month. To qualify for listing on Top Events, event organizers must meet the predetermined criteria outlined by the TLN that guarantees continuity in the content delivery and effective data capture.

The TLN’s Sports and Entertainment Network (SEN) will be the driving force behind Top Events Jamaica and the body ultimately responsible for the final selection of “Top Events” to be added to the event calendar.

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

Travel News | eTurboNews

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St. Kitts shines in US Roadshow 2019

April 10, 2019 by Forimmediaterelease

A signature activity in US, the St. Kitts Tourism Authority conducted its 2nd annual Destination St. Kitts & Nevis US Roadshow 2019 from Monday, March 25 to Friday, March 29. The week-long series of 6 events were held in New York, New Jersey, Atlanta, Houston, Farmer’s Branch (Texas) and Dallas in order to grow visitor arrivals from these gateway markets and supporting flow markets. These events were designed to educate travel agents, tour operators, MICE buyers, wedding and honeymoon planners, media and experiential lifestyle consumers about everything the destination has to offer both business and leisure travelers.

“This year’s US Roadshow was a resounding success with record numbers of attendees for each event,” said the Hon. Lindsay F.P. Grant, Minister of Tourism for St. Kitts & Nevis. “Having attracted the sheer number of travel agents, MICE buyers, media and more who sell or publicize business and/or leisure travel demonstrates that there is growing interest and demand in these gateway markets for the tourism product that St. Kitts & Nevis has to offer.”

The first event was a brunch held at The Castle Hotel & Spa in Tarrytown, New York, an affluent suburb north of New York City on Monday, March 25. The second event was a dinner held at the Pleasantdale Chateau in West Orange, New Jersey, an upscale neighborhood in the northern part of the state, also on March 25. On Tuesday, March 26, the third event was a dinner held at the Westin Buckhead, located in an affluent suburb just north of Atlanta. The fourth event was a luncheon held on Wednesday, March 27, at the Hess Club in Houston. A cocktail reception held on Thursday, March 27 at the Brookhaven Country Club in Farmer’s Branch, an affluent suburb of Dallas, Texas, was the fifth event in the Roadshow, while the sixth and final event was a luncheon held at III Forks Restaurant in Dallas.

All events supported St. Kitts’ non-stop flights and attracted a total of 300 attendees combined, all of whom were travel agents, MICE buyers, tour operators, wedding and honeymoon planners, media or experiential lifestyle consumers. Attendees were top travel professionals representing some of the most respected organizations in the business, including Maritz Travel, Cox Enterprises, Pro Travel International, Meetings Plus, Valerie Wilson Travel, Houston Style Magazine, Frosch, Questex LLC, Travel Impressions, and Westchester magazine.

“Developing lasting relationships with top travel professionals in our key gateway markets is a key component of our overall marketing strategy for the destination and our Roadshow provides us with the opportunity to connect with these individuals face-to-face,” added Racquel Brown, CEO of the St. Kitts Tourism Authority. “In order to continue growing arrivals, we need to maintain and expand our base of sellers to help fill our non-stop flights as we continue to build out new and increased airlift from the US.”

In addition to being treated to a meal and lively conversation with representatives from St. Kitts, the individuals played games, listened to presentations and won a variety of prizes from hotel stays to bottles of St. Kitts’ own Brinley Gold Shipwreck rum that were provided by participating local island tourism stakeholders. In addition, attending travel agents were offered a special $150 incentive for booking clients’ air only on the non-stop flights to St. Kitts or air in combination with a hotel reservation at participating destination hotels, all offering special Summer Sunsation rates, between now and May 17, 2019 for clients’ travel through August 17, 2019 when they log their productivity on St. Kitts’ website or via the Destination Specialist program with Travel Agent University. As a result, many attendees are now adding St. Kitts & Nevis as a featured destination they will sell to their clients.

The delegation from St. Kitts inclded: the Hon. Lindsay F. P. Grant, Minister of Tourism for St. Kitts & Nevis; Racquel Brown, CEO of the St. Kitts Tourism Authority; Ambassador Jonel Powell, Chairman of the Artist Selection Committee for the St. Kitts Music Festival; Annie Sinzinger, US Marketing Manager for the St. Kitts Tourism Authority; Denise Zimber, Christina Mucha and Shayna White, Marketing Consultants for the St. Kitts Tourism Authority; Tom Jaronski, Golf Consultant for the St. Kitts Tourism Authority; and Candice Kimmel, CEO and Founder of Adams Unlimited, PR & Marketing Agency in North America for the St. Kitts Tourism Authority.

A number of tourism stakeholders from St. Kitts & Nevis were also part of the delegation, including: Troy Hendrickson, Carib Journey Masters; Tawanna Wigley, Sales Representative, Ocean Terrace Inn; Richard Berridge, General Manager, Kayanjet; Jaana Kuntonen, Sunlinc; Christine Marshall, Sales Manager, Park Hyatt St. Kitts; Sylvia Martinez, Director of Sales and Marketing, St. Kitts Marriott; Tim Thuell, Nisbet Plantation; Cyndi Miller-Aird, President, Miller + Aird Destination Marketing for Belle Mont Farm; Jamar Wilkins, Travel Industry Sales Manager, Four Seasons Resort Nevis; and Darren Thompson, General Manager, Royal St. Kitts.

Travel News | eTurboNews

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About the African Tourism Board: Top important according to an African American Tourism Expert

March 28, 2019 by Forimmediaterelease

Drew Barrett, a Chicago based African American tourism expert and consultant, thinks the newly founded African Tourism Board(ATB) is very important and potentially valuable to the nations of Sub-Saharan Africa.

ATB will celebrate its official launch on April 11 during the World Travel Market in Cape Town and has moved to a world of attention. ( www.

The nations of Sub-Saharan Africa are very hungry for and in need of growth of their inbound international tourism business. Most, however, have a steep learning curve, over which they must overcome to achieve any measurable incremental results. Most are steeped in best practices of a bygone error of global tourism marketing if they are doing anything at all. Most are not.

Nations like Kenya, Tanzania, South Africa have significant global brand equity for leisure tourism. Others like Ethiopia, Nigeria, Ghana and again South Africa; are a compelling destination for business tourism. Yet on the extreme opposite end of the attractiveness spectrum others, due to conflict and a total lack of internal security are not in the running.

All nations of Sub-Saharan Africa with any viable tourism product are seeking to up their game, but have to reconcile a penchant, if not add to investing, and in many cases, mis-investing in energy, data +telecommunicationss, and transportation infrastructure to achieve modern global standards. They are missing there real opportunity.

The most readily available economic growth engine for all nations of Sub-Saharan Africa is their adventure, art, community, cultural, ecological (flora + fauna) and handicraft tourism products; in which they should invest in both development and marketing. The immense profit potential of such well planned and implemented investments, will return profits; which will pay for everything else.

I have two Sub-Saharan African nations, Kenya and South Africa, digress from World Class Tourism Marketers, not having a clue as to what to do; because they forsake a focus on their indigenous roots, attempting to promote being global business meeting and conference destinations; a playing field on which they cannot compete, for so many reasons.

I have just last week, submitted a comprehensive, preliminary strategic tactical concept proposal to a Northwestern Sub Saharan nation. I had developed similar proposals for three other nations. In each case, I have been working with someone who has strong connections to government decision makers; but not with any preconceived disposition toward action. In the most recent case, my contact is a division of the Ministry of Tourism.

Nigeria, a few years ago, invested in the development of a Culture and Music festival which it could market globally. The problem with some post colonial nations is, they are addicted to seeking the help of postcolonial consultant intermediaries of European and North American multinationals, for expertise. The problem is those consultants do not have the expertise necessary to enable the success of such an undertaking.

The consensus is to invest in building grand hotels, great roads, and transportation; and tourists will come. Wrong, they just end up with choking foreign debt and no tourist.

Again, the African Tourism Board, can be the way forward for the Nations of Sub Saharan Africa to be able to monetize their most readily available natural resource, as previously stated.

African Tourism Board brings to those nations both internal and external subject matter experts, professional practitioners, industry resources and massive implementation capabilities; in a unified platform which can teach the leadership of the nations of Sub Saharan Africa how to successfully market their destinations and tourism assets, to the billions of ready, willing and able international tourist.

Travel News | eTurboNews

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Reimagining tourism for the future

March 22, 2019 by Forimmediaterelease

In the last decade or so, tourism has positioned itself as a critical variable in the development planning space and the development discourse globally. Today businesses, governments, international organizations as well as NGOs have established, or are establishing programs, initiatives and programs to facilitate tourism for development. Academic institutions have also been introducing, organizing or reorganizing ‘tourism’ as an important element of their curriculum. The University of the West Indies is no exception. Through its many courses, centers and institutes, the UWI has been preparing our Caribbean nationals for the expanding opportunities and benefits being presented by the growth of the tourism sector. But we have much more to do.

Tourism and Development

According to the UNTWO, WTTC, CTO, PATA and several other regional and global institutions, tourism has been recognized as that force, which accelerates human development, social and economic inclusiveness, increased entrepreneurship and self-employment, the generation of decent work, environmental sustainability and also support regional integration.

Indeed, the contribution of tourism to both national and regional development continues to be enormous and I dare say unmatched. Firstly, tourism is linked to the notion of a sustainable economy in several ways. The economic indicators show that Caribbean is the most-tourism dependent in the world, tourism is the main economic sector in 16 out of 28 Caribbean states and the total contribution of tourism to employment in the Caribbean is estimated at 2.4 million jobs according to the World Travel and Tourism Annual Report for 2018. In Jamaica tourism employs one in every four persons.

Beyond direct employment tourism and hospitality there are vast indirect opportunities for supplying inputs to tourism enterprises catering to the visitor experience in areas such as accommodations, food and beverage, cultural and creative arts, entertainment and recreation, agriculture, manufacturing, banking and finance and foreign exchange.

Tourism is also linked to the preservation of heritage and culture through the concept of experiential tourism. Most tourists travel to have authentic experiences that require that they partake in activities and consume and acquire products/goods that are indigenous to the countries they travel. Tourism thus helps to preserve natural and cultural resources while generating revenues and incomes for local populations.

To unlock the potential of tourism to contribute to inclusive growth and development our main focus at the Ministry of Tourism is to find innovate ways to reduce economic leakage in the tourism sector and to improve retention. This mandate is already being executed through our Linkages Network which has been coordinating policies and strategies designed to strengthen linkages with other sectors of the economy particularly the agricultural and manufacturing sector, strengthen the benefits derived from the industry by local residents and communities and promote broader participation by nationals.

We however recognize that the competitiveness 0f the Caribbean destinations will significantly rely on how well we prepare our people for the emerging opportunities. If Caribbean destinations are to remain globally-competitive and increase their share of the global tourist market, we must find ways to unlock new sources of competitiveness and comparative advantage.

Traditionally the tourism sector has enjoyed one of the highest rates of labor mobility of any segment of the economy. However, many of the opportunities taken up by our citizens are those that require low skill and offer limited prospect for economic mobility. This fact is largely attributable to the fact that the majority of the tourism-related jobs are deemed to require low to medium-level technical skills. The global tourism market is however becoming increasingly differentiated and segmented. Consequently, the continued growth of Travel & Tourism in the region will depend on the right people with the right skills being available to meet this demand for additional human capital. And we at the MOT have been working to create a paradigm shift in the local tourism space which will see our citizens accessing more substantive jobs and I will discuss this some more in a minute.

Many trends are impacting the skills needed to perform competently in tourism-related jobs such as digitalization and virtualization, the need for sustainable behaviors & practices, the growth of non-traditional segments, the changing demographics of international travelers (more youthful, more specific), changing lifestyles and consumer demands and the need for data-driven policies. Technology has had a significant impact on tourism-related employment as well as supporting and changing how services are delivered. While technology has downgraded certain skills in the tourism sector it has upgraded other skills, particularly in the areas of marketing, information and communication. Caribbean destinations must recognize the differing preferences of a new generation of younger travelers and the growing importance of online services and marketing, especially through mobile internet. The future of tourism lies in the manipulation and exploitation of ICT capabilities such as big data, big data analytics, machine learning, blockchain technologies, the Internet of Things, robotics etc. We thus need to urgently capitalize on the opportunities for high-skilled employment that are being generated in the ICT-related fields in tourism.

The growth of non-traditional markets in Europe, Asia and Central America will require increased focus on cultural studies and the development of competencies in various foreign languages. The increased focus on data-driven policies to better understand the emerging needs of markets, to analyze trends and to predict future patterns means that tourism development strategy must increasingly emphasize research-based skills. The evolving tourism market will require modern managerial skills that can drive performance improvements in the sector by raising productivity through better staff planning and scheduling, employing new technology and improving employee motivation, thereby reducing staff turnover. Most importantly , we must equip our citizens with the competitive business management and marketing skills that are required to operate successful tourism enterprises in this globalized era.

In the current dispensation, the hospitality sector has to contend with negative perceptions of low wages and the lack of career opportunities beyond entry-level jobs. Studies have found that many university students have a peripheral view of tourism. There is oftentimes scarce information and misconceptions about the skills required as well as the opportunities for career development. National governments must take a lead in developing a long-term workforce development strategy. Ideally, such a strategy would be developed within the broader context of improving the industry’s competitiveness and sustainability, since the increasing demand for skilled labor will continue to present a major challenge in all countries. It is highly recommended that strategies and their implementation should be carried out with the private and education sectors and embrace agreed-upon commitments from the industry.

A robust institutional framework is needed to determine the education and training policies and programs that will support a more attractive labor market and business environment in tourism which will allow the industry to maintain a sufficient and highly-qualified workforce and hence support the enhancement of productivity in the industry. My view is that while formal qualifications are not always required in tourism, their existence, and a widely available opportunity to obtain qualifications and competency development in tourism may contribute to raising the prestige of the occupation and the sector in general.

A study by the WTTC revealed that Travel & Tourism’s human capital challenges are significantly higher than those faced in other sectors with most countries in study projecting to face a talent ‘deficit’ or ‘shortage’ in Travel & Tourism over the next ten years. Talent development will also prevent many high-skilled positions from being filled by migrant workers. Both public and private sector are thus encouraged to act now to address the anticipated talent shortage.

Given the robust nature of UWI’s tourism portfolio which was recently expanded with the recent launch of the region’s first Global Tourism Resilience and Crisis Management Centre, here at UWI, changes in the tourism space, new instruction technologies, the ever diversifying nature of tourism, it is time for the UWI to reimagine its tourism portfolio and consolidate its programs, courses, institutes, centers, etc. under one roof here in one of the Caribbean’s mecca of tourism (Montego Bay) with the establishment of a school or a faculty of Tourism.

Indeed, UWIs global recognition as a powerful intellectual institution will position the UWI to make an even more substantive contribution to the development of the region through such a Faculty or School. Certainly, this effort would have my support, and, although I cannot speak for my Caribbean counterparts, I am more than certain it would also have the support of the government of the region. More specifically, in keeping with the mandate of the administration that I am apart of, I reiterate my commitment to promoting a sustainable tourism product that advances the well-being of local communities and that incorporates more local talent in the delivery of tourism services.

Travel News | eTurboNews

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