Taking the back to basics approach

Grenada by Candida Brasnett

Taking the back to basics approach

Island to launch agent training scheme

Grenada has lots to shout about at World Travel Market, not least its expectation that the UK will be its largest overseas market by the end of this year.

Last year UK visitor figures to Grenada were up 12.4% to 26,233 over 1998, and for January to May this year they are up 19.5%.

Grenada’s UK representative Sharon Bernstein said: “UK figures have more than doubled over the past seven years making the UK our fastest growing overseas market.”

Bernstein took over representation of Grenada last May when the island’s government decided to shut its UK tourist office.

Bernstein’s role is to bring a more marketing orientated aspect to selling Grenada within a £250,000 budget.

“This was a global decision for Grenada and it has affected all its overseas markets,” explained Bernstein.

One of her first jobs has been to set up an agent training programme, which has yet to be formally named. The scheme, which aims to recruit 200 specialist agents by early next year, is being launched at WTM.

“We have produced 1,000 training videos and manuals. The scheme works to a proven model with three levels that agents can achieve,” Bernstein added.

Grenada’s stand at this year’s show does not focus on any one aspect of the island’s product, but “goes back to basics,” said Bernstein.

“We will be promoting the island as whole, its many attractions and who they appeal to,” she said.

Port of call: visitors to the Grenada stand will be given details about the island’s many attractions

Fresh approach: the island will focus more on marketing