Tobago has attributed a 5% growth in international visitor numbers to its latest culture-focused marketing campaign and an increase in cruise arrivals.
‘Live the Culture, Tobago Style’ is a global campaign emphasising the Caribbean island’s laid-back lifestyle and mix of soft adventure with niche attractions like birdwatching, and events such as its Tobago Jazz Experience and harvest festival.
Speaking at World Travel Market, Avion Hercules, marketing manager for the Tobago House of Assembly Division of Tourism and Transportation, said: “Our growth is down to increased marketing in the UK.
“We have worked with travel agents and tour operators, we have done training, and we have had a dedicated campaign online and through the press for the first time in about five years.
“We never had a true identity: we had a number of different logos and a number of disjointed plans, not really adding up to much. But this time, we have looked at the core elements that make us really special, and focused on that.
“We have changed our strategy in terms of positioning Tobago as a destination for an authentic cultural experience. It’s about our way of life. We’re positioning the island of Tobago as having a distinct character from the country as a whole.”
Cruise arrivals have also seen a significant boost, growing from 16,259 passenger arrivals in 2013/14 to 59,242 for the upcoming 2014/15 season.
Hercules added that further growth could be expected thanks to an increase in flights – British Airways introduced a new twice-weekly year-round service on October 27, in addition to Monarch Airlines’ twice-weekly seasonal flights from December 16 until the end of April – and accommodation, with the House of
Assembly having bought 56-room boutique property Sanctuary Resort and dive resort Manta Lodge in Speyside.