WTM 2018: ‘Tobago beyond’ brand revealed

Tobago has unveiled a new brand identity at World Travel Market to help distinguish the island from other Caribbean destinations, and has revealed plans to upgrade its travel agent training programme with a new rewards-based scheme.

The ‘Tobago beyond’ brand is centred around four key pillars: sea and beaches, eco-tourism and soft adventure, culture and heritage, and romance and weddings, with a hashtag #101thingstodointobago to focus on the island’s activities.

Louis Lewis, chief executive officer of Tobago Tourism Agency, said: “The new brand represents a new direction in which we are going. It’s built on research, which pointed to the gaps between what we would like to portray and how the market sees us.

“The trade has had difficulty in trying to discern the unique selling points of Tobago, so we have segmented it into four pillars and invited them to sell it in those ways. It’s all centred around what to do in Tobago.”

Lewis said there were a number of improvements to the on-island product to support the new branding, including a new airport terminal, set to begin construction in December, and a new marina being built in the area near the Magdalena Grand Beach and Golf Resort.

A new trade training and rewards programme is also being developed for UK agents, due to launch before the end of the year.

Lewis said: “We are doing some interesting things for the trade. We want to recognise travel agents and tour operators who generate business. We have an incentive to recognise and reward the trade that generate business for us.”