Grenada becomes Atas member to promote activities and experiences

The Grenada Tourism Authority has joined the Association of Touring & Adventure Suppliers (Atas) to promote its range of experiences and activities beyond the beach.

 

In July, the tourist board for the tri-island state of Grenada – Grenada, Carriacou and Petite Martinique – appointed Meryem Bennouna to the newly created role of UK sales director.

 

“Atas is particularly relevant to Grenada because of the type of holiday we are increasingly looking to grow from the UK,” said Bennouna.

 

“Grenada is not simply a beach destination. We have a strong proposition for travellers looking for experiences, nature, culture, food, soft adventure and more immersive holidays.”

 

She was closely involved with Atas in her previous role as director of UK, Ireland and the Nordics for the Moroccan National Tourism Office (MNTO).

 

More: Grenada Tourism Authority appoints new UK sales director

 

“Atas brings together some of the UK’s leading touring and adventure specialists, as well as a very engaged community of travel agents,” she said.

 

“Joining is an opportunity to put Grenada in front of the people who are actively selling this type of holiday and to build relationships with agents who may not yet have considered Grenada for their clients.

 

“We also want to learn from the sector. Atas provides a valuable connection to what agents are seeing on the ground, the types of experiences customers are looking for and where the opportunities for growth are.

 

“We see membership as a two-way relationship: showcasing Grenada but also listening and learning from the trade.”

She said the UK is an “important and established” market for Grenada but noted there is still “significant potential” to grow its share.

 

“Travel agents are particularly important for Grenada because we want to move the conversation beyond simply selling a hotel and a beach,” she continued.

 

“The more knowledgeable the agent is about Grenada, the more confidently they can sell the destination and, importantly, sell it to the right customer.”

She explained why the touring and adventure travel sector is “a natural fit”.

 

“Our size means that visitors can experience a great deal in one holiday, from rainforest and waterfalls to hiking, diving, sailing, wildlife, local food and our spice heritage,” she added.

 

“We are also keen to attract travellers who are looking for more meaningful and experiential holidays. That is where the touring and adventure sector becomes particularly relevant.

 

“Grenada can work as a relaxing luxury escape, an active holiday, a honeymoon or romantic break, a culinary trip, a wellness experience or as part of a wider Caribbean itinerary.

 

“Our message to agents is essentially: don’t sell Grenada as just a beach holiday – sell the island and everything the visitor can experience there.”

 

She said the tourism authority is seeing continued demand for holidays that offer “experiences and a sense of discovery, rather than simply a traditional fly-and-flop holiday”.

 

“We also see an opportunity around luxury. Luxury travellers are increasingly looking for something that feels personal and distinctive, rather than simply choosing the most expensive hotel,” she added.

 

“We want to provide agents more training, familiarisation opportunities and direct engagement with our tourism partners, so that agents can confidently recommend Grenada.

 

“The island has a very strong tourism proposition, but we want more UK travellers to understand that Grenada offers much more than a beautiful Caribbean beach.

 

“Our opportunity is to communicate the personality of the destination – its people, food, nature, culture and experiences – alongside its excellent hotels and beaches.

 

“Atas gives us another strong platform to do that with a highly relevant and engaged travel trade audience.”

 

Claire Brighton, Atas director, said: “I’m thrilled to welcome the Grenada Tourism Authority to Atas – and reconnect with Meryem, who’s a staunch supporter of our association.

 

“We look forward to catching up at our conference and finding out more about what Grenada, Carriacou and Petite Martinique can offer.”