New Experience Turks and Caicos Authority Will Strengthen Destination Marketing – Tourism Minister

Experience Turks and Caicos is entering a new chapter in the country's tourism development following the passage of legislation that transforms the destination marketing organization into a statutory authority, a move government says will strengthen the promotion of the islands while ensuring tourism growth remains sustainable and rooted in local culture.

Tourism Hon. Zhavargo Jolly

Speaking during an interview with NewslineTCI, Minister of Tourism Hon. Zhavargo Jolly described the legislation as one of the most significant milestones for the tourism sector over the past year. He said the new legal framework provides greater accountability while clearly defining the organization's role in promoting the Turks and Caicos Islands.

Jolly said there has been widespread misunderstanding among residents about the purpose of Experience Turks and Caicos, with many assuming it simply replaced the former Tourist Board. However, he explained that the two entities have fundamentally different responsibilities.

"The Tourist Board was responsible for virtually everything related to tourism, from marketing and regulation to quality assurance and product development," Jolly said. "Government recognized that these responsibilities would be more effective if they were separated."

Under the new model, Experience Turks and Caicos will continue to function as the country's Destination Marketing and Management Organization (DMMO), focusing exclusively on promoting the destination, while regulatory and industry oversight responsibilities are handled separately.

According to the minister, becoming a statutory authority gives government greater oversight of the organization's strategic direction while allowing it to operate with increased accountability and efficiency.

Jolly stressed that Experience Turks and Caicos is responsible for promoting far more than hotels and resorts.

"Experience Turks and Caicos doesn't just market one hotel or one restaurant. It markets the entire experience a traveler gets," he said.

That experience includes the country's people, traditions, culture, natural beauty, heritage and authentic visitor experiences, all of which the government wants to place at the center of its tourism strategy.

The minister said the approach reflects international best practices, where tourism marketing and regulatory functions are managed by separate organizations to allow each to focus on its specific mandate.

As part of the transition, Experience Turks and Caicos has already begun restructuring its operations. The organization has introduced a Chief Operating Officer position and reorganized its marketing, sales and public relations divisions to improve operational efficiency and strengthen destination promotion.

Jolly also identified leadership development as one of his long-term priorities.

While the organization currently operates under interim leadership, he said government intends to deliberately prepare Turks and Caicos Islanders to assume executive positions in the future.

He noted that leading a modern destination marketing organization requires more than experience in the hospitality sector.

"It requires international relationships, networking and understanding the global tourism marketplace," Jolly said, adding that future local leaders must gain exposure to international tourism organizations, trade shows and industry partners before stepping into executive roles.

He said one of his goals as Minister of Tourism is to establish a leadership pipeline that consistently prepares qualified local candidates for senior positions.

"We shouldn't only know who our local CEO is," he said. "We should know who our next three candidates are."

Beyond organizational changes, Jolly said Experience Turks and Caicos is shifting its overall marketing philosophy away from relying solely on the country's beaches and luxury accommodations.

Instead, the destination will increasingly promote authentic experiences that cannot be replicated elsewhere.

"We don't sell sun, sand and sea," he said. "We really sell experiences. We sell stories."

The strategy will highlight local cuisine, cultural traditions, historical sites, environmental attractions and community-based tourism experiences designed to give visitors a deeper connection to the Turks and Caicos Islands.

Jolly said placing culture at the heart of the country's tourism brand will not only distinguish the destination from competitors but also create new opportunities for local entrepreneurs, artists, tour operators and small businesses to participate more directly in the tourism economy.

He added that Experience Turks and Caicos is preparing to launch a redesigned tourism website that will feature local businesses, attractions and authentic experiences more prominently, helping visitors discover the islands beyond traditional resort vacations.

With the statutory authority now in place, government believes Experience Turks and Caicos is well positioned to lead the country's tourism marketing efforts while preserving the culture, environment and identity that continue to define the Turks and Caicos Islands on the global stage.