The Turks and Caicos Islands Tourist Board, the exclusive tourism authority for the Turks and Caicos Islands, embarked on its first post-COVID-19 roadshow with hotel partners in the U.S. market, which contributes to over 86% of the destination’s land-based visitor arrivals.
As the Tourist Board continues to promote the destination as the preferred luxury destination in the region, a key element of its marketing strategy is to leverage industry partnerships and ensure that the destination’s messaging is effective, cohesive and remains consistent with the destination’s brand image.
Hotel industry partners in the Turks and Caicos Islands were offered the opportunity to partner with the Tourist Board and participate in the road show, which was hosted in the destination’s source market, the east coast, in the cities of Philadelphia, Jersey City and New York City.
A total of eight partners participated in the Tourist Board’s annual show including, Amanyara, Beaches Resort and Spa, COMO Parrot Cay, Grace Bay Resorts, Sailrock Resort, The Hartling Group, The Ritz-Carlton Turks and Caicos and Turks and Caicos Collection.
The group of participating hotel partners represented a diverse range of high-end properties in the Turks and Caicos Islands, such as private islands, properties on the iconic Grace Bay Beach, all-inclusive properties, and the option to stay on the idyllic sister island of South Caicos.
The roadshow hosted by the Tourist Board was deemed a great success with more than 140 of the destination’s top-producing travel advisors in attendance. From the 20th to the 22nd of September 2021, travel advisors across the tri-state area were treated to networking sessions, presentations from hotel partners and a destination presentation and update from The Director of Tourism, Pamela Ewing.
These sessions were well received by the advisors, as they became more knowledgeable on the destination’s product offerings and gained more knowledge on all sister islands and the wide range of accommodation options and experiences available on each.
The exclusive events adhered to all COVID-19 safety protocols, including requiring that all partners and attendees were fully vaccinated.
Pamela Ewing commented, “I am delighted at the excellent turnout we received for each event. Travel advisors and wholesalers are a key factor in the success of the destination’s tourism industry, as tourists count on these advisors to offer guidance on the destination, plan trip itineraries, and make travel arrangements for them.
“The more they are informed on the product offerings and experiences available in the destination, the more business they will contribute to destination, resulting in a flourishing economy.”
Ewing continued, “During my destination presentation, I emphasized the ease of access, unique experiences, and accommodations available on each island. I also encouraged day trips to each sister island; however, we recommend overnight or longer stays on each island to get the full experience.
“The Tourist Board promotes each island as a destination within a destination, offering visitors a variety of unique experiences to keep returning to the destination and explore each island individually.”
For many travel advisors, the roadshow was their first in-person event, and they were excited to interact with the Tourist Board representatives and hotel partners.
The Turks and Caicos’ new travel requirements, inclusive of a vaccine requirement for all visitors aged 16 and older, were praised by all advisors in attendance, noting that clients feel safe and secure travelling to the destination as a result. All advisors anticipate a busy festive season for the Turks and Caicos.
The Turks and Caicos Islands continues to implement an extensive marketing and promotion strategy and plans to continue these roadshows on the West Coast for 2022, which represents a growing audience for the destination.