Despite a meagre two per cent improvement in international visitor arrivals for the period January – September 2019, Tourism Trinidad Limited is hoping for fiscal year 2019/2020, which began in October, the island will welcome 380,000 tourists.
With the increase in arrivals, Tourism Trinidad is also aiming to achieve an average hotel occupancy rate of 64 per cent, even as it expects visitor spending increases.
“This is an ambitious agenda for Trinidad’s tourism, ” chairman of the Tourism Trinidad, Howard Chin Lee, said.
“Our focus is on developing a clearly identifiable Trinidad ‘brand’ to raise awareness of the destination throughout the world, deliver an outstanding visitor experience and establish Trinidad as a destination of choice. To this end, we have developed a comprehensive roadmap on how we can partner with Government and stakeholders to take our tourism sector to new heights.”
Having identified three niche areas — sports, events and conferences — through which to grow tourism, the agency will be working with SportTT, Ministry of Community Development, Culture and the Arts and other stakeholders to fully maximise every opportunity for the hosting of sporting, cultural and other events.
“Our focus is on developing a clearly identifiable Trinidad ‘brand’ to raise awareness of the destination throughout the world… ”— Howard Chin Lee, chairman of Tourism Trinidad
Further, Tourism Trinidad is developing promotional activities that encourage visitors attending events to book their return vacation, while showcasing Trinidad as an ideal location for world-class events and, by extension, a superb sporting and event destination.
In addition, Tourism Trinidad is planning to launch its brand identity and website for Destination Trinidad with marketing campaigns rolling out in major international markets around the world. The aim of these campaigns, including a diaspora campaign, will be to boost arrivals in the coming months, especially in the lead-up to Carnival 2020, as well as attract visitors year-round to the destination.
Tourism Trinidad is also revamping its digital platforms to better target potential visitors with personalised messages and offers — all designed to appeal to their specific interests. Ultimately, the aim is to attract 2,500 unique visitors to the website and attain a reach of 30 million views through powerful global influencers on a monthly basis.
At the international level, the tourism agency will be collaborating with key partners, including air carriers, to deliver better and more sustained connectivity, introduce new routes and airlines to the destination in order to boost visitor arrivals.
On the other hand, at the local level, Tourism Trinidad plans to ramp up its tourism education programmes, increase awareness of the value and benefits of tourism at a national level, and inculcate a positive tourism mindset in every Trinidadian.
The company is now in the process of developing a framework to boost the capacity of local communities to appeal to visitors, create more jobs, and strengthen tourism’s overall contribution to the national economy.