Pure Grenada, the Spice of the Caribbean is trending globally and this wave of attention is contributing to strong year on year growth in arrivals. The statistics up to September 2018 showed that the destination maintained double-digit growth at 20.35%. The cruise industry grew by 27.17%, yachting by 14.26% and stayover by 10.25% with the destination poised to reach the half a million total visitor mark at the end of 2018. These positive projections are exciting for the destination as anticipation builds for the completion of major hotel projects.
HOTEL DEVELOPMENTS
Silversands Grenada, the first hotel development on Grand Anse Beach in over 25 years is scheduled for an end of year open while work is also progressing on the Kimpton, Kawana Bay, another hotel development on Grand Anse Beach, which is scheduled to open in 2019. Room stock is estimated to grow by 32% in the next two years leading to an increased capacity of almost 3,000 rooms licensed by the Grenada Tourism Authority (GTA). Longstanding properties including the Spice Island Beach Resort, Calabash Luxury Boutique Resort, Sandals Grenada, True Blue Bay Resort and Mt. Cinnamon Beach Resort have all made major investments into their product over the last few years.
PURE GRENADA SPECIALIST PROGRAMME
To maintain the momentum, the Grenada Tourism Authority is employing a number of strategies to increase visitor arrivals. In 2017, the GTA launched its Pure Grenada Specialist programme for travel agents in the US and Canada. It was implemented by Questex Media LLC, one of the leading North American travel trade publishers of e-learning and loyalty based platforms. The comprehensive travel agent university platform is a strategic endeavor to promote all the products of Grenada, Carriacou and Petite Martinique. In June, the loyalty aspect of the programme was launched to incentivize the more than 20,000 registered trade professionals to become an extension of the destination’s marketing and sales team.
Incentives include a monthly cash prize of $200 USD / CAD awarded to the travel agent with the most bookings. In addition, the top 20 producing agents from the United States and Canada will be invited on a familiarization trip to experience the destination first hand. The website for the customized Pure Grenada Specialist Program is www.puregrenadaspecialist.com.
ENGAGING TRAVEL TRADE AND THE MEDIA
The GTA also embarked on a series of engagements with media in the US and Canada. The engagements began with a first-ever media reception in the key gate-way cities of Toronto, on April 20 and New York on May 31. The goals of the campaign were to educate media on the latest news and developments from the island as well as why Grenada is the destination of choice for discerning travelers.
Engagements continued with a first-ever media reception in Montreal, Québec on July 19. Representatives from some of the city’s leading consumer and travel trade media outlets including Travel Week, PaxNews, The Suburban, Tourism Plus, CTV, Montreal Gazette, Huffington Post Québec and CJAD radio as well as social media influencers that cover key niche markets such as soft adventure, culture and culinary, were in attendance to hear about what makes Grenada, Carriacou and Petite Martinique the ideal Caribbean destination for Québécois travelers.
CRUISE INDUSTRY FOCUS
Major focus was also placed on the cruise industry for 2018. A six-month consultancy was approved by Tourism Minister Hon. Clarice Modeste-Curwen with the aim of developing a Grenada Cruise Guest Experience project and roadmap. Mico Cascais with 30-plus years’ experience in the global cruise industry was engaged to fill this role. The project was a 50/50 public private partnership between the Ministry of Tourism/Grenada Tourism Authority and private tourism stakeholders. Coming out of the consultancy a number of actions were decided including the engagement of executives and shore excursion teams of major cruise brands and local training. Additionally, the GTA will install eight storyboards which will feature unique authentic experiences in Pure Grenada aimed at enticing cruise visitors to make bookings.
As part of the consultancy, the GTA completed three major training programmes geared at improving customer service and experiences in Pure Grenada, the Spice of the Caribbean. The training sessions took place in September.
The first initiative was a frontline customer service training workshop facilitated by Aquila Tours Inc. the official training partner of the Florida Caribbean Cruise Association (FCCA). Ninety five (95) people representing frontline tourism organizations including the GTA, Grenada Taxi Association, National Taxi Association, Grenada Watertaxi Association, Royal Grenada Police Force, Esplanade Retail Shops, the Gouyave Nutmeg Processing Station, Grand Anse Vendors Market, Ministry of Tourism Tour Guides and GTA registered tour operators completed the training.
Some of the topics covered during the programme were greetings and first impressions, verbal and non-verbal communication, surpassing customer expectations, competition for the Caribbean cruise sector and visitor reviews.
The Aquila trainer also held a session with senior tour operators aimed at promoting excellent destination shore experiences. The senior tour operators examined the packaging of tours, adding value, new tour ideas, training of their staff and the elements of making memorable experiences.
The final training programme saw close to sixty frontline personnel being trained in introductory Spanish, French, German and Italian delivered by representatives of the Grenada Association of Retired Persons (GARP) and Tropical Charms Tours. Participants learnt basic greetings and other important phrases to assist in a smoother interaction with visitors who speak another language.
VISIT OF THE PRESIDENT AND CEO OF CARNIVAL PLC.
A major highlight for the cruise industry in 2018 was the visit of the President and CEO of Carnival Corporation Arnold Donald. Mr. Donald visited on September 19 after being invited to experience Grenada by Minister for Tourism and Civil Aviation Hon. Clarice Modeste-Curwen at the Florida Caribbean Cruise Association (FCCA) Conference in Merida, Mexico. He first paid a courtesy call to Grenada’s Prime Minister Dr. the Right Hon. Keith Mitchell where they discussed matters related to the cruise industry and deepening the relationship between Carnival Corporation and Grenada.
Then the Carnival CEO attended a meet and greet event at the Melville Street Cruise Terminal in which he and his delegation were welcomed by dancers in traditional wear, Moko Jumbies and steel pan music. His experience was surpassed with tastings of Grenada’s signature chocolate and rum product offerings. The event was attended by stakeholders in the cruise industry including the Ministry of Tourism, Grenada Ports Authority, Tour Operators, Water taxi Operators, Taxi Drivers among others.
DIGITAL MARKETING
On the digital front, the GTA launched its Summer campaign #NextStopGrenada. It was designed to provide visitors with true value for money and the chance to experience all the destination has to offer. From May 1 to October 31, Grenada’s extended Summer season provided visitors with the opportunity to enjoy up to a 50% discount on hotel rates, take advantage of room upgrades, complimentary massages, children discounts, complimentary yoga classes, tour discounts and more. Increased air access to Grenada was an added bonus for Summer as airline partners announced a number of additional flights to the destination from John F. Kennedy International in New York, Hartsfield–Jackson Atlanta International in the USA and Toronto Pearson International in Canada. The increased airlift for summer including last minute flights from LIAT that were fully booked in days, boosted arrival numbers for the festival. Arrivals surpassed all expectations with a 24.9% increase to 12,379 visitors compared to 9,911 in 2017.
INCREASED WINTER AIRLIFT
With the Winter season around the corner, Pure Grenada has more options to escape the cold weather with a number of newly announced flights. From December 22 through March 30, American Airlines is adding an additional flight to its schedule, departing Miami International Airport on Saturdays at 9.40am and arriving at Grenada’s Maurice Bishop International Airport at 2.23pm. This new flight will be in addition to the later flight that departs Miami at 10.40am, which will allow seamless connections from other cities.
Starting December 18, Grenada will have three direct flights per week with Air Canada Rouge from Toronto Pearson International Airport on Tuesdays, Thursdays and Saturdays. The destination continues to offer visitors from North America non-stop seasonal flights from Hartsfield-Jackson Atlanta International Airport and from New York’s John F. Kennedy International Airport every Saturday with Delta Airlines. Jetblue also continues its daily flights from John F. Kennedy International Airport and offers its “Premium Mint” service on Saturdays.
TOURISM IS EVERYBODY’S BUSINESS
To support its programmes and overall marketing of Grenada, Carriacou and Petite Martinique, the GTA continues to implement its Tourism Awareness Campaign under the theme, ‘Tourism is Everybody’s Business.”All schools in the tri-island state have copies of the GTA produced ‘Tourism and Me Booklet’ designed to teach grade 4 students about tourism and the role it plays in their lives. Once complete, the students will take a pledge to become ambassadors for their country. In addition, the GTA has created a microsite www.puregrenada.com/ tacampaign which citizens can visit as a one stop shop for general information on the tourism industry. The site is complete with statistics, a digital version of the “Tourism and Me Booklet”, audio messages on various aspects of tourism and creative posters which provoke thought about tourism and the environment. All are encouraged to visit the site and share with family, friends and on social media. The GTA wishes to encourage all stakeholders to continue to work together to create memorable experiences for visitors and fellow citizens.