Tourism
with the private sector in a public/private partnership to raise the investment funds required to raise the standard. Government will lease the sites and receive an income from that, but the private investor is able to provide the necessary resources to achieve the full potential of the site, for the good of Grenada. Why do we need a Board of Tourism, why not just employ an Ad Agency? Ad agencies are employed, but there is a need for an institution that represents the national interest. A Madison Ave. Ad agency may have it’s own perception of what Grenada may be. Its important that what is presented internationally, truly represents who and what we are as a destination and also as a people. Unrealized potential? I think we are scratching 25% of what we could do, so the upside is significant. We can’t be all things to all people, which is why out of the strategic plan we have identified specific areas that are distinct to us. So when you think Grenada you think Yachting, Diving, Culture and Heritage. Grenada is one of the few places where you can move from pristine white sand beaches to virgin rainforest in 1/2 an hour. marketing in digital and social media. We have to follow new trends, capture and feed them into the strategic plan, and know who we are marketing, and what we are marketing. The legislation that is associated with the new authority enables the board to seek independent means of funding. So instead of being fully dependent on Government It can enter financial agreements with third parties that are revenue generating, and can supplement incomes from Government.. The current GBT is an outdated model, that is civil service based. It is not commercially tuned. The market and the industry has changed significantly over the last 21 years. We need to rebrand the destination, and tell our own very distinct story, that differentiates Grenada from other destinations. Restructuring the GBT allows us to have the right skill sets and competencies within the organization to be able to execute that. Marketing? Our focus will be on our existing markets. In
We did some basic modeling in the industry, and discovered that for every $1 invested the return is $10
Within the new structure what can we expect to see? Far more commercially minded business development, with the key component on
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