Business

Ministry of Tourism to focus more on digital marketing

The Ministry of Tourism and Aviation (MOTA) will look more to digital marketing moving forward for cost-effective and targeted advertisement of The Bahamas, as the travel industry evolves in the wake of the coronavirus (COVID-19), Minister of Tourism and Aviation Dionisio D’Aguilar said yesterday.

D’Aguilar, who made the comments during his contribution to the 2020/2021 budget debate, explained that because of COVID-19, the MOTA’s marketing will have to become more aggressive via its use of technology to attract visitors to The Bahamas.

“We will work aggressively towards expanding The Bahamas’ digital footprint by using data-driven insights towards all efforts which includes social media marketing and governance, search engine marketing, email marketing and virtual reality, and staying abreast of all emerging media that will position us as digital leader within the region,” said D’Aguilar.

“We will collectively continue to strive to be the number one destination of choice among our competitors, for the benefit of the people of The Bahamas, our economy and all tourism stakeholders.

“We will continue to build brand awareness and equity in the individual islands throughout The Bahamas. Through our combined marketing strategy, our social media campaigns and public relations initiatives, we will strengthen the position of the islands of The Bahamas as a 16-island destination, highlighting what truly differentiates The Bahamas from our competitors. Our efforts to create destination desire and engage new and existing consumers by highlighting our God-given natural assets, our rich culture and heritage, our eco-tourism product and culinary offerings will be ongoing.”

He added that the MOTA will strongly support and promote the country’s tour operators by promoting diving and fishing in publications produced by the Bonnier Corporation.

D’Aguilar said his ministry also continues to promote this country as a “dream destination” for weddings in late 2020 and 2021.

“In both U.S. and Canadian markets, we have targeted the recently engaged and users searching for destination weddings,” he said.

“In any marketing endeavor, it is critical to know your target audience. In the post-COVID-19 travel landscape, we have a very clear understanding of what consumers are looking for. In choosing their vacation destination, consumers are looking for safe and clean conditions, seclusion and small crowds, beach vacations and cruise alternatives, island hopping and vacation destinations close to home. Looking closely at these post-COVID-19 consumer demands it is clear The Bahamas exceeds these expectations.”

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Chester Robards

Chester Robards rejoined The Nassau Guardian in November 2017 as a senior business reporter. He has covered myriad topics and events for The Nassau Guardian. Education: Florida International University, BS in Journalism

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