The Grenada Tourism Authority (GTA) has been actively working with stakeholders in the cruise industry to develop marketing strategies that will build value and promote growth in the country’s economy.
According to Manager of Nautical Development at the GTA, Nikoyan Roberts, key strategies used to develop the cruise industry include trade show marketing, which is used as a medium to advertise, introduce and promote Grenadian products and services into the market.
Roberts, who was at the time addressing a press conference held at GTA’s St. George’s office said the local body has also been taking advantage of cross-media marketing, which is a form of cross-promotion as a means to surpass traditional advertisement techniques.
“We also use direct marketing, where we go on sales tours, we visit the cruise executives, travel agents (et cetera) to share information with them about Grenada’s uniqueness, our products, attractions (and) services,” she told reporters.
However, Roberts said that while “the marketing initiatives (mentioned above) are good, they are also expensive.”
She pointed to the successful use of “social media marketing and word of mouth marketing, which are conducted at a lower cost (to) engage with our consumers, key decision makers and to encourage more ships and cruise visitors to come to Grenada.”
This year, the GTA marketed the Pure Grenada destination at three trade shows targeting the cruise industry.
These were the 3-day Seatrade Cruise Global at Fort Lauderdale, Florida in March; where the delegation engaged with a global audience; the Cruise360 in Vancouver, Canada, which brings together travel professionals, cruise line representatives, ports & destinations, industry suppliers and the Cruise Lines International Association (CLIA), preferred partners for a truly panoramic view of the cruise industry.
Roberts said the various participants were provided with the necessary “tools to stimulate interest in Grenada and to book their clients to come to Grenada on a cruise trip or for a longer stay.”
Additionally, in September, tourism officials attended the 23rd annual Florida Caribbean Cruise Association (FCCA) Cruise Conference and Trade Show in San Juan, Puerto Rico.
Roberts commended the cruise industry partners for their support over the years, singling out the Grenada Port Authority (GPA) for consistency of support.
“Since 2014, when the GTA came into existence, Grenada Ports Authority has supported all of our trade show marketing initiatives by paying for 25% of the booth exhibition cost,” she said.
“We thank them,” she added, pointing to the need for “unity and business collaboration in order to make the best impact on the market that we are trying to attract to Grenada for cruise.
This year, GTA Cruise partners include Operations Manager at Tropical Charm, Pierre Jean Spinosi, Manager Designate of the Shipping Department of George F. Huggins Co. Ltd, Sheldon Alexander, and Andrew Bierzynski who represents Best of Grenada that operates the Rhum Runner.