Innovation pays off for re-Discover programme
I am frequently surprised and occasionally humbled by some of the people who read this column. Out of the blue a couple of weeks ago, I had a call from a senior executive of the Illinois based third largest credit card issuer in the United States, with a quoted 47 million card holders.
He had been following some of our tourism initiatives and wanted to see how we could ‘partner’ to help increase their brand awareness and acceptance on Barbados.
Of all our major markets the United States has, for the last decade, been one of the most challenging. Until the 2014 figures are published the industry at large can only speculate about any real recovery last year.
But what we do know though is that 2013 recorded the lowest number (120,584) of long stay American visitors over the past 11 years.
So clearly, there is work to be done and I am sure with the recent restructuring that has taken place, we will start to witness increased numbers in the not to distance future; especially if we wish to sustain any added airlift.
So what is finally being negotiated with DISCOVER is a win-win scenario that will hopefully achieve their objectives, while at the same time help to raise our destination visibility in US market, again at minimal cost.
With help from the Barbados Tourism Marketing Inc (BTMI) the new branded re-DISCOVER DISCOVER lunch and dinner voucher will be mainly distributed from the BTMI office in the arrivals hall of Grantley Adams International Airport. As we know, the vast majority of passengers have to pass this office after clearing immigration, baggage collection and before clearing customs. This will be critical in the possible success of the promotion. Continue reading