Patricia Maher shares how Grenada Tourism Authority is promoting the island to the global cruise industry
By
Rebecca Gibson |
This article was first published in the Spring/Summer 2017 issue of International Cruise & Ferry Review. All information was correct at the time of printing, but may since have changed.
Rolling hills, waterfalls, picturesque harbours and villages, colourful vistas, historic forts, white sand beaches, tasty cuisine and friendly locals – these are just some of the many elements that combine to create ‘The Spice of the Caribbean’, otherwise known as the State of Grenada. The state comprises three islands: Grenada, Carriacou and Petite Martinique.
“Grenadians are known for being among the world’s warmest and friendliest people, and cruise guests can experience this for themselves by visiting our craft markets, restaurants, bars and beaches, or participating in cultural festivals throughout the year,” says Patricia Maher, CEO of the Grenada Tourism Authority (GTA). “Meanwhile, food lovers can try our farm-to-table approach to cuisine by sampling our famous spicy dishes, fresh fish, callaloo soups, savory nutmeg ice cream, soursop sorbets, potent rums and cocktails made with local juices.”
Explaining that Grenada, Carriacou and Petite Martinique are collectively marketed via the Pure Grenada brand, Maher says: “Our aim is to promote Grenada as a place of tropical beauty where travellers are surrounded by turquoise seas and lush landscapes. We work with the Grenada Port Authority and other Grenadian businesses to connect with travel agents, tour operators and cruise lines at regional and global conferences, trade shows and sales events.”
For example, the GTA will meet with senior representatives and itinerary planners from major global cruise companies such as Carnival Corporation, Norwegian Cruise Lines Holdings and Royal Caribbean Cruise Ltd. at Seatrade Cruise Global this March. It will also continue to communicate with port developers and shore excursion teams from Europe-based cruise brands, including P&O Cruises, AIDA Cruises and MSC Cruises.
To improve its customer experience and develop targeted marketing strategies, the GTA is also a member of both the Caribbean Tourism Organization (CTO) and the Florida-Caribbean Cruise Association (FCCA).
“We’re working with the CTO to conduct ‘guestpitality’ surveys at our ports so we can use customer feedback to improve service levels, and we’ll also co-host the organisation’s State of the Tourism Industry Conference this autumn,” says Maher.
Social media is also playing a pivotal role in bringing international cruise tourists to Grenada.
“The FCCA and several global media houses help us to get our #PureGrenada, #CruiseGrenada, #DiscoverGrenada and #FreeToWonder marketing messages on the global stage,” comments Maher. “We have a new competition that encourages cruise visitors to share photos and videos of Grenada’s attractions via social media for the chance of winning a seven-day vacation at an award-winning hotel owned by a member of the Grenada Hotel & Tourism Association. Submissions must be received by 30 April 2017 and we’ll name the four winners – two cruise guests and two crew members – on 15 June 2017.”
Maher adds: “By working with our partners to train all tourism suppliers, we can ensure that our historical sites and other attractions provide stimulating learning experiences for visitors, and that our products and services provide added value to the cruise experience. This will make ‘Pure Grenada, The Spice of the Caribbean’ even more welcoming to cruise visitors from around the world.”