REPOSITIONING AN ISLAND
STRATEGY & DESIGN EXPERIENCES
How might we reinvigorate a tourism destination and create value for the island?
PUBLIC SECTOR TOURISM
Being different as a tourism destination is tough. How do you differentiate your offer when there are new destinations popping up with new facilities and experiences at highly competitive prices?
Tourism is all about people and creating unforgettable experiences.
The client was struggling with tough competition, reduced revenues, struggling businesses and unemployment. To make things even more complex tourists are more informed and more demanding than ever before. Digital savvy clients are transforming the tourism industry.
How could the client attract new segments like millennials and digital natives? What are the opportunities? These are some of the questions that we answered.
o We needed to understand the underlying issues facing local business and communities, as well as the needs of tourists.
o We conducted extensive research through data analysis, workshops and interviews with stakeholders from the public- and private- sector, as well as with local communities.
o Working closely with the local team, we created tourism products which we validated with customers and stakeholders.
o The national Tourism Master Plan provided a clear direction for the development of tourism. It defined key strategic projects with short and longer term goals.
o The plan was validated in multi-stakeholder workshops with more than 120 participants.
o The Plan was approved by Cabinet and a task force put in place for implementation.
o 5 Programmes were developed in order to develop new products and build capacity.
Nanita is a powerhouse when it comes to tourism, specifically sustainable tourism development. A natural project leader; her engaging personality coupled with financial analysis, and strong knowledge of the travel and tourism industry set her apart.
K. DENAYE HINDS LEED AP, DIRECTOR OF CORPORATE DEVELOPMENT, OBM INTERNATIONAL