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A team from the Guyana Tourism Authority (GTA) is currently in Canada on the first in a series of outreaches aimed at reining in the untapped potential that exists in the diaspora markets, and connecting with the players in the sector.During the initial meeting, last Wednesday at the Toronto Radisson Hotel, the resounding response pointed to the long-overdue need for such an activity, and the benefits that will arise from enhanced connectivity, communication and cooperation regarding tourism-related issues in the two countries.
“I was delighted to learn about the Guyana Tourism Authority’s impressive plans to further develop Guyana as a tourism destination,” explained Anthony Mc Watt from the Caribbean Graphic in Toronto.
Other media operatives pointed to the importance of accessibility to relevant information, developmental news, and the dissemination of information to all the relevant media houses in the country.
This will aid in spreading awareness about the destination, and extending the reach across Canada, they opined.
Many of the tour operators and travel agents present also expressed the need to have a stronger tourism presence in the country to complement the work of the Guyana Consulate, and to strengthen efforts to sell the destination outside of the diaspora community. They suggested adding a Tourism Office at the Guyana Consulate for this purpose.
“I need awareness created, because I think that the market is not with Guyanese, but with Canadians. We need to get them aware, and to entice them to go to Guyana; and we need the Guyana Government to help us do that,” Mr. Andy Gomes from El Dorado Tours stated.
Several of the operators concurred with this opinion, including Ms. Elly Johnson from No Borders Tourism, who said: “I agree with branching out to not just Guyanese. I think that some of the products, like birding and sport fishing, do not cater for the Guyanese or the Caribbean markets, but suit the Canadian market.”
In response, GTA’s Marketing Officer Ms. Nadine King pointed to the value of such feedback, and reminded that two campaigns have been launched simultaneously to target the diaspora as well as the external markets. These are the Re-Discover Home Initiative and the Visit Guyana Year 2013.
“We are reaching out to both markets. This shows that we also recognise the potential that exists in targeting persons outside of the Guyanese Diaspora to go to Guyana,” King explained.
There was also the call for more tour packages to be available to potential visitors, as this would provide an incentive for increased travel to the destination.
Mr. Gomes said: “The first thing people tend to say is that the cost of going to Guyana is too expensive. Persons can go to Cuba for half the price.”
Equally important suggestions included the hosting of more Familiarisation Trips (FAM) to the destination, not just for media but for persons directly responsible for selling tours and trips.
Added to that, most of the sector players noted the need for increased airlift, and the introduction of more airlines going to the destination; stronger presence at Canadian Trade and Travel Shows, and intensified marketing campaigns.
The interactive session resulted in the exchange of ideas and contact information, and held the promise of strengthened relationships that would ultimately lead to greater destination awareness.
The GTA team assured the participants that all of their ideas would be discussed, and that the lines of communication would remain open for mutually beneficial results.
The session comprised brief presentations on marketing and communication, short videos, and an interactive session. Attendees were also provided with press kits and recent newsletters following the meeting.
