MINISTER of Tourism, Industry and Commerce, Susan Rodrigues, has said that Guyana is deliberately working to build a strong international tourism brand identity as the country positions itself more firmly on the global travel map.
Minister Rodrigues made this remark over the weekend, where she outlined the government’s broader strategy for developing the tourism sector beyond events and entertainment, focusing instead on long-term branding, competitiveness and global visibility.
She stated that Guyana’s growing profile as a tourism destination is the result of structured planning and sustained investment aimed at shaping how the country is perceived internationally.
Tourism development, she said, is now closely tied to national branding efforts designed to attract visitors, investors, and cultural engagement from across the world.
At the time, the minister noted that the hosting of events such as the Guyana Festival forms part of a wider strategy serving as a platform to showcase the country’s identity while also reinforcing the positioning as an emerging destination in the region.
She pointed to growing international attention from major global media outlets as evidence of the country’s emerging tourism identity. Rodrigues noted that publications such as Bloomberg, Time Magazine and The New York Times have all highlighted Guyana as an emerging destination.
Rodrigues said tourism today is driven by experience, authenticity and storytelling, and Guyana has a unique opportunity to leverage its cultural diversity and natural offerings to stand out in a competitive global market.
Against this backdrop, she said that the government’s approach has been intentional in strengthening the sector’s supporting systems, including improvements in service delivery, infrastructure, and visitor experience.
Rodrigues emphasised that tourism is no longer being treated as a standalone sector, but as a key part of national development planning, with direct links to economic diversification, employment, and small business opportunities.
This foundation is necessary to sustain growth and ensure that Guyana’s tourism product remains attractive and competitive internationally.
The increasing international attention she noted is evidence that the country’s efforts are yielding results.
The objective, she noted, is to ensure that Guyana’s identity is clearly defined and consistently projected, allowing the country to build a recognisable and credible brand in the global tourism industry.
