What imagery is conjured in your mind if I were to ask for three words which describes the Caribbean? Unknown to many, the Caribbean have been left with a legacy of Sun,Sea and Sand,( 3 S) which has been impregnated in our minds . An automatic target market source for Caribbean destinations, enticing visitors to soak in the sun, the lily white sand, sipping cocktails by the beach , the wafting sounds of the sea and the steel pan. Therefore the 3 S strategy which the Caribbean inherited should not be pushed aside as some may have suggested that “we no longer should be identified as Sun, Sea and Sand”. Many top destinations in the Caribbean have continued to use the 3 S strategy and have smartly introduced distinguishable trends to continue to drive visitors to their destination.
Tobago, historically attracted visitors to the island using the 3 S strategy as it has the beauty and natural attractions. A few trends have been pitched over time in Tobago but their promotion showed no sustained growth. Trinidad, on the other hand, is not known for coastal beauty as the other islands, but marketers have failed to promote her unique natural attractions. Trinidad’s primary campaign promoted two trends: Business and Carnival. Unfortunately, other tourism trends, such as sport or cultural events have been compartmentalized, thereby limiting any progress for a sustained projection for new markets to the island. Statistics will show that T&T collectively have not shown any major tourism growth over the years.
Industry leaders are aware that the tourism sector in T&T is heavily influenced by the political power, and whatever language that is spoken in politics, should be our reality. Furthermore , the politics within each tier of the industry is also integral to what direction has been taken, and therefore all stakeholders, standing committees, boards , industry gurus are accountable for the position held today. It is interesting to see the current intention to move tourism from the trunk to the driver’s seat with strategies that are seemingly irrelevant today.
Evidently , T&T being a unitary state has one political party formed as central government which can change every five years whilst Tobago, the smaller sister isle has a general assembly with political ties, funded by central government to manage the Tobago affairs. Indeed, at this level of a vertical relationship, rivalries will exist : trust, political bias , funding inequities and inferiority issues resulting from perceptions of the different status. According to research by Cameron & Lewis “Marketing small twin-island states: Prospects and Constraints” some tourism experts interviewed in the paper identified three brands for T&T : Destination Trinidad , Destination Tobago and Destination T&T. What does this mean to the average national? What does this mean to the consultants , politicians, directors, boards? The only resolve to this question – Perhaps Nothing!
What this suggests is that mixed messages has been communicated to the international market who would have a blurred perception of T&T as a destination. Therefore, if the strategy of three brands for T&T is a cacophony of messages, with consultants promoting a myriad of smart logos, acronyms for T&T (for instance the resurgence of Terrific & Tranquil ), then by all means let us continue in the vein of a disconnected T&T Brand!
Granted, it is no easy task to create an image for a twin island state but fortunately many other destinations such as Hawaii,Canaries, Maldives, Malta, Azores, Seychelles, Bahamas and Abu Dhabi have a chain of populated islands with their share of challenges and successes. According to studies, Bahamas brand strategy 2010, promoted pictorially its chain of islands , and then each island promoted independently offering grand resort accommodation, with the intent to entice the visitor to island hop. The success of Bahamas was short lived as marketers did not consider inter-island cannibalism competing for the same market , a disconnection of the destination Bahamas and a further disconnection of the culture of the people. On the other hand, destination Abu Dhabi took a totally different approach, where they consolidated the chain of islands under one simple Abu Dhabi brand. They offered a mix of products, events, activities , infrastructure, on each island targeted various markets and successfully implemented an efficient Hub and Spoke model to encourage island hopping. The success of Abu Dhabi is sustainable and can only improve with the steady growth path upon the foundation laid. No doubt they have challenges but the purpose here is to understand the image of the Abu Dhabi brand to the world.
I would also introduce very briefly, where it was also suggested that our image be represented as Trinidad , POS Brand; & Tobago,Scarborough Brand. This concept of city branding is used by Jamaica and Mexico but suffice to say it cannot be a consideration for T&T unless our infrastructure and inbound traffic can accommodate mass consumption of products , services, inventory , etcetera in the mix.
Indeed, it may be wishful thinking that the tourism policy under the provisions of central government can consider equitable and harmonious development of a consolidated identity for T&T. It is my perspective that a clear identity must be forged by establishing a strong foundation of sustainable plans of a unique mix of products , cultural connectivity, infrastructural development, and trend development. T&T is already poised with many positive attributes in its favour!
In light of this, a consolidated image that is not complex is powerful, the perception and experience received that will match the image will be the strength of the brand, and a great way for T&T to start grabbing the attention on the world stage.
Author: Lisa Shandilya, MBA.(Specialized), CEM., B.Sc., 20 years Practitioner in the Hospitality and Service Sector, Member of THRTA, Speaker on International Hospitality and Service Industry Seminars.
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