Concerted Marketing & Partnerships Efforts in 2016 and a proactive 2017 Strategy Signal Positive Future Gains for Cayman Islands Tourism

Grand Cayman, Cayman Islands, 25 January 2017 – The Cayman Islands Department of Tourism (DOT) will combine the positive 2016 outcomes and an already impressive 2017 start with praises mounting for sustainable, long-term growth within the main tourism source markets. Despite public health issues impacting tourist purchase behaviour in the entire Caribbean region, the DOT has been, and remains committed to work on increasing awareness of the destination’s year-round tourism offerings.

Reflecting on a successful 2016, total U.S. tourism visitor impact grew by 3.02 percent with 300,571 total air arrivals from the US market year-to-date. Collectively, the Cayman Islands welcomed 385,451 total air arrivals in 2016, a 0.02 percent increase over the previous year.

“The steady increase in arrivals to the Cayman Islands in 2016, despite global issues impacting visitation to the entire region, is testament to the concerted trade and marketing efforts of the Department of Tourism focused on strengthening brand awareness and desirability,” said Deputy Premier and Minister of Tourism, the Honourable Moses Kirkconnell. “By implementing an integrated marketing strategy for 2017 that is tailored to the distinct needs of today’s traveller, we remain confident in our ability to attract and retain consumer interest in the Cayman Islands for years to come.”

In 2016, the DOT executed a successful year-round marketing and public relations plan supporting major on-island events and attractions but also focused on low and shoulder-season promotional deals. Promotions such as ‘Only in Cayman’ and ‘The Weekender’ were communicated to both consumer and travel trade audiences globally to support visitation, additionally supported by the DOT’s diverse participation in over 160 U.S. tradeshows during 2016.

The DOT collaborated with the Cayman Islands National Flag carrier Cayman Airways in key gateway cities with promotions through in-market events and partnerships. One highlight of note is a surprise pop-up activation at Dallas’ Grapevine Mills Malls to promote Cayman Airways’ nonstop summer service from Dallas to Grand Cayman. This special event showcased the islands’ distinct “Caymankind” hospitality as shoppers were greeted by the airline’s own flight attendants who served refreshing drinks and snacks inspired by the destination on a genuine airline service cart, along with Miss Cayman Islands, Monyque Brooks, who was on hand to give out memorable consumer takeaways.

“With a number of events, promotions, new partnerships, and activations taking place throughout 2017, both on-island and globally, we will continue to keep the Cayman Islands on the forefront of the minds of our core target audiences.” commented Director of Tourism, Mrs Rosa Harris. “Today’s consumer is not only savvy but increasingly distracted by the abundance of global travel opportunities. My department will work much smarter to stay on top of emerging market trends and competitive in the ever changing tourism landscape.”

In 2016, public relations efforts alone generated more than 400 million media impressions for the destination and $11 million in un-paid publicity value with feature articles and mentions in outlets such as AFAR, Shape, USA Today, Outside, Bridal Guide, CondeNastTraveler.com, DuJour, Caribbean Living, The New York Post, Dallas Morning News, among others.

As successful partnerships are imperative for an effective destination tourism strategy amidst today’s complex travel and tourism landscape, the DOT has invested in comprehensive training programs for key domestic industry partners. To-date, the DOT has fulfilled training for over 200 partners, leading educational seminars on the topics of engaging consumers through social media and how to position the Cayman Islands as the preferred choice for destination weddings and honeymoons. In November 2016, the tourism department also hosted a Public Relations (PR) 101 session for its partners industry-wide to offer incisive communications strategies for maximizing exposure of their product offerings among target media in an effort to draw more visitors.

A robust PR strategy including multiple media-facing events was affected to maintain strong media relationships, and ultimately help keep the destination top of mind for future coverage and visitation. Notably, to elevate awareness of the Cayman Islands’ as the “Culinary Capital of the Caribbean” the DOT hosted an intimate press luncheon for 15 top-tier national travel writers with the acclaimed Chef Eric Ripert in October 2016, and two Cayman-themed media receptions at the New York headquarters of key national lifestyle publications: Travel + Leisure and Elite Daily.

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IMAGE: Director of Tourism, Mrs. Rosa Harris