Couple reads about Tobago

Tobago featured in Nat Geo & global media as TTAL implements recovery strategies

Posted Jan 28, 2021

Trinidad and Tobago’s borders may be closed, but destination Tobago is still making waves across the world with prominent features in global travel media, including National Geographic - one of the most iconic and widely read magazines in the world.

The article titled “Wildlife expert Newton George on Tobago’s pristine ecosystem and top forest trails” explored Tobago’s unique biodiversity and impressive natural offerings through the eyes of local tour guide and tourism stalwart, Mr. Newton George.

This latest feature is part of the Tobago Tourism Agency Limited’s (TTAL) ongoing strategy to support Tobago’s tourism recovery and bolster forward bookings for 2021, by raising the destination’s profile in the market in anticipation of the re-opening of borders. The multi-media feature showcased Tobago’s natural fit with the needs of the post-COVID traveller, as well as its transformative successes in gaining three new significant international accreditations: the World Travel & Tourism Council “Safe travels” stamp; Blue Flag pilot status; and UNESCO Man and the Biosphere designation.

TTAL’s Marketing Coordinator Sheena Des Vignes stated:

“With the way the lifestyles of people all across the globe have been affected during the course of 2020, there is a strong desire to find remote, tranquil destinations where one can spend time out-doors, escape technology and have in-depth experiences whilst travelling in 2021. Tobago is poised to offer this natural, outdoor experience, and deliver the digital detox that people crave while providing the peace and tranquility that they seek.”

Marketing Tobago during COVID-19

The Tobago Tourism Agency Limited continues its soft marketing strategies to keep the destination front of mind while the borders remain closed, with additional strategic partnerships targeting both the travel trade and consumer in all source markets.

In addition to the National Geographic feature targeting the UK travel market, the Tobago Tourism Agency also recently partnered with influential travel media in other source markets to feature unspoilt, untouched, undiscovered Tobago.

In Germany, TTAL partnered with renowned travel magazine “Reisen Exclusiv” to raise awareness about Tobago among their travel-loving clientele, and created conversations among consumers who are willing to spend for a long-haul holiday off the beaten tracks, and beyond ordinary. The website is known for high-end travel reports and product placement, and has a very strong reach with an average amount of 6.2 Million page views per month and 2.8 Million Unique Users, allowing the dedicated page on Trauminsel Tobago/ Dream island Tobago to reach a significant number of potential travellers.

In Canada, the Agency partnered secured a 3-page feature on Tobago in Zoomer Magazine, as well as a series of digital features on the magazine’s website. Zoomer Magazine caters to Canadians 45+ and up, with 66% control of the nation’s wealth, and accounting for more than 54% of consumer spending. The inspirational features on Tobago helped educate and inspire “travel dreaming” within this powerful audience as they prepare for 2021 and beyond.

As noted by TTAL CEO Louis Lewis:

“Tourism is Tobago’s largest industry, significantly contributing to the island’s economic growth, and providing a pathway for improving the lives of our people and communities. It is on this background that our current activities are planned to garner a future outcome as the forecast are suggesting that travel will rebound in 2023. In the meantime, we have taken a ‘soft sell’ approach in our overseas markets, keeping Tobago in the minds of travellers and sellers despite the current situation. This will ensure that when conditions become favourable, Tobago will be within the stream of options for potential travellers, and is well placed to move into recovery.”