UK Press on route to Castara

TTAL engages international media to promote Tobago in Canada, Ireland & UK

Posted Dec 11, 2019

The Tobago Tourism Agency Limited (TTAL) has been creating a larger global footprint for destination Tobago in main source markets, through a series of press trips that will generate strong marketing content about the unspoilt, untouched, undiscovered island.

TTAL engages international media to promote Tobago

TTAL hosted a group of three (3) Canadian media representatives in Tobago from November 20 to 24, 2019, to assist in the promotion of the destination and its various offerings. The primary objective of this trip was to generate positive editorial coverage for Tobago in the Canadian market and to raise awareness of the destination through third party endorsements from traditional media, including print and online outlets.


Tobago Beyond Press Main Ridge
Canadian journalists and TTAL’s Overseas Promotional Analyst, Mr. Jesille Peters (far right) prepare to explore the rainforest

In addition to this recently completed press trip, TTAL has embarked on a number of activities to increase awareness in the Canadian market. Over the past few months, the Agency collaborated with a Canadian bridal media outlet and travel trade media, and embarked on a strategic training program in partnership with Sunwing Airlines to better educate travel agents on how to sell Tobago.

The training program is part of ongoing joint marketing activities undertaken by TTAL and Sunwing to promote the airline’s direct winter service from Toronto to Tobago, which resumes on December 19, 2019.
More recently, TTAL engaged five (5) key UK and Irish travel media and influencers in a press trip from December 1 to 8, 2019, to further amplify the destination’s share of voice in these markets, and raise awareness among UK and Irish consumers about why Tobago is an excellent destination for travel in 2020 and beyond.

Tobago Beyond Press Trip Sunwing
Sunwing travel agents during a training session on Tobago in Canada.

This press trip will result in positive articles about Tobago – both online and offline - with extensive coverage across a range of publications timed to align with when UK and Irish consumers are deciding on their holiday choices for 2020.

The visiting journalists experienced first-hand the key selling points of Tobago, including the variety of food, plethora of activities, stunning beaches, and rich history and heritage.

Tobago Beyond Press Trip Goat Race
British journalists experience goat racing in Tobago.

This UK/ Ireland press trip is part of ongoing integrated marketing efforts by the Tobago Tourism Agency in that significant source market, which also involves extensive targeted advertising, travel trade and consumer events, travel agent training, and joint marketing campaigns.