T&T Making Headway in “Authentic and Responsible Tourism” Marketing

Trinidad and Tobago is the second most searched destination in the Caribbean for authentic and responsible holidays according to Trudi Pearce, Head of the UK based Destinations Partnerships, responsibletravel.com.

Ms. Pearce, who was speaking during the Caribbean Tourism Organisation (CTO) Sustainable Tourism Conference (STC-14) General Session III at the Hyatt Regency on Thursday, says the country comes in behind Cuba.

Responsible Tourism is tourism that creates better places for people to live in, and better places to visit,” she said.

“When you’re looking for holidays where the authentic experience is, you can type that into Google and find us and that’s how you will find authentic experiences in Trinidad and Tobago.”

Responsibletravel.com conducted the research which showed Trinidad and Tobago’s ranking. Ms Pearce says although Trinidad and Tobago is catching up to other destinations, there’s still more to be done through the use of social media.  

“Trinidad and Tobago has been working with responsibletravel.com by targeting its editorial database,” she said.

“In order for the country to be more positioned for authentic experiences, the programme needs to be expanded into both islands. The product marketing has mainly been out of Tobago. I think there are some fantastic experiences here in Trinidad that can be displayed on the website and packaged for clients.”

Ms. Pearce said tourism has evolved massively and people now want and demand authentic experiences.

“Tourists want more than just leaving behind footprints,” she said.

“People want to reconnect with their product. They want to know the truth about the product. They are using social media. First they buy it (online) and then they see it”.

Her advice to Caribbean destinations:

1. If you’re not the cheapest re-position the destination with higher value authentic tourism.
2. Figure out if you’re in the service industry or in the business of orchestrating events?
3. Learn from other Caribbean destinations.
4. Look beyond the existing image/brand.

Responsibletravel.com was launched in April 2001. Travelers can use the site to find more real, authentic and responsible holidays and to make a booking. They can also read operators responsible travel policies; review how they meet responsible travel criteria; see how every trip benefits local people and the environment; and read independently published travelers feedback which is used to help tour companies improve their practices.

The site has a monthly traffic of 350, 000 visitors. Three (3%) percent of the visitors generate and enquiry and ten (10%) percent book destination trips.