Tourism Corporation Bonaire 2022 Marketing Plan: “Reposition…

(MENAFN-Caribbean News Global)

KRALENDIJK, Bonaire – On Monday, January 17, 2022, Tourism Corporation Bonaire (TCB) kicked off the year with its Virtual Marketing Week and the presentation of its 2022 Marketing and Action Plan as part of our Tourism recovery plan . The Bonaire tourism strategy led by TCB in partnership with its stakeholders shared four main objectives for 2022:

  • Community Inclusion: Extend the benefits of tourism development to a wider segment of Bonaire’s population.
  • High-value, low-impact tourism: redefining Bonaire as a one-of-a-kind high-end destination, especially as the world searches for a way to get away from the stresses of COVID.
  • A consistent regenerative strategy: practice it to attract the right kind of tourists and increase revenue and profitability. Focus on the active, affluent customer looking to experience an authentic product. Objective: to leave Bonaire better behind.
  • Elevate the Sightseeing Experience: Showcase Bonaire’s culture, culinary arts, and variety of land and sea adventures. Improved inclusion in the supply chain and distribution of activities/expenses, crowd management.

The virtual presentation was hosted by TCB Managing Director, Miles BM Mercera, where he shared the latest tourism developments, including a recap of 2021 and its performance results. In the third quarter of 2021, the number of visitors arriving by air almost tripled compared to the same period a year earlier. About 38,000 visitors flew to Bonaire. Bonaire attracted more than two and a half times more visitors in total than a year earlier. The data also shows that the share of Dutch European visitors to Bonaire has increased.

In addition, TCB addressed the current performance/developments of air services and the targets set for 2022/2023. The Bonaire Route Development Committee led by TCB and made up of public and private sector partners has stipulated its goal for the year. Near-term goals include expanding air service capacity outside of the North American market with a strategic focus on the tri-state area, North Carolina and the US Midwest. Updates were also given on the carriers involved and the progress made.

Highlights of the overall strategy include clear KPIs for the North American and European market with a focus on increasing our average daily rate (hotel) and average spend per visitor. TCB will also enter the digital age by adopting the 100% digital strategy for its branding and advertising needs. The new brand initiative called Repositioning Bonaire in harmony with nature and our people The launch is planned for the second quarter of 2022, which will include a complete transformation of the Bonaire website.

Data collection will remain an important part of the overall strategy of which our Bonaire Exit survey and our new entry tax platform will be of utmost importance. TCB also shared its product development efforts such as school learning programs, general tourism awareness campaigns, Bonaire WIFI projects for public spaces and much more.

The second part of the presentation was presented by Veroesjka de Windt, General Manager of BONHATA. Veroesjka who gave an overview of accommodation performance in 2021, as well as their upcoming plans for 2022.

The marketing week continues on Tuesday with a presentation of the new creative agency Dunn & Co with which TCB has been working for a few months, and on Wednesday the presentation on Exit Survey and Cruise Data.


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