A press event was held to launch the Ministry of Tourism, Investment and Aviation’s ‘Tourism Is Everybody’s Business’ domestic ad campaign. In attendance was Deputy Prime Minister and Minister of Tourism, Investment and Aviation, the Hon. Chester Cooper along with Director General of Tourism, Latia Duncombe and other officials.
Duncombe spoke about the reframing of the narrative about The Bahamas as a safe destination. She said, “what we also saw was the change when there was positive engagement and content reflecting what’s actually happening on the ground here at home in the destination. We looked at the data, we looked at the analytics and we started our mission to tell our story, to show what’s happening in the islands of The Bahamas, Nassau, Freeport, Eleuthera, Exuma, Abaco, Cat Island. Internationally, we sought to reframe the narrative of our destination. Our boots on the ground allowed us to have in-person sessions with our trade, the travel trade, the travel advisors sharing that the destination is safe.”
The ministry’s new ad campaign after the United States and Canada issued travel advisories on The Bahamas in January during a spate of murders in the country.
