Guyana looking to tap into Canadian tourism market

A team from the Guyana Tourism Authority (GTA) has begun a series of meetings in Canada, as the government seeks to harness the tourism potential of the Canadian market.
The first in a week-long series of engagements with businesses, travel agents, tour operators and media representatives was conducted recently at the Radisson Hotel, Toronto, and featured presentations from GTA’s Marketing Officer Nadine King and Communications Officer Chevon Singh.
As efforts intensify to promote Destination Guyana, the focal point of the presentations was rooted in the importance of strategic marketing strategies, and effective communication and public relations tactics.
More importantly, the aim of the interactive session was to encourage feedback from the major players in the diaspora, as Guyana continues to market the Re-Discover Home initiative and the Visit Guyana Year 2013 programme.
“We realise that many of the operators and media practitioners have not been back home in a very long time and still continue to sell the destination.  Though you may be familiar with many of our products, we have a series of niche markets that we will also want to promote. In reaching out to you, we are letting you know what we have to offer and at the same time we are asking you to let us know your concerns and how we can work together to sell the destination,” King  explained.
The marketing officer also explained that there is a need to better understand the target audience, and be aware of the expectations of the clients, as packages are tailored to suit them.
In addition, King pointed to the role of the GTA and reiterated the Tourism Ministry’s commitment to networking and maintaining open lines of communication.
“This event is a sign that we are revamping our marketing effort,” she stressed.
With the marketing strategy outlined, the gathering was later informed of the government’s aim of effectively presenting Destination Guyana through targeted communication and a public relations campaign.
Singh explained, “In tandem with our aggressive marketing strategy, the Tourism Ministry has also embarked on a path of employing targeted communication strategies that are efficient and effective, taking advantage of all available mediums – television, radio, print, social networks etc.”
Information sharing
The team will also be assisting tour operators, businesses and media houses to communicate with government agencies, private sector representatives and will also facilitate the sharing of information on developmental issues, industry news and relevant issues that affect the sector.
Alluding to how the communication flow can be most effective, Singh said, “An integral component of this is listening to your concerns and suggestions and fostering lasting relationships with you, as we promote Destination Guyana.”
Both government representatives assured that their agencies will continue to channel all relevant material and correspondence to the Canadian market, listen to the feedback , and tailor the product in such a way that  the brand,  Guyana- The Amazon Adventure, is accurately portrayed  in the targeted markets.
Subsequent to the brief presentations, the participants, ranging from small businesses, tour operators and media fielded questions and made suggestions on how to improve relationships and maximise on the linkages made.
Several concerns were also raised, including the need for packaging, Guyanese presence at key Canadian trade shows and increased advertisements, among others.