Q: As the Chief Marketing Officer of the Grenada Tourism Authority, what is your strategic vision for elevating Grenada’s global brand and attracting new visitor markets?
A: My vision for Grenada’s tourism industry is one of inclusivity. The effects of tourism are meant to trickle down to the average Grenadian. With this in mind, the intention is to ensure that every service provider benefits from the new strategy for 2026. The framework takes into consideration the natural beauty and attractions on all three islands, blending them with the unique aspects of our focus pillars such as agri-tourism, diving, yachting, adventure, sustainability, romance, culinary and more through a multi-channel approach.
Q: Your advocacy for youth development and entrepreneurship is well known. How do you see these values contributing to the GTA’s mission of heritage-driven tourism and sustainable growth?
A: Although I am the Chief Marketing Officer, I always try to consider the development of the youth in Grenada, Carriacou and Petit Martinique. They are the ones who will take the industry forward, and the least I can do is try to motivate them and help them hone their skills. I always look for local talent first whenever we have a role to fill, and with the current team, I am always trying to find a way to help them improve their knowledge and skills. This is the only way the industry will be sustainable, through training and capacity building. Additionally, it is essential for them to understand the roles they can play in heritage tourism by promoting our folklore, learning our history, and appreciating the intangible assets we have to offer.
Q: Outside of your professional role, you’re passionate about travel. How does your personal experience as a traveller influence your approach to marketing Grenada as a premier destination?
A: Over the years, I’ve travelled quite a bit and I realised very quickly that each destination that I’ve had a desire to visit had a lot to do with the way its story is told. Because of this, I always search for stories unique to us here in Grenada, Carriacou and Petite Martinique. We are what you can refer to as the true, authentic Caribbean, and that means sharing the story on Shakespear mas in Carriacou, boat building in Petit Martinique and J’ouvert in Grenada – these are the untold stories that grab the attention of the traveller. If you were to ask me what makes us the premier vacation destination, I would say we are the true, authentic Caribbean islands that allow one to discover untold stories and leave you feeling completely rejuvenated.
Author: Albena Jones
EU-Bureau Chief
Sofia, Bulgaria
albenajones@yahoo.co.uk
