Tobago rebrands to target new markets

by Jessica Pook

Tobago has rebranded itself as a ‘standalone destination’ with a new brand identity and agent training programme.

The Caribbean Island is keen to move away from its long-standing position as a twin to sister island Trinidad and wants to be considered as more of a destination in its own right.

The new logo ‘Tobago Beyond’ has an ‘unspoilt, untouched and undiscovered’ message which the tourism board hopes will target SuperBoomers and DINKYS (Dual-income No Kids Yet).

Louis Lewis, CEO of the Tobago Tourism Agency (TTA), says: “Our strategy focuses on the ‘great undecided’. We know these groups have the means to afford a Caribbean escape, but also the inclination to find something different - somewhere that feels off the beaten track. Somewhere that gives them the feeling of discovering somewhere for the first time.”

The island’s tourism authority will also be creating new destination guides and will be launching an online training programme for travel agents.

Lewis adds: “Tobago is the unspoilt, untouched Caribbean island where the undiscovered waits around every corner. What may surprise you more are the 101 unforgettable activities, authentic experiences and thrilling adventures that take you beyond the ordinary.”

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