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The Turks and Caicos Islands Recorded Record Publicity for the Destination Across USA in 2022!

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#TurksandCaicos, February 2, 2023 – The Turks and Caicos Islands Tourist Board is excited to announce that 2022 marked record publicity for the Turks and Caicos Islands across the United States of America – the destination’s leading market generator.

Working with its American public relations firm, J. Wade Public Relations, the Turks and Caicos Islands Tourist Board developed and executed a multi-faceted public relations plan to expand upon the Turks and Caicos Islands’ cachet as a world-class luxury vacation destination and ultimately further strengthen brand awareness of and drive an increased number of tourists to Providenciales and the sister islands.

Partnering with multiple tourism stakeholders across the islands, the Turks and Caicos Islands Tourist Board and J. Wade Public Relations utilized creative pitch angles, trend stories, and award opportunities to successfully capture the public’s pent-up demand for travel and highlight the destination’s key pillars including luxury travel, authentic experiences, culinary, and eco-travel.

These efforts resulted in consistent and significant coverage across national American media and key feeder markets with the Turks and Caicos Islands securing feature stories in Travel + Leisure, Condé Nast Traveler, CNN Travel, The New York Times, and Forbes, amongst many other major publications.

In total, the public relations plan for 2022 resulted in 144 placements, 2.8 billion total gross impressions, a total media value of $306.1 million, and a total return on investment of 5,101 to 1. These results nearly doubled those of 2021 where the Turks and Caicos Islands recorded 1.5 billion impressions and a total media value of $159 million.

“We are extremely impressed with the results that we were able to achieve from our public relations efforts in 2022 and we strive to surpass them in 2023. This year, we will be putting an even greater emphasis on promoting the sister islands, as well as bolstering our public relations efforts beyond the USA in order to strengthen brand awareness of the Turks and Caicos Islands on a global level” said Acting Director of Tourism, Mary Lightbourne. “A massive thank you goes to all of the tourism stakeholders who have worked with us in ensuring that all of the press trips have been a huge success”, added Lightbourne.

The successful execution of the Turks and Caicos Islands Tourist Board’s 2022 public relations plan was a primary force in the Turks and Caicos Islands becoming the World’s Top Trending Travel Destination for Fall 2022, as indicated by Tripadvisor data, which showcased the Turks and Caicos Islands having the fastest growing demand based on year over year growth.

“The Turks and Caicos Islands is a world-class luxury destination that truly has something for every traveler. And through our public relations and marketing strategies and tactics, we seek to ensure that the Turks and Caicos Islands is top of mind for every traveler when thinking about or booking a vacation”, said Minister of Tourism, Hon. Josephine Connolly. “We are excited for our plans to promote destination Turks and Caicos Islands in 2023, as we seek to be even more intentional with increasing our brand awareness globally”, added Hon. Connolly.

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Caribbean News

Migration Is No Longer Just About Borders

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What Caribbean migration dialogues reveal about the region’s future

 

By Patrice Quesada, Coordinator, IOM Caribbean

Migration has become one of the defining issues shaping the Caribbean’s future—not simply because people are moving, but because our economies, labour markets, populations and climate realities are changing.

Over the past several weeks, I have participated in migration discussions at the global, regional and national levels. While each conversation was different, they all pointed to the same conclusion: the Caribbean is beginning to recognize migration not only as a border issue, but as a development issue.

The challenge now is moving from dialogue to action.

From Global Commitments to Caribbean Solutions

That shift was evident during the International Migration Review Forum held at the United Nations in New York, where Caribbean participation was particularly strong. Delegations from ten Caribbean countries, including ministerial representatives from Barbados and Belize, reinforced the region’s growing commitment to shaping international migration policy.

Two messages emerged clearly.

First, migration governance must be grounded in each country’s realities and supported by concrete national commitments. Second, migration cannot be viewed in isolation. It is closely linked to labour markets, demographic change, climate vulnerability and long-term development planning.

Every Caribbean Country Has Its Own Story

Across the region, governments are approaching migration through different lenses.

In Saint Lucia, the launch of the country’s draft migration policy reflected concerns about declining birth rates, labour shortages and continued emigration. The discussions recognised that labour needs, diaspora engagement, remittances, return migration and protection must all work together within one national strategy.

Jamaica demonstrated how migration planning can begin at the local level, with Clarendon becoming the country’s first parish to integrate migration considerations into its long-term development strategy.

Guyana, meanwhile, is managing migration in the context of rapid economic growth, balancing increased labour demand with worker protections and orderly migration systems.

Barbados has also begun incorporating migration into broader population planning as it addresses demographic decline and an ageing population.

The Bahamas has focused on disaster preparedness, bringing together government agencies to strengthen national plans for managing inter-island and cross-border movement during emergencies while safeguarding the rights and dignity of displaced people.

Different countries face different challenges—but all are recognising migration as an essential part of national planning.

The Caribbean’s Greatest Untapped Asset

One message resurfaced repeatedly throughout these discussions.

The Caribbean diaspora should no longer be viewed simply as a source of remittances.

Across the region, citizens living abroad continue to contribute through investment, entrepreneurship, professional expertise, advocacy and, in many cases, by returning home with new skills and experience.

The opportunity now is to engage the diaspora more deliberately as a strategic development partner.

Turning Dialogue into Action

Technical discussions held throughout May demonstrated that governments are beginning to move beyond policy conversations.

CARICOM, supported by the International Labour Organization and the Inter-American Development Bank, convened regional labour migration specialists to explore how migration can help address workforce shortages while ensuring fair recruitment and decent working conditions.

Together, these initiatives suggest the Caribbean is entering a new phase—one where migration is no longer viewed simply as movement across borders, but as a tool for economic resilience, demographic planning and sustainable development.

The conversations have begun.

The next challenge is ensuring they lead to meaningful action.

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Caribbean Urged to Rethink Tourism as Travel Patterns Shift

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Deandrea Hamilton | Editor

The Caribbean’s tourism industry has mastered the busy season. Now, a new report says the region’s biggest opportunity lies in transforming the months it has long considered its slowest.

The latest Amadeus Travel Insights Report, produced in partnership with the Caribbean Hotel and Tourism Association (CHTA), urges Caribbean destinations to strengthen marketing efforts and forge closer partnerships with airlines to stimulate demand during the traditionally quieter months of September and October.

The report comes despite a strong performance by the region, with international visitor arrivals climbing by approximately 30 percent over recent years. Researchers caution, however, that continued growth cannot be taken for granted simply because demand remains strong during peak travel periods.

Instead, the study points to a persistent seasonal challenge.

While Caribbean destinations continue to attract robust visitor numbers during the winter travel season, arrivals typically flatten once the calendar turns to late summer and early autumn. Those months coincide with the height of the Atlantic hurricane season—a reality that has long influenced travel decisions and presents a challenge largely beyond the control of tourism-dependent economies.

The report suggests the solution lies in changing traveller behaviour rather than simply waiting for demand to return.

That means targeted promotions, strategic airline partnerships, expanded route development and marketing campaigns designed specifically to encourage off-season travel.

There is another encouraging finding for the Caribbean.

According to the report, airfares to Caribbean destinations remain broadly competitive with those to South America, giving the region a valuable advantage as travellers continue searching for affordable international getaways.

For tourism leaders, that pricing competitiveness provides an opportunity to attract visitors who increasingly weigh value alongside destination appeal when planning holidays.

The challenge now is convincing travellers that the Caribbean offers compelling experiences beyond its traditional high season.

Whatever strategy emerges, the report suggests success will depend on balancing innovation with reality. September and October will always bring heightened weather risks, but with stronger airline partnerships, creative marketing and attractive pricing, the region could unlock new opportunities during months that have historically been among its quietest.

For a tourism industry built on resilience, the next frontier may not be attracting more visitors—but attracting them at a different time of year.

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From Negril to Number One: Jamaican Doctor Named Valedictorian in China

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A young Jamaican has given the Caribbean another reason to celebrate academic excellence on the world stage.

Dr. Orbin O. Barnes, originally from Negril, Jamaica, has graduated as valedictorian of the Class of 2026 at Jinzhou Medical University in China, capping years of rigorous medical training with the highest academic honour awarded to his graduating class.

His achievement has been widely celebrated across social media, with many Jamaicans praising the accomplishment as another example of Caribbean talent excelling internationally.

Studying medicine abroad is no small undertaking. Students must adapt not only to demanding academic requirements but also to a different language, culture and healthcare system. Barnes’ selection as valedictorian signals exceptional academic performance, leadership and commitment throughout his years of study.

China has become an increasingly popular destination for Caribbean students pursuing medical degrees, offering internationally recognized programmes at a fraction of the cost of many universities in North America and Europe. Over the past decade, growing educational ties have seen more Jamaican and Caribbean students choose Chinese universities to prepare for careers in medicine and other professional fields.

Barnes now joins a growing list of Caribbean graduates distinguishing themselves on the global stage, reinforcing Jamaica’s reputation for producing high-achieving professionals whose talents extend far beyond athletics, music and culture.

For many young Caribbean students considering overseas education, Dr. Barnes’ success is a reminder that determination, discipline and hard work can open doors anywhere in the world.

Graduating at the top of his class, he leaves Jinzhou Medical University not only with a medical degree, but with the honour of delivering the valedictory message on behalf of the Class of 2026—an achievement that has filled Jamaicans with pride both at home and across the diaspora.

PHOTO: Instagram

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