Dana Malcolm
Staff Writer
For the first time concrete issues that had been observed at the Turks and Caicos Tourist Board are being revealed.
“The Tourist Board launched costly marketing campaigns to Germany, Italy, the UK, and other parts of Europe without concrete data on their effectiveness,” shared Josephine Connolly, Minister of Tourism, in a recent ministerial statement during the budget debate week.
It was likely in response to Ralph Higgs, PDM all-island candidate who described the DMMO known as Experience Turks and Caicos as a failure.
“There is no comprehensive or strategic marketing plan in place to keep the Turks and Caicos Islands visible in the marketplace,” he said in a March 20 letter.
In her April 18 response, Connolly maintained that the DMMO was technologically far ahead of the now dismantled, TCI Tourist Board.
“Never in the history of the Tourist Board have we had the capability to track and analyze how many people are actively searching for Turks and Caicos, pinpointing their location down to the city,” she said
Residents, opposition members, and others have been asking the government to list reasons why the Board was shuttered and the Destination Marketing and Management Organization created in its stead, but the government stuck to one line, simply insisting that it was time for a change in the tourism industry.
While that may be true, for many residents, handing over control of the country’s biggest industry to a semi-private company was a bold move with far too little explanation behind it.
One resident speaking at the 2023 video launch of the DMMO had said, “…we have to consider that in the absence of widespread accurate information, the false information will be taken as fact, as people will have little choice but to default to what is presented to them. We have to make a better effort to keep the country informed and educated along the way.”
There was also the question of why the Tourist Board wasn’t upgraded to do the work of the DMMO especially since the minister had such glowing praises for the Board before it met its closure.
While many of those questions remain unanswered it’s clear now that there was some concern about the running of the organization with Connolly saying: “It is imperative to acknowledge the significant history of the Tourist Board, which served our nation for 53 years. While we can all appreciate the nostalgic attachment to this institution, time moves on and we cannot remain a prisoner to the past” she continued “The Tourist Board lacked intelligence-driven decision-making, relying solely on rudimentary data that provided limited insights.”
The Minister maintained that the country has ‘never been as deliberate, intentional, and strategic in our spending, which is now led by data and intelligence,’ Connolly maintained, comparing the DMMO and Tourist Board.
The minister is now maintaining that the aim is not merely to spend money on marketing but to invest wisely.