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Refining Your Destination’s Target Market to Gain an Edge

Broad Appeal Is Costing You Bookings, Precision Is the Fix

 

Destinations that succeed today are those that understand not just where they are, but who they are best positioned to serve. As tourism becomes more competitive and audiences more diverse, a clear sense of target market is no longer optional; it is essential.

Our reflections and efforts are honed from years of local, national and international work, and were further enlightened by the CTO’s Sustainable Tourism Conference in Belize, where the various economic discussions reinforced an important point: the most effective destinations are not those that try to appeal to everyone, but those that understand clearly who they are best placed to serve.

The Silver Economy: Unlocking High-Value, Experience-Driven Travel

A perfect example is the Silver Economy, which represents a demographic that participates across multiple tourism sectors, rather than fitting neatly into one. With that mindset, it is clear that this economy requires a more creative approach. Today’s more mature travelers (who contribute an estimated $35-50 billion USD in annual tourism spend in the region) are active, experience-led and seeking destinations that offer comfort, wellness, cultural immersion and meaningful engagement.

For destinations, this is a strategic opportunity. Defining target audiences more precisely allows for sharper messaging, better planned excursions and more intentional visitor experiences. It also helps destinations identify where they have strengths and challenges, where they need to invest and how to make better use of their existing assets.

This is where thoughtful communications matter.

Beyond the Itinerary: Strategic Communications and Local Community Connection

At LINK Strategic Partners, we specialize in strategic communications and community engagement, with a focus on understanding the intersections between communities and the messages that resonate most with these individuals.

Geotargeted advertising, outreach through stakeholder-focused media and relationships with active living communities can all help destinations reach audiences more effectively.

But, to be clear, the message itself matters just as much as the channel. So, when looking at a particular market or economy such as the Silver Economy, clarity, ease, safety and enrichment are far more compelling than broad, generic appeals.

Rooted in Culture: The Power of Local-First Tourism Strategies

What stood out most at the CTO Conference in Belize was the reminder that tourism is never only about the landmark or the itinerary. The real value lies in how visitors connect with the communities that shape a destination’s identity.

Across our work, we have seen that the strongest strategies are built when global insight is translated through local understanding, and when stakeholder engagement is treated as central rather than secondary.

In an increasingly interconnected world, destinations that refine their audience focus are not limiting their ambition. They are creating the conditions for tourism to be more relevant, more resilient and more rooted in culture, history and tradition.

 

Sherryl NewmanAuthor
Sherryl Newman
Director of Planning & Engagement, LINK Strategic Partners

Sherryl Newman’s primary focus has always been on serving and working with the community to build better opportunities for its residents. Her past 35 years of professional work have been primarily in public service in New York City and the District of Columbia. She now serves as Director of Planning & Engagement at LINK Strategic Partners, a community engagement firm based in Washington, D.C.

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CTO to Launch Future Leaders Forum at SOTIC 2026

BRIDGETOWN, Barbados (Aug. 31, 2026) – The Caribbean Tourism Organization (CTO) will launch its inaugural Future Leaders Forum at the 2026 State of the Tourism Industry Conference (SOTIC) in Guyana, creating an interactive space for students and emerging professionals to engage directly with leaders helping to shape the region’s tourism industry.

Held Monday, Oct. 5, from 10–11:30 a.m., the pre-conference event will take place under the theme “From the Classroom to the Caribbean: Conversations with Tourism Leaders.” Rather than a traditional conference session, the forum will use an interactive town hall format designed to encourage candid conversation, questions and the exchange of ideas across generations.

The initiative complements the SOTIC 2026 theme, “Tourism Futures: Smart, Sustainable and Inclusive,” by bringing young Caribbean voices directly into discussions about the forces expected to influence tourism over the next decade — from climate change and artificial intelligence to entrepreneurship, biodiversity, community tourism, destination management and workforce development.

narendra ramgulam

“The future of Caribbean tourism will not be shaped only in boardrooms or conference halls; it will also be shaped by the questions, ideas and ambitions of the young people preparing to enter this industry,” said Narendra Ramgulam, CTO’s deputy director of sustainable tourism, who will moderate the forum. “The Future Leaders Forum is designed to give students a genuine voice in that conversation — not simply as spectators but as participants. We want them to challenge us, tell us what they see coming, and leave SOTIC understanding that they have both a role and a responsibility in defining what Caribbean tourism becomes next.”

CTO secretary-general and CEO, Dona Regis-Prosper, will open the forum, underscoring the organization’s commitment to investing in young people and preparing the next generation to lead an increasingly complex and rapidly evolving tourism sector.

The program will begin with a live audience poll exploring which issues participants believe will have the greatest influence on Caribbean tourism over the coming decade. This will be followed by a “Town Hall Kickstarter,” during which tourism leaders representing government, the private sector, academia and communities will each respond to a single question: What is one challenge the next generation of Caribbean tourism leaders must solve — and why?

The session will then shift to an “Ask Me Anything: Caribbean Tourism Edition,” giving students the opportunity to lead the conversation and question tourism leaders on issues ranging from climate resilience and technology to entrepreneurship, careers, community development and the future direction of the industry.

Ramgulam is encouraging participating students to come prepared to make the most of the opportunity. “Bring your questions. Bring your ideas. Challenge us,” he said. “This is not a session where young people are expected to sit quietly and listen. We want them to ask the questions they have always wanted to ask tourism leaders, raise the issues that matter to them and tell us what they believe the Caribbean tourism industry should look like in the years ahead.”

A centerpiece of the forum will be the Caribbean Tourism Legacy Wall where participants will complete the statement, “My legacy for Caribbean tourism will be …” and publicly post their commitments. Regis-Prosper will be invited to make the first pledge, followed by participating tourism leaders and students, symbolizing the shared responsibility of established and emerging leaders for the Caribbean’s tourism future.

The emphasis on young people will continue during the week with the Regional Tourism Youth Congress, another signature conference event that gives young people from across the Caribbean a platform to debate tourism issues, share their perspectives and present ideas for the future of the region’s leading industry.

SOTIC 2026 will be held in Georgetown, Guyana, Oct. 5–9, bringing together tourism ministers, commissioners and directors of tourism, private-sector executives, industry specialists, media and other regional and international stakeholders to examine the issues and opportunities shaping the future of Caribbean tourism.

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A Story of Hope: How the Cruise Industry Helped Jamaica Rebuild

allied image tudor rose cruise line

 

Within two weeks of Hurricane Melissa, all five cruise ports were back up and running. Richard Humphreys of Cruise & Ferry Review magazine finds out more.

Hurricane Melissa, a category five hurricane, hit Jamaica on 28 October 2025. It was a devastating event for the country – Melissa was the strongest recorded hurricane to ever hit the island and led to billions of dollars’ worth of damage, more than 100,000 acres of farmland being destroyed and over half a million people being left without power.

The hurricane also left the tourism industry reeling. In a New York Times article, Jamaica’s minister of tourism estimated the industry lost around $62 million in the first week after the storm. Much of this tourism comes from cruise calls and, given how important the sector is for the island, both the country and the cruise industry have made monumental efforts to not only help locals in their hour of need, but also welcome ships back as soon as possible.

“We had quite a bit of damage on the north coast, but everybody rose to the challenge,” says Joy Roberts, executive director of Jamaica Vacations. “It was hands and hearts together. One of our major attractions, Dunn’s River Falls, was badly affected but we worked hard and it is back open. We managed to reopen 60 per cent of attractions within one week of the storm.”

Within two weeks, all five cruise ports were back up and running, which was crucial for the country as it entered the winter season, a key period for cruising.

“Cruise benefits so many businesses and people, from hotels and restaurants to taxi drivers and crafters,” says Roberts. “Even though many had damage to their homes, they were able to come out and work and make money.”

Continue reading at https://www.cruiseandferry.net/articles/a-story-of-hope-how-the-cruise-industry-helped-jamaica-rebuild. This article first appeared in the Spring/Summer 2026 issue of Cruise & Ferry Review. Subscribe to the free digital edition of the magazine at https://www.cruiseandferry.net/subscribe.

 

richard humphreysAuthor
Richard Humphreys

Writer, Cruise & Ferry Review

Richard Humphreys works for UK-based publishing company Tudor Rose. He is the News Editor for their golf publications and a regular contributor to their suite of publications for the passenger shipping industry.

 

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SOTIC 2026 to Feature Cruise Master Class as Guyana Advances Cruise Tourism Ambitions

FCCA CEO Michele Paige to headline initiative focused on building capacity and unlocking new opportunities in cruise tourism

BRIDGETOWN, Barbados (Aug. 19, 2026) — The Caribbean Tourism Organization (CTO), in collaboration with Aquila Center for Cruise Excellence, will host a special Cruise Master Class during the 2026 State of the Tourism Industry Conference (SOTIC) in Guyana (Oct. 5-9, 2026), as the country takes important steps toward developing its potential as an emerging cruise tourism destination.

The Master Class, titled “Maximizing Destination Value through Cruise Tourism,” will feature Michele Paige, CEO of the Florida-Caribbean Cruise Association (FCCA), bringing one of the cruise industry’s leading voices to Georgetown for a productive exchange designed to strengthen understanding of the sector and help Guyana assess the opportunities, requirements and partnerships necessary to build a competitive cruise tourism product. FCCA works with destinations and cruise lines across the Caribbean and Latin America to strengthen cruise tourism development and maximize the economic benefits generated by the sector.

The session will provide tourism officials, private-sector stakeholders and other participants with practical industry insights into areas such as destination readiness, product development, shore experiences, service excellence, cruise line expectations and the creation of sustainable economic opportunities for local communities.

Norris Clement CTO

Norris Clement, CTO’s deputy director of professional services, said the Master Class reflects CTO’s commitment to ensuring that tourism growth is supported by the skills, knowledge and institutional capacity required to deliver long-term benefits. “Cruise tourism presents the entire Caribbean with an exciting opportunity. But we must have a clear understanding of how the industry works and the importance of strong partnerships, compelling visitor experiences and a workforce and business community prepared to deliver at a consistently high standard.”

Clement said: “This Master Class is about building that foundation and equipping stakeholders with practical knowledge that can help Guyana and the wider Caribbean continue to approach cruise tourism strategically, sustainably and competitively.”

The Cruise Master Class aligns with CTO’s Reimagine Plan 2025–2027 and supports the ongoing work of its Cruise, Yachting and Ferry Committee, which is focused on strengthening engagement between Caribbean destinations and the cruise sector and expanding the benefits generated by marine tourism across the region.

beth hatt

Beth Hatt, founder of Aquila Center for Cruise Excellence, said Guyana has an opportunity to draw on proven industry experience and practical tools as it shapes its approach to cruise tourism. “For destinations across the Caribbean, cruise tourism represents an important opportunity, but maximizing that opportunity requires looking beyond the cruise call itself. It means understanding where value is created and where it can be strengthened, while building destination readiness, compelling visitor experiences, local participation and strong partnerships. We look forward to helping stakeholders explore how cruise tourism can contribute to broader tourism growth and long-term destination resilience.”

ambra attus

Aquila Center for Cruise Excellence, who will be represented in Guyana by both Hatt and Ambra Attus, director of impact, development and growth, is a leading destination training provider for the global cruise industry. Drawing on more than 35 years of experience operating Aquila Tours and its Living Lab in Saint John, New Brunswick — where guest experiences are designed, tested and refined — the organization delivers training and development programs for destinations, tour companies, tour guides and front-line operators.

Aquila, a CTO Allied Member, works with cruise lines and destination stakeholders to support long-term cruise destination success.

Guyana’s emergence as a potential cruise destination adds a distinctive dimension to the Caribbean cruise landscape, complementing the region’s established island ports with experiences rooted in the country’s natural environment, cultural diversity and adventure tourism product.

Under the theme “Tourism Futures: Smart, Sustainable and Inclusive,” this year marks the first time Guyana will host CTO’s flagship State of the Tourism Industry Conference.

SOTIC brings together tourism ministers, commissioners and directors of tourism, private-sector executives, industry specialists, media and other regional and international stakeholders to examine the issues and opportunities shaping the future of Caribbean tourism.

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Two Islands, One Journey 

grenada careenage

 

The Caribbean has long been sold one island at a time. Travel sellers can offer something richer by connecting destinations through their culture, cuisine and communities. 

For decades, the Caribbean has often been sold as a choice. One island or another. One resort. One beach. One version of the region. Travel sellers have always had the ability to build multi-island holidays. The opportunity is to make them a more deliberate part of how we present the Caribbean to the world. Because what separates one Caribbean destination from another is not simply a different stretch of sand. It is culture, cuisine and community. 

A short regional flight can take a traveller from one language, history and culinary tradition to another. From one Carnival to another expression of Caribbean culture. From one community’s story to a completely different understanding of island life. That is the real promise of a two-centre Caribbean journey. 

Beyond One Island: Rethinking the Caribbean Holiday

The strongest combinations are not built by adding a second stop to an itinerary. They are designed around destinations that complement each other. 

Each island should deepen the experience and offer something the other does not. Some hotel groups already encourage guests to divide a holiday between properties in different destinations. Travel sellers can take the same principle further, working with tourism boards, hotels and airlines to turn separate bookings into one coherent journey. 

The Power of Connected Experiences

At interCaribbean, our role is connecting YOU and the Caribbean. We link the people and places of the region so travellers can experience more of the Caribbean without treating each island as an entirely separate trip. 

When we do this well, travellers stay longer, spend across more communities and leave with a fuller understanding of the region. 

The Caribbean is often introduced through sun, sea and sand. But the reason people remember it is culture, cuisine and community. 

This is OUR Caribbean. Distinct islands, connected stories, and more than one way to experience them. 

 

trevor sadlerAuthor
Trevor Sadler
CEO, interCaribbean Airways

Trevor Sadler is Chief Executive Officer of interCaribbean Airways, a regional airline connecting people, places and communities across the Caribbean.

 

 

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