Tourism targeting Black America

Thu, Oct 2nd 2014, 11:29 PM

The Ministry of Tourism's push to attract African-Americans - who represent one of the fastest growing markets in the world travel industry - to The Bahamas may be bearing fruit, with Director of the African-American Market Linville Johnson announcing two events expected to draw thousands of African-American tourists to The Bahamas in 2015.
The ministry made the announcement in a press release issued earlier this week from Washington, D.C., where Johnson, Tourism Minister Obie Wilchcombe and others from the ministry attended the Congressional Black Caucus Foundation's (CDCF) 44th Annual Legislative Conference (ALC). ALC is described as a premier gathering of African-Americans, attracting around 8,000 influential men and women throughout the United States of America each year. Johnson said the four-day conference opened many doors for the islands of The Bahamas.
Johnson announced plans for a black women's empowerment conference at Baha Mar, which is expected to bring 5,000 to 8,000 visitors to New Providence next year, and a music festival on Grand Bahama, with 3,000 to 5,000 visitors expected.
"This market is very important to our tourism industry because we have a shared affinity for heritage and culture. African-Americans primarily travel in groups for reunions, fraternal, religious, and civic events, conferences and meetings," Johnson said.
"These meetings and groups will help make up the Bahamas hotel industry's ideal 20-70 group to individual travel business mix."
The ministry's research shows that this segment of the American population represents one of the fastest growing markets in the travel industry.
The event also provided an opportunity to build on the ministry's longstanding partnership with Radio One Inc., a multi-media company that primarily targets African-American consumers.
Hundreds of guests who attended a special Radio One event following the CBCF Phoenix Awards Dinner received Islands of The Bahamas gift bags filled with promotional items and Bahamas paraphernalia.
"These projected events for next year are the result of the developed and maintained partnership with Radio and TV One in the Washington/Maryland area," Johnson said.
The women's empowerment conference and music festival are still in the early planning stages. Tourism officials will reveal the details of each event at a later date.
Wilchcombe was positive about the meeting.
"We were able to build and maintain critical and meaningful relationships with key leaders in the African-American community, including those from the travel and tourism industry, government and religious community who attend this annual event," he said.
While in D.C., tourism officials met with principals of several travel and business news magazines including Black Enterprise, Pathfinders, and Black Meetings and Tourism to establish a formidable business relationship with them and to present the islands of The Bahamas as top-of-mind for their group or audience travel needs.

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