Top-notch local performances at international standards, promoting cultural exchange, is the goal of the Ministry of Tourism to boost the Bahamian economy. Dwight Armbrister, director of Religious Tourism, Ministry of Tourism, said that co-branding in Religious Tourism music concerts, as was done for the recent Easter Gospel Fest – with local and international artists sharing the stage -- leads to benefits for local artists, visiting artists, and the Bahamian economy.

Mr. Armbrister explained that the Religious Tourism department focuses on groups coming into the country for faith-based initiatives – whether conferences, retreats or music fests -- and provides facilities for them to have a great experience. “That is our focus and we are going after major groups that are having functions or conferences around the world, to get them to focus on The Bahamas, to consider the Bahamas for their conferences here.” 

He said The Bahamas has all the facilities now that these groups would normally look for when considering a destination for their conferences.

“We have the sporting facility, the Stadium, there that can seat quite a number. We have the room inventory here coming on stream as Baha Mar very shortly, Junkanoo Beach very shortly, so we would have the room inventory for them to be able to have larger groups in The Bahamas coming here for their conferences,” said Mr. Armbrister.

“Baha Mar would have the break out room spaces, the conference space to carry out or to do conferences. They have the quality of the ambiance on the outside to do outdoor events, and so any number or any kind of event now can be held here in The Bahamas.”

Mr. Armbrister led the team that organized the recent 2015 Easter Gospel Fest held on Clifford Park and said the event was the kind of demonstration the Religious Tourism department seeks to encourage and develop to provide a bridge for Bahamian Gospel artists to perform with other diverse international religious cultural artists. In total, it was a good demonstration that Bahamian and international artists can co-exist on the same stage.

“What is good is the fact that we got two foreign groups in, but the Bahamian groups were just as or even better, in terms of their quality of performance. They can give us the same. Sometimes you have to go foreign to get what you need local and that is from the set up side, the production side. We wanted to give Bahamian artists the same quality in production and sound. I’m happy we accomplished that goal.”

Mr. Armbrister said research proves that tourists flock to performances and enjoy patronizing events that feature local and international artists.

“Americans follow brands, so when you put an American brand on the same stage as a Bahamian brand, you’re co-branding, and at the end of the day, they’re going to follow that brand to The Bahamas and then you get what we have to offer here in The Bahamas,” said Mr. Armbrister “which actually takes them by surprise many times.

Mr. Armbrister said that Americans coming in are strong brands and millions know them: “We have only thousands in our country, 350,000 and that’s one little county or less in the United States. When we put on this program, which is going to air on international networks, commencing in July, they will see that," said Mr. Armbrister.

Mr. Armbrister said that when Bahamian artists are seen on stage with American artists, it opens the door for Bahamian artists to walk through and perform on the stage in the United States. "What makes artists big is when artists are put on the TV, and when people see them, people begin to demand them,” said Mr. Armbrister.“That is what I am going after, to open the door to the international stage, and we do that through co-branding."