Nassau is now on par with world-class cities such as New York, Beijing, London, Toronto and Paris in the eyes of a leading credit card company. MasterCard Worldwide added The Bahamas to its "Priceless Cities" program during a gala event at the National Art Gallery late last week. The program, in partnership with the Ministry of Tourism, recognizes the city as a major hub of international spending. The top credit card company is rolling out a number of "priceless experiences" to its merchant partners in an effort to entice tourists and spending.
According to Rafael Puebla, head of marketing for the Caribbean, the program accounted for $64.5 million in sales for participating merchants in 2011, representing an increase of 7.5 percent compared to the previous year. The Bahamas has 53 member merchants at more than 70 locations. "I think when you compare the program in 2008, when this first started, to what we have now, there is a clear evolution," he said. "We are now identifying some of the most vibrant cities and destinations in the world, and creating a marketing program where the consumer can get benefits and access and experiences."
"Priceless Nassau" came into being through the high volume of travelers this city continues to see through airlift and cruise ship arrivals. Puebla believes the "priceless" classification will only improve the country's brand on a global level. It should also boost spending patterns in the county. According to the Ministry of Tourism, passengers from cruise ships spent on average just $73 in 2010, and $111 in 2011. In addition to the benefits and discounts for MasterCard users at participating merchants, the "Priceless Experiences" are also specific to these cardholders.
For example, the One&Only Ocean Club has unveiled a 100-minute massage experience with two therapists, complete with wine and cheese pairings throughout the process. A "castaway cruise" experience includes a private yacht getaway whereby the crew meets you at the airport. Travelers are taken to a number of destinations featuring local wildlife, followed by a picnic on a sandbar. Most major retailers have signed on for the MasterCard program, such as Carlo Milano, Graycliff, shops at Atlantis and Columbian Emeralds.
The shopping village at Baha Mar, opening at the end of 2014, will no doubt provide more opportunities for the exclusive credit card provider to The Bahamas. Lorena Holguin, MasterCard's vice president of Caribbean marketing, said the program is always looking for new members, but at the same time, MasterCard is looking to keep a high standard. "We are looking for quality, not quantity," she said. "We developed and implemented this program many years ago. It was one of the first destination programs for MasterCard.
The global platform will allow us to prompt the program and cover some of the gaps and opportunities we have identified." In fact, one of the key goals of the program is to officially enlist the major hotels. At present, hotels are simply distributors of the material and program, rather than official partners of MasterCard. "We are thrilled to continue our partnership with MasterCard in 2012, in our joint effort to make The Bahamas a top destination in the Caribbean, by offering enriching experiences to the tourists that visit the island," said Obie Wilchcombe, the minister of tourism and aviation. "The success that the program experienced in 2011 is a perfect example of true partnership between MasterCard, the merchants and the tourism ministry, and it shows how together, we can achieve great results."
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