Posts Tagged allied insights

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.

Tags: , ,

Posted in: Allied Member Insights, Blog

Leave a Comment (0) →

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.

 

Tags: , ,

Posted in: Allied Member Insights, Blog

Leave a Comment (0) →

How Youth Cricket is Helping Grow Sports Tourism in Tobago

TCA Sports 1-800

 

How youth cricket is attracting international visitors, supporting local communities and creating lasting tourism benefits for Tobago. 

Sports tourism is one of the fastest-growing sectors of the global travel industry, offering destinations an opportunity to diversify their visitor economy while creating lasting benefits for local communities. 

Tobago is demonstrating how youth sport can play an important role in achieving exactly that. The 2026 Tobago Trophy marked the second year of the Global Cricket Series (GCS) in Tobago. Built through collaboration between the Tobago Cricket Association, tourism partners and the Global Cricket Series, the event welcomed 10 teams from the UK, USA and across the Caribbean. Around 160 players and coaches travelled to the island, accompanied by a similar number of parents and supporters. 

Staying for 9–10 nights, they generated more than 3,000 visitor nights, supporting hotels, restaurants, transport providers, attractions and local businesses throughout their stay. 

Beyond the Boundary: Economic Impact on Local Communities

The benefits extend far beyond the cricket field. Families experience Tobago’s beaches, culture and hospitality, while organised excursions and free time encourage visitors to explore the island and contribute directly to the local economy. 

For many, it is their first visit to Tobago, creating an opportunity to showcase the destination to a new international audience and encouraging future holidays, repeat visits and word-of-mouth recommendations. 

A Digital Legacy: Authentic Marketing Through Player and Family Networks

The event also creates a lasting digital legacy. Players, parents and supporters share thousands of photographs and videos across social media, providing authentic destination marketing that reaches schools, clubs and families around the world.

This genuine visitor advocacy is often more powerful than traditional advertising in inspiring future travel. Importantly, sports tourism also creates opportunities for local people. Tobagonian players gain valuable experience competing against visiting teams, while local coaches, umpires, scorers, volunteers and transport providers all play an important role in delivering the event. 

From the Pitch to the Classroom: Grassroots Cricket Development

GCS also delivers coaching sessions in local primary schools, ensuring tourism contributes to grassroots cricket. The opportunities can even be life changing.

Following last year’s tournament, Tobago player Fabrice Lynch secured a scholarship to an independent school in the UK, where he will begin his studies this September. The success of the Tobago model has provided a blueprint for wider regional collaboration. GCS is now working with partners in Saint Lucia and Saint Vincent and the Grenadines to develop similar youth cricket events that attract international visitors while strengthening local cricket. 

Scaling the Model: Expansion to Saint Lucia and Saint Vincent

The inaugural Saint Vincent programme will feature Under-19 boys’ and girls’ competitions, welcoming visiting teams including Sedbergh School, Harry Brook’s former school, Oakham School, where Stuart Broad was educated, Surrey County Cricket Club representative teams for both boys and girls, and a GCS Franchise Team led by former England international and former Leicestershire CCC coach Philip DeFreitas. 

As Caribbean destinations continue to diversify their tourism offering, youth sport has the potential to become an increasingly valuable part of the visitor economy. 

The Future of Youth Sport in Caribbean Tourism

Tobago’s experience demonstrates how strong partnerships, meaningful visitor experiences and community engagement can deliver benefits that extend well beyond the final day of competition, creating lasting value for tourism, local sport and the wider community.

 

chris berryAuthor
Chris Berry
CEO, TCA Sports Tours

Founder of the Global Cricket Series, working with destinations across the Caribbean to develop international youth cricket events that drive sports tourism, support local communities and inspire the next generation of cricketers.

Tags: , ,

Posted in: Allied Member Insights, Blog

Leave a Comment (0) →

What Innovation Tourism Looks Like in the Caribbean

view of island

 

From conservation to climate adaptation, Caribbean destinations are redefining what it means to innovate.

Around the world, destinations are beginning to market themselves not just for what they’ve preserved, but for what they’ve built next.

Travelers seek out destinations where they can experience cutting-edge technology and glimpse what daily life might look like tomorrow. Innovation is often associated with artificial intelligence, robotics and smart cities. But some of the world’s most meaningful innovation is happening in places solving very different problems: protecting ecosystems, adapting to climate change and building resilient communities.

When resilience becomes the new benchmark for progress

The Caribbean’s innovation story looks different. We’re already leading in areas where the region has natural advantages. Across the region, destinations are already demonstrating what this broader definition of innovation can look like.

Aruba isn’t simply generating renewable energy. It’s demonstrating how a small island with limited natural resources can reduce dependence on imported fuel. Belize isn’t just protecting coral reefs. It allows visitors to participate in restoration efforts, transforming conservation from something travelers observe into something they actively contribute to. In the U.S. Virgin Islands, protected areas like the Virgin Islands National Park offer visitors a way to experience conservation up close through preserved marine environments, hiking trails and protected coastal ecosystems.

Why sustainability is the new future-forward for younger travelers

These aren’t as flashy as driverless taxis. But for a growing segment of travelers, especially younger ones, seeing how destinations are solving real challenges around sustainability and climate adaptation is exactly the kind of “future-forward” experience they are looking for.

The interesting part is what this reveals about how innovation itself is being redefined.

Technology isn’t the only way to answer what travelers want. How you steward your resources, how you build resilience, how you adapt to real challenges — that matters just as much.

Perhaps the Caribbean doesn’t need to become the next Silicon Valley. Perhaps it’s already showing the world another model of innovation, one rooted in resilience, sustainability and stewardship. The challenge now is making sure that story is told.

 

Beverly nicholson dotyAuthor
Beverly Nicholson Doty

Beverly Nicholson Doty has more than three decades of travel, tourism and hospitality industry leadership experience, built on bringing people together and understanding stakeholder needs. She currently serves as CEO of Figment Marketing, a Florida-based, full-service advertising and marketing agency of designers, website developers, and digital marketers.

 

 

Tags: , , ,

Posted in: Allied Member Insights, Allied News, Blog

Leave a Comment (0) →

Latin America 2026: The Outbound Travel Powerhouse Reshaping Global Tourism

interamerican-saia rodada

 

Latin America has become one of the most dynamic outbound travel regions in the world.

For many years, Latin America was often viewed as an emerging source market with untapped potential. Today, that perception no longer reflects reality. Latin America has become one of the most dynamic outbound travel regions in the world. Driven by a young and connected population, expanding middle and upper-income segments, strong cultural affinity for travel, and increasing global connectivity, the region is playing an increasingly influential role in shaping international tourism demand.

For destinations across the Caribbean, understanding the evolving Latin American traveler is no longer optional—it is essential.

A Region Defined by Travel Aspiration

Unlike more mature outbound markets, Latin America continues to demonstrate significant growth potential. Travel is increasingly viewed not as a luxury, but as an important life experience and a symbol of personal achievement. Across key markets such as Brazil, Mexico, Argentina, Colombia, Chile, and Peru, travelers are prioritizing international travel despite economic fluctuations. The desire to explore new destinations, create memorable experiences, and connect with family and friends remains remarkably resilient.

This trend is particularly evident among Millennials and Gen Z travelers, who are entering their peak travel years and influencing purchasing decisions across generations.

Experience is the New Luxury

One of the most important shifts shaping outbound travel from Latin America is the growing preference for experiences over material possessions.

Travelers are increasingly seeking:

* Authentic cultural immersion
* Wellness and self-care experiences
* Nature-based and sustainable tourism
* Culinary discovery
* Multi-generational family travel
* Premium and luxury experiences with a personalized touch

For Caribbean destinations, this represents a significant opportunity. Travelers are looking beyond traditional sun-and-beach vacations and are actively seeking meaningful experiences that create lasting memories and emotional connections.

Digital Influence Drives Destination Choice

Latin America is one of the world’s most socially connected regions. Travel inspiration is increasingly shaped by digital channels, creators, influencers, peer recommendations, and user-generated content. The traveler journey often begins long before a booking takes place, with extensive online research and social media engagement influencing destination awareness and consideration.

For destinations, visibility alone is no longer enough. Success requires consistent storytelling, localized content, and authentic engagement that resonates with travelers in each market.

Premium Travel Continues to Expand

While value remains important, there is growing evidence that Latin American travelers are willing to invest more in travel experiences that deliver quality, exclusivity, convenience, and personalization.

Luxury and premium travel segments continue to grow across the region, particularly among affluent travelers from Brazil, Mexico, Colombia, and Argentina.

This evolution creates opportunities for Caribbean destinations to position premium accommodations, unique experiences, boutique properties, wellness offerings, and high-touch service experiences to an increasingly sophisticated audience.

The Caribbean’s Competitive Advantage

The Caribbean is uniquely positioned to benefit from these trends. Its combination of accessibility, cultural diversity, natural beauty, luxury offerings, and year-round appeal aligns closely with the motivations of today’s Latin American traveler. However, success requires more than proximity.

The region’s diversity means that a one-size-fits-all approach rarely works. Brazilian travelers behave differently from Colombians. Argentinians have different travel patterns than Mexicans. Each market requires tailored messaging, local partnerships, culturally relevant communication, and an understanding of consumer behavior.

Destinations that invest in localized strategies will be best positioned to capture future growth.

Looking Ahead

As global tourism continues to evolve, Latin America is becoming one of the most influential outbound regions for destinations seeking sustainable visitor growth. The opportunity extends beyond visitor numbers. It is about building long-term relationships with travelers who are increasingly connected, experience-driven, and globally engaged.

For Caribbean destinations, the question is no longer whether Latin America matters. The question is how effectively destinations can engage with a region that is rapidly becoming one of the most important drivers of international tourism growth.

At Interamerican Network, we have spent more than four decades helping destinations understand, engage, and grow within Latin America. As the region continues to evolve, one thing remains clear: the future of tourism growth will increasingly be shaped by those who understand the power, diversity, and potential of the Latin American traveler.

This article is based on insights from Interamerican Network’s “Latin America Unlocked” study, an analysis of travel trends, consumer behavior, and market opportunities across Latin America’s leading outbound markets.

danielle roman interamericanAuthor
Danielle Roman
Co-CEO, Interamerican Network
danielle @ interamericanetwork.com

Graduated in Public Relations with a Master on Corporate Communications, Danielle Roman is Co-CEO of Interamerican Network and President of APG Brazil. She has more than 30 years of leadership experience in destination marketing, tourism, and aviation. Danielle is a recognized expert in Latin American travel trends and international market development, advising destinations and travel brands across the globe.

Tags: , , ,

Posted in: Allied Member Insights, Blog

Leave a Comment (0) →
Page 1 of 2 12