Guyana, South America Undiscovered…New Destination Brand Unveiled

OLYMPUS DIGITAL CAMERAGuyana: ‘South America Undiscovered, the country’s new destination brand, was unveiled at the World Travel Market (WTM), in London during a cocktail reception in the Guyana booth, Monday afternoon; WTM is being held from 3rd-6th November 2014.

According to the Director of the Guyana Tourism Authority, Mr. Indranauth Haralsingh, the first day was a tremendous success; Mr. Haralsingh is heading the delegation to WTM which also includes Ms. Sanchia Persaud, Senior Tourism Development Officer and Ms. Tosheika Logan, Research and Planning Analyst.

“Day one was an excellent day for Guyana. Everyone likes the brand and logo, the launch was a tremendous success if you take into account the massive reach that this event has,” he said.

While there, the team will attend key meetings with several tour operators, travel agents, media and publications.

As to the benefits of Guyana’s continued participation in the event, the GTA Director explained, “WTM is the perfect opportunity for us to continue our outreach to international tourists, not only will we reach the UK market but also buyers from countries all over the world.”

Guyana is also being represented by Wilderness Explorers, Rupununi Trails and Iwokrama at WTM, which is one of the leading travel and trade shows attracting influential figures in and around the travel industry who offer the latest insights, trends and invaluable knowledge to all who visit.

Guyana’s booth will host a number of events and meetings including the launching of the “Guyana South America Undiscovered” destination brand, hosting of ATLAS travel group and launching of the ‘Explore Guyana’ Magazine 2015.

The Guyana Tourism Authority recognises this trade show as a very important aspect of its marketing strategy and has continued to attend over the last thirteen (13) years. This has resulted in placing Guyana’s tourism product on the world map in the eyes of consumers and International Travel Operators.

Repositioning and Rebranding

The main purpose of the destination’s rebranding and the accompanying marketing strategy is to help Guyana meet its aspiration of becoming a leading sustainable tourism destination in the Region.

The Minister of Tourism, Industry and Commerce, the Hon. Irfaan Ali has noted that Guyana offers the opportunity to travel to an ‘off the beaten path’, conservation-minded destination, to see exceptional nature, experience wildlife and birds in a remote and pristine environment with  thriving indigenous and multi-ethnic communities.

“It offers visitors many benefits: exploring an English speaking South American destination; discovering our natural attractions travelling by land, river and air across a never ending stretch of rainforest to see  birds, wildlife and giant species; interacting with Amerindian people and enjoying multi-ethnic festivals, music and cuisine; learning about the country’s rich heritage. It is an opportunity to experience vast virgin rainforest, rolling savannahs, mighty rivers and the lively Caribbean coast, all in one trip,” he revealed.

The brand essence and personality is expressed through a new logo and tagline, which was developed after extensive consultation with tourism stakeholders, operators and businesses and which will be used in all promotional and marketing material, both locally and internationally.

Minister Ali continued, “The opportunity to confirm Guyana’s commitment to the development of tourism in Guyana must be fully exploited.”