By MICHAEL BAGINSKI/ Tobago is making a concerted push to grow its presence in the Canadian market, supported by new air access, major tourism infrastructure, and increased investment in consumer and travel trade marketing. And the island’s chief secretary promises Canadians are in for a treat.
Smaller and quieter than its neighbouring “twin” island, Trinidad, Tobago is located only 11 kilometres off the coast of Venezuela in the southeastern West Indies where it still offers a quintessential Caribbean experience “the way it used to be,” says Farley Chavez Augustine.
In Toronto Tuesday to talk up tourism, the passionate Chavez Augustine says Canadians will be able to discover that for themselves more quickly and easily starting Oct. 25 thanks to new nonstop service from Caribbean Airlines between Toronto and Tobago (with tickets to be open for booking within the next couple of weeks). Flights will operate on Sundays, but visitors who can’t stay for a week can still connect on a 15-minute flight through Port of Spain to daily Caribbean Airlines service home.
The new direct flights will arrive in the new-look A.N.R. Robinson International Airport, which will give the island a major new international gateway and represents an approximately US$130-million investment in the island’s tourism infrastructure.
The new facility is designed to accommodate up to three million passengers annually and strengthen Tobago’s ability to support increased international air service and future tourism growth.
In conjunction with the new Canadian service, the island has embarked to on mission to:
- Build the Canadian travel trade: Tobago has launched a dedicated Travel Agent Training course with Online Travel Training (OTT), giving Canadian travel advisors the tools and destination knowledge to confidently recommend and sell Tobago. https://onlinetraveltraining.com/free-courses/providers/tobago-course-us
- Reach high-value Canadian travellers: A robust digital marketing campaign is underway in Canada, targeting high-value adventure travellers and directing them to a new landing page developed specifically for Canadian travellers. The campaign is designed to introduce Tobago to Canadians looking for a Caribbean experience built around nature, adventure, culture, and authentic local experiences.
- Grow awareness through earned media: These initiatives are being supported by an ongoing Canadian PR program designed to showcase Tobago to Canadian travellers through national, travel, lifestyle, and trade media, including firsthand destination experiences and direct engagement with Canadian journalists.
Taken together, the new nonstop flight, airport investment, travel trade education, consumer marketing, and PR activity represent a coordinated effort to build Tobago’s profile in Canada and convert greater awareness into visitation, says Chavez Augustine, who notes that the new flight is the first direct service since Sunwing was halted by the pandemic.
He says the island has a loyal base of Canadian visitors, many of whom return annually, drawn by the island’s generally “relaxed” atmosphere and intimate interactions with the friendly local population.
For those who don’t want to simply lie on the beach, the island also has rainforests, reefs and waterfalls to explore, as well as small fishing villages and family-run restaurants serving local seafood and cuisine that reflect the island’s personal, community-minded spirit.
Walking, hiking, mountain biking, birdwatching, fishing and diving are among the many popular activities, and the chief secretary enthuses that at only 116-sq.km. in size, one can get from the mountains to the marine zone (larger than the entire island) in less than an hour.
Accommodation generally tends to be smaller than on most islands, with plenty of small boutique properties and villas. There are only 5,000 rooms on the island, about two-thirds edging towards the higher end of the market, at the same time accommodating all segments, including families.
Importantly, Chavez Augustine says Tobago is also both geographically and culturally different than Trinidad, which is more industrial, and known, of late, for its crime troubles.
While sitting in the office of Siren Communications (the Canadian representative) in Toronto, Chavez Augustine said he his doors at home were unlocked.
“We look out for each other and we’re extremely neighbourly,” he says.
And Canadians will meet the people, whether it’s ambling down the beach past fisherman and kids hauling in nets, in a charming watering hole, or being invited to someone’s home for a bite or drink during Harvest, which takes place in different communities throughout the year.
Two colourful Carnivals are held each year, one of them set to start just after the first direct flight from Canada.
“Tobago is not like anywhere else you’ve been before,” Chavez Augustine maintains. “We’re not cookie cutter and we are engaging in purposeful and responsible growth, even as we expand our tourism.
“We have not lost the soul of the island,” he adds. “And we want to ensure that people who come can just step off the plane and live like a Tobagonian.”
Despite having many words to describe the delights of Tobago, pauses and smiles. “My telling you about it,” he eventually offers, “really doesn’t do it justice.”
For more information on Tobago, click HERE.
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