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$15M allocated for tourism marketing & promotion

- as gov't employs search marketing to make gains in Scandinavian & Canadian markets
The Virgin Islands (VI) will be spending some $15M for the promotion and marketing of the territory as a business economy and tourism destination as the government seeks to make gains in new markets. Photo: VINO/File
While Premier Andrew A. Fahie (R1) did not indicate how much of the $15M budget allocated to tourism will go towards SEM, he said it will run in addition to other traditional marketing techniques being used to promote the territory. Photo: VINO/File
While Premier Andrew A. Fahie (R1) did not indicate how much of the $15M budget allocated to tourism will go towards SEM, he said it will run in addition to other traditional marketing techniques being used to promote the territory. Photo: VINO/File
The world famous Cane Garden Bay Beach. Government is seeking to promote more than sun and sand in new markets. Photo: VINO
The world famous Cane Garden Bay Beach. Government is seeking to promote more than sun and sand in new markets. Photo: VINO
ROAD TOWN, Tortola, VI - The Virgin Islands (VI) will be spending some $15M for the promotion and marketing of the territory as both a business economy and tourism destination, as the government seeks to make gains in new markets.

This is according to Premier and Minister of Finance, Hon Andrew A. Fahie (R1) who made the announcement in his 2020 Budget Address on Tuesday, November 19, 2019.

"Mr Speaker, in marketing and promoting the economy and as we embrace the greater use of technology, the BVI Tourist Board will be utilising Search Engine Marketing strategies which involve using the web architecture of companies such as airlines and travel sites to promote our destination," Hon Fahie told the House. 

Paid Search Marketing 

Search Engine Marketing or SEM refers to paid search marketing, a system where businesses pay Google and other search engines like Bing and Yahoo to make their ads appear alongside results for those search queries. This method is utilised by companies looking to inject advertising when customers are searching for a particular topic.

According to wordstream.com, search engine marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase. “No other advertising medium can do this, which is why search engine marketing is so effective and such an amazingly powerful way to grow your business,” the website stated.

While Premier Fahie did not indicate how much of the $15M budget allocated to tourism will go towards SEM, he said it will run in addition to other traditional marketing techniques being used to promote the territory.

"We will continue to market to our core demographic in US and Canada, Regional Caribbean, Italy, Germany, France and Latin America, but we recognise it is also important to reach out to emerging markets," he said.

According to the Leader of Government Business, the view is to gain ground in the Scandinavian as well as Canadian markets, "Niche markets such as MICE (Meetings, Incentives, Conferences and Exhibitions), Adventure, Health and wellness as well as Culinary and Sports will be explored," he said. 

11 Responses to “$15M allocated for tourism marketing & promotion”

  • Yesss! (25/11/2019, 13:28) Like (2) Dislike (0) Reply
    love it!
  • lol (25/11/2019, 14:40) Like (1) Dislike (3) Reply
    more gravy for the flaxx who is in the hen house
    • Hell in a Handbasket (25/11/2019, 15:14) Like (3) Dislike (1) Reply
      All that extra money going up in the Premier's office . It says Tourism and not Tourist Board. Ask how much the Sprauves will be making now for all the bill boards and Sound systems
  • yard fowl (25/11/2019, 14:46) Like (4) Dislike (0) Reply
    Take some of that money and clean up trellis bay of these wrecks since 2017 a doggone shame
    • Hmm (25/11/2019, 15:15) Like (6) Dislike (0) Reply
      Ask the Premier why he didnt agree to allow RDA to start the clean up of the boats with what money they had
  • What are we promoting? (25/11/2019, 15:55) Like (4) Dislike (0) Reply
    If you have something great to market and promote, not much is needed but the BVI has a lot of work to do in cleaning up its act. The town reeks of sewage, unpaved and uneven streets and sidewalks, trash everywhere and no enforcement. If we just cleaned up our islands and showcased our historical and cultural uniqueness, the word of mouth advertising would be priceless. And just a reminder, a budget is just a plan eh, if we don't realize the revenues, it remains just a plan.
  • resident (25/11/2019, 16:58) Like (3) Dislike (0) Reply
    Fees the pockets of google and Yahoo. I doubt you will see any return on your investment in SEM advertising. I hope someone is tracking how many hits you get and whether any of the hits turn in dollars.
  • Insane, Doing the same thing over n over! (25/11/2019, 18:06) Like (3) Dislike (0) Reply
    How can you know how effective and fruit bearing your marketing Campaigns are when you don't have any goal posts for testing against? The Charter companies have their own marketing budgets and are aware I'm sure, of the effectiveness of their marketing dollars. The same is true of the Hotels and Villas. Of the 15 million,( unlike conventional businesses, 35-38% (or 5.7 mill) will go towards salaries and other perks with under 10 mil going towards TV or other mass advertising; the real campaigns that would drive the numbers.
    Some years ago an American video marketer residing in the territory approached the TB with a marketing plan whereby footage of various picturesque BVI scenery would have been shot for TV footage in various smaller less expensive American markets, (rather than CNN's national markets); the offer was brushed aside in preference for the so-called experts already in place. A picture is still worth a thousand words and Despite the more costly TV Ads, it is about time the BVIs with its more picturesque scenery than others by far, Display its natural beauty to the world via the colored screen.
  • pat (26/11/2019, 07:39) Like (0) Dislike (1) Reply
    The vip working for we
  • plz (28/11/2019, 01:05) Like (0) Dislike (0) Reply
    Build up and pretty up the damn place for I fail to believe we push tourism and not atleast trying to beauty our country geez


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