The St Vincent and the Grenadines Tourism Authority (SVGTA) is initiating an urban renewal programme that will enter into “high gear” in November.
Capital city businesses and public institutions have started heavy preparatory work to give the country a “facelift” amidst SVGTA’s destination brand identity relaunch.
Tourism Authority Chief Executive Officer, Shafia London, commended local business houses and individuals who had already started structural upgrades on their properties. London recalled the development phase of the branch relaunch when she was on the phone with Tourism Minister, Kishore Shallow, at about 2 a.m.
“And as we tweaked it…[the designer] would make the change and send it back. He was drawing it with a pencil, so when I see the comments about Artificial Intelligence (AI) and so on, I said, Oh my! If they only knew how many pencils…[the designer] went through to sketch the vision.”
She added that leading up to the destination brand relaunch, Vincentians were bombarded on social media and on the radio with a campaign that they call Spirit of SVG, which will conclude in a few days.
“What it did was feature local experiences, the vendors, the operators, the stories, the communities, the linkages with agriculture, with fisheries, even diaspora advocacy, the activities that connect us to tourism, the activities that drive tourism, and these activities were in turn connected to the three pillars that we identify were priority, and so we started that programme, and it’s been hugely successful.”
London said that this programme is also being run in the region and in diaspora markets by doing things like digital marketing, including programmatic advertising.
“So they see it and they feel it, and we’ve been getting the feedback. Am I the only one who’s been getting that feedback about how they’re seeing us and feeling us?”
She added that someone from Trinidad told her about wanting to come to SVG and jump off the Barrouallie wharf after seeing a video that the tourism authority posted with three little boys doing it.
“But that’s what makes SVG, the simple things, and so we ran that campaign, and we also realised that our city needed a facelift because that’s like the core, the centre of everything.”
Therefore, the tourism authority embarked on a project called the Kingstown Enhancement Project, which will be going into high gear in November.
“…And I want to commend the businesses, the individuals who have started work on the Kingstown Enhancement Project.”
She said that while some of the changes are subtle, there are new markings on the street that the police have placed that the public did not see two weeks ago.
“There are slabs of concrete that were all over the walkway, that they have been removed, and it took a lot of heavy equipment to move them.”
London added that some businesses took the task so seriously that it looked as though they were having spring cleaning.
“They threw everything old out of their building, then power wash, pull down the grass off of their building. People are excited and they’re doing the work.”
She recalled speaking with the comptroller, and he said, “We paint in customs building. You know, you ready for us?”
London said that when a team works together, anything is possible, and a vision can come to life.
“…Our destination…is not just ordinary; we are extraordinary. We are a diverse destination, and with diversity comes complexity.”
London said that at the end of the day, the tourism authority job is to be able to package that in a way that visitors find enticing, and that they make the decision to come to SVG to enjoy the country and to return and tell their friends and family, who in turn return.
“And that’s what we are trying to achieve. I’d say it simply to my team: our job is…bums on seats…and money out of pocket.”
She added that the goal is to bring visitors to the country and make them spend in the economy.
London explained that her team did some surveys and checks to try and understand the key things that visitors like about the country.
This research resulted in the team creating three pillars: nature and adventure, marine paradise, and culture and celebration which reflect the places, people, and experiences that visitors encounter when they visit the country.
“…But then we realise there are some fundamentals that’s missing because as a country, if we don’t love ourselves, if we don’t know who we are and what makes us special, how do we expect to sell that to anyone else?”
London said that everyone is excited, and that Vincentians will see the “big changes” soon as they are in high gear.