St. Vincent and the Grenadines (SVG) is making a concerted effort to attract more visitors from the United Kingdom through a year-long tourism campaign launched in London. Dubbed “Discover More,” the initiative aims to raise awareness and boost visitor numbers from this key market.
The campaign, in collaboration with Virgin Atlantic, features a fleet of 10 branded black cabs adorned with captivating imagery of SVG’s landscapes and culture. These taxis will traverse London over the next 12 months, serving as moving billboards to entice potential travelers.
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Central to this initiative is the promotion of Virgin Atlantic’s direct flight from London Heathrow to Argyle International Airport in St. Vincent. The campaign also highlights vacation packages available through Virgin Atlantic Holidays, featuring accommodations at six properties: Sandals Saint Vincent, Bequia Beach Hotel, Blue Lagoon Hotel & Marina, Young Island Resort, The Liming Bequia, and Bequia Plantation Hotel.
Tourism Minister Carlos James emphasized that this campaign aligns with SVG’s broader strategy to position itself as a competitive global tourism destination. By increasing visibility in the UK market, the country aims to attract a larger share of international travelers seeking unique Caribbean experiences.
The timing of this campaign coincides with a significant uptick in SVG’s tourism figures. In 2024, the country experienced a 25% increase in visitor arrivals, surpassing 100,000 stayover visitors for the first time in its history. This surge is largely attributed to the opening of the Sandals Saint Vincent and the Grenadines resort, a development referred to as the “Sandals Effect”.
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The Sandals resort, which opened in March 2024, offers 301 rooms and has been instrumental in elevating SVG’s profile on the global travel stage. Its presence has not only attracted tourists but also spurred economic growth, increased employment opportunities, and enhanced airlift capacity through partnerships such as the new JetBlue route from New York to St. Vincent.
Beyond luxury accommodations, SVG offers a plethora of attractions for visitors. From hiking the Vermont Nature Trail and exploring the La Soufrière volcano to enjoying the pristine beaches of Bequia, the country provides diverse experiences for all types of travelers
The “Discover More” campaign represents SVG’s innovative approach to tourism promotion, leveraging strategic partnerships and targeted marketing to tap into new markets. As the campaign unfolds over the coming year, the country anticipates a continued rise in UK visitor numbers, further solidifying its status as a premier Caribbean destination.
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