Unique Selling Proposition

Product Differentiator

Branding

Delivering Promise

CREATING YOUR USP

Sip’n Paint

Tree Planting

Unique Glimpse to Past

Walking Tour

Evening of Music

HERITAGE TOURISM

WHAT & WHY"Heritage encompasses landscapes,

natural history, buildings, artifacts and cultural traditions inherited by superseding generations." (Prentice

1993.)

Tangible

Landscape

Buildings

Monuments

Books, Art Artifacts

Intangible

History

Language

Folklore

Traditions

It Is all Encompassing

National and International Tourism

Heritage Tourist Spend More

Wider Local Economic Benefits

Creates Synergies

WHERE DOES THE STORY BEGIN

“History is written by the Victors”

Walter Benjamin

Arawaks

Caribs

Taino

Igneri

Guanahatabey

Ciguayo

Macorix

Benchmarking

20 Registered World Heritage Sites

41 Sites in process of registration

Bermuda 1

Cuba 9 +3

Jamaica 1 +2

Haiti 1+1

Rep. Dominica 1+14

Puerto Rico 1

St. Kitts & Nieves 1+2

Dominica 1

St. Lucia 1

Barbados 1+2

Curacao 1

Antigua & Barbuda 1

St. Vincent and Grenadines 3

Grenada + 3

Trinidad & Tobago +3

TOP TEN DESTINATION

The Dominican Republic “Has It All”18.75%

Cuba “Autentica Cuba”11.40%

Jamaica "Get it All Right"8.03%

Puerto Rico "The All-Star Island"6.35%

The Bahamas "Its Better in the Bahamas”5.45%

Aruba "One Happy Island" 3.92%

US Virgin Islands "American Paradise" 2.81%

Barbados "It Doesn't Get Better Than Barbados”2.03%

Martinique "Flower Of the Caribbean" 1.96%

St. Maarten "The Friendly Island" 1.87%

KNOWING THE

MARKET

MARKET DEMOGRAPH

ICS

Peoples

We are moving from a middle-aged economically well off

to a younger with modest income yearning for a sampling

of the world leisure tourist.

Baby Boomers (ages 51-69)

(Anti Establishments. Interested in expanding Knowledge base)

Generation X (ages 35-50)

(First to embrace computer technology. They are Frugal in spending. Buy online. Entrepreneurs;)

Millennials, (ages 18-34)

(Embrace internet. Tech-savvy. Work Hard and Play Hard. Most educated generation. Civic Orientated. Less patriotic more globally orientated. " are not moved by flashy ads, big promises and wow factor. They want authentic messages, authentic brands, and authentic interactions.

MARKET DEMOGRAPH

ICS

Service Providers

International Hotel Chains

Local or Boutique Hotels

All Inclusive Resorts

Cruise Ships

MARKET DEMOGRAPH

ICS

Segmentationand

Niche Markets

Adventure Tourism

Eco Tourism

Community

Domestic / Inter Island

Cultural-Heritage

Cultural-Heritage tourism can be packaged to encompass other forms of tourism developing a unifying storyline

TRINIDAD & TOBAGODisadvantages

Tourism low in GDP

Not Perceived as Having 3 S’s

No World Heritage Sites

Relative Short Recorded History

T & T CASE STUDY

BUILDING A USP

Search

Landscape

Built

Artifacts

History

FolkloreTradition

I believe in the power of storytelling. Stories open our hearts to a new place, which opens our minds, which often leads to action.

"Melanie Gates"

Banwari Man

Churruca Observatory

HISTORYWHERE OUR

STORY BEGINS

Our landscape is unique from the other Caribbean Islands in that Trinidad belongs the South American Land Mass and Tobago is

Caribbean

NATURALLANDSCA

PE

Pitch Lake

Tobago Main Ridge Forrest Reserve

Speyside Brain Coral

FAUNA

Our Biodiversity is at a Cross Roads.

Caribbean meets South America

Land Of Humming Bird

Asa Wright Nature Centre

Largest Leatherback Turtle Nesting site in Caribbean

MULTIETHNICIT

YHere every creed and race,

Find an equal place,

CHRISTIAN MUSLIM

HINDUAFRO-

CHRISTIAN

CULINARY

UNIQUENESS

ROTI WRAP

DOUBLES

BAKE AND SHARK

COCONUT WATER BEVERAGE

COCOAANGOSTURA BITTERS

BULJOL

SCORPION PEPPER

CALYPSO

STEELBAND

CARNIVAL

CULTURE

The Line between Culture and Folklore

is difficult to discern

BUILTHERITA

GE