In February, Grenada, Carriacou, and Petite Martinique lit up with vibrant celebrations, marking 50 years of independence, while also experiencing a notable 29% surge in UK arrivals compared to the previous year.
This uptick follows an 8% increase in January 2024. The Grenada Tourism Authority (GTA) credits this success to its strategic initiatives and collaborative efforts with travel agents, operators, and airlines in the UK market.
Adding to their momentum, Petra Roach, CEO of the GTA, accompanied by Emil Edwards, UK Sales Manager, and UK Trade Representatives Black Diamond, participated in the prestigious Unite Caribbean event on March 11, 2024, as part of a UK outreach sales mission. Engaging in 25 impactful meetings with key UK tour operators, they equipped them with insights and resources essential for effectively promoting Grenada as a top-tier travel destination.
“These collaborative efforts between the GTA and our valued UK tour operators are with the express intention of increasing Grenada’s presence in the UK market. That they have manifested in the growth in UK tourism arrivals to Grenada, shows that this strategic investment has worked,” stated Petra Roach, Chief Executive Officer of the Grenada Tourism Authority.
“The British market has a high return visitation, the longest length of stay, and one of the highest visitor spends. So we have prioritized it as one of our pillars of growth for 2024.”
Notable industry players such as Spice Island Beach Resort, Calabash Hotel, Silver Sands, Coyaba, True Blue Bay, Mount Cinnamon, and St. James Travel and Tours also joined the event. Adele Garbutt, Owner & Director at Calabash, expressed optimism about the future, citing a thriving business with bookings pacing 43% ahead of the previous year and a 35% revenue increase for Q1 2024.
Tour operators’ reports indicate robust growth for Grenada in 2024, with bookings for the first two months surpassing last year’s figures for the entire first quarter. Anticipation for the opening of Six Senses in April 2024 is already driving bookings.
Industry leaders and UK-based tour operators echoed positive sentiments:
- Brydie Peacock, Marketing Manager of Caribtours, noted Grenada’s exceptional performance amidst a downturn in the Caribbean, with only Grenada and Barbados experiencing growth.
- Emma Fruer, Destination Executive – Caribbean at BA Holidays, reported a significant double-digit increase in January sales to Grenada compared to the previous year.
- Melissa Scarlet, Senior Product Executive – Caribbean at Kuoni, hailed Grenada as a “shining star.”
- Harriet Hudders, Partnerships Manager at GoldMedal, identified Grenada as the best-performing island with the highest growth among their top 10 destinations.
Virgin Atlantic and British Airways also reported strong first-quarter performances for Grenada, with Virgin Atlantic witnessing nearly double the arrivals compared to the same period in 2023.
