Considered the world’s best kept tourist secret, the Turks and Caicos Islands offer visitors an easy escape to a sunny climate and pristine beaches while enjoying the hospitality and culture of the Caribbean.
Long before Christopher Columbus set foot on the capital island of Grand Turk, the islands were inhabited for centuries by Taino and Lucayan people. In subsequent centuries, they were claimed by several European powers, with the British Empire eventually gaining control.
Jamaica won independence from Britain in 1962 and the Turks and Caicos Islands then became a British Crown colony and is today one of the British Overseas Territories in the Caribbean. It was not until the early 1980’s when Club Med Turkoise Resort opened that Providenciales – and Turks and Caicos in general – started to become a viable tourist destination.
Since then, increasingly more development has taken shape, for the islands to now become recognized as one of the world’s premier beach destinations. They boast an array of prestigious awards, including being voted the Caribbean’s Most Romantic Destination 2024 at the World Travel Awards, as well as Caribbean Leading Beach Destination 2024.
Today, the Turks and Caicos islands stand on the threshold of an exciting future, boasting the fastest growing economy in the Caribbean, coupled with strictly controlled development to protect the islands’ heritage. With its zero-tax jurisdiction, the islands are becoming a leading international investment centre for the offshore investor.
Growth, Sustainability, Competitiveness
The islands are promoted internationally by Experience Turks and Caicos, the Destination Marketing and Management Organisation of the Turks and Caicos Islands. “Established a year ago following the dissolution of the Tourist Board, our objective as the DMO is to market and promote the islands, a multi-island destination with 40 islands and cays.” says Minister of Tourism, the Hon, Josephine Connolly.
She further explains that the company was founded on three fundamental principles: Inclusive Growth, Sustainability, and Competitiveness. “Inclusive Growth is at the core of our mission to ensure that all individuals in the Turks and Caicos Islands reap the benefits of the tourism sector. We are actively promoting the Turks and Caicos Islands as a diverse destination, urging our guests to explore all our islands to boost spending across the region and foster tourism growth while improving livelihoods.”
“Sustainability underscores our dedication to preserving and enhancing our tourism assets for the well-being of both residents and visitors. Competitiveness highlights our capacity to implement a framework that ensures the continual enhancement of the quality of tourist services and attractions provided by all Turks and Caicos Islands tourism stakeholders.”
Promoting tourism goes hand in hand with ensuring that the essence of the islands is preserved. The Turks and Caicos Islands are a biodiversity hotspot with many endemic species, due to the conditions created by the oldest established salt-pan development in the Caribbean, in addition to being an important breeding area for seabirds. Due to this significance, the islands are on the United Kingdom’s tentative list for future UNESCO World Heritage Sites.
Handling the challenge
Alvin Hegner, acting CEO and Co-Chair of the Board, admits that operating as a newly established company has its challenges. “The primary obstacle lies in constructing and overseeing the operations, enhancing the brand presence within the local communities, and restoring connections while safeguarding the destination’s reputation and brand in our target markets.”
To this end, the company has recruited skilled staff to carry out the tasks required in its inaugural year efficiently. “We actively seek out top talent from both local and regional sources to enhance Experience Turks and Caicos’s operations,” says Hegner.
“Our team includes individuals who previously worked for the tourist board and possess expertise in Marketing Intelligence, Strategic Development, and Product Development. We are committed to the professional growth of our employees by providing training sessions, retreats, and opportunities for continuous learning to develop their skills further.”
He further explains that in addition, the company has participated in community gatherings as well as in a grassroots campaign to build its brand and convey its commitment to serving the local community. “We are also actively collaborating with travel advisors in our target markets through workshops and training sessions, in order to educate them about the Turks and Caicos Islands and our tourism offerings.”
A prosperous destination
Hegner affirms that as a Destination Marketing Organization, the company plays a crucial role in Product Development, with responsibilities ranging from creating and organizing unique visitor experiences on the island to collaborating with local communities to improve the current offerings.
“Our focus extends beyond just marketing, as we oversee all aspects of the destination. We want to create a luxurious and prosperous destination for everyone: our visitors, developers, and the people of the Turks and Caicos Islands.”
The company has ambitious plans for the future, aiming to become the premier DMO in the Caribbean. “We aspire to lead the way in Caribbean tourism by effectively curating and gathering data on multiple topics, including visitor spending habits, demographics, searching and booking timelines, and flight capacity from key markets. We have now reached the point where we have the data to operate predictively.”
“As a SMART DMO, we strongly emphasize data collection to inform not only our strategies but also those of our partners. Our objective is to be the primary source of tourism data in the Turks and Caicos Islands, and we are actively engaging with various agencies in the region to achieve this goal.”
