The Cayman Islands Department of Tourism in Europe is targeting the diving industry.
“Research has told us they are more aware of Cayman Islands than the average man in the street is, so we’re trying to turn that awareness into actual bookings,” said Don McDougall, regional manager for Europe.
“We’re stepping up the number of events we are going to in 2011.
We’re going to be at Le Salon de la Plongée in Paris, Eudi in Milan and the Madrid dive show, as well as the London International Dive Show. We find that trade that come over from Cayman, be they dive operators or whatever, tend to do very well when they come on our stand. We do it to promote Cayman Islands to a wider public and also create a free platform for dive hoteliers or operators to work off should they wish to do so,” he said.
Mr. McDougall also revealed that a programme about stingrays, which was recorded in Cayman earlier this year and hosted by UK television star Martin Clunes, is to air on premier British commercial channel ITV on 6 January.
Culinary Month was also attracting attention, particularly as UK chef Rachel Allen will be appearing. He also noted that the Sunday Times newspaper recently featured a large article about Cayman following a journalist’s visit to the island with the Department of Tourism.
A new UK advertising campaign will be launched in January, he added.