From February 10-12, 2017, Bonaire participated for the first time in the Boston Globe Travel Show. The Show was held at the Seaport World Trade Center in Boston, Massachusetts and provided the opportunity for consumers to meet with destinations from around the world and immerse themselves in travel information for future trips.
“Supporting TCB North America’s Gateway Marketing Strategy for 2017, Bonaire was introduced to travelers from Bonaire’s top feeder market – Boston,” commented Maurice Adriaens, Director of Tourism Corporation Bonaire. “Exhibiting at this show reaches the travelers in a market that feeds the United fights from Newark and Houston and the Delta flight from Atlanta,” he concluded.
In preparation for Bonaire’s Boston Globe Show debut, TCB-NA created a five point marketing plan, impacting on show attendees and those in the Boston catchment area that couldn’t attend the show, but could be potential travelers.
Over the course of the three-day event, thousands of Show attendees, travel professionals and members of the media visited the TCB Booth to learn more about the destination, enter the Bonaire Rocks Sweepstakes and discuss travel plans. The majority of the attendees were non-divers and to most, Bonaire was a new destination. Bonaire promotional materials were available at the TCB Booth for attendees to take home.
The island was represented by TCB North America’s representative Marie Rosa and from the private sector, Jessica Gonzalez, Marketing Director of Harbour Village Beach Club. As the private sector was encouraged to participate in the show with TCB, materials were distributed on their behalf and included brochures and information from: the members of BONHATA, Sorobon Beach Resort Bonaire and the Divi Flamingo Beach Resort & Casino.