Turks and Caicos strengthens its strategy in Latin America

From April 14th to 16th, the Expo Center Norte in São Paulo will host a new edition of WTM Latin America, the region's most important tourism trade show, with the participation of more than 620 exhibitors from 40 countries. In this context, Turks and Caicos officially re-introduces itself after several years of absence. We spoke with Trina Adams, CMO of Experience Turks & Caicos, about this renewed promotional strategy.

What does it mean for Turks and Caicos to participate again in WTM Latin America?

It's a great opportunity for us. Although we've participated in this fair in the past, it's been many years since our last visit. We felt it was time to return and reintroduce Turks and Caicos to the Latin American market.

How do you assess the potential of this market?

The Latin American market is very important to us. Although current visitor numbers aren't what we'd like, the data indicates growing interest: we have more than 60,000 active searches related to the destination, and our goal is to transform those searches into effective bookings. That's why it's key to be here and keep industry professionals up-to-date on the latest developments in the destination.

What's new in Turks and Caicos at this year's WTM?

We have several. First, we have a new Minister of Tourism, who is driving many initiatives. This year, we will open six new hotel developments, including the recently opened Salterra, a Marriott hotel on the island of South Caicos. It's also worth noting that American Airlines has launched a direct route from Miami to South Caicos, giving us two international entry points: Providenciales and South Caicos.

What actions will follow this fair to continue positioning the destination in the region?

We recently hired a representation agency in Latin America, EM Marketing, who will work with us to expand the destination's visibility. They will be responsible for branding campaigns and trade show presence. After WTM, our next stop will be the Caribbean Caravan event, and we plan to participate in many other trade shows throughout the year.

From a personal perspective, what would be your recommendation for a visitor who has a week to explore the destination?

Turks and Caicos is my home, so I have many recommendations. First, I would tell visitors to book an oceanfront room and simply enjoy the views. Then, try the local cuisine at places like Crackpot Kitchen or Ricky's on the Beach.

Afterwards, I recommend island hopping. We're an archipelago of 40 islands and cays, 9 of which are inhabited. A trip to North and Middle Caicos allows you to explore caves, hike, and go birdwatching. I'd also suggest visiting Grand Turk, just a 20-minute flight away, where we have the world's third-largest barrier reef and excellent diving sites. During peak season, you can go whale watching.

Finally, South Caicos is ideal for sport fishing. In short, beyond the sun and beaches, we offer culture, nature, and authenticity.