Ministry of Tourism Launches ‘Tourism is Everybody’s Business’ Domestic Campaign to Reinvigorate Public Awareness of the Nation’s #1 Industry

NASSAU, Bahamas (February 26, 2024) –The Ministry of Tourism, Investments & Aviation has launched a dynamic domestic campaign dubbed Tourism is Everybody’s Business, aimed at enhancing public awareness of the nation’s premier industry — tourism. The local campaign was developed as an integral part of the country’s overall effort to highlight the positive image of Bahamas tourism and seeks to rekindle passion and pride in the Bahamian people for the industry that powers the economy of the island nation. The campaign will run through June.

Of the roll out of the domestic campaign, the Hon. I. Chester Cooper, Deputy Prime Minister (DPM) and Minister of Tourism, Investments & Aviation, said: “The Bahamas is a highly sought after tourist destination. In 2023, over 9.6 million travellers visited our shores and enjoyed our myriad offerings in a safe and welcoming environment. That is the reality of tourism in The Bahamas.”

“In collaboration with our international industry partners,” said DPM Cooper, “the Ministry of Tourism has launched a global campaign to reiterate the positive narrative of The Bahamas to travel audiences around the world.  In tandem with our international campaign, we are launching a robust domestic campaign to engage with our local community, to reinvigorate national awareness of the importance of our nation’s number one industry. This campaign will target all sectors of our population, as tourism is indeed everyone’s business.”

The Tourism is Everybody’s Business campaign aims to create public excitement around tourism and will employ numerous means to update the public about all the positive developments in tourism. The campaign kicked off with a media blitz that will see public appearances by top tourism officials on local TV and will also feature numerous radio broadcasts. Newspaper ads, billboards and an engaging social media campaign will all creatively tout the message of tourism’s paramount importance to the nation.

Latia Duncombe, Director General of Tourism, said, “This nationwide campaign emphasizes the inclusive nature of tourism, highlighting the crucial role of every Bahamian, regardless of age or occupation, in shaping our nation’s tourism landscape. At the Ministry, we recognize the value of ensuring every individual is empowered to contribute to the heart and soul of our premier industry.”

The “Tourism is Everyone’s Business” campaign will roll out a local influencer promotion to encourage domestic travel among citizens and residents of The Bahamas to explore major islands including — New Providence, Abaco, Grand Bahama, Eleuthera, Exuma and Cat Island.   The domestic campaign will also feature exciting Tourism Giveaways to promote Family Island Festivals on radio stations and social media. Through partnerships, the Industry Training Department of the Ministry of Tourism will launch a special initiative to re-educate students on the value of tourism to the country’s economy, and the Tourism Development Corporation will launch a promotion to highlight small businesses to the tourism sector.

Over the past six decades, The Bahamas has built its reputation as a global tourist destination, welcoming millions to its shores each year. Tourism employs 65% of the population of The Bahamas and accounts for 60% of the GDP. Tourism directly or indirectly affects everyone who lives in The Bahamas.

For more information on Tourism is Everybody’s Business campaign visit Bahamas.com.

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Media Contact:

Danielle Bodie

General Manager  
Bahamas Ministry of Tourism, Investments & Aviation 
dbodie@bahamas.com